[Publish] Why doesn't my data match between Buffer Publish Analytics and Twitter Analytics?

This article relates to the Overview Report under Analytics.

Buffer does not currently track data on retweets or replies, 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.