Measure allows you to view paid performance data for Facebook, Instagram, LinkedIn, and X (Twitter). By adding paid metrics (paid impressions, paid net new fans, etc.) to your widgets, you can isolate the data from your promoted posts. You can also apply a Promotion filter to your content widgets to isolate the promoted posts themselves.

In this article, we'll explore the paid data availability for all networks in Measure, as well as how to view that paid data in your dashboards.     

Do I need to connect an ad account to view my promoted posts or paid data in Measure?

Connecting your ad accounts to Social Media Management allows you publish promoted posts to those networks. However, Facebook is the only network that requires you to connect your ad account to access all its features in Measure.

Features in Measure that require a connected ad account

• Viewing paid Facebook content metrics from the Facebook Ads Manager
• Viewing promoted Instagram posts and their data via the Facebook channel (This gives you access to more metrics than are available via the Instagram channel.) 

Features in Measure that do not require a connected ad account

• Viewing paid Facebook channel metrics
• Viewing paid Facebook content metrics from Meta's Insights
• Viewing promoted posts, paid channel data, or paid content data from any other network

How do I view paid data in Measure?

In order to view paid data in Measure, you will need to select paid metrics (for example, paid engagements, paid video views, etc.). However, some networks offer more paid metrics than others, and some networks do not offer paid metrics at all. There are also organic metrics (organic data only) and combined metrics (organic data + paid data). Most networks offer some combination of the three.

In the tables below, we’ll review which networks offer each metric type. For a complete list of which paid metrics specifically each network offers, please see our Measure metrics guides. 

Which networks offer paid channel metrics?

Which networks offer paid content metrics?

How do I filter for paid or organic data only?

Since most metrics from most networks are combined, you may be looking for ways to filter out either the paid or organic data from these metrics. However, combined metrics are what we call "irreducible aggregates"—in the same way it's not possible to pull the red or blue out of purple paint, it’s not possible isolate your paid or organic data if the network delivered a combined total. Instead, the network must deliver the paid and organic data separately, as two different metrics.

For this reason, there is no paid or organic data filter in Measure. However, you can still isolate your paid or organic data by:

1. Creating a widget using only paid or organic metrics
2. (Content widgets only) Applying a filter for promoted or non-promoted posts

Selecting paid or organic metrics

If you're working with networks that offer separate paid and organic metrics, you can use those metrics to build paid-only or organic-only widgets. 

When creating a channel widget, simply type "paid" or "organic" in the search bar and select your metrics from the dropdown menu:

When creating a content widget, you can also use the Paid / Non Paid toggle to filter metrics automatically. However, please note that the Non Paid list also includes all combined metrics:

Filter for promoted or non-promoted posts

Content widget filters determine which posts are or aren't included in the widget. You can use the Promotion filter to build a widget that only includes promoted or non-promoted posts. The Visibility filter also allows you to filter for dark posts (promoted posts that do not appear on your channel) or timeline posts (promoted posts that appear on your channel). 

When filtering for promoted posts, please bear in mind that: 

• For now, Measure can only recognize promoted posts from Facebook, Instagram, and X (Twitter). Promoted posts from other networks will not be caught by the filter. 
• For all networks except Instagram and Pinterest, it will still be necessary to use the correct metric type (paid metrics for promoted posts, organic metrics for non-promoted posts). Filtering for promoted or non-promoted posts does not filter the data.