Available now in open beta, Measure offers a robust solution that clarifies organic and paid performance for each post on Facebook and Instagram. This initiative addresses long-standing challenges in reporting Meta organic and paid data on the post level, providing you with more transparent, reliable, and actionable insights by retrieving paid metrics from the ad level instead.
Note: The open beta organic and paid metric improvements will be available via Measure’s beta content widgets only so you can experience the new metrics improvements while the old model remains. Any existing dashboards with non-beta widgets will not be affected.
Historical challenges in Meta organic and paid metrics reporting
Historically, Measure has reported content at the post level because organic metrics are provided on the post level by Meta’s Graph and Insights APIs. Paid metrics are available from both the Insights API on the post level and the Marketing API on the ad level, which has required Measure to map paid metrics back to posts through several indirect signals. This issue has led to confusing organic vs. paid metrics totals, duplicated dark posts, and inconsistent visibility into paid activity to date.
Meta does not recommend relying on paid post-level insights received from the Graph and Insights APIs because the attribution is inconsistent. Instead, Meta provides the most reliable paid activity on the ad level via the Marketing API. For this reason, Measure has introduced a new model that cleanly unifies organic and paid activity on a single post from the ad level and eliminates unnecessary dark posts.
Improvements in the open beta model
Our open beta model solves the Meta organic and paid metrics reporting challenges and inconsistencies Measure users have experienced to date.
Organic and paid Meta metrics are unified under each post
Each post now consolidates all related metrics—organic and paid—into a single, unified view for Facebook and Instagram posts. This eliminates confusion caused by duplicate dark posts, paid Instagram performance being attributed to dark Facebook posts, and dynamic ads.
The new model easily displays and filters:
Which posts are ads, organic, or boosted.
The combined performance (organic and paid) of one post across all placements.
Totals specific to the ad account.
No more hidden or duplicated metrics — every number is traceable and clearly labeled as organic or paid.
Paid metrics are received from the Marketing API via Advertise
Note: Going forward, a Meta ad account will be required to be connected to Social Media Management for Measure to receive reliable paid metrics from Advertise.
All reliable paid metrics come through our integration with Advertise, which receives ad‑level data from Meta’s Marketing API — the source Meta recommends for the most accurate paid data reporting.
Paid metrics are now directly attached to the original organic post, while pure ads and dynamic ads are clearly identified and reported. This ensures that every impression, engagement, and reach figure is correctly attributed, regardless of how the content was promoted.
Each post will provide full breakdowns by Meta platform as applicable (e.g. Facebook, Instagram, Threads, Messenger, etc.)
Each post will provide full breakdowns by currency if the post is promoted from multiple accounts.
Dashboard and widget-level filters can filter posts by ad account and ad platform.
We will no longer receive unreliable paid metrics from the Graph API.
Both Facebook and Instagram will have:
Paid metrics (Paid Impressions, Paid Reach, Paid Interactions): Paid performance split by platform.
Note: Metrics that require a Meta ad account to be connected will be displayed in the UI but be locked if there is no ad account connected, or if the accessing user does not have access to the ad account. See our guidelines for the open beta below for more information.
Multi‑ad campaigns remain clean and consolidated
If several ads promote the same post (even across multiple ad accounts), you still see one post’s paid metrics from all relevant ads as aggregated. Dark copies from disconnected ad accounts will remain invisible to avoid misleading totals.
Note: Please note that if an ad account is not connected, we will not receive paid metrics, but the total from Meta will still include them. We recommend connecting any ad accounts to Social Media Management to ensure you have a full picture of where your total Meta metrics are coming from.
Measure will identify Meta template posts
Under the new model, Measure will surface the name of the ad that generated each template post, making it easier to recognize them and interpret them correctly. All duplicates (e.g. 10 identical dark posts) will be removed.
Guidelines for the open beta
The new, open beta model for Meta organic and paid metrics reporting will be accessible under the following guidelines:
You must have a Meta ad account connected to Brandwatch to receive paid metrics.
This is required for Measure to receive reliable paid metrics about your ad content from Meta's Marketing API.
Without a connected ad account, dark posts will no longer appear in Measure. (This is unlike the old reporting model where dark posts could appear in Measure, even if you had not connected an ad account to SMM).
Any user accessing the new model via the open beta must have access to the connected Meta ad account(s) in Advertise.
Without access to the ad account, users will not see paid metrics coming in from that ad account.
The open beta model can only be accessed using Measure’s beta content widgets.
All changes will take effect in Measure's new, beta content widgets:
No changes will be reflected in Measure’s existing, non-beta widgets, so you can access the old organic/paid metrics model at any time.
Note: Metrics changes under the open beta model are only effective going forward from May 28, 2026. At this time, metrics from the new model will not be available retroactively.
Accessing the new metrics model from Measure’s beta widgets
For the duration of the open beta, the new Meta organic and paid metrics model will be accessible only within Measure’s beta content widgets:
Any existing dashboards with non-beta widgets will not be affected.
To access the beta widgets, create a widget in a new or existing Measure dashboard. In the Widgets menu, select a content widget with the Beta badge.
Beta widget filter updates
The following filter updates will be available within Measure’s beta content widgets:
Beta widgets will feature Ad account and Ad Meta platform filters
A new Ad Meta promotion status filter will be added:
Use to clearly distinguish between your organic, boosted, or pure ad content
Only available if the ad account is connected to SMM
Only available for Facebook and Instagram
The existing Visibility filter will be removed
Dark posts will be categorized under the Meta promotion status filter with the “Ad” status
Measure’s non-beta widgets will still support the Visibility filter
New paid beta metrics supported
When you utilize a beta content widget in Measure, the following new paid and organic metrics will be supported for connected Meta ad accounts and be visible to users with a role on the ad account.
Note: If you have already been using Measure's beta content widgets prior to May 28, 2026, you will see two visible changes after May 28:
Post counts may drop noticeably. The new model’s ingestion logic will stop pulling unnecessary dark posts. Widgets filtered to include dark/no exposure posts will show fewer posts.
Instagram promotion status will start populating. Any widget filtering by promotion status will start treating Instagram promoted posts correctly, as previously they wouldn't appear under the "Boosted/Ad" filters.
Do not be alarmed by either change as these are both intentional improvements in Measure going forward.
Paid metrics available for connected Meta ad accounts
Metric | Category | Description | Networks |
Spent | Cost | The estimated amount of money spent on the promoted posts. | FACEBOOK, INSTAGRAM |
CPM | Cost | Average cost for 1,000 paid impressions. It is calculated by dividing the total spend by the number of impressions and multiplying by 1,000. | FACEBOOK, INSTAGRAM |
CPC | Cost | Average cost paid for each ad click, calculated as spent / clicks | FACEBOOK, INSTAGRAM |
Paid impressions | Distribution | The number of times the promoted post was shown. For Facebook and Instagram, this metric is only considering the Ad Accounts you have access. | FACEBOOK, INSTAGRAM, X and YOUTUBE |
Paid reach | Distribution | People reached through paid means on your post. Use the average to get accurate aggregated number of people reached on average per post published during the period. This metric is only considering the Ad Accounts you have access. | FACEBOOK, INSTAGRAM |
Paid link clicks (existing) | Engagements | The number of clicks on a link in the promoted posts. The link can point to Facebook or any internet resource. | FACEBOOK, INSTAGRAM and X |
Paid user follows | Engagements | The number of new followers gained attributed to the promoted posts. | FACEBOOK, INSTAGRAM |
Paid outbound clicks | Engagements | The number of promoted link clicks that take people off Facebook. Use “Paid link clicks” for capturing any link click on or off Facebook. | FACEBOOK, INSTAGRAM |
Paid interactions (existing) | Engagements | The number of paid reactions, comments, shares, (saves in Meta) or any click on interactive element in the post for X and Paid Link clicks for FB. | FACEBOOK, INSTAGRAM and X |
Paid inline interactions | Engagements | The number of inline actions that people take involving the promoted posts. | FACEBOOK, INSTAGRAM |
Paid page interactions | Engagements | The number of interactions (reactions, comments, shares, saves, video views of at least 3s or any click) that people took on your Facebook page and/or other posts, attributed to the promoted post. | FACEBOOK, INSTAGRAM |
Paid reactions | Engagements | The number of paid reactions on the promoted posts. | FACEBOOK, INSTAGRAM and X |
Paid comments | Engagements | The total count of comments generated through paid means (excluding replies for Meta) on promoted posts. This metric includes deleted comments. Monitoring this metric helps assess the engagement and impact of paid promotions. | FACEBOOK, INSTAGRAM and X |
Paid shares | Engagements | The number of paid shares on the promoted posts. | FACEBOOK |
Paid saves | Engagements | The number of paid saves on the promoted posts. | FACEBOOK |
Paid Engagements (Existing) | Engagements | The number of reactions, comments, shares and saves attributed to your promoted post. | FACEBOOK X |
Paid photo view | Engagements | The number of times people clicked on a photo of the promoted posts to view it in a larger size. | FACEBOOK |
Paid video views (existing)
| Video views | The number of times the promoted video was watched for an aggregate of at least 3 seconds, or for nearly its total length, whichever happened first. | FACEBOOK |
Paid avg. watch time | Video views | The average time a promoted video was watched. | FACEBOOK |
Paid ThruPlay | Video views | The total amount of times someone plays the video post until the end or for at least 15 seconds. | FACEBOOK |
Paid video views (30s) | Video views | The number of times the promoted video was watched for an aggregate of at least 30 seconds, or for nearly its total length, whichever happened first. | FACEBOOK |
Paid video views (25%) (existing) | Video views | 25% of a video in the paid post was viewed. | FACEBOOK and X |
Paid video views (50%) (existing) | Video views | 50% of a video in the paid post was viewed. | FACEBOOK and X |
Paid video views (75%) (existing) | Video views | 75% of a video in the paid post was viewed. | FACEBOOK and X |
Paid video views (95%) | Video views | 95% of a video in the paid post was viewed. | FACEBOOK |
Paid video completions | Video views | 100% of a video in the paid post was viewed. | FACEBOOK, |
Paid new messaging conversations | Engagements | The number of messaging conversations on a messaging app (such as Facebook Messenger or Instagram Direct) that began with people who had never messaged with your business before, attributed to the promoted post. | FACEBOOK, |
Paid messaging replies | Engagements | The number of messaging replies that people sent to your business in a messaging app (such as Facebook Messenger or Instagram Direct), attributed to the promoted posts. This metric does not count messaging replies that occur in WhatsApp. | FACEBOOK, |
Paid blocked messaging conversations | Engagements | The number of times people blocked messages from your business on messaging apps (such as Facebook Messenger or Instagram Direct), attributed to the promoted post. | FACEBOOK, |
Paid content views | Paid conversions | The number of “view content” events tracked by the pixel on your website and attributed to the promoted posts. | FACEBOOK, |
Paid search | Paid conversions | The number of “search” events tracked by the pixel on your website and attributed to your promoted posts. | FACEBOOK, |
Add to cart | Paid conversions | The number of “add to cart” events tracked by the pixel on your website and attributed to the promoted posts. | FACEBOOK, |
Add to wishlist | Paid conversions | The number of “add to wishlist” events tracked by the pixel on your website and attributed to the promoted posts. | FACEBOOK, |
Checkout initiated | Paid conversions | The number of “initiate checkout” events tracked by the pixel on your website and attributed to the promoted posts. | FACEBOOK, |
Add payment info | Paid conversions | The number of “add payment info” events tracked by the pixel on your website and attributed to the promoted posts. | FACEBOOK, |
Purchase | Paid conversions | The number of purchase events tracked by the pixel on your website and attributed to the promoted posts. | FACEBOOK, |
Leads | Paid conversions | The number of “lead” events tracked by the pixel on your website and attributed to the promoted post. | FACEBOOK, |
Registration completed | Paid conversions | The number of “registration completed” events tracked by the pixel on your website and attributed to the promoted posts. | FACEBOOK, |
Landing page views | Paid conversions | The number of “registration completed” events tracked by the pixel on your website and attributed to the promoted posts. | FACEBOOK, |
Total conversion value | Paid conversions | The total value of all conversions attributed to the promoted posts. | FACEBOOK, |
Purchase value | Paid conversions | The total value of all purchases attributed to the promoted posts. | FACEBOOK, |
Paid content view value | Paid conversions | The total value of “view content” events attributed to the promoted posts. | FACEBOOK, |
Paid search value | Paid conversions | The total value of all searches attributed to your promoted posts. | FACEBOOK, |
Add to cart value | Paid conversions | The total value of all “add to cart” actions attributed to the promoted posts. | FACEBOOK, |
Add to wishlist value | Paid conversions | The total value of all “add to wishlist” actions attributed to the promoted posts. | FACEBOOK, |
Checkout initiated value | Paid conversions | The total value of all checkouts initiated attributed to the promoted posts. | FACEBOOK, |
Add payment info value | Paid conversions | The total value of all “add payment info” actions attributed to the promoted posts. | FACEBOOK, |
Leads value | Paid conversions | The total value of all “lead” events attributed to the promoted post. | FACEBOOK, |
Facebook leads | Paid conversions | The number of form responses submitted after people clicked on “Facebook lead” promoted posts. | FACEBOOK, |
Landing page views value | Paid conversions | The total value of all landing page views attributed to the promoted posts. | FACEBOOK, |
Registration completed value | Paid conversions | The total value of all completed registrations attributed to the promoted posts. | FACEBOOK, |
Mobile app installs | Paid conversions | The number of mobile app installs attributed to your promoted posts. | FACEBOOK, |
Facebook purchases | Paid conversions | The number of Facebook purchases attributed to the promoted posts. | FACEBOOK, |
Facebook purchases value | Paid conversions | The total value of all Facebook purchases attributed to the promoted post. | FACEBOOK, |
Store visits | Paid conversions | The estimated number of times people visit your physical business location, attributed to your promoted posts. | FACEBOOK, |
Paid Frequency | Engagements | The average number of times each unique user saw a paid ad during the reporting period. | FACEBOOK, |
Paid Engagement Rate (existing) | Engagements | Total paid engagements as a percentage of the paid impressions. Formula: 100 * (Paid Reactions + Paid Comments + Paid Shares) / Paid Impressions. | FACEBOOK, INSTAGRAM, X |
Cost per Engagement | Cost | The average cost per engagement (reactions, comments, saves and shares) attributed to the promoted post. | FACEBOOK, INSTAGRAM |
Cost per reaction | Cost | The average cost per reaction attributed to the promoted post. | FACEBOOK, INSTAGRAM |
Cost per comment | Cost | The average cost per comment attributed to the promoted post. | FACEBOOK, INSTAGRAM |
Cost per share | Cost | The average cost per post share attributed to the promoted post. | FACEBOOK, INSTAGRAM |
Cost per save | Cost | The average cost per post save attributed to the promoted post. | FACEBOOK, INSTAGRAM |
Cost per interaction | Cost | The average cost per interaction (post engagements) attributed to the promoted post. | FACEBOOK, INSTAGRAM |
Cost per inline interaction | Cost | The average cost per inline interaction attributed to the promoted post. | FACEBOOK, INSTAGRAM |
Cost per page interaction | Cost | The average cost per any interaction (reaction, comment, share or any click on active element) on the page or other posts attributed to the promoted post. | FACEBOOK, INSTAGRAM |
Cost per photo view | Cost | The average cost per photo view attributed to the promoted post. | FACEBOOK, INSTAGRAM |
Cost per link click | Cost | The average cost for a click on a link in the promoted post. | FACEBOOK, INSTAGRAM |
Cost per outbound click | Cost | The average cost for a link click that leads off Facebook on the promoted post. | FACEBOOK, INSTAGRAM |
Cost per messaging reply | Cost | The average cost for each messaging reply on a messing app (Facebook messenger, IG Direct) attributed to the promoted post. | FACEBOOK, INSTAGRAM |
Cost per messaging conversation | Cost | The average cost of a new messaging conversation on a messing app (Facebook messenger, IG Direct) that began with people who had never messaged with your business before, attributed to the promoted post. | FACEBOOK, INSTAGRAM |
Cost per video view | Cost | The average cost for watching a promoted video for at least 3 seconds, or for nearly its total length, whichever happened first. | FACEBOOK, INSTAGRAM |
Cost per Thruplay | Cost | The average cost for watching a promoted video for at least 15 seconds, or for nearly its total length, whichever happened first. | FACEBOOK, INSTAGRAM |
Cost per landing page view | Cost | The average cost of landing page view after clicking on the promoted post. | FACEBOOK, INSTAGRAM |
Cost per content view | Cost | The average cost of “view content” events as tracked by the Facebook pixel and associated with the promoted post. | FACEBOOK, INSTAGRAM |
Cost per add to cart | Cost | The average cost of “add cart” events as tracked by the Facebook pixel and associated with the promoted post. | FACEBOOK, INSTAGRAM |
Cost per add to wishlist | Cost | The average cost of “add wishlist” events as tracked by the Facebook pixel and associated with the promoted post. | FACEBOOK, INSTAGRAM |
Cost per checkout initiated | Cost | The average cost of each website checkout initiated as tracked by the Facebook pixel and associated with the promoted post. | FACEBOOK, INSTAGRAM |
Cost per add payment | Cost | The average cost of “add payment” events as tracked by the Facebook pixel and associated with the promoted post. | FACEBOOK, INSTAGRAM |
Cost per registration completed | Cost | The average cost of “registration completed” events as tracked by the Facebook pixel and associated with the promoted post. | FACEBOOK, INSTAGRAM |
Cost per purchase | Cost | The average cost of each website purchase as tracked by the Facebook pixel and associated with the promoted post. | FACEBOOK, INSTAGRAM |
Cost per Facebook purchase | Cost | The average cost of a purchase on Facebook from the promoted post. | FACEBOOK, INSTAGRAM |
Cost per lead | Cost | The average cost of a lead associated with the promoted post. | FACEBOOK, INSTAGRAM |
Cost per Facebook lead | Cost | The average cost of form responses submitted after people responded to the lead promoted post. | FACEBOOK, INSTAGRAM |
Cost per search | Cost | The average cost of a website search as tracked by the Facebook pixel and associated with the promoted post. | FACEBOOK, INSTAGRAM |
Cost per store visit | Cost | Cost per store visit | FACEBOOK, INSTAGRAM |
Cost per mobile app install | Cost | The average cost of mobile app install that is associated with the promoted post. | FACEBOOK, INSTAGRAM |
Paid views (duplicate of Paid impressions) | Distribution | The number of times the promoted post was shown. For Facebook and Instagram, this metric is only considering the Ad Accounts you have access. | FACEBOOK, INSTAGRAM, X and YOUTUBE |
Meta views | Distribution | The estimated total number of views of your post across all Meta surfaces. Calculated as organic views + paid views (across all Meta platforms). This metric is only supported if an Ad Account is connected. | FACEBOOK, INSTAGRAM |
Meta reach | Distribution | The estimated total number of people that viewed your post across all Meta surfaces. Calculated as organic reach + paid reach (across all Meta platforms). This metric is only supported if an Ad Account is connected. | FACEBOOK, INSTAGRAM |
Meta Reactions | Engagement | The estimated total number of reactions on your post across Meta surfaces. Calculated as organic reactions + paid reactions (across all Meta platforms). This metric is only supported if an Ad Account is connected. | FACEBOOK, INSTAGRAM |
Meta Comments | Engagements | The estimated total number of comments on your post across Meta surfaces. Calculated as organic comments + paid comments (across all Meta platforms). This metric is only supported if an Ad Account is connected. | FACEBOOK, INSTAGRAM |
Meta Shares | Engagements | The estimated total number of shares on your post across Meta surfaces. Calculated as organic shares + paid shares (across all Meta platforms). This metric is only supported if an Ad Account is connected. | FACEBOOK, INSTAGRAM |
Meta Saves | Engagements | The estimated total number of saves on your post across Meta surfaces. Calculated as organic saves + paid saves (across all Meta platforms). This metric is only supported if an Ad Account is connected. | |
Meta Engagements | Engagements | The estimated total number of engagements on your post across Meta surfaces. Calculated Reactions + Comments + Shares + Saves (for IG) across all Meta surfaces. | FACEBOOK, INSTAGRAM |
Meta Engagement Rate | Engagements | The estimated total engagements as a percentage of the total views across all Meta surfaces. | FACEBOOK, INSTAGRAM |
Meta link clicks | Engagements | The estimated total number of link clicks in your posts across all Meta surfaces. | |
Meta Interactions | Engagements | The estimated total number of interactions in your post across all Meta surfaces. Calculated as Meta Reactions + Meta Comments + Meta Shares + Meta Saves + Meta link clicks (for FB) | FACEBOOK, INSTAGRAM |
Meta Interaction Rate | Engagements | The estimated total number of interactions as a percentage of the views across all Meta surfaces. Calculated as (Meta Reactions + Meta Comments + Meta Shares + Meta Saves + Meta link clicks (for FB)) / Meta views | FACEBOOK, INSTAGRAM |
Ad Engagements | Engagements | The total number of actions that people take involving your ads across Meta technologies. These actions could include the following paid engagements: reactions, comments, shares, saves, video views 3s, photo views, link clicks, profile clicks, profile follows, location clicks, hashtag clicks, poll sticker clicks. | FACEBOOK, INSTAGRAM |
Ad clicks (all) | Engagements | The number of clicks, taps or swipes on your ads. It can include: link clicks, clicks to profile, reactions, comments, shares, clicks to expand media or clicks to take actions identified as your campaign objective. | FACEBOOK, INSTAGRAM |