How to Use This Guide: This guide explains all possible reasons why numbers in Instagram Analytics may differ from those in our platform.

Each metric includes the specific formulas, reasons for differences, and expected impact on your numbers.

Total Engagement

Engagement numbers can differ due to the formula, content types counted, paid vs. organic inclusion, hidden likes, and how interactions are attributed over time.

Below are explained all the possible reasons.

→ Formula & Content Types Included

💡Reason: Shares and saves are private metrics available only for connected accounts. To enable fair competitor analysis, only public metrics are included.

Instagram	Socialinsider
Formula: Likes + Comments + Shares + Saves	Formula: Likes + Comments
Content: Posts + Stories + Reels + Videos + Live (organic + paid content)	Content: Posts + Reels + Videos (organic content only)

Due to Instagram's API restrictions, certain content types are only accessible for connected accounts (as private metrics) or are completely unavailable.

→ Organic vs Paid Content

When computing the engagement (also known as interactions), Instagram includes the engagement on both organic and paid content.

💡Reason: API limitation - only organic content can be retrieved for Instagram.
If an account runs paid content, the difference often reflects paid engagement.

Instagram	Socialinsider
Organic content Paid content (ads/ boosted posts)	Organic content only

→ Hidden Likes

Instagram lets creators hide the number of likes on their posts.

Here’s how we handle it:

If a post starts with public likes → we collect those likes normally.
If the creator hides likes later → we keep showing the likes collected up until that moment.
Any likes received after the count is hidden → not available via the API.

💡 Example: A post gets 10 likes while it’s public → we display those 10.

If the creator hides likes afterward and gains five more likes, those five won’t appear in our reports.

💡Reason: API limitation - hidden likes are not available through the API and can be seen only by the original creator.

Instagram	Socialinsider
May include hidden likes in native tools	Hidden likes are not counted If likes were public initially and then hidden, only the initially public likes can be retrieved

→ Attribution Model

💡Reason: API constraint - post-level attribution is used for both connected and competitor accounts.

Instagram	Socialinsider
May attribute interactions to the day they happened	Attributes interactions to the day the post was published (post attribution) Example: interactions received in September for an August post are counted in August (and attributed to the day the post was published)

🎯 Quick Check: Find Your Specific Situation

Seeing lower engagement on our platform? Check which factors apply to you:

Do your posts have saves/shares? (Check individual post insights)
Do you use Instagram Stories regularly?
Have you boosted or promoted any posts?
Do any posts have hidden likes?

Each checked item contributes to the difference.

Total Posts

Differs based on which formats and ad types are counted.

→ What is included

💡 Reason: Live videos are not available through the API, and stories are only available for connected accounts. API provides analytics for organic content only.

Instagram	Socialinsider
Feed posts (photo, carousel, Reels) Stories Live videos Organic + Paid content (ads/ boosted posts)	Feed posts (photo, carousel, Reels) Organic content

Total Views

Varies if story views and ad views are included.

→ What is included

💡 Reason: Instagram API provides organic content only. Stories are available only for connected accounts. Moreover, due to API limitations, live video insights are not available.

Instagram	Socialinsider
Post views (photo, carousel) Reels views Video views Live video views Story views Organic + Paid content views (ads/ boosted posts)	Post views (photo, carousel) Reels views Video views Organic content views

Total Reach

Instagram reports estimated account reach, including the reach on ads. Socialinsider sums post reach for organic content only.

💡 Reason: API limitation: only organic post-level reach is available.

Instagram	Socialinsider
Instagram estimates this metric - accounts reached Includes both organic and paid content (ads/ boosted posts)	Total Posts Reach - which is the sum of post reach Organic content only

Followers' Growth

Historical values before onboarding are estimated. Tracking starts when the account is first added to Socialinsider.

💡 Reason: API limitation on historical follower counts.

Instagram	Socialinsider
Native app shows full history	Estimates for dates before the account was added Exact tracking begins on the first day the account is added

📖 Recommended guide: Estimated Historical Followers Data - The most requested feature