How to Use This Guide: This guide explains all possible reasons why numbers in Meta Business 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 vary due to the formula, content types included, paid versus organic inclusion, and how interactions are attributed over time.
Below are explained all the possible reasons.
→ Formula
💡Reason: API limitation - Saves are not available through Meta's API. To enable fair competitor analysis, only public and available metrics are included.
Facebook formula | Socialinsider formula |
reactions + comments + shares + saves | reactions + comments + shares |
→ Content Types Included
💡Reason: API limitations - Stories insights are not available through Meta's API.
Socialinsider | |
|
|
→ Attribution Model
💡Reason: API constraint - post-level attribution is used for both connected and competitor accounts.
Socialinsider | |
|
|
Total Posts
Differs based on which formats and ad types are counted.
→ What is included
💡 Reason: Facebook Stories are not available through Meta's API.
Socialinsider | |
|
|
Total Views
Varies if story views and ad views are included.
→ What is included
💡 Reason: Facebook Stories are not available through Meta's API.
Socialinsider | |
|
|
Total Reach
Facebook reports estimated account reach, including ads. Socialinsider also estimates this metric, but in a different way.
💡 Reason: API limitation - only organic post-level reach is available.
Socialinsider | |
|
|
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.
Socialinsider | |
|
|