---
title: Configure EMV rates
slug: configure-emv-rates
description: Customizing earned media value (EMV) rates in Roster allows brands to tailor the calculation of EMV to better reflect their unique marketing valuations.
docTags: 
createdAt: 2025-10-21T21:21:58.336Z
---

Customizing earned media value (EMV) rates in Roster allows brands to tailor the calculation of EMV to better reflect their unique marketing valuations. By default, Roster uses the industry-standard Ayzenberg method for calculating EMV based on impressions, likes, comments, shares, and saves. However, these rates can be customized to align with specific brand strategies and priorities. Below, you will find a guide on how to adjust these settings within Roster's Brand Portal.

![](https://api.archbee.com/api/optimize/mmAK_JBzN5YWZNnNvmD7r/czWWu3QENk9UHnbfKTc2h_cleanshot-2026-09-11-at-171708-2x.png)

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## Step-by-step instructions

::::WorkflowBlock
:::WorkflowBlockItem
### Access brand settings

1. Click on your `Brand` in the bottom left-hand corner.
2. Select `Brand settings` from the menu.
:::

:::WorkflowBlockItem
### Navigate to social post settings

1. In the `Brand settings` section, locate and click on `Social post settings`.
2. You will see the EMV rates for different social networks.
:::

:::WorkflowBlockItem
### Customize EMV rates for Instagram

1. Expand the Instagram section to view EMV rates for `Posts`, `Reels`, and `Stories`.
2. Adjust the rates for each metric:
   - `Impressions` (CPM): Value assigned per 1,000 impressions.
   - `Likes`: Value accrued per like.
   - `Comments`: Value accrued per comment.
   - `Shares`: Value accrued per share.
   - `Saves`: Value accrued per save.

![](https://api.archbee.com/api/optimize/mmAK_JBzN5YWZNnNvmD7r/nRMlMhTucVjWmibbwCD7r_cleanshot-2026-09-11-at-171753-2x.png)

3. Changes will highlight in yellow, indicating unsaved changes.
:::

:::WorkflowBlockItem
### Save changes and apply retroactively

1. Click `Save` to confirm your rate changes.
2. A notification will appear, confirming the updates.
3. To apply changes retroactively, click the `Apply retroactively` link.
4. In the dialogue, schedule the update for posts as far back as January 1st, 2024.
5. If needed, contact support for updates beyond this date.
:::

:::WorkflowBlockItem
### Manage custom and default rates

1. To reset a network (e.g., Instagram) to default rates, click `Restore defaults`.
2. Save changes to revert the rates to default.
3. Custom rates are indicated with a `Custom rates` label.
:::
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## Need help?

If you need any additional assistance with with your Roster account, feel free to contact our support team at [support@getroster.com](mailto\:support@getroster.com). We're here to help!