Post Shares
Which creative people were willing to pass on to someone else.
What it means
Post Shares is the number of times an ad's post was shared during the period, shown per ad on the Ads In Campaign table. It counts the sharing action, not the people who saw the result — nothing in the app tells you how far a share travelled or what it was worth. It's a count, not a rate, so it grows with the budget behind the ad.
Show the math
Formula and a worked example
There's no formula. Each share adds 1. The column stops there: no downstream views, no clicks from the share, no revenue attached to it.
Shares per euro is the honest comparison. Divide by SpendSpendWatch it to control budget and back the winners. on the same row so a budget difference doesn't decide the winner.
Worked example. Ad A takes 90 shares on €9,000 and Ad B takes 45 on €1,500. That's 10 shares per €1,000 for A and 30 for B — the smaller row is 3 times as shareable, and ranking the table by the raw count buries it.
Where those 45 shares landed is the part nobody can price. ReachReachYour true audience size; compare with frequency for saturation. counts the unique people your budget put the ad in front of; there's no equivalent column for the people a share put it in front of.
It answers the question
Which ad were people willing to attach their name to? Sharing is the highest-effort action on this table — it asks the viewer to pass something on rather than to tap it.
Why it matters
Every other column here records something your budget bought. A share is the only action that puts the ad in front of someone you didn't pay to reach, which is why the app describes this column as the read on organic amplification.
It's also the hardest of the four to earn by accident. A tap of approval costs nothing and a comment can be provoked, but passing an ad on means a person judged it worth someone else's attention. When one row in a campaign is collecting shares at several times the rate of its siblings, that creative has something the others don't — and it's usually the idea, not the edit.
What good looks like
There's no standard to cite, and a count couldn't carry one. Compare ads inside the same campaign over the same window, normalise by Spend, and use your own best row as the bar. Read the ranking and the direction rather than the absolute number — a figure that looks small next to your reaction count can still be the best sharing rate in the account.
How to improve it
| Lever | What you do | Expect | How long | Watch out for |
|---|---|---|---|---|
| Fast Give people someone specific to send it to | Aim the creative at an occasion or a relationship — a gift, a shared problem, a person who'd want this | Shares up on the new cut | 1–2 weeks | It collects shares from people who were never buying for themselves. Watch ROAS on the same row before you brief more of it. |
| Fast Move the point to the front | Put the useful or surprising part in the opening seconds, so the ad is worth passing on before people scroll off | Shares and Thumbstop up together | 1–2 weeks | The offer gets pushed later in the ad. Watch CTR (Link) — you may have bought reach with intent. |
| Slow Make something with a point of view | Say something specific and defensible, rather than a claim any competitor could also make | A structurally higher count across the campaign | 4–8 weeks | A position collects the disagreements as well as the endorsements, and those land in Post Comment where the count won't tell you which you got. |
| Slow Build a library of the shapes that travel | Brief 3 ads a month in the shape of your best-sharing row and keep the winner | A new best row every few rounds | 1 quarter | The 2 losers spend real budget while you learn, and shareable creative doesn't reliably convert — you may end the quarter with a better library and the same return. |
Every lever costs something somewhere. The last column is the one to read twice.
Read it with
A count of shares next to the price of engagement tells you whether the ad is travelling or whether you're just paying for it to.
Travelling
More shares and cheaper engagement at the same time. The ad is earning attention rather than renting it, and this is the row to build the next month of creative around.
Bought, not spread
The count went up and each engagement got more expensive, which usually means the budget moved rather than the ad improving. The rate is the number that settles it.
Cheap and unshared
Engagement is cheap and nobody's passing it on. Normal for a straightforward offer, and a fine place to be if the return columns are healthy.
Tired
Fewer shares and every engagement costing more. Adding budget to this row makes both numbers worse, and a new caption won't move it.
An ad that travels collects replies wherever it lands, so these two often move together. The useful case is when they don't: shares rising with comments flat means people passed it on without needing to say anything, which is the quietest and cleanest version of a creative working. Comments rising with shares flat is a creative provoking a reaction people won't put their name to.
Frequency is how often the same person saw the ad. Shares holding up while Frequency climbs means the creative is still finding new people to be passed to; both moving in opposite directions is the ordinary shape of an ad running out of audience. Frequency alone can't tell you whether an ad has gone stale or is being counted against the same people again.
Common misreads
It means the share action happened 90 times. Nothing in the app counts what those shares reached, and treating each one as a fixed number of free impressions invents a figure the product never measured.
A share sends the ad outward; a Post SavePost SaveNumber of saves. Use it to find content people want to revisit, a strong sign of deeper intent keeps it inward. They answer different questions, and the creative that earns one often isn't the one that earns the other.
Shareable and profitable are two different jobs. Check the return on the same row: an ad passed around widely by people who don't buy costs the same as one nobody mentioned.
Also called
Shares · post shares · reshares · forwards
See yoursShares per ad inside a campaign, next to the reactions, comments and saves on the same rows.
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