What is Reach?
The total number of unique people who see your ad.
Definition
Reach measures how many unique individuals have been exposed to your ad at least once. Unlike impressions (which count total views, including repeats), reach counts each person only once. Reach is a key metric for awareness campaigns and helps calculate frequency (impressions ÷ reach = frequency). Larger reach with lower frequency is ideal for prospecting, while narrower reach with higher frequency works for retargeting.
Example
A brand's awareness campaign reaches 200,000 unique users with a frequency of 2.5, meaning 500,000 total impressions. They evaluate whether the 200K reach covers enough of their total addressable market.
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