Reach

Reach is how many unique users saw the content. The key distinction from impressions is this: one person may see an ad five times — that's 1 reach and 5 impressions.

Why it matters

Reach is the core metric for awareness campaigns. It shows the real size of the audience, not just repeated views.

Real-world example

A campaign has 500,000 impressions but only 120,000 reach. A frequency of 4.2 suggests the audience is saturated — time to broaden targeting.