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Why is the total reach not shown, only the average?

When social media platforms send reach data for reports, they provide the total reach per day. This means that each day on the graph shows the unique users who viewed the page’s posts on that specific day.

Social media platforms do not return the total reach for the selected period. If the values for each day on the graph were summed up, it would result in counting repeated users, because a user who viewed a post on one day might also view it on another day, leading to counting them as two users in the total, which would present an incorrect value.

To avoid this, we use the average reach calculation and, in the case of Facebook, we display the 28-day reach graph, which shows the total reach over the past 28 days without counting repeated users.

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