Why are the insights on Publer different from the social networks?
Keep in mind, sometimes insights might be a little different on our platform vs on the social networks. Here's why:
The Twitter platform shows you insights for a given date, regardless if there were Tweets posted on that day or not.
For example, let’s suppose a Tweet was posted on December 10th, but only got engagement and clicks today, December 20th.
The engagement and clicks from today (December 20th), will still count towards today's statistics on the Twitter platform.
Due to API limitations, Publer shows the insights based on the dates that the Tweets were posted, so this would count as analytics for December 10th.
A tweet may have been posted on December 10th, but only got engagement and clicks today, December 20th.
The engagement and clicks from today (December 20th), will count toward December 10th's statistics, so the date when the Tweet was posted.
Twitter and most social networks do not give us the same metrics that they show on social networks, hence the discrepancy.
Facebook, Instagram, and Pinterest are the ONLY social networks that provide us an overview of impressions based on the actual dates.
Moreover, when you share an X/Twitter thread, we can only retrieve data for the first post, so thread posts won’t be included in your analytics.
Instagram
For Post Engagement metrics and Video Views, the same logic applies as with Twitter.
Publer will show the insights for the day when the post was shared, similar to the example above.
Therefore, if the post was shared on December 10th but the metrics change on December 20th, they will count toward the December 10 date when the post was shared.
Facebook
Facebook insights such as Reach, Engagement, Link Clicks, Video Views, are shared directly from the social network. That means you will be able to see the same exact insights as they are on the social networks.
The information in the Analytics Overview comes directly from the Facebook API. These values show how many people your posts reached for a given date, regardless of when they were posted.
Summing up all Post Insights reach may not give you the expected result because old posts not shown in the current view can impact the daily reach on Facebook. We always present the data exactly as reported by Facebook API, without any changes.
For Example:
If a post from last year suddenly becomes viral today, the Facebook API will report a high reach for today (e.g., 10K views), even if none of today’s posts had that reach. The spike is due to the old post going viral.
In Post Insights tab, we display the total reach each post has received. In the Overview tab, we show the reach across all posts for a specific time, which may not always match.
Pinterest
For Post Engagement metrics and Video Views, the same logic applies as with Twitter.
Publer will show the insights for the day when the post was shared, similar to the example above.
Therefore, if the post was shared on December 10th but the metrics change on December 20th, they will count toward the December 10 date when the post was shared.
Before July 25th 2024, we did not gather API analytics for Threads, since they didn't have an API available.
Example: The follower growth before July 25th 2024 was not tracked, so all followers before this date are counted as "new" followers.
Similar insight differences may apply to other social platforms.
For example, if an Instagram account needed reauthorization during the last week of September but has since been reauthorized, we are unable to gather insights for that specific week.
As a result, you might see discrepancies in your data for that period, such as missing columns on the Overview or lower totals. However, once the account is reauthorized, data collection resumes, and the metrics for future weeks will add up correctly.
You can find a detailed view of all Post Insights at the bottom of the Analytics Overview page, or on the Post Insights tab. Some metrics may vary between the Overview and Post Insights tabs. Learn more about all the metrics we gather here.
Post insights are only available from the moment you upgrade to the Business plan. Social networks do not provide past insights.
When you connect a social account, Publer will sync posts from up to a month ago. However, demographic insights are only available for posts created after connecting the account while on the Business plan.
Written by: Brikena Cani
X/Twitter
This is why the numbers could be different on X/Twitter vs on Publer:
The Twitter platform shows you insights for a given date, regardless if there were Tweets posted on that day or not.
For example, let’s suppose a Tweet was posted on December 10th, but only got engagement and clicks today, December 20th.
The engagement and clicks from today (December 20th), will still count towards today's statistics on the Twitter platform.
Due to API limitations, Publer shows the insights based on the dates that the Tweets were posted, so this would count as analytics for December 10th.
Whereas for Publer analytics:
A tweet may have been posted on December 10th, but only got engagement and clicks today, December 20th.
The engagement and clicks from today (December 20th), will count toward December 10th's statistics, so the date when the Tweet was posted.
Twitter and most social networks do not give us the same metrics that they show on social networks, hence the discrepancy.
Facebook, Instagram, and Pinterest are the ONLY social networks that provide us an overview of impressions based on the actual dates.
Moreover, when you share an X/Twitter thread, we can only retrieve data for the first post, so thread posts won’t be included in your analytics.
Similar to X/Twitter:
For Post Engagement metrics and Video Views, the same logic applies as with Twitter.
Publer will show the insights for the day when the post was shared, similar to the example above.
Therefore, if the post was shared on December 10th but the metrics change on December 20th, they will count toward the December 10 date when the post was shared.
Facebook insights such as Reach, Engagement, Link Clicks, Video Views, are shared directly from the social network. That means you will be able to see the same exact insights as they are on the social networks.
However, this is why the numbers could be different on Facebook vs on Publer:
The information in the Analytics Overview comes directly from the Facebook API. These values show how many people your posts reached for a given date, regardless of when they were posted.
Summing up all Post Insights reach may not give you the expected result because old posts not shown in the current view can impact the daily reach on Facebook. We always present the data exactly as reported by Facebook API, without any changes.
For Example:
If a post from last year suddenly becomes viral today, the Facebook API will report a high reach for today (e.g., 10K views), even if none of today’s posts had that reach. The spike is due to the old post going viral.
In Post Insights tab, we display the total reach each post has received. In the Overview tab, we show the reach across all posts for a specific time, which may not always match.
Similar to X/Twitter:
For Post Engagement metrics and Video Views, the same logic applies as with Twitter.
Publer will show the insights for the day when the post was shared, similar to the example above.
Therefore, if the post was shared on December 10th but the metrics change on December 20th, they will count toward the December 10 date when the post was shared.
Threads
Before July 25th 2024, we did not gather API analytics for Threads, since they didn't have an API available.
Example: The follower growth before July 25th 2024 was not tracked, so all followers before this date are counted as "new" followers.
Similar insight differences may apply to other social platforms.
When an account needs reauthorization, we don't gather insights:
For example, if an Instagram account needed reauthorization during the last week of September but has since been reauthorized, we are unable to gather insights for that specific week.
As a result, you might see discrepancies in your data for that period, such as missing columns on the Overview or lower totals. However, once the account is reauthorized, data collection resumes, and the metrics for future weeks will add up correctly.
You can find a detailed view of all Post Insights at the bottom of the Analytics Overview page, or on the Post Insights tab. Some metrics may vary between the Overview and Post Insights tabs. Learn more about all the metrics we gather here.
Post insights are only available from the moment you upgrade to the Business plan. Social networks do not provide past insights.
When you connect a social account, Publer will sync posts from up to a month ago. However, demographic insights are only available for posts created after connecting the account while on the Business plan.
Written by: Brikena Cani
Updated on: 11/04/2025
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