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Why is my total reach higher than my real unique audience?

This is expected behavior, not a data error. Facebook Page Organic records reach on a daily basis, and reach counts the number of unique users reached each day. When a report spans several days, the reach values for each day are added together, so the same person who saw Page content on two different days is counted on both. As a result, a multi-day reach total can be higher than the true number of distinct people reached over that period. To gauge the size of a distinct audience over a longer window, a shorter date range or a daily view gives a more accurate day-by-day picture than a summed total. The same behavior applies to post reach, which is also a per-day unique count.

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Why don’t my older posts update anymore?

Meta’s Graph API returns approximately 600 ranked, published posts per year for a Page. On Pages that publish more than that in a year, the oldest posts fall outside what the API will return, so their metrics can no longer be fetched and stop updating with each daily refresh. Posts that are already cached keep the values captured while they were still retrievable; they simply stop receiving new updates once they age out of the returned set. This is a platform-side limit on how many posts Meta will paginate through, so it applies to any tool reading the same API. Delta values for very old posts (roughly three years or older) or posts that have become unretrievable — for example, deleted, restricted, or shortlisted by the platform — are also not recorded.

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Why are impressions gone from my Facebook Page reports?

Meta deprecated the Page and post impressions metrics on 2025-11-15, including page_impressions, page_impressions_organic, page_impressions_paid, and the equivalent post-level fields. These metrics no longer return data from the source, so they are retired rather than surfaced as empty values. Media views replace impressions as the coverage metric. Media views come in total, organic, and ads variants at both the Page and post level, split by whether the view was ad-attributed. One constraint applies: media views only return data for posts created on or after 2024-09-22, a Meta API limitation, so posts published before that date have no media view values. For the full list of available reach and media-view metrics, see the Facebook Page Organic data reference.

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Why do my Story or Reel numbers look incomplete?

Stories and Reels are temporary or short-lived content, and Meta exposes them differently from regular feed posts. Some fields for these formats may be missing or arrive inaccurate from the source, and the associated media (images or video) can expire once the post is no longer accessible through the API. For Reels media views specifically, the organic and ads splits may not add up to the total because of tracking differences on Meta’s side. Story metrics are fetched on a rolling short window so that this fast-expiring content is captured before it disappears, but any values Meta drops before that fetch cannot be recovered afterward.

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Why don’t my follower counts have history before I connected?

Follower counts, fan counts, and audience demographic breakdowns are lifetime snapshot metrics. Meta provides only the current value at the time of each fetch, not a dated history, so there are no follower or fan figures for the period before the data source was connected. From the connection date forward, a daily snapshot is captured and stored, so follower and fan history builds up over time as the data source stays connected. The longer it remains connected, the deeper the follower trend that accumulates. The same applies to the City (followers) and Country (followers) demographic breakdowns, which return the lifetime fan count per bucket.

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Common issues

Facebook Stories expire after 24 hours. Even when a Facebook Page has story archiving enabled and the archived stories are visible in Facebook’s own UI, stories that were cross-posted from Instagram to Facebook cannot be retrieved via the Facebook API after expiration — no metadata, insights, or media.For cross-posted expired stories the media and final performance numbers are unrecoverable. Only future non-cross-posted stories on an archive-enabled Page can be fetched. If a Page previously had archiving enabled and then turned it off, all expired stories fall out of the cache.
Most postImpression fields on Facebook Organic — and the Facebook/Instagram Organic v2 Impressions (Delta), Post Impressions (Delta), and Post Impressions (Lifetime) metrics along with related organic and ads variants — were deprecated by Meta on 2025-11-15 and no longer return data.Some deprecated fields don’t carry a deprecated prefix in Adriel’s UI because the metric key is shared with other organic connectors and the label can’t be changed without affecting them.
When two Facebook Organic posts have the same text and image but different post IDs and different post links, the content was actually published twice on Facebook — Adriel is not duplicating it. Verify on Facebook whether the post exists twice.