Metrics and measurement
Reach
Reach is the number of unique accounts that saw a piece of content at least once. Each person is counted once no matter how many times they saw it.
Reach answers how many people, which is why it is the headline number in most campaign reports. It is always lower than impressions for the same post, and the gap between the two indicates how often the average viewer saw it.
Reach across several creators cannot simply be added together if their audiences overlap, and in a tight niche the overlap can be considerable. Summed reach across a campaign is therefore an upper bound rather than a count of distinct humans.
Related terms
- Impressions
- Impressions are the total number of times a piece of content was displayed, counting repeat views by the same person.
- CPM
- CPM is the cost of a thousand impressions, calculated as the fee divided by impressions, multiplied by one thousand. It is the standard way to compare the efficiency of creator deals against each other and against paid media.
- Engagement rate
- Engagement rate is the share of an audience that interacts with a post, calculated as total engagements divided by a chosen denominator, most often followers or reach, expressed as a percentage.
- Campaign recap
- A campaign recap is the report produced after a campaign ends, showing what was published, what it cost, what it delivered in reach, engagement, and revenue, and what should change next time.
Distinct is the workspace where brands and creators run the work behind these terms. For brands, for creators, or back to the full glossary.