Just because 4% of your friends/followers/customers were shown your posts in their News Feed over the last month, that doesn’t mean they actually saw and read them. That’s why organic reach is considered by many to be a nonsensical number.

A more useful metric to track is your “Engagement Rate.” Engagement is defined as people who liked/reacted, commented, clicked, or shared your posts.

Here’s how to do that..

HOW TO: Calculate Your Nonprofit’s Organic Reach on Facebook

According to Facebook , organic reach is the total number of unique people who are shown your post(s) in their News Feed through unpaid distribution and although Facebook Insights provide a lot of useful data about your fans and reach (organic and paid), the one critical piece of data not provided is your nonprofit’s weekly, monthly, or quarterly average organic reach.