Spotted: nobody's "reach" number means the same thing

Spotted: nobody's "reach" number means the same thing
Here's the dirty secret of cross-platform reporting — each platform defines reach, impressions and engagement differently, and tools paper over it with one pretty unified chart. Your "total engagement" is apples, oranges and a few made-up fruits summed into a vanity number.
Why it matters: when you report blended metrics to a client, you're standing on definitions you didn't set. Know which numbers come straight from each platform's API versus which your tool "normalized." The normalized ones are where credibility quietly leaks.
Watching this.