Why don’t the data match between Metricool and Data Studio?
Updated today
Common differences between Metricool and Data Studio
When you connect Metricool with Data Studio, you may notice differences in the data shown in both tools.
This doesn’t mean there’s an error, but rather that it’s due to how the data is processed, synchronized, or displayed.
Here are the most common causes:
➡️ Current day data
In Metricool, you can filter and view data up to yesterday.
In Data Studio, data from the current day may appear if it falls within the selected date range and the social network provides it.
➡️ Time zone
Metricool adapts the data to the time zone set in your account.
Data Studio receives all data in UTC (Coordinated Universal Time).
This may cause differences between the actual time and what is shown in the reports.
👉 How to adjust the time zone in Data Studio.
➡️ Availability of Meta metrics
The Metricool connector for Data Studio allows access to additional metrics, such as ad-level data that isn’t available in the Metricool Analytics interface.
However, not all these metrics are stored in our database.
How does it work?
Metrics that are stored in Metricool (for example, those in the Analytics section) are loaded from our database.
Metrics that aren’t available in the Metricool interface are retrieved in real time from the Meta API when the report is generated in Data Studio.
👉 For more details, check the article How to analyze your Meta Ads campaigns.
➡️ Followers in Data Studio
The followers metric in Metricool is calculated as type LAST, showing the value from the last day of the analyzed period.
In Data Studio, this function doesn’t exist. If you aggregate by months or years, the number may be inflated by summing daily values.
For more reliable results in Data Studio, you can use:
MAX: shows the maximum number of followers in the period (recommended if the trend is positive).
AVG: shows the average number of followers in the period.
👉 Check this article with practical examples of the followers metric in Data Studio.
➡️ Applied filters
In Metricool, filtering is limited to the date range you select.
In Data Studio, in addition to the date range, you can apply custom filters at the report, page, or chart level.
This may cause results to differ if filters are active in Data Studio that don’t exist in Metricool.