Lifetime metrics and API data retention limits
There are various metrics that measure performance at the post level, but data aggregation methods can be divided into two categories: 1) reporting period aggregation and 2) lifetime aggregation.
Of these, the lifetime aggregated metrics have different update frequencies and retention periods depending on the API.
This article explains lifetime metrics and API data retention limits.
What are lifetime metrics?
There are two ways to aggregate indicators:
Reporting period: How to aggregate values for a specified period (e.g., total number of posts from August 1st to August 10th)
Lifetime aggregation: A method of aggregating all values generated since the post was published (e.g., cumulative number of reactions for a post published on August 1st)
In other words, reporting period aggregates show valuesover a period of time, while lifetime aggregates show cumulative values since publication.
Each metric is aggregated either over the reporting period or over a lifetime. For example, posts are aggregated over the reporting period, and post impressions are aggregated over a lifetime.
Learn more about the difference between reporting period and lifetime
This raises a question about lifetime aggregation.
❓ Counting starts on the publication date of a post, but how long does it cover? (For a post published on August 1st, does the number of reactions count up until the 31st? Or August 20th? Or September 30th? If I don't specify a period, how long will it be counted?)
List
Below is a summary of the data update frequency and number of days for each social network for post-level lifetime metrics.
Most lifetime metrics aggregate data for 60 days after publication.
For example, in the case of metrics calculated based on the lifetime of a Facebook post, the data will cover the period from the publication date to 60 days later, as shown below. Also, the update frequency will change depending on the number of days that have passed since the publication date.
From the first day of release to 10 days later: Data is collected every 4 hours
From 11 days to 60 days after release: Counted once a day
Published 61 days or more: Not counted (not included in reports)
Posts that have been published for more than 60 days are not aggregated, so the data may differ from the native data for older posts.
Types of social media posts | Metrics | Number of days since publication and update frequency |
Facebook Post* *See "Notes regarding API data retention limits" below. | All lifetime metrics (Number of post impressions, number of post shares, number of post video views, etc.) | ・0 to 10 days later: Every 4 hours ・After 11-60 days: Once a day |
Instagram Post | All lifetime metrics (Number of post impressions, number of call clicks, etc.) | ・0 to 10 days later: Every 4 hours ・After 11-60 days: Once a day |
Instagram Stories | All Instagram Stories metrics (Number of post impressions, number of post reaches, number of story exits, etc.) | 24 hours*: Every 4 hours *Instagram API provides final values 24 hours after a story is published, and these are the final values reflected in the reports. |
X (Twitter) post | Post replies, post reposts, post reactions/likes | ・0 to 10 days later: Every 40 minutes ・After 11-60 days: Once a day |
X(Twitter) Post (Engagement API) | Other lifetime metrics (Number of post impressions, number of post engagements, number of post citations, number of post video views*, etc.) | ・0 to 10 days later: Every 4 hours ・After 11-60 days: Once a day *Number of views of posted videos: The collection period varies depending on the settings. By default, it is set to a maximum of 60 days, but if you only want to see data based on organic views, data will only be collected for 7 days. |
LinkedIn Post | All lifetime metrics (Number of post impressions, number of post clicks, etc.) | ・0 to 10 days later: Every 4 hours ・After 11-60 days: Once a day |
TikTok posts | All lifetime metrics (Number of post impressions, number of app download clicks, etc.) | ・0 to 10 days later: Every 3 hours ・After 11-60 days: Once a day |
YouTube Post | All lifetime metrics (Number of post impressions, number of posted video views, etc.) | ・0 to 10 days later: Every hour ・After 11-60 days: Once a day |
Note : You can extend the data refresh period for Facebook, Instagram, LinkedIn, and YouTube posts, but not for X (Twitter) and Instagram Stories.
Note : Posts published more than 60 days ago will not be eligible for reporting.
Notes on API data retention limits
Lifetime aggregation stops 28 days after the last engagement. In other words, if there is no response to a post for 28 days, data updates will also stop. (For example, even if it is the 40th day since publication, if the last engagement occurred more than 28 days ago, aggregation will stop at that point, and data updates will also stop.)
After publishing a post, the first update occurs 15 minutes after publishing, then updates irregularly for 14 days, and if new engagement occurs, updates occur 150 minutes later (for a maximum of 28 days).
The Instagram Insights API retains data for up to two years after a post is published. Posts older than two years may no longer be available through the API.