Native vs. Sprout metrics
At times you may notice a difference in native network reporting metrics vs. metrics in Sprout Social. This chart shows the Sprout Report, native report and any expected differences.
|Network||Sprout Report||Native network report||Differences|
|Facebook Pages Report & Profile Performance Report for Facebook||Facebook Insights Report||
|Post Performance Report for Facebook||Facebook Insights Report||
NPE reporting in the Facebook Insights Report counts all Reactions as Likes. Sprout's Post Performance Report counts Likes and all other Reactions (Haha, Wow, etc.) in the Reactions metric.
|Facebook and Instagram Paid Performance (Campaigns tab)||Facebook Ads Manager Export||
Web Conversions in Sprout and Web Purchases in Ads Manager are calculated differently. You may see more Web Conversions in Sprout because the metric is calculated as the total number of events or conversions driven by campaigns.
|Post Performance Report for Instagram||Facebook Insights Report (Instagram tab)||
Facebook Insights Report shows Instagram Reels Plays and Impressions that include shares as a Facebook Reel. Sprout Reports only show Video Views and Impressions from Instagram.
|Profile Performance Report for Twitter||Twitter Analytics||
Sprout can’t access video views data for videos shared multiple times from the Twitter Media Studio.
|Profile Performance Report for LinkedIn and LinkedIn Pages Report||LinkedIn Content Report||
|LinkedIn Pages Report (Followers metric)||LinkedIn Followers Report||
The LinkedIn Followers Report doesn’t include Followers Lost.
|Profile Performance for TikTok and TikTok Profiles Report||TikTok Overview Report||
In the TikTok Overview Report, profile-level export includes Video views, Profile views, Likes, Comments and Shares. Follower data can be downloaded from the Followers tab but is only available for the past 7 days. Exports in Sprout Reports backfill net audience growth for up to 60 days but don't include follower count.
|Post Performance Report for TikTok||TikTok Content Report||
Export in the TikTok Content Report is limited to the last 7 days. The Post Performance Report export for TikTok in Sprout includes backfills for video metrics from the past 365 days up to 500 videos.
Sprout calculates Engagement based on all the Reactions + Comments + Shares + Post Link Clicks + Other Post Clicks that occur on the page. A user can create multiple Engagements (e.g. if they click and share a post) so Engagements may be higher than the number of Engaged Users in your Reports.
For more information about organic and paid data in Sprout’s Reports, read this Help Center article.