Reachand

Reachand is a term used in digital analytics to describe a composite metric that blends audience reach with engagement. It aims to quantify campaign effectiveness by acknowledging both how many people were exposed and how those people interacted with the content.

Originating in marketing analytics discussions, reachand is a portmanteau of reach and engagement. It is not standardized, and practitioners define its components and calculation in different ways.

Common implementations compute a normalized reachand score by converting reach and engagement into compatible scales and combining them. One approach multiplies reach by engagement rate to estimate the share of the audience that engaged, another uses a normalized 0–1 scale for each component and multiplies them to yield a 0–100 score. Because definitions of engagement vary (likes, comments, shares, clicks, time spent), the resulting reachand value is sensitive to data capture and platform differences.

Applications include comparative campaign analysis, cross-channel benchmarking, and performance dashboards. It can help marketers prioritize channels, optimize messaging, and forecast outcomes. However, it can obscure the separate implications of reach and engagement, and biased or inconsistent data can distort the score. It should be used alongside traditional metrics such as reach, engagement rate, impressions, and conversions.

See also: reach, engagement rate, impressions, conversions, total actions, and engagement depth.