Module 27Stage: Analyze90 min

Content Analytics

Define reach and know when it matters most.

Jump to lesson:
01Reach02Impressions03Engagement (Analytics View)04Format Performance05Content Performance Analysis
1
Lesson 1

Reach

Objective

Define reach and know when it matters most.

Teach
Reach is the number of unique accounts that saw your content — it matters most for awareness-stage goals, less for conversion-stage goals.
Real-World Example
A brand-awareness campaign should prioritize reach; a sales campaign should prioritize conversion metrics instead.
Common Mistake
Optimizing for reach even when the actual goal is sales or leads, where reach is only a supporting metric.
Practical Exercise

Check whether reach is the right primary metric for your current goal, or just a supporting one.

Lesson Checkpoint

Reach measures

2
Lesson 2

Impressions

Objective

Distinguish impressions from reach.

Teach
Impressions count total views, including the same person seeing it multiple times — useful for understanding frequency, but can inflate the sense of "how many people" saw something.
Real-World Example
10,000 impressions from 2,000 unique accounts means each person saw it an average of 5 times — a frequency insight reach alone wouldn't show.
Common Mistake
Confusing impressions with reach, overstating how many distinct people actually saw the content.
Practical Exercise

Compare reach and impressions on one recent post — what's the ratio, and what does it tell you?

Lesson Checkpoint

Impressions differ from reach because they

3
Lesson 3

Engagement (Analytics View)

Objective

Break engagement into its component parts for analysis.

Teach
Engagement includes likes, comments, saves and shares — each signals something different (Module 22), so a single "engagement" number can hide which type is actually driving it.
Real-World Example
A post with high likes but zero saves signals casual approval, not deep value — different from a post with fewer likes but many saves.
Common Mistake
Reporting one combined "engagement" number without breaking down which type is driving it.
Practical Exercise

Break down your last post's engagement into likes, comments, saves, shares separately.

Lesson Checkpoint

Breaking engagement into components matters because

4
Lesson 4

Format Performance

Objective

Compare performance across content formats systematically.

Teach
Track performance by format (carousel vs. video vs. static) over time, not just post by post, to see real patterns rather than one-off results.
Real-World Example
Seeing that carousels consistently outperform static posts across a month is a more reliable signal than one carousel doing well once.
Common Mistake
Drawing conclusions about format performance from a single post instead of a pattern over time.
Practical Exercise

Tag your last 10 posts by format and compare average performance per format.

Lesson Checkpoint

Format performance conclusions are most reliable when based on

5
Lesson 5

Content Performance Analysis

Objective

Turn format and engagement data into a specific content decision.

Teach
Combine what you've learned (Module 26–27) into one clear insight and one clear action — exactly the output KoraSpace's AI-generated performance insights aim to produce (Section 5.3).
Real-World Example
"Educational carousels get 3x the saves of promotional posts — shift next month's calendar toward 60% educational carousels."
Common Mistake
Stopping at the insight ("carousels do well") without converting it into a specific calendar change.
Practical Exercise

Write one content performance insight and the specific calendar change it leads to.

Lesson Checkpoint

A content performance analysis should end in

Deepen Your Knowledge
  • •Semrush Academy — Marketing Analytics courses
  • •Sprout Social Index — annual benchmark report
Module Checkpoint Assessment

Test Your Mastery of Module 27

5 questions · 70% passing threshold required

PreviousMod 26: Analytics Fundamentals
Next ModuleMod 28: Audience Analytics