Data Spikes
When an account is initially connected or re-authenticated, you may notice spikes in the data. This happens because, for certain metrics, historical daily data may not be available. Instead, we populate the lifetime amount as "day 1," and then track subsequent daily changes as usual. As a result, you may see a significant drop from day 1 to day 2, as the comparison shifts from a cumulative lifetime value to a single day's change.
Over time, these fluctuations will even out as more data is collected. To maintain a cleaner dataset, we recommend excluding day 1 when analyzing date ranges.
When Can This Happen?
Data spikes can occur at any time, not just when an account is first connected. Some common reasons include:
Re-authentication: If an account goes into re-authentication, missed data is filled in upon reconnection.
New account addition: When a new account is connected, day 1 will reflect lifetime data for certain metrics.
Ad account addition: Connecting an ad account may cause similar data fluctuations.
Impact on Post Groups
Post Groups aggregate data across multiple accounts and posts. Since each account may have been connected at different times, "day 1" can vary between them, leading to occasional data spikes within these groups.
How to Investigate Data Spikes
If you notice unexpected data spikes, consider the following steps:
Check the connection or re-authentication dates of the accounts.
Verify if any new ad accounts were added.
By understanding these patterns, you can better interpret your data and make more informed decisions based on accurate trends.