When you boost an Instagram post through Facebook Ads Manager, you get extra Reach and Impressions, as well as extra likes & comments. So, this guide will show you how to calculate accurate Post Engagement, Reach, Impressions and Engagement on Reach so you can get a FULL overview of how your boosted posts are performing.
Below are two reports from the same Instagram post, which started out as an organic post and was temporarily boosted:
Fig. 1: Iconosquare media report
Fig. 2: Facebook Ads Manager report
Likes, comments & saves/Post engagement
Fig. 1 shows your organic likes, comments & saves. Fig. 2 shows the 'Post Engagement' you got on your ad, which includes paid likes, comments & saves. You can add these two numbers together to get the total amount of engagement on your post.
Example: (79+3+1) + 600 = 683
Fig. 1 shows your organic Reach and Fig. 2 shows your boosted Reach. You can add these two numbers together to get the overall Reach of your post.
Example: 379 + 3302 = 3681
Fig. 1 shows your organic Impressions and Fig. 2 shows your boosted Impressions. You can add these two numbers together to get the overall Impressions of your post.
Example: 508 +3544 = 4052
Engagement on Reach
Fig 1. Shows the organic AND boosted likes, comments & saves on your post. You can add these together and divide them by the total Reach to get an accurate Engagement on Reach %.
Example: 654 (likes) + 1 (comment) + 1 (save) = 656
656 ÷ 3302 (total Reach) = 0.1986
0.1986 x 100 = 19.87%