When reviewing your analytics in Measure Studio, you might notice that summing up your post-level data doesn't perfectly match the totals shown in your account-level data. This discrepancy arises because Meta provides these two data sets from entirely separate sources. Below, we explain why this happens.
Separate Data Sources from Meta
Meta delivers post-level data and account-level data separately, and as a result, the totals don’t align perfectly when aggregated. Unfortunately, Meta doesn’t provide a clear explanation for this discrepancy. However, account-level data in Measure Studio generally matches the totals you’d see in Meta’s in-app insights. For a high-level overview, we recommend trusting those account-level insights.Organic vs. Paid Data
Post-Level Data: Includes organic-only metrics.
Account-Level Data: Includes both organic and paid activity associated with your account as the ad identity.
If you’ve connected an ad account, Measure Studio can provide data for paid and total metrics at both levels. This connection also enables us to include metrics from dark posts and boosted posts.
Refined Organic Totals
When you connect an ad account, we’re able to identify and deduct paid activity from account-level data to provide a more accurate organic total.