SMMTerm

Reach

reach · reach · audience reach

Reach is the number of unique people who saw the content. Not to be confused with impressions: one person can give 5 impressions, but the reach is only him.

Reach is the number of unique people who saw the content or advertisement. The key word is unique. One person can scroll through a post five times, that’s five impressions, but the reach is only one.

Reach and impressions are constantly confused, and because of this, they are misjudged. Impressions are always at least as high as reach; their ratio is frequency. If there are 50,000 impressions and 10,000 reach, then each person saw the ad an average of five times. The impressions are growing, but the reach is not growing - you are moving around the same audience.

Reach is a top-of-funnel metric, and by itself it doesn’t sell anything. High reach with zero engagement usually means the content was seen by the wrong people. That’s why I look at reach in conjunction with ER and click-throughs: what matters is not how many people saw, but how many of them reacted.

Frequently asked questions about Reach

How is reach different from impressions?+

Reach is the number of unique people who saw the content. Impressions - total number of views (one person = multiple impressions). Impressions are always at least as high as reach. Their relationship is frequency. If there are 50,000 impressions and 10,000 reach, everyone saw the ad 5 times.

What reach is considered good?+

Depends on the goal. For brand awareness, the wider the better. For performance, what is more important is not reach, but the conversion of those reached. 10,000 reach with ER 5% (500 actions) is more valuable than 100,000 reach with ER 0.1% (100 actions).

Where is it understood in practice?

SMM strategy in Russia 2026: VK, Telegram, Zen - three platforms, three different tactics

14 min reading

NEMIFIST: Telegram channel from scratch, integration and 1,022 leads via Senler

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