Reach, Engagement and Revenue Are Not the Same Thing

Reach answers a visibility question

Reach tells you how many unique accounts were exposed to the content. It helps you understand distribution, but it does not tell you whether the audience understood, cared or acted.

Engagement answers an attention question

Comments, saves, shares, watch time and profile actions tell you more about how people interacted with what they saw. They are stronger signals of interest, but they are still not automatically sales.

Revenue answers a business question

Sales, qualified enquiries, bookings and retained customers sit further down the journey. A healthy measurement system connects these stages instead of demanding that every individual post close a sale by itself.

The useful question is not 'Which metric is best?' It is 'What job was this activity meant to do, and did it do that job?'