Learn more about different types of discrepancies that you might encounter between Facebook Insights and your Supermetrics reporting below.
Keep in mind that:
Pages Insight data is only available for Pages with 100 or more likes.
Only the last two years of Page insights data is available.
Types of discrepancies
Unique metrics
Unique metrics in Facebook Insights — the most common one being reach — only work when they’re calculated on a 1-day, 7-day, or 28-day date range.
If you split “Total reach” every day for 7 days and then add those values together, they won’t match the 7-day (week) result. This is because the values split by day are calculated as 1-day values, so if 1 user visits on multiple days, they’ll be counted multiple times in the results, but not in the weekly calculation.
To solve this:
Make sure you’re not adding up daily values when comparing to the data you see in Facebook Insights
Check the right values in the Export Report when comparing data
If you’re not splitting by date, make sure to only query by 1-day, 7-day, or 28-day date ranges
No data found
You may see an error message reading No data found if any of the location dimensions (such as Country, City, or Language) and demographic dimensions (such as Gender or Age) are selected together with the "Total likes" metric.
To pull "Total likes" by location and demographic breakdown, your Facebook Page needs to have 100 or more likes.
Location data
The "Country", "City", and "Language" dimensions work only with the "Total likes" metric.
Verifying data in Facebook
You can verify your data on Facebook on the Insights page in the Business Manager. Note that there are still inconsistencies between this reporting and the API that is used to get your data in Supermetrics.
Where to find the data?
Most page-level results are in the Overview, Results, and Audience sections.
Most content results are under Content.
Videos (not video posts, but actual videos) are under Performance.
Things to watch out for:
The metric shown in the dashboard may not be the same metric as the API (one may include paid data, for example, and the other does not, with no way to separate them)
The Insights page can show data on fields that aren’t supported by the API that Supermetrics uses. For example, Reels can show impressions on the Insights page, but these can’t be queried using Supermetrics.
The demographics reports don’t really align with what the API provides. Meta has been working to retire and change fields in the API to fix this, but it's an ongoing thing.
For Ad trends, you need to make sure the correct ad account is selected; otherwise, they come up empty
For content, click through to the sub-dashboard for that post, video, and so on. The sub-dashboard typically features more detailed breakdowns that are more likely to align with the API fields than the higher-level data presented in the overview.
Sometimes, the data on the post (such as viewing post insights directly in the feed) doesn’t match the Business Manager insights. These results may also differ slightly from the API results.