Reach
Reach is the number of unique people who saw your ad at least once during a period. Unlike impressions, reach does not double-count repeat views.
Formula
Reach = unique people who saw the ad ≥ 1 timeExample
An ad shown 10,000 times to 4,000 distinct users has 10,000 impressions and a reach of 4,000.
Why it matters
Reach is the core metric for awareness — how much of your target audience you actually touched. Balanced against frequency, it tells you whether you're spreading wide or hitting the same people repeatedly.
Put these metrics to work
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FAQ
How is reach different from impressions?
Reach = unique people; impressions = total views including repeats. Reach is always ≤ impressions.
What is a good reach?
There's no absolute target — it's judged against your addressable audience size and campaign goal. Awareness campaigns aim to maximize reach efficiently (low CPM) without over-frequency.