Unmetric Adds Facebook Reach and Impressions Data to Analyze

Unmetric, providers of a social media intelligence platform, has added Facebook post reach (number of people who saw a post) and impressions (number of times a post is displayed) data to its Analyze product.

Unmetric Analyze enables companies to view the estimated Facebook post reach and impressions of more than 55,000 brands.

"While reach and impression data could be viewed as a throwback to traditional mass media advertising, it's often the first metric social media analysts bring up because it's easy for everyone to understand the number of people who saw your content," said Lux Narayan, CEO of Unmetric, in a statement. "Even with so much available data, reach metrics were one of the top two features our brand and agency clients requested, second only to the ability to detect competitors' promoted posts, which we introduced earlier this year."

Based on Unmetric's analysis, the 100 companies with the greatest reach on Facebook garner around 10 million unique views and 17 million impressions per day. Unmetric uses machine learning algorithms to estimate companies' Facebook post reach and impressions based on a number of factors, including audience size, the time of day the content was posted, and the number and type of audience interactions.

"To date, estimating reach and impressions has been a challenge due to the lack of data to build and apply a model. Existing solutions simply measure this based solely on the absolute number of audience interactions a post receives and number of followers for the brand page," said Aswani Yeraguntla, director of predictive and business analytics at Unmetric, in a statement. "However, this simplistic and grossly exaggerated method doesn't account for differences based on audience size, sector, or industry. Our approach addresses these issues and captures complex patterns in audience interactions and provides the most accurate estimate of reach and impressions."

Unmetric Analyze clients can immediately gain access to reach and impressions data, which will automatically be displayed next to the engagement metrics of any company Facebook post.

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