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Mobile Marketing

Reach vs impressions: measuring different metrics

August 21, 2020

If you are interested in having a loyal audience to your app, it’s essential to understand the concept — and the difference between — reach vs impressions. Many marketing professionals are familiar with those terms, but don’t know exactly why they are relevant in a mobile strategy.

In order to have a close relationship with your users there were a growth of platforms designed for specific practices, helping apps reach their target audience in the best possible way. On the other hand, it may still be difficult to know precisely if these users are really being impacted by the mobile actions.

That’s why it is important to understand the difference between reach vs impressions and have a more measurable impact on app users. If you want to learn more about this difference, keep reading.

What’s the main difference between reach vs. impressions?

What is impressions? And reach? In short, the first one represents the number of times your content is displayed, without considering if it was clicked or not. On the other hand, reach represents the total number of users who see your content, showing how far it can get and the size of your audience.

In a perfect world, your users would see everything you release. However, that’s not how things work on mobile and not all people will see your content fully, thanks to the algorithms that measure the engagement. That’s why it’s important to have these concepts clear.

Engagement metrics: detailing the concepts

It may be clear now how to differentiate reach vs. impression, but it is still important to deepen these engagement metrics. By doing that, you will be able to choose what to consider when analysing your app’s growth. Check below:

Paid reach

Paid reach happens when a number of people accesses paid content, which is sponsored by the company to reach a larger number of people, such as an ad. Often, this measurement is affected by factors such as header bidding, budgets and audience targeting.

reach vs impressions

Organic reach

Opposed to the previous one, organic reach is the number of people who saw your content for free. This content, in turn, came to the user spontaneously, since the algorithm of the site understood that it would be relevant to a certain person.


This metric is different from reach because it is not unique to a user, which means that the same content can be displayed to the same user several times. It is usually sold in CPM (Cost per Thousand) – that is, the amount paid is for every 1,000 impressions counted.

To be viewed by a thousand people, the app must have a lot of traffic, and this calculation is performed through the following formula: CPT = Total cost / Views / 1.000

How to apply reach vs impressions in your marketing strategy

With the growth of reach, brand awareness also rises. For a mobile strategy, it’s important that your reach affects as many consumers as possible. On the other hand, even if you reach a lot of users, it won’t mean a thing if only few of them have real interest in your app.

In this sense, be sure to keep an eye on what’s being shared about your app. By tracking these engagements, you know what to improve and may find potential users to target, extending your reach. This can help you evaluate your app metrics.

Want to improve your app’s metrics? RankMyAPP can help!

After reading this content you realized how important it is measuring your reach vs impressions. RankMyAPP can help you learn more about this and other subjects from the mobile universe. Submit to our newsletter to get more information.

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