Facebook Analytics 101: Reach
In traditional advertising (TV, radio, newspaper ads, billboards, etc.), marketers usually pay for reach.
For example, if you place an ad in a newspaper that is read by 4 million people on a daily basis, your ad has a potential reach of 4 million people.
Reach is also important metric when it comes to social media. It allows marketers to perform an “apples to apples” comparison when measuring social media effectiveness against other marketing channels.
Reach (aka People Reached) is the number of unique people who saw activity about your Facebook Page.
Facebook Page activity includes posts, posts by other people, Page like ads, mentions, and check-ins.
The 3 Components of Reach
Reach can be broken down into the following 3 components:
- Organic Reach: The number of people who saw activity related to your Page directly from your Page.
- Paid Reach: The number of people who saw activity related to your Page via a paid Facebook ad.
- Viral Reach: The number of people who saw activity related to your Page via a story published by a friend. For instance, if someone likes, comments or shares something on your page, their friends might see a story about your page virally.
Note: Unfortunately, Facebook Insights no longer displays the Viral Reach of your page. Facebook has grouped Viral Reach into the Organic Reach value in the Insights tool. Luckily, Crowdbabble still supports Viral Reach as the data is still available in the API.
How to Measure Reach?
Below, we can see the breakdown of Reach over time for a Facebook Page.
Keep in mind that the sum of organic, paid and viral reach may be greater than total reach. For example, 1 person could be reached via both organic and paid distribution.
Here is a summary of the Reach for the time period.
It’s clear this Page relies heavily on paid distribution and would only be able to reach a small fraction of the people without buying Facebook ads.
Why Should You Measure Reach?
We’ve mentioned many times that only measuring the number of fans can be quite misleading.
Not all your fans will see your Page content. Also, people who are not fans of your Page can still see your content.
Reach is a powerful metric to understand the distribution and exposure your Page is getting on Facebook.
To analyze the Reach of your own Facebook page, check out Crowdbabble.