Why Your Numbers Differ From the App
Updated
Before comparing Maeve with a platform app, select the same account, metric, and dates. Then check Last synced and whether the figure is lifetime or windowed data. A mismatch can come from timing or different definitions; it still needs checking rather than assuming either number is correct.
Select Account
Timeframe
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How Often Analytics Sync
Actively used accounts are scheduled for daily syncs. Other accounts use a weekly schedule. An account counts as active when its analytics were viewed or it published in the last 30 days, or it is linked to active strategy work.
Opening analytics records that the selected accounts are in use. Syncs can still be delayed by connection errors, platform limits, or processing.
Check Last synced for the available data. With multiple accounts selected, it shows the oldest sync among them.
Lifetime Data and Windowed Data
Windowed data counts activity inside a source date range. Lifetime data uses a post's available totals since publication.
A date filter can select posts by publication date while displaying their lifetime totals. Those totals may rise after the selected period ends.
Examples include TikTok's content-based views and engagement, and Instagram's views by post type. YouTube's subscriber split uses its latest sync window, which may differ from the dates selected on the dashboard.
Open an individual post's Analytics tab to check its data label and last sync.
Reporting Delays
Recent platform analytics may be incomplete. Google Business Profile data can arrive several days late. Avoid comparing a partially reported day with a completed day without accounting for that delay.
Try an earlier completed period, then check the recent period after another sync.
Comparing Definitions
| Check | Why It Matters |
|---|---|
| Reach or views | Reach counts distinct people or accounts; views can count repeated appearances |
| Engagement rate | Account and post rates may use different denominators |
| Lifetime or windowed | A lifetime total can include activity outside the selected publication period |
| Timezone | Dashboard date ranges use UTC; the platform app may use another timezone |
| Account coverage | Combined metrics may include only accounts that report a compatible metric |
Maeve's combined account rate uses compatible reach. Post and content rates can use views instead. Compare the same metric before treating two percentages as a disagreement.
History Builds as You Go
Some charts rely on snapshots collected as accounts sync. Other metrics can include historical data returned by the platform. Connecting an account does not guarantee a complete history for every metric.
Demographic trends need at least two stored snapshots. Previous-period changes also need sufficient comparison data. A dash on a new account can mean missing history rather than zero growth.
If the account, period, metric definition, and sync timing all match but the figures still differ, keep those details with the comparison when reporting the discrepancy.
Questions
How often do analytics refresh?
Actively used accounts are scheduled daily; other accounts weekly. Connection errors and platform limits can delay updates. Check Last synced for the actual freshness.
What counts as an account being in use?
Analytics viewed or content published in the last 30 days, or a connection linked to active strategy work.
Does opening the page pull fresh numbers?
It can queue stale accounts for refresh while displaying cached data. It does not guarantee immediate new numbers.
What is the difference between lifetime and windowed numbers?
Windowed data covers a source date range. Lifetime data covers a post's available totals since publication, even when the post was selected by publication date.
Why did a number go up when I did not change the timeframe?
A section using lifetime post totals can rise as those posts receive more activity. Check its data label and last sync.
Why are my last few days of Google data low?
Recent Google Business Profile performance can arrive several days late. Compare an earlier completed period and check again after another sync.
Why does my engagement rate differ from another tool?
Check the denominator. Maeve's combined account rate uses compatible reach, while some post and content rates use views. Also match dates and account coverage.
Why does my newly connected account have no trends?
Some trends depend on stored snapshots and need more history. Historical data availability differs by metric and platform.