Measurement & KPI's

Are you reaching in the dark?

Christian Green

Christian Green

5 minutes read

Reach figures from Facebook often look impressive and it’s easy to get impressed with large numbers. But how do you know if it’s a good number?

Here’s a simple way to calculate reach performance:

But where do the numbers come from? - Let’s walk through it.

Relevant Reach

When it comes to reach (sometimes referred to as unique impressions), Facebook will give you a monthly figure that you can break down based on demographic clusters (i.e. males age 13-17, 18-24 etc.). As you probably know what your target demographic is, you can work out how big a portion of your reach matched your audience. I.e. If you reached a total of 100,000 individuals, you may find that 60,000 matched your audience profile. You can find the numbers through the dataset which can be pulled from your Facebook Page. This way you will separate the relevant reach from your total reach.

Potential Reach

To put your Facebook reach into perspective and calculate the Reach Performance, you will also need your “potential reach”. This is the number of people in your target audience in your target market. If you don’t already have this number, your national statistics bureau will probably have it available on their website.

Calculating Reach Performance

So, now you know 1. How many of the right people you reached through Facebook and 2. How many you could have reached in your market. And you’re able to see how well you (and Facebook) managed to reach your audience.

An example

You’re a brand targeting women aged 20 to 40 in Holland.

Relevant Reach - Let's say for the month your page reached a total of 674,000 people. Out of these 321,925 were matching your audience demographic.

Potential Reach - According to Statistics Netherlands there are 4,163,702 women aged 20 to 40 in the Netherlands.The calculation would then be:

You can make this calculation on a monthly basis (accumulated reach for all posts/ads for the month) or for individual ads.

Why Reach Performance

Keeping track of how your investment in social media is paying off in terms of reach is a great and intuitive way to put your efforts into perspective and evaluate your strategy. It also makes it easier to compare with other media investments and determine if social is a sound investment.

There can be many reasons for a low reach performance and it’s important to view your performance relative to your investment, business and objectives in general. I.e. if you are a niche brand, reaching 100% of the potential audience may not be the main objective.

Poor Reach Performance can also, for instance, be a sign that your Facebook advertising is not optimised or that your content doesn’t resonate with your core audience. This way, Reach Performance is a great and easy for everyone to understand -KPI.

Reach Performance in Zenbu

At Zenbu, we see Reach Performance as part of the three content KPIs that helps you determine if your Facebook content strategy is paying off. Learn more about our other KPIs and how Zenbu calculates them for you here.

About the author

Christian Green
Christian Green
Co-founder

Content marketing expert with a passion for disruptive, social and digital businesses. I have built unconventional digital marketing companies and worked across three continents as a senior level consultant for clients such as Carlsberg, Arla Foods, PepsiCo, Fiat Group, Bosch and L'Oreal on social and digital marketing strategy. I guest lecture on branded content strategy and social media marketing, play polo and rarely read books.

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