Repeated exposure and distinct audience are different measures
Keep repeat exposure separate from the number of people or accounts reached where the platform provides it. Adding impressions across networks does not create a count of unique individuals.
Impressions count eligible exposures under the platform’s rules; reach concerns distinct people or accounts under its own methodology. One person can contribute repeated impressions. Platform definitions and estimation methods need to remain attached to the comparison.
A worked example
A hypothetical post has 1,000 impressions and reaches 600 members. That does not mean 1,000 different prospects saw it. Nor does the difference identify exactly how many people read the whole post or understood the offer.
How to apply it
- Use the source’s exact metric name, scope and available definition.
- Keep paid, organic, post-level and account-level populations distinct.
- Compare similar periods and formats before interpreting a change.
What the result can establish
Do not add platform reach figures and call the sum a unique cross-platform audience. Audience overlap is not resolved by arithmetic. Use these observations to assess distribution while measuring inquiries separately.
Reference: LinkedIn: post analytics definitions.
Supporting documentation
LinkedIn: post analytics definitionsLinkedIn: marketing measurement resources