Facebook Insights Lifetime Reach Has Lower Number Than Daily Total Reach

Facebook Insights Lifetime Reach Has Lower Number Than Daily Total Reach

Facebook Insights reports of Lifetime Reach can show a value that is lower than daily Total Reach. This article will help you identify and troubleshoot the issue.

This article will address the following issue:

In your Facebook Insights reports, the Lifetime Reach has a lower number than the daily Total Reach.


  1. Lifetime Reach is a count of the unique users that were reached.
  2. Daily Total Reach counts the number of times the ad reached a user, meaning users are not unique and may be counted more than once.
For this reason, Total Reach values may be larger than Lifetime Reach values. This figure is accurate and is the same value shown in Facebook Insights UI for weekly reach.

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