The Reach section distinguishes how often content is displayed or viewed from the number of accounts or people reached. A valid comparison requires the same platform definition and period basis.
Definitions by platform
| Platform | Using the reports | Individual metrics and calculations |
|---|---|---|
| Instagram Analytics | Metrics glossary | |
| Facebook Analytics | Metrics glossary | |
| TikTok | TikTok Analytics | Metrics glossary |
| YouTube | YouTube Analytics | Metrics glossary |
Data basis and freshness
ContentMate imports platform data regularly in the background, aggregates it and displays it from its own database. Opening a dashboard, switching tabs or changing periods does not trigger a live request to Instagram, Facebook or TikTok.
Distinguish three levels:
- Period activity: Reported actions or observed changes within a time window. TikTok values are derived from imported video totals; an older publication can continue generating activity.
- Publication cohort: Posts published during the period, with their available imported lifetime values. These can include interactions generated after the publication date.
- Snapshot: A count such as followers or an audience distribution. These values are not summed across days.
Today/Yesterday may use an hourly view. An hourly chart does not mean the platform provides new complete data every hour. Import time, aggregation time and data time describe different things. Processing delays, permissions and report limits can leave gaps. The display does not promise real-time data or a fixed six-hour schedule.
Missing is not zero: Zero is a reported or correctly calculated value with no activity. A dash, “Unavailable” or an incomplete series must not be treated as zero in your own calculations.
Open this section
Open Analytics, choose the account and the relevant tab. The period filter determines the included reports; exceptions are labelled in their respective views.
KPI Cards
A KPI card shows a metric and, where available, its comparison value, change and small trend chart. Check data freshness and notices about unavailable or incomplete data. A dash is not a confirmed zero. Not every platform supports every card.
Total Views
The view or display metric belonging to the report. Instagram views, TikTok video views and Facebook media views follow different counting rules. Historical Facebook impressions are a separate metric. Repeat views may count. This is neither a follower total nor a comparable cross-platform count of individual people. Post cards may show a post’s imported lifetime total; period KPIs use their own data basis.
Reach
Reach deduplicated by the platform for a particular report and period, where available. It must not be replaced by adding daily or per-post reach. For example, 100 accounts are reached on Monday and 100 on Tuesday; if 60 appear on both days, combined reach is 140 rather than 200. A matching imported period value is therefore required. The TikTok connection used here does not provide this metric.
Avg Views per Post
Sum of views for posts published during the period ÷ number of those posts. The last evidenced metric state up to period end is used. The average requires complete inputs; missing values do not become zero and affected posts are not simply removed from the denominator. Two posts with 100 and 300 average 200. A person can count in multiple posts; this average does not provide unique account reach.
Avg Reach per Post
Sum of individual post reach for posts published during the period ÷ number of those posts. The last evidenced metric state up to period end is used. The average requires complete inputs; missing values do not become zero and affected posts are not simply removed from the denominator. Two posts with 100 and 300 average 200. A person can count in multiple posts; this average does not provide unique account reach.
Avg Reach Rate (Page Likes)
For Facebook: average post reach ÷ Page likes × 100, when both inputs exist and Page likes are greater than zero. This relates reach to the fan base. It does not say what share of your fans was reached, because reach can include non-fans. The result can therefore exceed 100%.
Avg Reach Rate (Followers)
Average post reach ÷ follower count × 100. For example, an average reach of 500 accounts and 2,000 followers gives 25%. Reach can include non-followers; this does not mean exactly a quarter of your followers saw the posts. Compare the same platform, definition and data coverage.
Charts
Charts use imported and aggregated data. Check axis units, time granularity and gaps. A daily series, a current total and the lifetime values of published posts are not interchangeable. Percentages and averages must not simply be added across days.
Reach History Chart
Reach for the individual reported time buckets. People may overlap between buckets, so adding the points does not give unique reach for the entire period. Missing native reports remain marked as missing.
Reach by Post Type
Average post reach by available format. The denominator is the number of usable posts in that format, not the follower total. Also compare sample size and post age; the chart does not establish that an algorithm generally favours one format.
Top Posts by Reach
The posts with the highest available reach values in the report. Check which posts the period filter includes. Lifetime reach on a card does not tell you when the reached accounts saw the post.
YouTube comparison
YouTube
- Video views count plays; thumbnail impressions count recorded displays of thumbnails. They are shown separately.
- Thumbnail click-through rate is the share of recorded thumbnail impressions that led to a view. It is not all video views divided by all impressions.
- Traffic sources, playback locations, devices, and YouTube products appear in available detailed reports.
- Unique reach is not inferred from views or subscribers. Missing data is not replaced with an invented zero.
See YouTube analytics for report imports and availability.
Compare values meaningfully
- Compare the same platform, metric definition and period. There is no universal threshold that makes an engagement rate “good”.
- Separate counts, unique reach, total snapshots, averages and ratios. A high number alone establishes neither quality nor a particular cause.
- Check import and aggregation status, account permissions and gaps. An empty view after connecting may be waiting for its first import.
- When values differ from the platform, compare the same account, report, period and data freshness. Historical values may be corrected later.