How long are analytics stored?
Numbered analytics data (e.g., numbers of replies, comments, likes) is stored indefinitely. However, numbers stop updating for posts older than 1 month, even if new clicks or comments are made on a post.
Post analytics data (the posts themselves) is stored with the following limits:
- Inbound posts - stored for 13 months, starting March 1, 2018.
- Outbound posts - stored indefinitely since October, 2017.
- Tables of posts display the last 13 months of data.
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. Overview pages 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, for Professional, Team, Business and Enterprise accounts. 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 Unpublished, or dark posts, are not supported in Analytics.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.
What’s the difference between the Ow.ly Traffic in the Overview page and the Total Clicks ow.ly metric in reports?
The Ow.ly Traffic in the Analytics Overview page 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).
How does Hootsuite Analytics determine gender?
The majority of Hootsuite Analytics data comes from the native social network APIs. On top of this raw data, our own system does some extra processing with a simple algorithm to determine posts' authors' gender.
The algorithm compares the author’s name to a database of names classified with common patterns. If a name is commonly found to be a male or female name, the gender will be indicated as ‘unknown’.
What's the difference between Post metrics and Page metrics?
Hootsuite Analytics pulls Facebook and LinkedIn metrics from post-level and Page-level data sources.
Post-level metrics attribute data to specific posts, and the day each post was published. Metrics are reported on all posts published during the selected timeframe.
Page-level metrics attribute data to the Page, and the day each engagement occurred. Metrics are reported on all engagements that occurred during the selected timeframe. These are aggregate metrics for all the Page’s posts, regardless of when the posts were published.
For example, let’s say you’re looking at your Facebook Page analytics reports for April as compared to March. How did Page Impressions go up if Post Impressions went down?
Remember that Post Impressions is showing the impressions for just the posts that were published in March and April. Page Impressions is showing impressions for all posts on the Page, regardless of when they were published. Page Impressions might have gone up overall in April, because February’s posts were still getting good engagement, in addition to March’s and April’s posts.
What does ‘Incomplete data’ mean?
You may see this warning icon 
and the message “Incomplete data” 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 page 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.