Any detailed form of reporting, be it for Social Media or Marketing Spend is built on large amounts of data over a range of time. Due to the complexity, age and size of that data, there can sometimes be missing data.
To start off, we at Metigy work hard to make sure you have little to no missing data within the limits of what platforms allow access to historically.
This is the first and most common reason for missing data that we encounter with our users. From the second you connect a new page or data source, data is being collected.
But, that data has to be collected from their respective data sources. And depending on the age of the data source in question, this can take a while due to the limits of asking the data sources for the information. It's like asking your bank for a 2yr old bank statement. It takes time to compile. But it will usually start to appear within a few minutes. But to fill ultimately will take a few hours depending on the size of the data in question.
Another limitation is that some platforms don't allow you to go back beyond a point in time. We cover this more in the What is Data Backfilling and How Far Back Does it Go article.
Not having enough engagement - yet - is the most common reason for missing data.
When data is collected, it uses tokens associated with data sources (pages). These tokens have limits on the amount you can collect which is usually proportional to how much traffic that source gets. This makes sense as a low engagement page doesn't change a lot, whereas a high engagement one has a lot more activity and, therefore much more data to collect.
For new or low engagement pages, there is a base amount of requests that can be made. Metigy works hard to stay within those limits and throttle accordingly, but sometimes even those low limits are too small.
The only fix for this is to increase the engagement on your site. To do this, you can find help and guidance in the Metigy IQ site.
This is the 2nd most common issue that we encounter. There are many reasons for tokens to break, but we cover Understanding Social Network Connect and Tokens in that article.
There are a lot of reasons why a token can break, but the most frequent ones are:
The short answer is yes, too many to list. Some of the biggest ones are:
Our platform is built with robustness at its core. This means that when a gap does occur we try very hard to go back and fill it. Sometimes though, we will miss a bit as it's minimal or something else happened, and we think it's there.
If you have an instance of something missing that you feel should be there, do not hesitate to contact support and we will investigate what has happened.
We hope you found this article interesting and helpful, and hope you are enjoying using or plan to use the Metigy AI Driven Marketing platform.
Greg has a passion for what AI and Deep Learning can bring to the MarTech stack and how small and medium businesses can benefit from these new technologies.
He has over 20 years experience as an engineer and product developer, having worked for significant global marketing agencies, Razorfish and We Are Social.
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