Exporting your post list and summing the numbers will not produce the same totals shown on the dashboard. This is expected behavior. The two views draw from separate data sources and measure different things.
Post-Level Data vs. Account-Level Data
Measure Studio pulls from two separate data pipelines:
Post-level data — metrics reported per individual post by the platform API
Account-level data — aggregate totals reported directly by the platform for the account as a whole
These are not interchangeable. Summing post-level numbers does not reconstruct account-level totals.
Why You Can't Sum Reach
Reach counts the number of unique people who saw your content. If someone sees three of your posts in a week, they show up in the reach count for each post — but should only be counted once at the account level.
Platforms handle this deduplication in their account-level reporting. The underlying data required to replicate that deduplication from a post export is not exposed through the API.
Please note: Summing reach across posts will always produce an inflated figure. It is not a reliable method for calculating account-level reach.
This applies to any metric that counts unique users — reach, unique viewers, accounts reached, etc.
Platform-Specific Notes
Post-level data reflects organic performance only. Boosted and paid distribution are excluded from post-level metrics but included in account-level totals. Any active paid promotion will contribute to this discrepancy.
TikTok
Account-level data on TikTok carries approximately a 1-day delay. Discrepancies when comparing same-day figures are expected and typically resolve the following day.
When to Use Each Data Source
For any account-level metric, use the dashboard. The post list export is intended for post-level analysis only.
If you need... | Use... |
Total reach for the account | Dashboard |
Total impressions for the account | Dashboard |
Individual post performance | Post list export |
Comparing posts to each other | Post list export |
If you have additional questions, contact our support team at support@measure.studio.