What is audience reach in advertising and how to calculate reach?
Posted: Sat Dec 28, 2024 7:59 am
Everyone involved in marketing has heard about advertising reach. However, not all novice specialists know how to work with it. For example, how does reach differ from impressions? What is reach in advertising campaign statistics and how to calculate it? We answer these and other common questions below.
Content
Reach: What is it?
Types of Audience Reach
How to calculate audience reach
How to Use Reach in Marketing
Reach on advertising platforms
How to increase your audience reach
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Reach: What is it?
Audience reach is the number of unique users who saw an advertisement in a given period of time.
It is important to distinguish between reach and impressions. Impressions are the total number of views of content by all users. That is, if a person saw an ad three times, the statistics will show three impressions and only one reach.
Usually there are always more impressions in the reports and this is normal. There is an exception - in some advertising systems you can set the frequency: one impression = one user.
impressions vkontakte
An example of statistics for our post on VK, the screenshot shows the number of impressions
statistics of the post on the wall vkontakte
And in the detailed statistics we see that the reach (291) is less than the impressions (356).
That is, some users saw the post several times.
Monitor the ratio of impressions to reach - perhaps the same why would you choose our database audience sees your ad too often. This situation can lead to creative burnout - there will be fewer clicks from the ad, although impressions will be at the same level, that is, the audience will see and ignore the ad.
Types of Audience Reach
Organic. This is reach among subscribers without paid promotion. For example, a new post was published in a company group on VKontakte and five thousand people saw it. This figure will be reflected in the organic reach statistics.
Viral . This is the reach that a post received due to reposts or impressions in recommendations. For example, a company published content on Odnoklassniki and users of the social network began to actively share it. The post went viral and its viral reach was 10 thousand people.
Advertising . This is the reach obtained through paid promotion. Ads can be launched from the advertising account on the platform. For example, advertising on VKontakte can be launched through the VKontakte, myTarget and VK Advertising accounts, and promotion on Telegram - through the Telegram Ad Platform account.
To find out the total audience reach, it is incorrect to simply add up all 3 indicators. The same user could see content in organic, advertising, and in friends' recommendations. The full reach can be found out from the publication statistics in the advertising system itself.
Content
Reach: What is it?
Types of Audience Reach
How to calculate audience reach
How to Use Reach in Marketing
Reach on advertising platforms
How to increase your audience reach
"
Reach: What is it?
Audience reach is the number of unique users who saw an advertisement in a given period of time.
It is important to distinguish between reach and impressions. Impressions are the total number of views of content by all users. That is, if a person saw an ad three times, the statistics will show three impressions and only one reach.
Usually there are always more impressions in the reports and this is normal. There is an exception - in some advertising systems you can set the frequency: one impression = one user.
impressions vkontakte
An example of statistics for our post on VK, the screenshot shows the number of impressions
statistics of the post on the wall vkontakte
And in the detailed statistics we see that the reach (291) is less than the impressions (356).
That is, some users saw the post several times.
Monitor the ratio of impressions to reach - perhaps the same why would you choose our database audience sees your ad too often. This situation can lead to creative burnout - there will be fewer clicks from the ad, although impressions will be at the same level, that is, the audience will see and ignore the ad.
Types of Audience Reach
Organic. This is reach among subscribers without paid promotion. For example, a new post was published in a company group on VKontakte and five thousand people saw it. This figure will be reflected in the organic reach statistics.
Viral . This is the reach that a post received due to reposts or impressions in recommendations. For example, a company published content on Odnoklassniki and users of the social network began to actively share it. The post went viral and its viral reach was 10 thousand people.
Advertising . This is the reach obtained through paid promotion. Ads can be launched from the advertising account on the platform. For example, advertising on VKontakte can be launched through the VKontakte, myTarget and VK Advertising accounts, and promotion on Telegram - through the Telegram Ad Platform account.
To find out the total audience reach, it is incorrect to simply add up all 3 indicators. The same user could see content in organic, advertising, and in friends' recommendations. The full reach can be found out from the publication statistics in the advertising system itself.