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.
Socialinsider's engagement formula on Facebook is conceptually equivalent to Facebook Interactions.
→ Formula
💡Reason: API limitation - Saves are not available through Meta's API. To facilitate fair competitor analysis, only publicly available metrics are included. Moreover, story insights are not available through Meta's API.
Facebook formula | Socialinsider formula |
reactions + comments + shares + saves | reactions + comments + shares |
Included content:
| Included content:
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Where posts include: photo, album (multi photo), link, event, text/ status, music.
👉 Facebook interaction explanation
Post interactions
The number of post likes or reactions, saves, comments and shares minus the number of deleted or removed interactions.
Facebook story interactions
The number of story likes or reactions, replies and shares.
Content interactions
The number of likes or reactions, saves, comments, shares and replies on your content, including ads. Content can include formats such as posts, stories, reels and more.
→ Attribution Model
💡Reason: API constraint - post-level attribution is used for both connected and competitor accounts.
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Total Posts
Differs based on which formats and ad types are counted.
The total number of posts on Socialinsider is equivalent to Facebook's published content.
→ What is included
💡 Reason: Facebook Stories are not available through Meta's API.
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👉 Facebook published content explanation
The number of individual pieces of content shared or posted on this Facebook Page or profile. Content may include formats such as posts, stories, ads and more.
Total Views
Varies if story views and ad views are included.
→ What is included
💡 Reason: Facebook Stories are not available through Meta's API.
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👉 Facebook views explanation
The number of times your content was played or displayed. Content includes videos, posts, stories and ads.
Source: Facebook views
Total Reach
According to Meta, a metric's definition may state, "This metric is estimated". Estimated metrics are derived through statistical sampling or modelling, not a straight count. [...] Each third-party API can differ in its methodology, such as the level of detail shared or the time it takes to report the data to Facebook.
In other words, 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.
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Source: About estimated metrics
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.
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Note: Meta announced the deprecation of 'page fans' metrics. This makes the followers metric the most relevant insight for audience reporting.