Annual Reports and Social Media: The Data Trap You Don’t See Coming
January means you’re liking scrambling to assemble 2025 marketing reports. Unless you have a data dashboard, you’re likely bouncing between Analytics, Facebook, Instagram, and every other social platform.
It hits you like a semi. You cannot get all your data for 2025!
Why? Because your social media platforms only hang on to data for a short while.
Here’s a breakdown of how long different social platforms keep marketing performance data.
Facebook Business and Creator Pages (Meta Business Suite/Page Insights)
As of January 2026, Facebook Insights provide approximately two years’ worth of business page data. However, they have announced that this may be decreasing to one year soon.
Facebook Ad Performance (Ads Manager)
You can view results for campaigns, but detailed historical insights for specific organic posts beyond 90 days might require looking into Ads Manager if they were boosted.
Instagram has never had a friendly approach to data. All performance data is strictly limited to 90 days.
For annual Instagram tracking, we strongly recommend pulling monthly data into an Excel file or Google Sheet to build a longer, historic record.
Instagram Story Archive
Instagram Story archives are an incredible way to group content by topics. An additional perk is you can find insights for your past Stories for up to two years.
TikTok
TikTok and Instagram share the same analytics challenge: they don’t keep data very long. Depending on the views of the new owners, that data history may shrink even further.
Overview metrics (total views, likes, comments, shares, profile views) are kept for 365 days.
Content metrics for individual videos (average watch time, audience territories, retention rate, etc.) are available for up to the past year.
Follower demographics and activity insights are generally available for the last 365 days.
LinkedIn is frequently overlooked. Most businesses dismiss it as a job hunting app when it’s become a bustling networking and thought-leadership platform. Both personal pages and Company pages have helpful data.
Personal profile performance analytics are available for up to 2 years.
Company (business) Page data is available for up to 1 year, but some users report diminishing data availability the closer you get to that 365-day mark.
Video Performance is limited to 180 days (6 months).
Conclusion: How Can We Keep Up with Marketing Data?
Preparing marketing reports can take a ton of time. Most people try and streamline this with spreadsheets, but it still takes bouncing between a dozen open tabs trying to make sense of each platform’s nuances.
- Just imagine having all your marketing analytics in a single click?
- Marketing performance data visualized in easy-to-read charts
- Data sourced from all of your marketing channels in real time
- Easily download as a PDF or shared as a link
Take back your time. Get detailed reporting with our data dashboards.