Ad Reach
The number of unique people who saw your ad at least once.
Definition
Reach is the count of unique individuals who were exposed to your ad at least once during a campaign period. Unlike impressions (which count every instance an ad was displayed), reach deduplicates across multiple exposures to the same person. Reach is a measure of the size of your addressable audience. Brands prioritizing awareness want maximum reach; retargeting campaigns intentionally have low reach but high frequency to stay top-of-mind with a specific group.
Key Points
- Reach × Frequency = Total Impressions
- Maximizing reach is the goal of awareness campaigns targeting new audiences
- Reach is capped by your target audience size — you can't reach more people than exist in your targeting parameters
- Incremental reach measures new people reached vs. those already exposed
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