At Union Metrics, we provide measures of both actual and potential impressions on Twitter.
Potential impressions shows you how many total timelines your tweets were delivered to, and it counts the maximum total impressions possible for your tweets. This gives you a sense of how large your potential audience is.
We also get actual impressions for each of your account’s tweets from Twitter. Actual impressions shows how many times people actually saw a tweet. (Actual impressions are only available in authenticated Twitter account Trackers, and are not available in snapshot reports or topic Trackers. Trackers are available in our business plans.)
Use actual impressions and potential impressions together to fully understand your impact on Twitter. The number of actual impressions received will vary, but your actual impressions will likely be between 1% and 20% of your potential impressions.
Knowing how your actual impressions compare to your potential impressions shows you exactly how well your tweets are performing, how large your audience is, and how large your audience could be. You can also use other engagement metrics (like retweets and replies, average retweet rate, likes) and contributors (such as contributors who have engaged and generated the highest exposure) to understand not just how far your content is reaching, but how and with whom.