My Report Numbers Look Off: Common Causes & Fixes
A quick checklist before assuming something is broken. Most “wrong number” issues trace back to one of these five things.
1. Date Range and Timezone
Confirm the report’s date range matches what you expect, and check which timezone it’s calculated in. A one-day shift at a month boundary is one of the most common causes of numbers that look “close but wrong.”
2. Comparison Period Mismatch
Month-over-month and year-over-year comparisons tell very different stories, especially for clients with seasonal patterns. If a number looks alarming, double-check which comparison period the report is actually using before reacting to it.
3. Metric Definitions Vary by Platform
“Engagement Rate,” in particular, is calculated differently platform to platform — and Panamplify’s calculation may differ from what a given platform shows natively in its own dashboard. If a client is comparing a Panamplify number to a number they pulled themselves from a platform’s native interface, a mismatch doesn’t necessarily mean either number is wrong — it may mean they’re two different (both valid) definitions of the same metric name.
4. Filters and Exclusions
If a report is scoped to a sub-brand, hashtag, or specific set of campaigns, confirm that filter is still accurate. Clients change naming conventions, launch new campaigns outside the filtered scope, or retire hashtags without notice — any of which can quietly shrink or inflate what a filtered report captures.
5. Expired or Stale Authorization
If numbers have stopped updating altogether for an account that used to sync fine, the platform authorization has likely expired — this happens periodically on platforms with strict session policies. Re-authorizing the connection from your workspace settings resolves it in most cases.
Still Not Resolved?
If you’ve checked all five and something still looks wrong, reach out through the contact form with the client, platform, and specific metric in question — that’s usually enough for us to trace it quickly.