Reach counts the unique accounts that saw a post at least once. Impressions count every view, including repeats by the same person.
Why it matters
Reach tells you how many different people your message actually got in front of. It is the right number to watch when the goal is awareness, and the right denominator when you want an engagement rate that judges a post on its own merits.
Reach vs. impressions
Reach is always less than or equal to impressions. If 1,000 people saw a post and 200 of them saw it twice, reach is 1,000 and impressions are 1,200. A large gap means the same people are seeing a post repeatedly, which is common for content shown in feeds and stories over several days.
How AeroReply helps
AeroReply analytics show reach and impressions side by side for every post, so you can spot repeat exposure at a glance. See analytics →
