How is Article Reach Measured?

Understand how article reach is calculated, how it works, how we receive and present it in the platform

Whitney W. avatar
Written by Whitney W.
Updated over a week ago

Reach estimates the potential viewership of any particular article based on the number of monthly unique visitors to the specific source. We are thrilled to provide you with these metrics through our partnership with SimilarWeb, a leading internet technology company that provides marketing data and analytics.

As of August 2019, we introduced reach statistics from mobile readership as an addition to the existing desktop browser readership. There are three potential reach numbers; total potential reach, desktop reach and mobile reach. These numbers were backfilled to January 1, 2019 to help you maintain the consistency of your reports.

We are committed to showing you the most accurate potential reach numbers. With the evolution of technology and shifting consumer behavior, a large number of people are now consuming their chosen content on mobile devices, which led to our decision to include mobile reach in our numbers.

To view the reach of an article, follow the directions below:

  • Click on Reach on the bottom left-hand corner of a document

  • A breakdown of desktop reach and mobile reach will load below

  • Click on either reach numbers to open up SimilarWeb's reach information which will give you detailed information on that specific document


You will see information such as the documents Global Rank, Country Rank and Category Rank.

An example of the Washington Post's online publication readership figures can be found here:


You can see how the reach of the source compares to competitors on a global, country, and category scale.


You can obtain information on how the traffic of the source changes over time and see where the traffic is coming from.


You can see the additional context for the traffic going to the source.


You are able to dive deeper into that context to see more specifics. The search traffic here was mostly organic and found mostly from the “Washington Post” keyword.


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