Performance Breakdowns — Content Type, Pillar, Idea and Audience

Below Overview on Average on Reports, four sections split your posts into groups so you can see what’s working:

Performance by Content Type: reels vs. photos vs. carousels.
Performance by Pillar: your brand’s content pillars and sub-pillars.
Performance by Content Idea: the ideas your posts came from.
Performance by Audience: who each post was for.

Each section uses the channel and dates you picked at the top of the page. To get started with Reports, see Reports Overview.

Quick start (5 minutes)

Open Reports and pick a channel and Last 90 Days.
In Performance by Content Type, compare Engagement Rate across formats.
In Performance by Pillar, click a pillar to see its sub-pillars.
Look at the Other row. That’s posts without a pillar.
If a banner says posts are missing pillar attribution, click Review matches. See Design and Post Matches.

Reading a breakdown row

Every row in the four sections has the same parts:

Name: the content type, pillar, idea or audience.
Posts: how many posts this period, and prev: how many in the comparison period.
Trend label: Improving, Declining or Stable.
Engagement Rate, with its % change.
Avg Reach, or Avg Views when the report shows public data only.
Avg Likes, with its % change.
Total Engagement: all interactions added up, with prev:.

When the comparison period had no posts in that row, the changes show prev: -.

A section with nothing to show says No data available.

For how the trend label and % changes are worked out, see How Metrics Are Calculated.

Performance by Content Type

Posts are grouped by format: reel, image, carousel, video and story. Only formats you posted this period are shown, most posts first.

Stories only appear if you uploaded them in a Meta CSV, and only when the report has full data. See Upload a Meta CSV Report.

Example: over 90 days a florist sees carousel 8 posts, 4.6%; reel 14 posts, 3.1%; image 21 posts, 1.9%.

How a post gets its pillar

Each of your posts is linked to sub-pillars in one of two ways. Orsa checks them in this order:

Through a design match. If you accepted a match between the post and a design, and that design is linked to an idea with sub-pillars, the post gets that idea’s sub-pillars. See Design and Post Matches.
Through AI tagging. Otherwise, Orsa’s AI reads the post and links it to your brand’s active sub-pillars it fits. This happens once per post, within about a day of the post arriving.

A post with neither goes in Other.

You can see each post’s sub-pillars and audiences in the Sub-Pillars and Audiences columns of the Posts Table.

Performance by Pillar

Each pillar row covers every post linked to any of its sub-pillars.

Click a pillar to open its sub-pillars, each with its own numbers.
A post linked to sub-pillars in two pillars counts in both. Pillar post counts can add up to more than your total posts.
Pillars are sorted by number of posts. Other is always last.

Example: a café’s Behind the scenes pillar shows 9 posts at 4.2%. Opening it shows Morning bake (6 posts, 4.8%) and Meet the team (3 posts, 3.0%).

To set up pillars and sub-pillars, see Content Pillars.

Performance by Content Idea

Each row is an idea from your Ideas board, with the posts that came from it.

A post only counts here when:

You accepted a match between the post and a design, and
That design is linked to the idea under Content Pieces.

There’s no Other row. Posts without an idea just don’t appear.

This section is hidden when you compare against competitors.

Example: the idea Spring menu launch has two designs. Both are matched to Instagram posts, so the row shows 2 posts at 5.4%.

To link designs to an idea, see Working on an Idea.

Performance by Audience

Each row is one of your brand’s audiences. A post gets its audiences in this order:

Through a design match. If the post’s matched design is on an idea with sub-pillars, the post gets the audiences linked to those sub-pillars’ pillars.
Through AI tagging. Otherwise, the audiences Orsa’s AI linked the post to.

A post with neither goes in Other.

To link audiences to pillars, see Audiences.

Why posts land in “Other”

A post goes in Other when it has no pillar (or no audience). Common reasons:

It’s new. AI tagging can take up to a day after the post arrives.
The AI found no good fit. Your sub-pillars may be too broad, or too close to each other, for the AI to pick one.
The post is a reel or video. Video posts may not get AI tags. A design match is the reliable way to attribute them.
Your pillars changed after the post was tagged. Each post is tagged once. New or renamed sub-pillars aren’t applied to older posts.
The sub-pillar was archived when the post was tagged. Only active sub-pillars are used.
It’s matched to a design, but the design isn’t on an idea, or the idea has no sub-pillars.
For audiences: the pillar has no audiences linked to it.

There’s no way to set a post’s pillar by hand in Analyze.

How to fix “Other”

Review design matches. If a banner says posts are missing pillar attribution, click Review matches and Accept the right ones. See Design and Post Matches.
Link each design to its idea. Add the design under Content Pieces on the idea. See Working on an Idea.
Give the idea sub-pillars. See Working on an Idea.
Link audiences to your pillars, so posts also get audiences. See Audiences.
Make sub-pillars specific and distinct, so the AI can tell them apart. See Content Pillars.

After you accept a match, the change shows the next time the report loads.

Example: a gym’s Other row has 11 posts. The banner shows 6 suggested matches. They accept 5. Those designs are on ideas tagged Member stories, so the next time they open the report, Member stories gains 5 posts and Other drops to 6.

Competitors in the breakdowns

When you compare against competitors, their posts are matched to your pillars and audiences by AI. See Compare Competitors.

Ideas for using breakdowns

Pick next month’s formats. Use Last 90 Days and compare content types.

Example: carousels average 4.6%, photos 1.9%. A florist plans more carousels next month and checks again after 30 days.

Balance your pillars. Compare the pillar post counts with how much you want each pillar to get.

Example: Promotions has 14 posts at 1.2% and Tips has 4 posts at 3.9%. A bakery shifts a couple of promo posts to tips.

Check an audience. See whether posts for one audience land better than others.

Example: Busy parents posts average 3.5%, Students 1.4%. A meal-prep brand reviews what the Students posts have in common.

Tips for the best results

Plan in Orsa. Posts made from designs on ideas get the most reliable pillar and audience attribution.
Publish from Orsa when you can. Those posts are usually matched to their design automatically. See Design and Post Matches.
Set up pillars before you start posting. Posts are tagged once, with the sub-pillars you have at that time.
Use 90 days for pillars and audiences. Groups are smaller than your total, so short ranges give few posts per row.
Watch the post count. A pillar with 2 posts can look great or terrible by chance.

Common questions

Why are most of my posts in “Other”? They don’t have a pillar yet. Accept design matches, link designs to ideas with sub-pillars, and make sure your sub-pillars are specific. See How to fix “Other”.

Why is Performance by Content Idea empty? A post only counts when it’s matched to a design that’s linked to an idea. Accept matches on Design & Post Matches and add the designs to their ideas under Content Pieces.

Why do my pillar post counts add up to more than my posts? A post linked to sub-pillars in two pillars counts in both.

I added a new pillar. Why don’t old posts show under it? Posts are tagged once, when they arrive. A new pillar only picks up new posts, or older posts you match to a design on an idea with that pillar.

Why can’t I see the Content Idea section? It’s hidden while you’re comparing against competitors. Remove the competitors to see it.

A post’s sub-pillars in the table look wrong. Can I change them? Not in Analyze. If the post came from a design, accept the match and set the sub-pillars on the design’s idea. The idea’s sub-pillars then replace the AI’s.