How long are analytics stored?
Analytics data is stored indefinitely. Data older than 1 month, however, will be frozen, and stop updating, even if new clicks or comments are made on a post.
Note that while the numbers are kept indefinitely (e.g., numbers of replies, comments, likes), the posts themselves are only stored for 1 month. So post table metrics that list published messages will display "There were no messages for this selected timeframe" if the timeframe selected is older than 30 days.
Can I share a report with multiple people at the same time?
There is no limit to the number of users who can share a report. However, at this time, there is no way to grant access to a selected group of users. The report must be shared with each user individually.
How often is data refreshed?
If a report is left open, it will automatically refresh every few minutes to reflect any new data that has come in. Overviews will automatically refresh every 30 minutes if left open.
Note: Some Facebook metrics will only be updated once per day, as Facebook refreshes certain metrics only once every 24 hours.
See Metrics Library for more details on how often each metric is refreshed.
What happens to my data if my social account is disconnected?
All data is kept indefinitely. If the account is reconnected, the old data will be accessible again, however, data is not collected during the period that the social network was disconnected and will not be available.
Why don’t I see any data for my Facebook Page?
Facebook Pages require at least 30 likes before any analytics can be returned for them, the same as on Facebook.com.
When does data begin being collected?
Analytics data begins collecting as soon as a social profile is connected to the Hootsuite dashboard, and you are eligible to use the new analytics (have a Professional, Team, Business or Enterprise plan). Note that only data for public posts is retrieved in Hootsuite Analytics. Unpublished, or dark posts, are not supported in Analytics. Data is not collected retroactively.
Why is N/A showing up in my Video Views Summary?
N/A may appear in the Video Views Summary for Facebook Pages that are connected to an older version of the Facebook API. Remove and reconnect your Facebook Page to Hootsuite to have the metrics appear. No data will be lost.
What’s the difference between the Ow.ly Traffic in the Overview and the Total Clicks ow.ly metric in reports?
The Ow.ly Traffic in the Analytics Overview is the total number of clicks for the selected time period on all ow.ly links in all tweets sent by the accounts selected in the Overview, regardless of which account generated the ow.ly link.
The Total Clicks ow.ly metric in reports counts the clicks on the ow.ly links generated (shrunk in the dashboard) by the selected Twitter account(s).
What does ‘Incomplete data’ mean?
In the Overview and report metrics, you may see this warning icon 
and the message “Incomplete data.” These appear whenever a social profile is disconnected or reconnected within the selected time frame. Data collection stops when a social profile is disconnected, so they indicate the possibility that data might be incomplete during that time. If the disconnection was very brief, however, there may not be any data missing.
Click the icon to view the specific account(s) with incomplete data, and for which time period.
Remember that the Overview and reports can show data from the selected time frame as compared to the equivalent previous time frame, so the warning might be referring to the previous time frame.
How does Hootsuite Analytics determine sentiment?
Hootsuite Analytics uses algorithm technology to combine both machine-learning and natural language processing.
The accuracy of classification algorithms like language and sentiment detection can vary. The algorithms are built by first analyzing a training set of data. This is a collection of millions of examples that have been categorized for language and sentiment by humans. The algorithm recognizes patterns from the training data, and classifies new data by matching it to the existing patterns that the algorithm knows.
Hootsuite Analytics uses general algorithms for both language and sentiment detection. In certain industries, a general detection set may not match new data with accuracy, especially for sentiment, based on the subject matter. In a medical context for example, saying "This drug can be deadly if overdosed" is a neutral statement, but might be classified as negative based on the majority of patterns that the algorithm can match it with.
Analytics analyzes mentions and predicts sentiment in 18 languages: Arabic, Chinese, Danish, Dutch, English, French, German, Hebrew, Italian, Japanese, Korean, Norwegian, Polish, Portuguese, Russian, Spanish, Swedish, and Turkish.