Hello Everyone  

This article identifies and explains the most common reasons why certain metrics in Brandwatch might be different to those seen natively in platforms.  

Internal Issues  

• Channel has been disconnected from SMM and we cannot gather data anymore for this page or posts published on this page.  

• Measure has a live issue (see pop up on this page in bottom left corner if there is an issue) 

Metrics 

• Fans => we call it fans because it includes Page likes from Facebook. From 1st of October 2025, Fans will become “Followers” with the addition of Facebook Followers and the deprecation of Facebook Page likes (15th November 2025) 

• Platforms synchronise with Brandwatch at different times, meaning the timing of data collection is not consistent across all platforms.

• Engagements: each platform has their own definition of engagements. There are quite a lot of different formulas to calculate it. For example: 

  • LinkedIn: includes clicks (in Measure, Engagement with clicks is called Interactions)  

  • Instagram does not have clicks, so the Engagement is the same as Brandwatch.  

• To combat this, make sure you focus on any unique aspects of your audiences style of engagement, and the particular platforms that work for you. 

• Reach cannot be calculated during a period. We only support Reach per day (on channel level) or reach per post (on content level). Some platforms show natively their reach for an extended period longer than a day.  

• Because of the previous point, Reach defined as the number of people who viewed the post (content level) or any post in your page (channel level) should not be aggregated by summing the values per day or posts since it loses the uniqueness of the metric. The same person can see multiple of your posts, and she/he will be a counted multiple time. This Help Center Article should help explain. 

• Views are not support for Instagram Stories (natively it is supported). View are supported for Instagram posts and reels. 

• Facebook views metric is not available in Measure (yet), for now we still use Impressions (they will deprecate it on November 15th 2025)  

• Instagram can calculate the aggregated numbers of organic and paid data into one post whereas Measure can only calculate the organic part and the pure paid part (meta-algorithm showing the ad. If the ad is shared by someone, besides the algorithm, this is considered as viral activity of the paid post, and it is not pure paid anymore)  

• Refreshing posts: We cannot provide real-time updates due to rate limits (the number of requests allowed per API), which are set by each platform. 

Instagram

Differences between Instagram comment counts in Measure and Instagram are expected. This happens because:  

• Measure retrieves comment data from Instagram’s APIs, which may update on a schedule and can lag behind real-time counts on Instagram. Discrepancies may self-correct after the next scheduled data refresh .  

• The definition of “comments” may differ between platforms. Measure includes replies to comments, and privacy restrictions may limit data for some regions.  

• Deleted or hidden comments, or permission issues, can also cause mismatches. Measure shows what Instagram’s API provides, which may not match what’s visible natively.  

To minimize discrepancies, ensure your Instagram account is authenticated as “owned” in our platform and allow time for scheduled data refreshes .