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Notes: This service is only for critical situations where your webshop is down or has serious problems. For regular support, please use our normal support channels.

Reach

Reach is the number of unique people who see your content - whether it's a social media post, an ad or a newsletter. It is one of the most fundamental metrics in digital marketing.

What is reach?

Reach measures how many unique people have viewed your content at least once. It differs from impressions, which counts the total number of times the content has been viewed - including repeat views to the same person.

Example: If your Facebook post is shown 10,000 times to 7,000 unique people, your reach is 7,000 and your impressions are 10,000.

Types of reach

  • Organic reach: The number of people who see your content for free via algorithm distribution. Organic reach on social media has decreased significantly over the years and is typically 2-6% of your Facebook followers.
  • Paid reach: The number of people who see your content via paid ads. You pay to extend your reach beyond your organic base.
  • Viral reach: Number of people who see your content because someone in their network has interacted with it (liked, shared, commented).

Reach vs. impressions

The difference is important to understand:

  • Reach = number of unique people. Only counts once per person.
  • Impressions = total number of impressions. The same person can contribute several.
  • Frequency = impressions / reach. Tells you how many times the average person has seen your content.

A frequency of 1.5-2 is typically healthy for ads. Above 3-4 you risk ad fatigue, where people get tired of seeing the same ad.

Reach on different platforms

Facebook and Instagram

Organic reach has dropped significantly. For a typical Facebook page, only 2-6% of followers see your organic posts. Instagram is slightly better, but the trend is the same. To reach more people, you need to either create viral content or pay for ads.

Google Ads

In the Google context, we talk more about impressions than reach, as Google can't always identify unique users. However, Display Network reports estimated reach.

Email marketing

For newsletters, reach is basically your list size minus bounces. Your real reach is the number of recipients who actually open the email (open rate).

How do you increase your reach?

  • Create shareable content: Content that educates, entertains or provokes is shared more often and increases your viral reach.
  • Use paid ads strategically: Set aside budget to boost your best organic posts to reach beyond your existing following.
  • Optimize for the platform's algorithm: Use the formats the platform prioritizes (e.g. Reels on Instagram, short videos on Facebook).
  • Collaborate with influencers: Influencer collaborations give you access to a new audience.
  • Post at the right times: Post when your target audience is most active to maximize organic distribution.

Reach in context

Reach alone is a vanity metric. A high reach is only valuable if it leads to engagement, traffic and ultimately sales. Always combine reach with:

  • Engagement rate: What proportion of those reached interact with the content?
  • Click-through rate (CTR): How many click through to your webshop?
  • Conversion rate: How many of the visitors buy?
  • ROAS: What is the return on your ad investment?

We know online marketing in Shoporama

We've been working with online marketing ourselves for decades. As the only shop system in the country, we have spoken multiple times at conferences such as Marketingcamp, SEOday, Shopcamp, Digital Marketing, E-commerce Manager, Ecommerce Day, Web Analytics Wednesday and many more.

See the full dictionary