⚡ Tier 2 - ImportantID: reach
Reach
Unique people who saw your ad at least once
In Simple Words (Zero Jargon):
Unique people who saw your ad at least once
Why It Is Critical
Reach is the number of unique individuals who saw your ad at least once during a given period. It is distinct from impressions: 1,000 impressions could represent 1,000 different people (reach = 1,000) or 500 people each seeing the ad twice (reach = 500). Understanding this distinction matters for diagnosing whether a campaign is building awareness broadly or hammering the same small audience.
Strategic Rules of Thumb & Execution Playbook
- Track reach alongside frequency - the ratio between them tells you the shape of your distribution.
- For awareness campaigns, maximising reach at target frequency is the primary goal.
- Declining reach with stable spend means your audience pool is shrinking - often a sign of audience fatigue or targeting that is too narrow.
What You Get: A measure of how broadly a campaign is distributing - essential for distinguishing between awareness-building and frequency-hammering.