Analytics. One of the most important pillars of social media. Do you understand what all the metrics mean?
When it comes to Facebook, there are all kinds of insights to look at – if you’re a nerd like us it’s really rather exciting.
One of the most basic understandings is the difference between engagement and reach and the role of impressions.
What is Engagement?
Simply put, the ‘engagement rate’ is the percentage of people who saw your content and liked, shared, clicked or commented on it.
Reactions, an extension of the Like button, give you more ways to share your reaction to a post in a quick and easy way. Whereas liking tells your friends that you enjoyed their post, reacting allows you to specify your response.
To add a reaction, hold down the Like button on mobile or hover over the Like button on desktop to see the reaction image options, then tap either Like, Love, Haha, Wow, Sad or Angry. The most popular reactions appear below the post as icons (ex: ). Keep in mind that you can only leave one reaction per post.
To see who’s reacted to your post, click the icons (ex: ) directly below your post, and then select an option at the top to see who chose that reaction.
What is Reach?
‘Total Reach’ is the number of unique people who have seen any content associated with your Page, including ads, in the last seven days.
‘Post Reach’ shows the number of unique people who have seen your posts. Remember: there’s a difference between organic reach and paid reach, and organic reach may be on the decline.
Your posts count as ‘reaching someone’ when they show up in someone’s Newsfeed.
What’s the difference between impressions and reach?
So we now know what ‘reach’ is, but how does it differ from ‘impressions’?
Impressions are the number of times a post from your Page is displayed, regardless of whether or not it is clicked. People may see multiple impressions of the same post.
For example, someone might see a Page update in Newsfeed once, and then a second time if his or her friend shares it.
‘Reach’ is the number of people who received impressions of a Page post. Reach might be less than impressions since one person can see multiple impressions.