--- title: An Introduction to Employee Engagement Analytics description: A quick guide helpful in better understanding the differences between reach, impressions and engagement in the world of internal communications. image: https://www.backstitch.io/hubfs/employee_engagement_analytics.jpg --- [![backstitch purple logo](https://www.backstitch.io/hs-fs/hubfs/backstitch_logo_purple_2020.png?width=170&height=36&name=backstitch_logo_purple_2020.png "backstitch purple logo")](https://www.backstitch.io/) ## [Integrate Mental and Financial Wellness into Your Total Rewards](https://www.backstitch.io/blog/mental-wellness-total-rewards) [Read](https://www.backstitch.io/blog/mental-wellness-total-rewards) ## [Implement Flexible Benefits Allowances for Your Workforce](https://www.backstitch.io/blog/flexible-benefits-allowances) [Read](https://www.backstitch.io/blog/flexible-benefits-allowances) ## [Essential Skills and Tools that Every Total Rewards Professional Need](https://www.backstitch.io/blog/skills-and-tools-for-trs-professionals) [Read](https://www.backstitch.io/blog/skills-and-tools-for-trs-professionals) ## [AI and HR: Realistic Expectations for Automated Benefits Communication](https://www.backstitch.io/blog/ai-and-hr-realistic-expectations-for-automated-benefits-communication) [Read](https://www.backstitch.io/blog/ai-and-hr-realistic-expectations-for-automated-benefits-communication) ## [Open Enrollment in a Hybrid Workplace: Best Practices for Virtual Success](https://www.backstitch.io/blog/open-enrollment-in-a-hybrid-workplace-best-practices-for-virtual-success) [Read](https://www.backstitch.io/blog/open-enrollment-in-a-hybrid-workplace-best-practices-for-virtual-success) by [Jordan Warzecha](https://www.backstitch.io/blog/author/jordan-warzecha) on May 17, 2018 [Human Resources](https://www.backstitch.io/blog/topic/human-resources) [Employee Engagement](https://www.backstitch.io/blog/topic/employee-engagement) [HR Documents](https://www.backstitch.io/blog/topic/hr-documents) # An Introduction to Employee Engagement Analytics ### Subscribe to Email Updates Reach, Impressions & Engagement — these terms once foreign outside of marketing departments are now commonly used when talking about everything from internal emails to training videos. I hope you find this quick guide helpful in better understanding *exactly* what these [important measurements](https://www.backstitch.io/blog/3-reasons-why-you-should-track-employee-engagement-analytics) mean and how to start thinking of them for your own communications and measuring your own employee engagement. ### **Reach** ![Teaching HR to Sales, IT and Management](https://www.backstitch.io/hs-fs/hubfs/employee_reach.jpg?width=300&name=employee_reach.jpg)The size of your entire audience that you will be sending your message out to *(and in a perfect world everyone that might hear you!).* Think of your **reach** as your highest *potential* *opportunity* to get your message out and in front of folks! *Tip: Selecting a smaller reach can a lot of times yield a better outcome as you’re being more selective as to who will most likely pay attention.* ### **Impressions** ![Getting attention versus distraction](https://www.backstitch.io/hs-fs/hubfs/employee_impressions.jpg?width=250&name=employee_impressions.jpg)This is how many times your message has *actually* been seen, letting you know that someone has taken notice versus ignored what you’re trying to say. Sometimes referred to as *views or opens*; **impressions** are a great indicator that some group is taking notice! *Tip: Look at the story that your impressions are telling; is your audience viewing your message an average of 2 to 3 times? Use this information to audit your reach to maximize your impressions ÷ reach!* ### **Engagements** ![Clicking a button.](https://www.backstitch.io/hs-fs/hubfs/employee_engagement.jpg?width=170&name=employee_engagement.jpg)With every message you send there should *almost always be a clear and highlighted* “Call to Action” or outcome that you desire. **Engagements **are a record that this call to action has actually taken place. This could be that someone clicked a button or link, answered a survey question, or even sent a reply. *Tip: Before you start writing try and think about [what engagement you’d like](https://www.backstitch.io/blog/how-to-write-engaging-copy-for-hr-and-benefits-communicators) from your message and be sure to select an appropriate reach to maximize the highest engagement possible!* ![What's the difference between Total vs Unique metrics](https://www.backstitch.io/hs-fs/hubfs/total_vs_unique.jpg?width=962&name=total_vs_unique.jpg) When discussing analytics around content, typically you’ll hear about the “Total” vs “Unique” for impressions & engagement. **Unique** = How many individual people saw (or engaged) with your message. **Total** = How many times those individuals as a whole saw (or engaged) with your message. *Example: You had 100 unique people that viewed a message 300 total times means that on average each individual looked at our message 3 times.* *![Employee Engagement Funnel. Reach, Impressions and Engagement](https://www.backstitch.io/hs-fs/hubfs/employee_engagement_funnel.jpg?width=400&name=employee_engagement_funnel.jpg)* ### **Know someone that might find this helpful? [Share on Twitter](https://ctt.ac/4dNFe) ** ### *(^This Message's Call to Action^)* **This was originally developed for “The Content Corner”; my private newsletter for Internal Communications & HR Leaders. ****[Sign-up here](https://vip.backstitch.io/invitation-to-the-content-corner)**** ### [Jordan Warzecha](https://www.backstitch.io/blog/author/jordan-warzecha) CEO & Co-Founder of backstitch [Follow me on Twitter](http://twitter.com/jwarzech) [**](http://www.linkedin.com/shareArticle?mini=true&url=https%3A%2F%2Fwww.backstitch.io%2Fblog%2Fan-introduction-to-employee-engagement-analytics) [**](https://www.facebook.com/sharer/sharer.php?u=https%3A%2F%2Fwww.backstitch.io%2Fblog%2Fan-introduction-to-employee-engagement-analytics) ![post_img](https://cdn2.hubspot.net/hub/2558854/hubfs/Future-Vision-Assets/post_img1.jpg?width=786&name=post_img1.jpg "post_img") ### READ MORE OF WHAT YOU LIKE. 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