3 Things You Need to Know About Your LINE Official Account's Target Reach

Last time we covered the three account types of LINE Official Account and how its messaging fees are calculated. Now let's look at another key metric for measuring how well your LINE Official Account is performing: target reach.

Where can you track changes in your friend count?

Log in to the LINE OA Manager and open the “Analytics” page. You'll find three friend-related metrics:

• Friends added
• Target reach
• Blocks

Each metric also shows how your friend count has changed over different periods (the previous day, 7 days ago, and 30 days ago). If your block count is 0, your number of friends added is exactly equal to your target reach.

Note: Because the friend count also includes old LINE accounts that users abandoned after switching phones, your total friends may not exactly equal target reach plus blocks.

What is target reach?

First, here's how LINE Official Account 2.0 defines target reach:

The base number of recipients you can reach with segmented messages after filtering friends by attributes such as gender, age, and region. It includes friends who use LINE and LINE-related services frequently and whose attributes the system can estimate with high accuracy.

Put simply, target reach is the number of people who can actually receive your messages. Friends who have blocked your brand's account can't receive messages, so they aren't counted in target reach and don't add to your messaging fees. Think of target reach as your account's number of active friends.

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3 things you need to know about your LINE Official Account's target reach

1. Total message volume = number of sends × target reach

Target reach is one of the factors used to calculate your account's message volume, and friends who have blocked you aren't included in messaging fees. Before sending, brands should weigh their target reach when choosing a messaging plan.

2. A benchmark for reviewing your brand strategy

If your friend count is growing but your conversion rate and target reach aren't keeping pace, your block rate may be rising. That's the time to review and adjust your strategy before the block rate climbs any higher.

How can brands effectively lower the block rate on their LINE Official Account?

When running a LINE Official Account, steadily growing your friend count is the surest way to stay visible and spread your brand. But have you ever seen your block rate rise right along with your friend count? A campaign can drive strong engagement and friend growth in a short time, only for the block rate to shoot up once it ends.

https://oakmega.com/blog/line-oa-operating-key-detail

3. Friend count differences with third-party API services

When your account is connected to a third-party API service, the timing of the integration means the friend count in the LINE Official Account 2.0 dashboard may not match the one shown in the third-party service. For example, if a brand has used the LINE Official Account 2.0 dashboard for a while and built up about 500 friends, those 500 existing friends may not be recorded in the third-party API service after integration.

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Conclusion

Once you know the metrics behind your friend count, changes in target reach and blocks can help your brand quickly find its direction when reviewing how you run LINE and planning your LINE marketing strategy. From there, segment different types of friends to grow your target reach alongside your friend count.

📣 OakMega
The Social CRM built for marketers: https://oakmega.com/

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