[Publish] Why might there be a discrepancy between the data in the Overview Report and the data in Twitter Analytics?

This FAQ relates to the  Overview Report, specifically for Twitter Profiles. More information on the Overview Report can be found here.

There are a couple of reasons you might see a discrepancy between the data in the Overview Report in Buffer Publish and the data in Twitter Analytics.

Firstly, all of the data Buffer Publish gets from Gnip is on a per-tweet basis and we're only able to check for new engagements a limited number of times on each tweet. In practice, we're able to get data for 7 days following a tweet being published. That means if you sent a tweet on Monday, we’ll keep checking it for new engagements and impressions until the following Sunday. After that, we can no longer re-check the tweet, and from then onward, its metrics will remain the same within Buffer Publish. Twitter, on the other hand, will continue to track data perpetually, meaning the data will continue to be updated as you receive more engagements after 7 days.

Secondly, Buffer Publish does not currently track data on retweets or replies in the Overview Report, which is why you might notice the number of tweets may be lower than what you see in Twitter Analytics. The reason we don’t include retweets or replies is that they can skew the most useful insights that help measure and report performance on Twitter. Without replies and retweets, we’re able to more accurately measure and report your true performance on Twitter. For example, some brands use Twitter for customer service and therefore have a tremendous number of replies in a given time period. By their nature, replies have very low overall engagement and could make it otherwise appear like your total engagement is very low, when in reality your non-reply Tweets are performing very well.