Also known as: Reach vs views
Reach is the number of unique people who saw a post; impressions is the total number of times a post was shown, including multiple views by the same person.
The difference between reach and impressions matters because they tell different stories. An Instagram post with 1,000 reach and 1,500 impressions means 1,000 people saw it, on average 1.5 times each. A post with 1,000 reach and 5,000 impressions means 1,000 people saw it 5 times — that post "stuck" or went viral within a small circle.
Agencies use impressions mainly for repeat exposure (brand awareness) and reach for unique coverage (growth and new audiences). For client reports, reach is usually the better measure — clients grasp "how many people saw my post" more easily than "how often it was seen".
A carousel post from client X has: reach 3,200, impressions 5,800. Conclusion: roughly 3,200 unique people saw the post, on average 1.8 times each. A good ratio — the algorithm showed the post to people more than once.
A percentage showing how much interaction (likes, comments, shares, saves) a post receives relative to its reach or follower count — a key KPI for the health of a social media account.
A measurable value that shows how well a specific goal is being met — for social media that could be engagement rate, reach, follower growth or click-through rate to the website.
A structured overview an agency sends a client every month — covering KPIs, highlights, lessons learned and concrete actions for the month ahead.
A measurable value that shows how well a specific goal is being met — for social media that could be engagement rate, reach, follower growth or click-through rate to the website.
CPM is the cost to show an ad 1,000 times — a key metric for judging the efficiency of paid social media campaigns, independent of conversions.
ROAS is the ratio between revenue and ad spend — usually expressed as a multiple: a ROAS of 4 means every €1 of ad spend generates €4 in revenue.
The number of new followers an account gains over a given period — an important but context-sensitive KPI, because follower quality matters more than quantity.
Systematically tracking and analysing what is said online about a brand, industry or competitor — to spot trends, opportunities and problems early.
The percentage of people who click a link or CTA after seeing a post or ad — a key KPI for lead-gen and e-commerce campaigns.
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