Choose evidence that fits the question

A measure is useful when its meaning and limits are clear.

Reach indicates whether the intended audience had an opportunity to receive a communication. Engagement indicates a response or interaction. Outcome evidence relates to the understanding, action, or decision the communication was meant to support.

What can be measured depends on the channel and its reliable reporting. Open Communications Hub analytics to review the current evidence available for your communication. This page explains terms; it does not contain live results.

Reach and engagement answer different questions

An opportunity to receive a message is not the same as a response to it.

Reach

Ask whether the intended audience had an opportunity to receive the communication.

  • Use delivery or audience evidence when the channel reports it reliably.
  • Check that the population represented by the evidence matches the intended audience.

Engagement

Ask whether people responded or interacted, where the channel can reliably show it.

  • Examples may include a reply, attendance, a click, or a question.
  • A recorded interaction does not by itself show understanding or behavior change.

Outcome evidence needs context

Relate evidence to the objective without overstating what it proves.

Ask what changed in relation to the objective

Outcome evidence may indicate a change in understanding, action, or a decision the communication was intended to support. The relevant evidence depends on the objective and what can be observed reliably.

  • State the objective alongside the evidence being interpreted.
  • Consider other events, conditions, or communications that may also have contributed.
  • Describe an observed relationship as evidence, not proof that communication alone caused the change.

Open Communications Hub analytics for current evidence

Use the app for channel analytics and current results; this site does not reproduce its data or schedules.

Open Communications Hub analytics.

Review the relevant communication and channel evidence available to you.

Interpret the evidence against the objective and its limitations.

If a measure is unclear, return to the definitions on this page before drawing a conclusion.