Keyhole measures reach and impressions to show how many people may see your content—and how often it’s viewed. These metrics help you track visibility and evaluate the impact of your social media campaigns.
Reach
Reach is the estimated number of unique users who may see your content. It's based on follower counts from the original posters or sharers of tracked content.
Example:
If you tweet to 5,000 followers, your reach is 5,000, as that’s the number of potential unique viewers.
Impressions
Impressions represent the total number of views, including multiple views by the same user. This metric reflects total exposure, not just audience size.
Formula:
Impressions = (Number of Unique Posts x Number of Unique Followers)
Example:
If you publish 5 tweets with #sports and your 2,000 followers see each one, your total impressions = 10,000.
⚠️ NOTE: A single user can generate multiple impressions by viewing posts more than once.
Platform Capabilities
Reach and impressions are available on most platforms Keyhole supports—but access depends on platform limitations, API rules, and whether accounts have been added to your Watchlist or authenticated.
Use the table below to see where reach and impressions are supported, and what’s required to track them:
Platform | Reach | Impressions | Requirements & Notes |
Twitter/X | ✅ | ✅ | Full support via public posts. No authentication required. |
✅ | ✅ | Available when tracked accounts meet eligibility. | |
✅ | ✅ | Only for specified public Pages in Account Watchlist or Profile Analytics. | |
YouTube | ✅ | ✅ | Available for channels added to Account Watchlist or Profile Analytics. |
❌ | ✅ | Impressions only. Requires authenticated Business or Creator accounts. | |
TikTok | ✅ | ✅ | Available for eligible public accounts (active following + engagement criteria). |
News / Blogs / Forums | ❌ | ❌ | Reach and impressions not tracked. Focuses on volume, sentiment, and domain rank. |
⚠️ Note: To track Instagram impressions, authenticate Business or Creator accounts through Account Watchlist or Profile Analytics. Personal accounts and non-authenticated profiles cannot be tracked due to API limitations.
Examples of Reach and Impressions
These examples show how reach and impressions are calculated based on the number of followers, posts, and repeated views:
Scenario | Reach | Impressions | Explanation |
1 post, 500 followers | 500 | 500 | Each follower sees the post once |
2 posts, 500 followers | 500 | 1,000 | Each follower sees both posts (500 × 2) |
1 post shared by 500 users with 500 followers each | 250,000 | 250,000 | Reach = 500 sharers × 500 followers each |
2 posts shared by 500 users with 500 followers each | 250,000 | 500,000 | Same reach, but impressions double (each follower sees 2 posts) |
⚠️ Reminder: Reach counts unique potential viewers. Impressions include repeat views of the same or multiple posts.
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