In this Article:
Later Influence pulls content performance data directly from the TikTok, Instagram, and Pinterest APIs. The tables below map each API field to its definition and the corresponding label in the Later reporting UI.
TikTok
| API Field | Definition | UI Label |
video_views |
Total times the video has been watched | Total Views |
video_views_organic |
Views from organic delivery, excluding Spark Ads | Organic Video Views |
video_views_paid |
Views from Spark Ads | Paid Video Views |
total_engagements |
Total likes, shares, and comments | Total Engagements |
organic_engagements |
Organic likes, shares, and comments | Organic Engagements |
paid_engagements |
Paid likes, shares, and comments | Paid Engagements |
total_engagement_rate |
Engagements ÷ video views | Total Engagement Rate |
organic_engagement_rate |
Organic engagements ÷ organic views | Organic Engagement Rate |
paid_engagement_rate |
Paid engagements ÷ paid views | Paid Engagement Rate |
likes |
Total likes | Likes |
likes_organic |
Organic likes | Organic Likes |
likes_paid |
Paid likes | Paid Likes |
comments |
Total comments | Comments |
comments_organic |
Organic comments | Organic Comments |
comments_paid |
Paid comments | Paid Comments |
shares |
Total shares | Shares |
shares_organic |
Organic shares | Organic Shares |
shares_paid |
Paid shares | Paid Shares |
| API Field | Definition | UI Label |
total_engagements |
Organic engagements + paid engagements | Engagements |
organic_engagements |
Organic likes + comments + saves + shares | Organic Engagements |
paid_engagements |
Paid likes + comments + saves + shares | Paid Engagements |
total_impressions |
Organic views + paid impressions | Impressions / Views |
organic_views |
Total times a post has been viewed organically | Organic Views / Impressions |
paid_impressions |
Number of times ads were on screen | Paid Views / Impressions |
actions.video_view |
3-second video views | Paid Video Views (3s) |
total_reach |
Organic reach + paid reach | Reach |
organic_reach |
Unique Instagram accounts that have seen the post | Organic Reach |
paid_reach |
Unique accounts that saw an ad at least once (estimated) | Paid Reach |
total_saves |
Organic saves + paid saves | Saved |
organic_saves |
Unique accounts that saved the post | Organic Saved |
actions.onsite_conversion.post_save |
Post saves via paid | Paid Saved |
total_shares |
Organic shares + paid shares | Shares |
organic_shares |
Organic shares of the post | Organic Shares |
actions.post (shares) |
Paid shares | Paid Shares |
purchase_roas |
Total return on ad spend from purchases, based on connected Facebook Business Tools | Paid ROAS |
spend |
Estimated total ad spend for the campaign, ad set, or ad | Ad Spend |
total_interactions |
Likes + saves + comments + shares, minus reverse actions | Total Interactions |
cost_per_ad_click |
Cost per ad click | Paid CPC (Cost per Click) |
cpp |
Average cost to reach 1,000 people (estimated) | Paid CPR (Cost per Reach) |
cpr |
Percentage of ad impressions that resulted in a click | Paid CTR (Click Through Rate) |
Instagram Stories
The following metrics are only available for Stories.
| Field | Definition | UI Label |
| Replies | Replies on the Story | Replies |
| Navigation Tap Back | Back taps by viewers | Navigation Tap Back |
| Navigation Tap Forward | Forward taps by viewers | Navigation Tap Forward |
| Navigation Swipe Forward | Next Story swipes | Navigation Swipe Forward |
| Navigation Tap Exit | Exit taps by viewers | Navigation Tap Exit |
Note: Paid Instagram metrics are only available if you've
connected a Meta Ads
account and boosted campaign content through it. See
Paid Media: How to Boost Creator Content with Meta Partnership Ads
for setup instructions.
| API Field | Definition | UI Label |
organic_engagements |
Total organic interactions on the Pin, including saves, clicks, comments, and repins | Organic Engagements |
organic_impressions |
Times the Pin appeared on users' screens organically | Organic Views / Impressions |
organic_reach |
Estimated unique users who saw the Pin organically | Organic Reach |
organic_shares |
Times the Pin was shared or repinned organically | Organic Shares |
organic_clicks |
Total organic clicks, including close-up and outbound clicks | — |
organic_comments |
Comments made organically on the Pin | — |
organic_likes |
Likes generated organically on the Pin | — |
Organic vs. Paid Data
Later Influence receives organic and paid performance as separate signals from social networks and reports on both in the platform UI. Bifurcated organic/paid data is not currently available through the reporting API.