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What Are Impressions?
Impressions count every time a post was displayed, repeats included.
What Is Reach?
Reach counts the unique accounts that saw a post at least once.
What Is Engagement Rate?
Engagement rate is interactions divided by a base.
What Is CTR?
CTR is clicks divided by impressions, as a percentage.
What Is Share of Voice?
Share of voice is your slice of the conversation in your category.
What Is Bounce Rate?
Bounce rate is the share of visits with no second interaction.
What Is Organic Reach?
Organic reach is how many unique accounts saw a post without paid distribution.
What Is Save Rate?
A plain explanation of save rate: what counts as a save, why it costs the viewer more than a like does, and why a high save rate on a reference post says the content is useful, not that the account is growing.
What Is Video Completion Rate?
An explanation of video completion rate: how it is calculated, why shorter videos have a built-in advantage on this number, and why comparing completion rates across different lengths measures length rather than quality.
What Is Watch Time?
An explanation of watch time: what the number actually adds up, and why it rewards reach as much as retention, meaning an account can improve watch time while every individual viewer is leaving sooner.
What Is a Profile Visit?
An explanation of profile visits: what counts as one, why leaving the feed to look at an account is a much stronger signal of intent than a like, and why it is the metric that best predicts new follows.
What Is Follower Growth?
An explanation of follower growth: how the net number is calculated, why it hides churn, and why an account gaining 100 and losing 90 looks identical to one gaining 10, even though they are completely different problems.
What Is a Vanity Metric?
An explanation of vanity metrics: what makes a number vain in the first place, and why the same figure, like follower count, can be a vanity metric in one report and the entire point in another.
What Is a KPI?
An explanation of KPIs: why having many of them means having none, why the discipline is choosing a small number you would actually act on, and the test of whether a bad reading would change next week's plan.
What Is a Benchmark?
An explanation of benchmarks: what they are used for, why industry benchmarks average across account sizes and habits that have nothing to do with yours, and why your own last quarter is usually the better comparison.
What Is Engagement?
A plain explanation of engagement: what actions it bundles together, why that bundle is not the same from platform to platform, and why comparing raw engagement numbers across networks or reports is usually a mistake.
Reach vs Impressions
The difference between reach and impressions, why impressions are always the larger number, and why summing impressions across posts and calling it audience size is the most common reporting error.
Engagement vs Reach
The difference between engagement and reach, why one is a count of actions and the other a count of people, and why comparing raw engagement between posts of different sizes is meaningless.
Followers vs Subscribers
The difference between followers and subscribers, what each connection actually guarantees about future delivery, and why counting them together across platforms produces a meaningless total.
Views vs Plays
The difference between views and plays on video, why every platform defines a view differently, and why comparing view counts across TikTok, YouTube and Instagram is not a valid comparison.