Understanding Metric Variance

When fetching analytics with Post for Me, you may notice discrepancies between the data returned through the API and the numbers displayed directly on a social platform's native app. These variances are normal and occur because platforms process, verify, and serve third-party API data differently than they serve real-time user counters.

Ultimately we do not process any of the metrics returned from the platforms, rather the metrics are always the current life time value returned directly from the platforms' API. Any variance that occurs is due to differences in how the platform treats their API and Native App.

Here is a breakdown of why these variances occur and how to interpret the data across supported platforms.

Processing Delays & Granularity (Meta)

Facebook and Instagram often show variance due to strict processing windows and data definitions that differ from the simplified "View" counts seen on a timeline.

The Delay

While the Instagram mobile app might show a new "Like" instantly, the API serves verified data which undergoes processing.

Note: Metrics for Instagram may take up to 48 hours to become fully available or accurate via the API. Additionally only data will only be stored for 2 years.

The Variance

• Facebook Views: The native newsfeed aggregates views into a single number. The API breaks this down into specific segments like video_views_autoplayed, video_views_clicked_to_play, and video_views_unique.

• Privacy Thresholds: Detailed demographic data (e.g., age/gender breakdowns) will not be returned by the API if the count is below a specific privacy threshold, even if the total view count is visible.

• In Development: Certain metrics like views are listed by Instagram as “in development”. This means they are constantly changing how they calculate this metric to find the best way to represent the value accurately. It is not guaranteed that the calculation method will be the same between the native app and the API.

• Organic Only: The API will only return organic metrics, any interactions on media from an AD will not be returned.

Definitions & Estimation (YouTube & X)

Some platforms use different definitions for API data to separate organic performance from paid or premium traffic.

YouTube

• Premium Views: The API distinguishes standard views from redViews (views from YouTube Premium members).

• Estimation: Metrics like estimatedMinutesWatched are calculated values that may lag behind the real-time "Views" counter while YouTube verifies traffic sources.

X (Twitter)

• Data Buckets: X separates metrics into public_metrics, organic_metrics, and non_public_metrics (promoted).

• The Variance: A "Public" impression count on a tweet includes both organic and paid traffic. The API allows you to display these separately, which may result in your dashboard showing a lower "Organic" number than the user sees on the tweet footer.

Platform Specific Constraints

Certain platforms have hard restrictions that result in zero data being returned for specific configurations.

The Constraints

• LinkedIn: Metrics are exclusively available for Company Pages. LinkedIn does not currently permit analytics access for personal profiles.

• Bluesky: Bluesky does not currently expose view counts or impressions via their API. While other metrics may appear, "Views" will always be unavailable.