- The date range decides which days are included
- The time aggregation decides whether those days are summed into one row or broken down by day, week, or month
Date Range Presets
Presets run up to and including today, so the most recent day is usually still incomplete. If you compare against a platform’s UI, check whether it includes today the same way.
Custom Ranges
Besides presets, you can use:- Fixed dates: an exact start and end date
- Rolling windows: “last N days / weeks / months / quarters / years”, with the option to include or exclude the current (incomplete) period. Excluding it keeps automated reports comparing only complete periods.
Time Aggregation
Availability varies by platform. Most advertising platforms support all, daily, weekly, and monthly; hourly is available on platforms like Meta Ads, Google Ads, and TikTok Ads; some sources (HubSpot, Mailchimp) only support all because their data isn’t time-based.
Unique Metrics Don’t Sum Across Periods
Metrics that count unique people, such as Reach or Frequency, can’t be added up across periods. A person reached on Monday and Tuesday counts once in a weekly reach number, but appears in both daily rows. In practice:- Summing 30 daily reach rows overstates your real 30-day reach
- To get true reach for a period, query that period with aggregation All
- Some platforms limit how long a single reach window can be; Detrics returns an error instead of a wrong number when a range can’t be calculated
Next Steps
Filters
Keep only the rows you care about
Data Freshness
Why recent numbers shift, and when data becomes final