---
title: Is UGC calculated as Total – Paid – Owned? Or is there a different formula?
description: UGC Owned Paid
---

[Skip to content](https://help.winnin.com/is-ugc-calculated-as-total-paid-owned-or-is-there-a-different-formula#main-content)

- [English](https://help.winnin.com/is-ugc-calculated-as-total-paid-owned-or-is-there-a-different-formula)
- [Español - España](https://help.winnin.com/es-es/is-ugc-calculated-as-total-paid-owned-or-is-there-a-different-formula)
- [Português - Brasil](https://help.winnin.com/pt-br/is-ugc-calculated-as-total-paid-owned-or-is-there-a-different-formula)

English

Show submenu for translations

![DSG.038.26-HelpCenter-LogoHorizontal-Branca](https://help.winnin.com/hs-fs/hubfs/DSG.038.26-HelpCenter-LogoHorizontal-Branca.png?width=120&height=26&name=DSG.038.26-HelpCenter-LogoHorizontal-Branca.png)

Open main navigation

Close main navigation

- - [English](https://help.winnin.com/is-ugc-calculated-as-total-paid-owned-or-is-there-a-different-formula)
    - [Español - España](https://help.winnin.com/es-es/is-ugc-calculated-as-total-paid-owned-or-is-there-a-different-formula)
    - [Português - Brasil](https://help.winnin.com/pt-br/is-ugc-calculated-as-total-paid-owned-or-is-there-a-different-formula)

  English
  
  Show submenu for translations

 How can we help you?

- There are no suggestions because the search field is empty.

1. [help center](https://help.winnin.com/?hsLang=en)
2. [Metrics & Coverage](https://help.winnin.com/metrics-coverage?hsLang=en)
3. [Coverage](https://help.winnin.com/metrics-coverage?hsLang=en#coverage)

# Is UGC calculated as Total – Paid – Owned? Or is there a different formula?

## How Winnin defines and separates UGC, Owned, and Paid content categories.

![Screenshot 2026-02-25 at 09.18.38](https://help.winnin.com/hs-fs/hubfs/Screenshot%202026-02-25%20at%2009.18.38.png?width=539&height=205&name=Screenshot%202026-02-25%20at%2009.18.38.png)

Not exactly.

In the early days of the methodology, only **UGC** and **Owned** content existed. Later, **Paid** content was introduced as a separate classification.

Here’s how each category is defined:

- **Owned**: Content published through the brand’s official channels.
- **UGC (User Generated Content)**: Videos that reference the brand but are **not** published through official brand-owned channels.
- **Paid**: Sponsored content, identified separately based on specific criteria.

In the current product logic, when **UGC is displayed, Paid content is NOT included** within it. UGC strictly refers to organic, non-owned, non-sponsored content.

- [Get Started](https://help.winnin.com/get-started?hsLang=en)
- [SoA - Share of Attention](https://help.winnin.com/soa-share-of-attention?hsLang=en)
- [Tabs & Features](https://help.winnin.com/tabs-features?hsLang=en#main-content)

    - [Home](https://help.winnin.com/tabs-features?hsLang=en#home)
    - [Category](https://help.winnin.com/tabs-features?hsLang=en#category)
    - [ZAI](https://help.winnin.com/tabs-features?hsLang=en#zai)
    - [Topics](https://help.winnin.com/tabs-features?hsLang=en#topics)
    - [Good Practices](https://help.winnin.com/tabs-features?hsLang=en#good-practices)
    - [Other Features](https://help.winnin.com/tabs-features?hsLang=en#other-features)
    - [Brand](https://help.winnin.com/tabs-features?hsLang=en#brand)
    - [Niches](https://help.winnin.com/tabs-features?hsLang=en#niches)
    - [Trends](https://help.winnin.com/tabs-features?hsLang=en#trends)
- [Metrics & Coverage](https://help.winnin.com/metrics-coverage?hsLang=en#main-content)

    - [Engagement & Views](https://help.winnin.com/metrics-coverage?hsLang=en#engagement-views)
    - [Coverage](https://help.winnin.com/metrics-coverage?hsLang=en#coverage)
    - [General Metrics](https://help.winnin.com/metrics-coverage?hsLang=en#general-metrics)
    - [API](https://help.winnin.com/metrics-coverage?hsLang=en#api)

[![DSG.038.26-HelpCenter-LogoHorizontal-Preta](https://help.winnin.com/hs-fs/hubfs/DSG.038.26-HelpCenter-LogoHorizontal-Preta.png?width=230&height=50&name=DSG.038.26-HelpCenter-LogoHorizontal-Preta.png "DSG.038.26-HelpCenter-LogoHorizontal-Preta")](https://help.winnin.com?hsLang=en)

© Winnin Proudly made in Brazil

<https://www.instagram.com/winnin.ai/?hl=en> <https://www.linkedin.com/company/winnin?originalSubdomain=br>

Copyright © 2026, Winnin