The "Reach" in social media is basically the number of unique people who've seen your content on a platform. This could be a post, an ad, or something else. It also helps you figure out which types of posts or campaigns are most effective.
| Platform | What’s Measured | Included Formats | Paid & Organic | Delay |
| The number of individuals who viewed any content from or about your Page. This includes posts, check-ins (posts with a location field, allowing users to check in if your Page has a physical address), ads, social information from users interacting with your Page, and more. | Every post format except reels and stories | Combined total of paid and organic reach Standalone organic or paid reach is currently not supported by the API. | 24 hours | |
| Instagram Business | The total number of unique views of the Business Account's media content. Multiple views of the same person only count once. | Images, stories, reels & videos | Only organic reach Paid reach becomes available if the corresponding Facebook Ad-Account is connected. | 24 hours |
Number of unique impressions. LinkedIn Private profile data is not available via the LinkedIn API | Text, images, videos, and documents | Only organic reach | approx. 12 hours | |
| TikTok | Currently, reach is calculated as the sum of comments, likes, shares, impressions, and profile views. An impression is counted each time a user watches a video from the account. | Video posts | Paid and Organic reach | 24-48 hours |
Why do our metrics sometimes differ from platform analytics?
The platforms never provide us with the values immediately. The data on the platforms is therefore often more up-to-date than our numbers.
There are two different kinds of "Reach" in the Analytics, which differ in their calculation and cannot be directly compared with each other.
The "Channel Reach" and the "Post Reach Total"
Channel Reach:
We record "channel reach" for each platform once a day. When selecting a specific time range, we aggregate the values of the days in the selected timeframe.
Platforms, however, re-calculate these numbers dynamically and filter out duplicate user reach, which our system currently cannot do.
Post Reach Total:
The post reach is an aggregation of the reach of the individual posts within the selected time period. Unlike the channel reach, some values are missing here, which often relate to the entire channel and not to individual posts.
Due to these varied processing methods, the numbers might differ.
Some specific scenarios:
Facebook:
The total reach on Facebook is an estimated value. Facebook does this by using statistical sampling or modelling, instead of a direct count. We, on the other hand, can only sum up the values for the days in the selected time rage. So the actual reach on Facebook can differ from our values, since it includes both old and new posts without a specific time limit.
Instagram:
The metrics may differ because Instagram stores user metrics data only for up to 90 days. This limitation can affect data availability and accuracy if you're looking at or analyzing data over longer periods.