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
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Calculated as the sum of the followers for each author who tweeted.
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Reflects the total potential number of times tweets could be displayed to followers.
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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:
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Impressions = (1,000 × 3) + (500 × 1) = 3,500 impressions
✅ Reach
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An estimate of the unique audience size for all tweets.
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Counts the total follower count of unique authors, regardless of how many times each one tweets.
Example:
Using the same authors as above:
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Reach = 1,000 (Author A) + 500 (Author B) = 1,500 reach
In short:
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Impressions = potential total views (including repeated exposure)
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Reach = potential unique audience (counting each user only once)
👉 Learn more about the X Insights Tab here.
