Documentation
How a report is read.
Getting started
Open Get your report, fill in the details, and pay on the Razorpay page. The Instagram URL and email are entered there.
The report link should arrive by email in about an hour. If it does not, write to support@ayrobase.com with your invoice.
Understanding your report
Look at engagement rate, follower context, and how the posts actually performed. Below is the reference for every metric in the report.
Two published samples:
Meta information
- Username. The influencer’s username.
- Bio. The profile bio.
- Category. The industry label on the profile.
- isBusinessAccount. Whether the profile is a business or creator account.
- isVerified. Whether the profile is verified.
Core metrics
These are taken from the scraped profile on the day of the report.
Total posts
The number of posts on the profile that day.
Followers
The follower count that day.
Captured posts
The posts used in the analysis: the last 100, or every post from the last 3 months. Older posts are a weak read in a fast-moving category.
Total likes, views, and comments
The sums across the captured posts.
Advanced metrics
These are calculated from the captured posts.
Follower adjustment. Historical follower counts are not available, so each post is scored against an estimate of the audience at the time it was published.
Adjusted followers = Follower count × (1 − 0.10 × days since post)
That assumes about 10% follower growth over 3 months. It keeps older posts from skewing the ratios.
Likes : Followers
The share of followers who like the content. A higher ratio is a stronger audience connection. A lower one can mean inactive or fake followers.
Likes : Followers = Total likes / Adjusted followers
Comments : Followers
The share of followers who leave a comment.
Comments : Followers = Total comments / Adjusted followers
Views : Followers
The share of followers who view the Reels. A consistent average above 30% means the account tends to travel.
Views : Followers = Total views / Adjusted followers
Likes : Views
The share of views that become likes.
Likes : Views = Total likes / Total views
Comments : Views
The share of views that become comments. A low ratio can mean the feed is easy to scroll past.
Comments : Views = Total comments / Total views
Likes : Comments
Likes received for every comment. A very high ratio on memes, jokes, or discussion posts can mean the likes are thin. Food, art, and architecture often draw fewer comments, so read the category with the number.
Likes : Comments = Total likes / Total comments
Engagement rate
Likes and comments together, against followers.
Engagement rate = (Total likes + Total comments) / Adjusted followers
Comment depth
Average replies per top-level comment. More replies mean a conversation, and a lower chance the comments are only bots. Only the top 10 comments on each post are counted.
Comment depth = Replies to top comments / Top comments analyzed
Graphs
The charts are there to show spikes and the usual level. Dates are the post dates in the scrape, not a live feed.
Core: likes count, comments count.
Advanced: engagement rate, comment depth, likes : followers, comments : followers, likes : comments.
Video: video views, views : followers, likes : views, comments : views.
Distribution
Each metric is shown at the top 10%, top 25%, average, bottom 25%, and bottom 10%. That separates a typical post from the few that caught your eye, and it is a closer read of what a campaign is likely to get.
Inequality and dispersion
Gini coefficient
How uneven a metric is across posts. 0 is perfect equality, every post the same. 1 is perfect inequality, one post holding everything. Real accounts sit between the two. Closer to 0 is more even.
Gini = Σ Σ |xᵢ − xⱼ| / (2 n² μ)
Standard deviation
How far posts sit from the average. A higher number is a wider spread.
σ = √( Σ (xᵢ − μ)² / n )