These metrics help you track visibility and performance across platforms. They show how many people may have seen your content, how often it was viewed, and how users interacted with it.
Know the Difference
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 repeated views by the same user. This reflects total exposure, not just audience size.
Example:
If you publish 5 posts and each is seen by 2,000 followers, the estimated impressions = 10,000 (2,000 × 5).
A single user can generate multiple impressions by viewing different posts—or the same post—more than once.
Engagement
Engagement measures how users interact with posts. It varies by platform and depends on which metrics the platform makes available.
Keyhole uses both public and authenticated data (when available) to calculate total engagement.
Platform Support
Reach, Impressions and Engagement are available for:
X (Twitter) – Public posts
Instagram – For professional accounts added to Profile Analytics or Watchlist
Facebook – For public Pages added to Profile Analytics or Watchlist
YouTube – For channels added to Profile Analytics or Watchlist
TikTok – For public posts
Why doesn’t Keyhole calculate Reach, Impressions, or Engagement for News, Blogs, or Forums? These platforms don’t provide share counts or traffic data, so Keyhole can’t estimate how many people saw or interacted with the content.
Engagement Breakdown by Platform
Platform | Engagement Includes |
X (Twitter) | Likes + Retweets |
Likes + Comments (standard) | |
Likes + Comments + Shares | |
YouTube | Likes + Comments |
TikTok | Likes + Comments + Shares |
Examples of Reach and Impressions
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) |
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