Analyzing your boosted posts

If you boost your Facebook posts or promote your Instagram posts, you will also see those insights in Buffer Analyze. Comparing your organic results with your paid results enables you to optimize your ad spend and make better decisions.

🎥 Care to learn more about how to use Buffer to drive traffic to your website? Join us on September 29th to learn how to drive traffic to your website by using Buffer’s boosted post analytics and our Instagram Shop Grid feature. After the demo, we’ll have an open Q&A. Register here.

📝 Ads created through Facebook Ads Manager are not included at the moment. Let us know if this is something you'd like to see!

This article contains the following sections:

  1. Allowing access for ad data
  2. Comparing results at the social account level
  3. Comparing results at the post level

Allowing access for ad data

To display the insights of your boosted posts, Buffer needs to access more information from your respective Facebook page and Instagram business accounts. If you are not seeing your boosted post insights, it might be because Buffer doesn’t yet have the permission to access your ad data. You’ll need to add the permissions under your Analyze settings.

📝 When you connect a new channel, we will backfill the last 90 days of boosted posts and you should see that data within a few minutes. After that, the data will be updated approximately every six hours but will exclude today's data.

Comparing results at the social account level

There are two ways to analyze and compare your boosted post insights. The first is to compare your organic and paid results at the social account level.

When viewing your Overview tab, you can see how your organic posts and boosted posts contributed to your key metrics, such as impressions, likes, and comments. Organic posts and boosted posts are represented by blue and green respectively in the bar chart.

To see an exact breakdown between organic and paid, hover over the respective bar charts.

You can also see how your key metrics have grown over time with the metrics insights charts.

Comparing results at the post level

The second way is to compare your organic and paid results at the post level under the Posts tab. For every post that was boosted, you can easily see the proportion of organic and paid results in the post insights table. You can also hover over the bar charts to see the exact breakdown.

The post insights table only shows the five key metrics of each post. To see the remaining metrics, click on the image. Similarly, you can hover over the respective bars to see the exact breakdown between organic and paid.

📝 The average reach and average engagement rate for your hashtags are based on your organic posts only. They do not include the additional reach and engagement from boosting.

Here are a few things to consider when looking at these insights:

  • How are the paid results relative to the amount spent boosting the posts?
  • Are there any boosted posts with exceptional paid results? Was it the media or the copy that might have caused more people to engage with the post? Or was it the audience setting for the boost? (You might also want to consider boosting such posts again, if they are still relevant.)
  • Am I getting the results I want? Should I spend more money boosting posts next month?
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