Explore FAQ #5:
How are X (formerly Twitter) Reach and Impressions calculated? What is the difference between them?
You’ll find both aggregate X Reach and X Impressions for your Explore search in the X Insights Tab. Here’s how they work and how they differ:
Impressions
-
Calculated as the sum of the followers for each author who tweeted.
-
Reflects the total potential number of times tweets could be displayed to followers.
-
If the same author tweets multiple times, each tweet contributes again to the total impressions.
Example:
If Author A (1,000 followers) tweets 3 times and Author B (500 followers) tweets once:
-
Impressions = (1,000 × 3) + (500 × 1) = 3,500 impressions
Reach
-
An estimate of the unique audience size for all tweets.
-
Counts the total follower count of unique authors, regardless of how many times each one tweets.
Example:
Using the same authors as above:
-
Reach = 1,000 (Author A) + 500 (Author
= 1,500 reach
In short:
-
Impressions = potential total views (including repeated exposure)
-
Reach = potential unique audience (counting each user only once)
Learn more about the X Insights Tab here.