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How do I see organic Facebook and Instagram sales separately?

Choose whether Facebook and Instagram visits without an ad count as Meta Ads or show in their own Facebook organic and Instagram organic rows.

Show organic visits on their own

A visit from Facebook or Instagram that did not come from an ad, such as a post, a profile link or a shop, counts as Meta Ads unless you turn this setting on.

  1. Click General Settings at the bottom of the left menu and open the Store Settings tab.
  2. Under Reporting Settings, click Manage.
  3. Under Data Options, turn on Show organic Facebook and Instagram separately (When on, visits without ad tags show as Facebook organic and Instagram organic instead of Meta Ads.).
  4. You will see Organic Facebook and Instagram now show on their own rows. Turning it off shows Organic Facebook and Instagram now count as Meta Ads.

With it on, these visits show as Facebook organic and Instagram organic, and Meta Ads holds ad clicks only. Meta ROAS and CPA then use only the sales from your ads. It helps most when a lot of your sales come from your own posts and profile.

What changes

  • Turning it on shows your past organic Facebook and Instagram orders in their own rows right away. Turning it off counts them as Meta Ads again, past orders included. Nothing is lost either way.
  • It is off for every store until you turn it on.
  • With it off, a source rule you set to Facebook or Instagram also counts as Meta Ads.
  • Which visit gets credit for an order follows the setting only for orders that come in after you switch it. With it off, an organic visit scores like a Meta ad click, so Meta Ads can win more of those orders from other channels.
  • With it on, Facebook organic and Instagram organic appear in the channel table, the Channels card, the Facebook organic and Instagram organic cards, report emails, exports and the steps in Customer Journeys. See How do I read the channel table on the Dashboard?.
  • A visit from a Facebook or Instagram link that carries a campaign name in the link counts as Meta Ads, even if the link was in an organic post. Only links without a campaign name, and Instagram's own link-in-bio and shop links, count as organic.
  • A click on a Meta ad always counts as Meta Ads, whichever way the setting is set. Visits from an influencer link stay under influencer sources.
  • A Meta ad click without a campaign shows in the Ads Manager as Meta ads (untracked), with the app it came from in the name.

Good to know

  • The setting applies to the whole store, so everyone on the store sees the same numbers.
  • Only the store owner or an admin can change it. Everyone else sees a message saying so.
  • It does not change which visit got credit for orders that came in before you switched it.
  • It cannot split Meta Ads by campaign beyond what the links of your ads already carry. For numbers per campaign, use the Ads Manager.
  • It does not change what TrueROAS sends to Meta.