S1 Ep220: Is reach a valid reporting metric?
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With ads, it\\u2019s how many people saw your ad in their feed.
\\nReach is different from Impressions, though \\u2014 yet many of us seem to treat them like they\\u2019re the same.
\\nFor example, a Facebook ad may have achieved 12,009 impressions but only reached 7,226. Does this then mean that 7,226 people saw the ad?
\\nNot necessarily.
\\nThink about how you use social media feeds.
\\nYou could be on Facebook scrolling through posts from friends, family, ads and businesses. How many of them do you notice? And how does Facebook measure that?
\\nAlgorithms can, hypothetically, notice a slowdown of the scrolling that indicates that a specific post is being looked at. But is this necessarily what is being reported?
\\nWe don\\u2019t know. And we\\u2019re not likely to know.
\\nWhat we do know is that Reach metrics on all social platforms (not just Facebook) is a black box of measurements that we have no visibility of.
\\nWe see a number and have to trust that it\\u2019s true.
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\\nReach is different from Impressions, though \\u2014 yet many of us seem to treat them like they\\u2019re the same.
\\nFor example, a Facebook ad may have achieved 12,009 impressions but only reached 7,226. Does this then mean that 7,226 people saw the ad?
\\nNot necessarily.
\\nThink about how you use social media feeds.
\\nYou could be on Facebook scrolling through posts from friends, family, ads and businesses. How many of them do you notice? And how does Facebook measure that?
\\nAlgorithms can, hypothetically, notice a slowdown of the scrolling that indicates that a specific post is being looked at. But is this necessarily what is being reported?
\\nWe don\\u2019t know. And we\\u2019re not likely to know.
\\nWhat we do know is that Reach metrics on all social platforms (not just Facebook) is a black box of measurements that we have no visibility of.
\\nWe see a number and have to trust that it\\u2019s true.