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How to make sense of Organic Social Data in Funnel
How to make sense of Organic Social Data in Funnel

Facebook Pages, Linkedin Organic, X Organic, Youtube, Instagram Insights

Gabi Somadelis avatar
Written by Gabi Somadelis
Updated over a week ago


Social networks allow people to connect to and interact with others and share content. The measurement and tracking of social KPIs can play an important role in driving your digital strategy.

This article aims to guide you through the process of setting up organic social sources and organizing their fields in Funnel.

What KPIs are important for my social media strategy?

Every business is different, and depending on your strategy the KPIs that you want to track can be very different from others.

Whether you are just starting on this journey or just starting to use this data in Funnel, this article can help guide you on which questions are important, and what KPIs are a must-track for any social media manager, including:

  • Keeping track of your followers across the platforms

  • Which channels are attracting the most eyeballs (Impressions/Engagement/Views)

  • What post types are performing best on which channels

A step-by-step guide to begin using organic social data in Funnel

You can start either by creating a new Funnel workspace or using an existing one.

1) Connect: Get data from the organic platforms

Make sure you have the access to all the social platforms, then start by connecting them to Funnel. We have compiled a list of all the social organic report types, below are the most common ones along with the types of connections you will need.

Note: Connecting a channel to Funnel once does not mean you will get all the necessary data in Funnel. In most cases, you will need to connect to the same channel multiple times to get all the fields you need inside of Funnel.

Source Type

Connections Needed

1 ) Post Insights Report

2 ) Page Non-aggregatable Insights Report

1 ) Video Metrics

2 ) Update Metrics

3 ) Follower Metrics

1 ) Post Activity

2 ) User Insights

1 ) Time-based

1 ) Account Insights

2 ) Media Insights

2) Transform: Create custom and standard fields

When working with multiple different organic social platforms, they represent similar fields with different names, e.g. a content piece on Facebook is called a Post, a post on X Ads, or a video on LinkedIn. To create an overview of these platforms we need to combine them in a logical way, hence we have created some standard out-of-the-box rules, that are relevant to Organic Social.

2.1) Add Funnel's standard rules for Dimensions to your account

In the Dimensions section of Funnel, select "+ Create with Standard Rules" and add the following dimensions:

  • Organic Social Post Content

  • Organic Social Create Date

  • Organic Social Post ID

2.2 Create custom dimensions with custom rules in your account

In addition to the dimensions Funnel creates for you out-of-the-box, you can create your own to add to your Funnel account. One commonly used dimension for organic social reporting is Post Type. Post type categorizes based on content type, e.g. video, text, or photo. Below you can see how it is defined in Funnel, so you can easily create the same or similar rules for your use case.

2.3: Add Funnel's standard rules for Metrics to your account

In the Metrics Section of Funnel, select "+ Create with Standard Rules" and add the following metrics:

  • Organic Social Post Engagement

  • Organic Social Video Views

2.4 Create custom metric with custom rules in your account

In addition to the out-of-the-box metrics, total followers, and engagement rate metrics are commonly created and used in Funnel. Steps 2.4.1 and 2.4.2 outline how to create these metrics respectively.

2.4.1: Create a custom metric to harmonize your total followers across the platform

Total Followers is one of the most important KPIs to track in your Organic Social reporting. Edit this to include subscribers/followers etc for your use case.


2.4.2 Create a custom metric to calculate the engagement rate

Engagement rate is the ratio between the number of engagements on posts with the total number of impressions. This defines how engaging a post is.

2.5 Check your work in Funnel

Once you have created the above custom fields, go to Data Explorer in Funnel to make sure they look okay.

3) Share: Send your organic social data to your preferred destination

Now that the data is connected and organized in Funnel it can be shared with the destination of your choice!

Check out this article to learn how to use Funnel's Organic Social Media Overview template in Looker Studio.

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