Why your KPIs don't match across platforms | By Thomas McDermott

This discrepancy isn't an error. And for hospitality marketers, understanding these nuances is crucial for accurately evaluating campaign performance, justifying budgets, and making intelligent strategic decisions.

Let’s break down the key differences.

Impressions

Impressions measure the total number of times your content was displayed to users. However, what counts as a display differs.

• Facebook & Instagram: An impression is counted each time your post or story appears in someone’s feed. This includes multiple views by the same person. For video content like Reels, an impression is typically counted the moment the video begins to play.
• Google Ads: An impression is counted each time your ad is shown on a search results page or another site on the Google Network. For Display ads, an impression is counted even if only 50% of the ad is visible on the screen for one second (this is the standard for "viewable impressions").
• TikTok: Views are the primary metric, which are equivalent to impressions. A "view" is counted the instant your video starts playing and includes replays or loops from the same user.

Takeaway: Impressions are a measure of total content exposure. Use this metric to gauge how saturated your message is within the platform's ecosystem.

Reach

Reach measures the number of unique users who saw your content at least once. It’s about the breadth of your audience, not the depth of exposure.

• Facebook & Instagram: Reach is clearly defined as the number of unique accounts that have seen your content. It's a primary metric for both organic posts and paid ads, often reported over specific timeframes (e.g., 1-day, 7-day, or 28-day reach).
• Google Ads: For Display and Video campaigns, this is measured as "Unique Reach," which tracks the number of unique users who were shown your ad across different devices and formats. For Search ads, reach is less of a focus, as the primary goal is to capture high-intent searches regardless of whether it's the user's first time seeing your ad.
• TikTok: For organic content, TikTok's algorithm heavily prioritizes "Views" (impressions) over reporting unique reach. While reach is a trackable metric in TikTok's ad platform, it is not a prominent metric for organic posts.

Takeaway: Reach is the best metric for understanding brand awareness and the true size of your audience on a given platform.

Engagements

Engagement is an umbrella term for any user interaction with your content. This is where definitions differ the most.

• Facebook: Engagements include reactions (Like, Love, Haha), comments, shares, saves, and clicks (including link clicks, photo views, and video plays).
• Instagram: Engagements consist of likes, comments, shares (via Direct Message), saves, and profile clicks. For stories, it can also include poll votes, quiz answers, and sticker taps.
• TikTok: Engagements typically include likes, comments, shares, and saves. While watch time is a critical factor for the algorithm's promotion of a video, it isn't usually included in the reported "Total Engagements" figure.
• Google Ads: For Search ads, the key engagement is a "click." For Display ads, it’s also clicks, but for Video ads (YouTube), it can be a click or watching a certain duration of the video (e.g., 30 seconds or the full video if shorter).

Takeaway: When comparing engagement rates, you must normalize the data. Decide which interactions truly matter for your goals (e.g., link clicks for bookings vs. shares for awareness) and compare those specific actions.

Frequency

Frequency is the average number of times a unique user saw your ad or content during a specific period. It directly connects reach and impressions with a simple formula:

Impressions ÷ Reach = Frequency

This metric is vital for balancing message memorability with ad fatigue.

It’s important to keep in mind that the concept of frequency is almost exclusively relevant to paid advertising. In your ad platforms (Facebook Ads Manager, Google Ads), you can monitor frequency and even set "frequency caps" to prevent showing the same ad to the same person too many times. For organic content, frequency is not a controlled or reported metric; the platform's algorithm decides who sees your content and how often.

• Facebook & Instagram Ads: Frequency is a critical metric to watch in paid campaigns. A low frequency (e.g., 1-2x) over a week might mean your message isn't sinking in. A high frequency (e.g., 8-10x) could indicate you're annoying your target audience and wasting money, leading to negative feedback and diminished returns.
• Google Ads: Frequency management is essential for Display and Video (YouTube) campaigns to control ad exposure and optimize your budget. You can set caps like "no more than 5 impressions per user per week." It is less relevant for Search ads, where the goal is to appear every time a user expresses relevant intent by searching for your keywords.
• TikTok Ads: Frequency is a standard reportable metric in the TikTok Ads Manager. Given the fast-paced nature of the platform, monitoring frequency is key to ensuring your creative stays fresh and doesn't burn out your audience quickly.

Takeaway: In paid campaigns, actively monitor frequency to ensure efficient ad spend. A rising frequency paired with a falling click-through rate is a clear sign of ad fatigue, signaling it's time to refresh your creative or target a new audience.

Wrap-up

So what does this mean for hospitality marketers?

When you're running multi-platform campaigns to fill rooms, promote your restaurant, or drive group leads, don't fall into the trap of comparing apples to oranges. Instead:

• Define Your Goals First: Align your primary KPI with the platform's strengths. Use TikTok for broad-stroke awareness (impressions/views) and Google Search for high-intent conversions (clicks/bookings).
• Report with Context: Be clear in your reports about what each metric represents. Instead of just "Engagements," specify "Link Clicks on Facebook" or "Saves on Instagram."
• Set Platform-Specific Benchmarks: Your ideal engagement rate on Instagram will differ from your ideal click-through rate on Google. Likewise, an acceptable ad frequency on Facebook might be too high for a YouTube campaign.
• Create an Internal Dictionary: Normalize definitions within your team so everyone speaks the same data language, ensuring consistent and intelligent analysis.

In a world where data drives decisions, understanding the nuances behind your marketing numbers is the difference between a good report and a truly effective strategy.