Documentation

Getting Started

To get started with your own report you can click the Get Your Report > Fill the details > Make payment on the Razorpay page

You should receive the report link in your email in about 1Hr. You may contact support@ayrobase.com with your invoice if the issue persists

Understanding Your Report

Now that your report is here, you can start analyzing the data. Look for key metrics such as engagement rate, follower growth, and content performance. Given below is the reference for everysingle metric present in the report

Note: If you want a feel of the report before you order you can see the following samples

Meta Information

The following meta information is included in your report:

Core Metrics

The following section describes the core metrics which are scrapped by our srappers.

Total Posts

This indicates the total no of posts made by the Influencer on the day of scraping.

Followers

This indicates the total no of followers of the Influencer on the day of scraping.

Captured Posts

This indicates the total no of posts captured by our scrappers for analysis. We scrap either the last 100 posts or all the posts from last 3 months. This is done as older posts are not really a reliable source of information in such a dynamically changing industry.

Total Likes, Views and Comments

This indicates the total no of likes, views and comments received by the Influencer in our scrapped data.

Advanced Metrics

These are our metrics sourced from the scrapped data.

Note: Follower Adjustment for Historical Posts

Since we scrape data at the time of your request: historical follower counts aren't available, adjustments are made to estimate followers at the time each post was published:

$$ \text{Adjusted Followers} = $$ $$ \text{Follower Count} \times (1 - 0.10 \times \text{Days Since Post}) $$

This assumes ~10% follower growth over 3 months. It helps avoid skewing results while being conservative.

Likes : Followers Ratio

This ratio measures the percentage of followers who actively engage with an influencer’s content. A higher ratio reflects stronger audience connection and genuine engagement, while a lower one may suggest declining interest or the presence of inactive or fake followers.

$$ \text{Likes : Followers Ratio} = \frac{\text{Total Likes}}{\text{Adjusted Followers}} $$

Benchmark:

Comments : Followers Ratio

This ratio measures the percentage of followers who engage with an influencer’s content by leaving comments. A higher ratio indicates a more engaged audience, while a lower ratio may suggest less interest or interaction.

$$ \text{Comments : Followers} = \frac{\text{Total Comments}}{\text{Adjusted Followers}} $$

Benchmark:

Views : Followers Ratio

This ratio measures the percentage of followers who view an influencer's video content (Reels). A higher ratio indicates a more visible and engaging presence, while a lower ratio may suggest less interest or reach. A consistent high rate (avg > 30%) also indicates that this influencer tends to go viral often.

$$ \text{Views : Followers Ratio} = \frac{\text{Total Views}}{\text{Adjusted Followers}} $$

Benchmark:

Likes : Views Ratio

This ratio measures the percentage of views that result in likes for an influencer's video content (Reels). A higher ratio indicates that a larger portion of viewers found the content engaging enough to like it, while a lower ratio may suggest less compelling content.

$$ \text{Likes : Views Ratio} = \frac{\text{Total Likes}}{\text{Total Views}} $$

Benchmark:

Comments : Views Ratio

This ratio measures the percentage of views that result in comments for an influencer's video content (Reels). A higher ratio indicates that a larger portion of viewers found the content engaging enough to comment on it, while a lower ratio may suggest less compelling content or more of a scrollable content feed.

$$ \text{Comments : Views Ratio} = \frac{\text{Total Comments}}{\text{Total Views}} $$

Benchmark:

Likes : Comments Ratio

This ratio measures the number of likes an influencer's content receives for every comment made. A higher ratio indicates that the content is more likely to be liked than commented on, while a lower ratio may suggest that the content sparks more discussion or debate among viewers. A very high ratio might also indicate that the likes might be from bots or are fake (Especially if the content is memes, jokes or some discussion. While if content is more about Food, Art or Architecture / Aesthetics such content tends to generate less discussions so that should be considered while making your decisions)

$$ \text{Likes : Comments Ratio} = \frac{\text{Total Likes}}{\text{Total Comments}} $$

Benchmark:

Engagement Rate (By Followers)

This metric indicates the overall engagement level of an influencer's audience based on their followers. It combines likes and comments to provide a comprehensive view of how actively the audience interacts with the content.

$$ \text{ER} = \frac{\text{Total Likes} + \text{Total Comments}}{\text{Adjusted Followers}} $$

Benchmark:

Comment Depth

Average number of replies per top-level comment; measures community conversation. A higher value indicates that more and more people have engaged with the comments and are having active discussions. More discussions means that people have higher retention of this video. Also a higher reply situation means this post has a lower chance of bot / spam comments but a more human audience. Note: We count only the top 10 comments per post for this metric as that is a more meaningfull statistics because of network effects law (i.e majority of engagement is driven by a small no of comments)

$$ \text{CD} = \frac{\text{Total Replies to Top Comments}}{\text{Number of Top Comments Analyzed}} $$

Benchmark:

Graphs

Visual representations of the data can provide deeper insights into influencer performance and audience engagement. This can help you look for trends, spikes, or patterns in the graphs included in your report.

Note: Since we work on scrapped data the date section indicates the value at the time of scraping and may not reflect real-time changes.

The Graphs are available for following metrics

Core Metrics

Advanced Metrics

Video Metrics

Distribution Box

To highlights avergaes and performance ceilings, metrics are provided for:

Top 10% | Top 25% | Average | Bottom 25% | Bottom 10%

Comments Count

Top 10%
5,962
Top 25%
3,392
Avg
1,167
Bottom 25%
174
Bottom 10%
147

This allows you to more accuratly see how a influencer performs across the metrics and if what you saw on the Instagram page is its real avg or just a few posts that caught your eye. This can also help you more accuratly see what your campaign / sponsorship might get you in terms of engagement

Inequality & Dispersion Metrics

To assess engagement distribution and consistency, the report includes:

Gini Coefficient

The Gini coefficient measures inequality across the engagement metrics. A higher Gini indicates more disparity in engagement levels among posts.

$$ \text{Gini} = \frac{\sum_{i=1}^{n} \sum_{j=1}^{n} |x_i - x_j|}{2n^2 \mu} $$

Benchmark:

A Gini rate of 0 indicates perfect equality, where all posts have identical engagement, while a rate of 1 indicates perfect inequality, where only one post has all the engagement. While no influencer will have perfect 0 or 1 a more distributed one will be more closer towards the 0 mark

Standard Deviation

The standard deviation quantifies variability in engagement metrics. A higher standard deviation indicates more spread in engagement levels among posts.

$$ \sigma = \sqrt{\frac{1}{n} \sum_{i=1}^{n} (x_i - \mu)^2} $$