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June 12, 2026

Australia: iSentia to Meltwater Migration Guide

  • June 12, 2026
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iSentia to Meltwater Migration Guide

Last updated: June 2026  |  Applies to: All Meltwater plans  |  Region: Australia

 

What Is This Article About?

This guide covers what Australian teams migrating from Isentia to Meltwater need to know about differences in data and reporting. You will notice higher Reach and AVE figures in Meltwater than you saw in Isentia — even if your actual coverage volume has not changed. This article explains why those differences exist and gives you three options for keeping your reporting consistent from day one.

 

What you can do with this information:

  • Understand why Reach and AVE figures are higher in Meltwater than in Isentia
  • Communicate the methodology change accurately to internal stakeholders
  • Adjust your AVE calculation to align with historical Isentia figures
  • Create a new reporting benchmark using Meltwater’s own historical data

 

How to access

Reach and AVE data are available in the Analyze module. Open any dashboard, add an AVE or Reach widget, and configure it using the steps in this article.

 

Key Concepts

Reach

The estimated number of unique visitors to the sources that published your mentions. Two methodology differences mean Meltwater’s reach figures are higher than Isentia’s for the same coverage: Meltwater uses monthly unique visitors where Isentia used weekly, and Meltwater includes both desktop and mobile traffic where Isentia tracked desktop only.

 

AVE (Advertising Value Equivalency)

A metric that estimates the monetary value of earned media coverage by comparing it to the cost of equivalent paid advertising. AVE is calculated from Reach. Because Meltwater’s Reach is higher (monthly plus mobile versus weekly plus desktop only), AVE increases proportionally. The AVE formula itself has not changed — only the underlying reach data is more comprehensive.

 

Measurement Window

The time period used to count unique visitors to a publication. Isentia calculated reach using weekly website visitors. Meltwater uses monthly unique visitors. A longer measurement window captures more visitors for the same piece of coverage, which naturally produces a higher reach figure.

 

Traffic Sources

The channels included when counting visitors to a publication. Isentia did not include mobile traffic. Meltwater includes both desktop and mobile, reflecting how audiences consume media today. Mobile now accounts for the majority of media consumption globally.

 

Reporting Benchmark

A baseline figure used to measure media performance consistently over time. Because Isentia and Meltwater use different methodologies, your historical Isentia benchmark is not directly comparable to Meltwater figures. You can either communicate the change to stakeholders, adjust the AVE formula for continuity, or establish a new forward-looking benchmark using Meltwater’s historical data.

 

AVE Widget

A configurable dashboard component in Meltwater’s Analyze module. The default formula uses $0.37 USD per estimated viewer. You can update this rate and currency in the widget configuration to match your organisation’s reporting requirements or to bring figures closer to historical Isentia AVE.

 

Frequently Asked Questions

Why are my Reach numbers higher in Meltwater than they were in Isentia?

Two differences drive the change. First, Isentia calculated reach using weekly website visitors; Meltwater uses monthly unique visitors. A longer measurement window captures more visitors for the same coverage. Second, Isentia did not include mobile traffic; Meltwater includes both desktop and mobile. Both factors push Meltwater’s reach numbers higher than Isentia’s for the same articles.

 

Does higher Reach in Meltwater mean my media performance has improved?

No. Higher Reach and AVE in Meltwater reflect a methodology change, not a performance improvement. Meltwater is measuring a wider audience (monthly instead of weekly, mobile included) than Isentia was capturing. Your actual coverage volume has not changed.

 

Why has my AVE increased after moving to Meltwater?

AVE is calculated from Reach. Because Meltwater’s Reach is higher (monthly plus mobile versus Isentia’s weekly plus desktop only), AVE increases proportionally. The AVE formula itself has not changed — the underlying reach data is more comprehensive.

 

What is the difference between how Isentia and Meltwater calculate Reach?

Isentia calculated reach using weekly unique visitors to a publication, and did not include mobile traffic. Meltwater uses monthly unique visitors and includes both desktop and mobile traffic. Both differences result in higher reach figures in Meltwater for the same coverage.

 

How do I explain the metric change to my stakeholders?

Let stakeholders know that increases in Reach and AVE are driven by a platform methodology change, not a performance spike. Key points: Meltwater measures monthly unique visitors where Isentia used weekly; Meltwater includes mobile audiences where Isentia tracked desktop only; the AVE formula has not changed; and this is a one-time recalibration, not an ongoing trend.

 

Can I adjust the AVE formula in Meltwater to match my Isentia figures?

Yes. Meltwater’s default AVE formula uses $0.37 USD per estimated viewer. You can update this value in the AVE widget configuration to bring your Meltwater reports closer to historical Isentia figures if continuity matters more than capturing the full audience. See How to add and configure an AVE widget below.

 

What is the default AVE rate in Meltwater?

The default rate is $0.37 USD per estimated viewer. You can change this value and the currency in the AVE widget configuration window inside the Analyze module.

 

How do I create a benchmark comparison between last year and this year?

Open your dashboard in Analyze, set the date range to last year, duplicate the dashboard tab, then set the new tab to this year. You will have two tabs side by side — one showing last year’s data and one showing this year’s — to anchor your new reporting baseline. See How to create a benchmark comparison below for the full steps.

 

How far back does Meltwater’s historical data go?

Editorial sources (news and RSS) go back 10 years. Social sources go back 15 months. You can use up to 12 months of Meltwater data to build a meaningful before-and-after comparison when establishing your new reporting baseline.

 

Which option should I choose to manage the reporting transition?

That depends on your team’s priorities. If stakeholders need to understand the change quickly, communicate the methodology difference first (Option 1). If year-over-year continuity in your reports matters more than accuracy, adjust the AVE formula (Option 2). If you want the most accurate forward-looking baseline, create a new benchmark using Meltwater’s historical data (Option 3).

 

How-To Guides

How to Communicate the Change to Stakeholders

Use this when: You want the simplest approach: inform your team that the increase in metrics reflects a platform methodology change, not a shift in media performance.

 

Share the following key points with internal stakeholders:

  • Meltwater measures monthly unique visitors; Isentia used weekly — a longer measurement window naturally produces higher numbers
  • Meltwater includes mobile audiences; Isentia tracked desktop only
  • The AVE formula has not changed — the underlying reach data is more comprehensive
  • This is a one-time recalibration, not an ongoing trend

 

Result: Stakeholders understand that higher Reach and AVE reflect a measurement methodology change. No dashboard or formula changes are required.

 

How to Add and Configure an AVE Widget

Use this when: You want to adjust the AVE calculation to bring Meltwater reports closer to historical Isentia figures. You will need a dashboard open in Analyze, or create one using this guide first.

 

  1. Open your dashboard in Analyze (or create one using Create a dashboard using this guide)
  2. Click Edit in the top right corner
  3. Navigate to an existing row (with one or two widgets)
  4. Click Add Widget
  5. In the pop-out window, Search for  AVE metrics that suit your reporting (you can also search for Reach widgets)
  6. Select your preferred AVE widget and press OK
  7. In the configuration window that  opens, update the AVE formula and currency to match your needs
  8. Press OK to save

 

Result: The AVE widget is added to your dashboard and configured with your preferred formula and currency. Your Reach and AVE figures now reflect the rate you specified.

 

For a full breakdown of how Meltwater calculates Reach, see How Meltwater Calculates Reach

 

For a full breakdown of how Meltwater calculates AVE, see How Meltwater Calculates AVE

 

How to Create a Benchmark Comparison

Use this when: You want to set a new reporting baseline by comparing the past 12 months in Meltwater against your Isentia reporting, then use the Meltwater figures as your go-forward benchmark.

Before you begin: Add your AVE or Reach widgets to your dashboard using the steps above before starting this process.

 

  1. Open your dashboard in Analyze (make sure you've already added your AVE or Reach widgets using the steps above) 
  2. Click Edit
  3. Click the calendar icon
  4. Select last year from the pop out window 
  5. Click the  drop-down arrow on your dashboard tab.
  6. Select Duplicate
  7. In the  new duplicated tab, click the drop-down arrow and Edit Date Range

  8. Select this year in the pop out window 

 

Result: You now have two tabs — one showing last year’s data and one showing this year’s — giving you a clear before-and-after view to anchor your new reporting baseline and communicate the transition to stakeholders.

 

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