Reach shows an estimated number of people who saw the mention. When you look at your mentions in the feed, each mention has its metrics displayed at the bottom, including reach:
To measure reach, Mediatoolkit uses data such as the number of people visiting each website or the number of Twitter followers. We use information from companies providing commercial web traffic data and analytics to determine the number of visitors to a certain website, both locally and worldwide. We then use algorithms to calculate the probability that an article mentioning you and your business will be read by the site’s visitors.
The reach of a query is determined by more than just merely the number of visits to an article: we also take into account the article’s positioning (homepage or a less-read section of the site), the number of times a query was mentioned, and its position in the article (top-bottom). The number of shares on social media (e.g. Twitter) increases the number of people who saw the article, so we also factor this in.
Additionally, we have two categories for reach - one for social media and another one for web pages.
For social media, the algorithm takes into consideration the number of followers on a page/ profile. Then it takes into calculation shares, comments, and likes - each having its own value - from the posts (share being stronger than like since share means more people will potentially see and like a post on a different profile).
For webpages, the reach is calculated as follows - from global pages that monitor visits per day on a certain webpage, we take the average number of visits. Then it measures whether the news was on the main page, subdomain, or subcategory and whether the keyword is mentioned in the title or somewhere on the side.