If you are a digital marketer, you might be familiar with the terms reach, engagement and impressions. But do you know which one is the best metric to measure your campaign performance? In this blog post, I will explain why impressions are a better digital marketing metric than reach and engagement.
Reach is the number of people who see your content at least once. Engagement is the number of interactions your content receives, such as likes, comments, shares and clicks. Impressions are the number of times your content is displayed on a screen, regardless of whether it is seen or not.
Why are impressions better than reach and engagement? Here are some reasons:
– Impressions are more accurate and consistent than reach. Reach is often inflated by duplicate views from the same person or by bots and fake accounts. Impressions count every time your content is shown, regardless of who sees it or how many times they see it.
– Impressions are more relevant and meaningful than engagement. Engagement can be misleading and manipulated by factors such as algorithms, incentives, emotions and social pressure. Impressions reflect the actual exposure and visibility of your content to your target audience.
– Impressions are more actionable and comparable than reach and engagement. Impressions can help you optimize your campaign strategy by showing you which platforms, formats, times and messages generate the most impressions. Impressions can also help you benchmark your performance against your competitors and industry standards.
In conclusion, impressions are a better digital marketing metric than reach and engagement because they are more accurate, relevant, meaningful, actionable and comparable. If you want to improve your digital marketing results, you should focus on increasing your impressions rather than your reach or engagement.