Understand reach vs impressions. Learn when to optimize for reach versus frequency.
By The Ad Spend
The total number of unique people who saw your ad at least once. Unlike impressions, reach counts people, not ad views.
Formula
Unique users exposed to ad
Benchmark range
Depends on budget and audience size. More meaningful when combined with frequency. Effective reach = reach at optimal frequency (2-5x).
Why it matters
Reach tells you market penetration; frequency tells you message repetition. For awareness, maximize reach. For conversion, optimize frequency. If reach grows but results don't, targeting may be too broad.
