You might see that the total audience number in the summary of a report is lower than the combined audiences for all your coverage. Or, if you're comparing separate monthly reports to a summary, you might see some differences in the overall audience.
This is normal.
The audience total in the report summary counts the number of people who visit the online media outlets and follow the social accounts in your report (plus any other audiences like print circulation etc). We don't think of audience metrics as being potential Reach. They give your report readers a sense of how many people visit all of the content from those outlets. This can help indicate how popular they are, but doesn't suggest that's how many people saw the coverage or post etc.
If you've added more than one article from the same publisher's website social post or print publisher, we'll count the outlet's audience once in the summary to avoid duplicating the numbers.
We always add up all the online and social coverage views and any engagements (likes, comments and shares) for your online and social clips. This shows how many people saw or engaged with your coverage.
Check out our webinar on CoverageBook's data and how we represent metrics in your report, and in what context, and how you can spot differences.