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快速定义
The total number of unique users who have seen a piece of content.
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深入定义
Reach counts unique viewers, unlike impressions which count every render. It is the cleanest measure of audience size for a campaign and the denominator most marketers use for engagement rate. Reach can be organic, paid, or viral — and the healthiest accounts mix all three. Platforms report reach differently, so compare within platforms only.
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示例
- — 01An Instagram post seen by 20,000 unique accounts = 20k reach.
- — 02A paid campaign reporting 1M reach across 3M impressions.
- — 03Viral reach spreading a post beyond the creator's follower graph.
- — 04Panel view services that inflate impressions without moving reach.
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专业建议
- ☞ 01Calculate engagement rate against reach for cleaner comparisons.
- ☞ 02Split reach into follower vs. non-follower to see whether you're growing.
- ☞ 03Reach is the top-of-funnel number — conversions still need to follow.
- ☞ 04Never buy reach as a standalone metric; it's meaningless without engagement.