There are two words you should be familiar with when discussing engagement metrics: reach and impressions.

Determine who sees your material by its “reach.” Audience size refers to the amount of people who view your tweet, Instagram story, or Facebook event page.

Suppose your ad has been seen 500 times across various social media platforms. Its reach would be 200 if 20% of those who saw it actually clicked on it.

The total number of times your social media post has been viewed by a browser is known as its “impressions.” Unlike reach, which takes into account those who actually interact with your material, impressions just measure how many people saw your content.

The number of times your social media ad was seen is called the number of impressions.

Influence versus access

An impression is the number of individuals who saw your content. The number of people who actually view your content and interact with it (through likes, comments, and shares) is what we call “reach.”

Both indicators are comparable, but there are a few distinct similarities to look out for. A greater number of impressions is expected to be made than reached. This is due to the fact that reach measures engagement whereas impressions measure exposure. Therefore, the amount of followers you have on your accounts is a rather good proxy for your impressions.

Seems comprehensible enough. Clicks measure engagement, whereas impressions measure exposure. While the distinction between impressions and reach may seem obvious at first glance, it’s crucial to understand how each social media platform calculates these metrics if you want to accurately compare them.

Facebook Likes

The number of times your ad was displayed on a Facebook feed is the number of impressions. One impression is tallied whenever a Facebook user scrolls past an ad and then returns to it. Two impressions are counted when an ad is shown to a user twice in a 24-hour period.

Viewer Responses

Impression counts are used in social media. A Facebook ad’s impression count indicates how often the ad was viewed by a user. When a user views a tweet, Twitter records it as an impression. The number of times an Instagram story, IGTV video, or post is viewed by a single user is the impression count for that content.


Twitter’s free access to analytics is a great feature. As soon as you log in, the results will be shown for you. In the event that a user reads a tweet you’ve produced, you’ve created an effect on them.

Each thread has its own unique impressions. The total number of impressions for a given thread would be 600 if the first tweet received 400 and the reply received 200. All of these are shown for your viewing pleasure on the webpage.

You may view a bar graph of your thoughts by going to the “Tweets” section of the site. Take into account that reach is not a quantifiable indicator.


On Instagram, “reach” and “impressions” are measured and defined independently. Instagram stories, IGTV videos, and regular posts all count toward a user’s daily viewing total, which is measured in impressions. Your posts’ reach is measured in terms of the total number of people who have interacted with them.

“Unique” here refers to a combination of those who actively follow you and those whose interests match your content’s topic. For instance, my timeline is filled with suggestions of women-owned companies since I like and follow postings from those firms. To the best of my knowledge, I am the only user to ever fall into that particular category.

Which one do you think is more vital?

It is crucial to consider the long-term objectives of your organisation when determining which metrics to monitor. While both measures have their uses, focusing on impressions is especially important if you’re interested in advertising. This is so because the effectiveness of all your sponsored and promoted material is determined by how many people actually view your ad.

For instance, Twitter will include the results of a sponsored tweet in your analytics report if you pay to have it displayed. As a result, you should probably put most of your energy into gaining as many impressions as possible on social media platforms like Twitter and Facebook.

Reach is a useful indicator to pay attention to if expanding your brand’s exposure and inviting more people to interact with it are among your top goals. A clear picture of your lead generation climate can be gleaned from these figures, which break down just how many people are engaging with your brand. Instagram might serve as your hub for that.

The best approach to calculate the return on investment for your business accounts is to monitor user activity. When in doubt, focus on impressions and reach, as these provide hard data on lead generation and content exposure.