Know what to post, from your own evidence.
Follower counts and likes feel like progress and usually aren’t. The useful questions are which content actually earns reach per post, whether your reach is really growing, and what to make more of. Decifer answers them from your own history, and is honest about what social can’t be tied to.
Totals go up when you post more. That isn't progress.
Most social reporting shows totals, total reach, total engagement, which climb whenever you publish more, whether or not any single post is landing. It is the easiest metric to grow and the least informative.
The questions that change what you do are per-post: which formats earn attention relative to your norm, and whether reach is genuinely growing. Decifer measures those, and it does not pretend organic social attributes to sales more cleanly than it really does.
What we won't do
- Dress up impressions and likes as business outcomes.
- Credit social for revenue it can't be cleanly tied to.
- Crown a one-off viral post as a repeatable format.
What the module measures.
Three views of organic social that survive contact with reality, all normalised to your own account.
Per-post performance
Normalised to your own baseline
Engagement and reach measured per post, relative to your account's own norm, not raw likes and impressions. Totals reward posting more; per-post rates show whether each piece actually earns its place.
What we measure
How each post performs against your baseline, stripped of volume effects.
Content patterns
What consistently outperforms
Across your posting history, which formats, topics and lengths reliably beat your baseline, so 'what should we post' is answered by your own evidence rather than instinct or last week's outlier.
What we measure
The formats and topics that consistently earn reach and engagement for you.
Reach trajectory
Growth, separated from volume
Whether your organic reach is genuinely growing, flat, or only rising because you are publishing more. A rising total with falling per-post reach is an account working harder for less.
What we measure
Real reach growth, held apart from how much you are posting.
How it works, step by step.
The per-post analysis a careful social lead would do across months of history, run continuously.
Read your post history
Post-level performance from your social accounts, read-only, reach, engagement and format for every piece you have published.
Normalise to your baseline
Each post's engagement and reach are measured against your account's own norm, so a big number on a big day isn't mistaken for a winning format.
Find the patterns that hold
We surface the formats and topics that consistently beat baseline across your history, not the single viral post that won't repeat.
Track reach apart from volume
Reach trajectory is measured separately from how much you post, so genuine growth is never confused with simply publishing more.
Issue the decision
What to do more of and what to drop, with the per-post evidence, and an honest line on what social can and can't be tied to downstream, rather than a revenue claim it can't support.
One decision, reasoned end to end.
A measured signal, what it really means, and the move, with the per-post evidence. The numbers below are illustrative.
Your reach is flat, posting more is hiding it.
Signal
Total monthly reach is up 8%, but you published 40% more posts to get there, so reach per post fell 23%. One format, short how-to video, holds 3.1× the engagement rate of the rest and is only 9% of what you publish.
What changed
The headline “reach up 8%” is real but misleading: the account is working 40% harder for an 8% gain, and per-post performance is falling. The one format clearly outperforming is the one getting the least airtime.
The move
- Cut the low-performing formats dragging the per-post average down.
- Shift weight toward the short how-to format your own data favours.
- Make reach-per-post, not total reach, the number you watch.
Fewer, better posts should lift reach per post, that part is in your control. Whether total reach grows depends on the platform’s distribution, which we keep measuring rather than promise.
What the module reads.
Read-only connections to your channels. Every figure is computed, never invented.
See what your audience actually responds to.
Connect your channels, and the formats worth more of your time, judged against your own baseline, appear the same day.