When you first connect a channel to Social Media Management, the amount of historical data Measure will be able to backfill will vary from network to network. For example, Facebook channels can only backfill the past 15 days' worth of posts and data, while TikTok channels can backfill the past year. Once the channel is connected, Measure will also begin collecting and storing new data as it comes in.

All data in Measure is stored for a maximum of two years and three months, regardless of network or channel connection date. So, for example, if today were January 1, 2025, the furthest back you could reach would be October 1, 2022 (but only if your channel had been connected at the time).

If your channel disconnects for any reason, Measure will stop collecting new data. However, existing data will not be deleted, and once you reconnect your channel, it may be possible to backfill the data that was missed.

These backfill limitations are the same as the backfill limitations when connecting a channel for the first time. So, for example, if your Facebook channel has been disconnected for the past 30 days, it will only be possible to recover posts and data from the past 15 days.

Deleting a dashboard does not delete its data, and if you recreate the dashboard with the same settings, you will get the same results. However, please note that it's not possible for us to restore a dashboard once it's deleted, so you will have to rebuild it manually.

Measure and Benchmark are both data analytics tools, but their data is pulled from different sources. Benchmark collects data that is publicly accessible (like a channel's fan count or a post's total engagements), while Measure collects data that is private to the channel's owner (like overall reach and impressions).

This is why Benchmark is able to show data from any public channel but Measure is only able to show data from the channels that you've connected to Social Media Management—the channel connection gives Measure permission to access the additional data.

Benchmark is still useful for comparing your performance to your competitors'. Measure is more useful for comparing your own performance month over month, comparing two of your own campaigns, etc. Since they are collected using different methodologies, Measure's results and Benchmark's should not be compared.

If you have already connected channels but they do not appear or cannot be selected when creating or editing a Measure dashboard, this may be a local browser issue.

In some cases, cached browser data can prevent the channel list from loading correctly. Clearing your browser cache and cookies can help resolve this issue. This will not affect your data in Brandwatch, but you may need to sign in again after clearing your browser data.

See Clearing your browser cache and cookies for more details.

If the issue persists after clearing your cache, please contact our Support team for further assistance.

There are several reasons for the differences you may see between YouTube Studio and YouTube metrics in Measure.

The first is how the metrics are defined in each platform.

In YouTube Studio:

In Measure:

YouTube does not provide a separate “Impressions” metric via API. We receive Views only, and that value is used for both Impressions and Video views in Measure to keep reporting consistent across networks.

A correct comparison of both metrics is YouTube Views vs. Measure Video views / Impressions.

YouTube Impressions are not directly comparable to Measure Impressions.

You may also metrics differences based on the date range and refresh timing for each platform.

For example, YouTube's date range can be set to “Since published," where Measure requires a specific date range.

To align numbers, the same fixed date range and filters should be applied in both platforms. Also, YouTube data in Measure can take up to ~4 days to fully refresh, so very recent views may appear in YouTube Studio first.

Our overall recommendations to interpret metrics differences for YouTube and Measure are:

If you continue to see a significant difference in metrics after aligning these, please contact our Support team for assistance.

You will see differences in Instagram's Plays metric and Instagram Views in Measure because they are two different metrics.

The metric visible on the Reel thumbnail in Instagram is effectively “Plays” – this includes both the Reel's initial plays and the auto‑replays/loops of the video.

In Measure we feature Instagram’s newer “Views” metric, which counts how many times the content was played or displayed at least once, and

does not count replays/loops.

Brandwatch Measure pulls this Views value directly from Instagram’s Insights API and uses it consistently across Instagram content.

On highly engaging or frequently looped Reels, Plays can be much higher than Views.

To double‑check and compare a Reel's views in both platforms, we recommend:

If the Instagram Insights “Views” value is in line with Measure, that will be a more accurate comparison between the two platforms. Overall, Plays includes replays and Views excludes replays.