Myth: Impressions and reach are basically the same metric
Dashboards stack them side by side, so people average them or pick whichever's bigger. They answer different questions.
✔ Reach = unique accounts; impressions = total times shown (one person can count 5x)
✖ A high impressions/reach ratio looks like 'success' but often means your same small audience saw it repeatedly — saturation, not growth
✖ Reporting impressions to a client as 'people reached' is just wrong
Correction: track the ratio. Rising impressions with flat reach = you're hitting a ceiling, not expanding. Sprout and Iconosquare both expose this split.
Best for: anyone reporting impressions as audience size.
Price: the split is visible on free Metricool — no upgrade needed.
Pick this if you've conflated 'shown' with 'seen by someone new.'
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Myth: Impressions and reach are basically the same metric
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