First tools available: The Ad Library + Competitor Tracking
Reach
The total number of unique users who see your ad or content at least once.
Tags:metricsaudiencebrand awarenessimpressionsmeasurement
Reach is the number of unique people who saw your ad or content. Unlike impressions, which count every view, reach counts each person only once.
Example: If your ad was shown 10,000 times but only 2,500 different people saw it, your reach is 2,500 and your impressions are 10,000.
Reach vs. Impressions:
- Reach: How many unique people saw your content
- Impressions: How many times your content was displayed (one person can generate multiple impressions)
Why reach matters:
- It tells you how many people your message actually reached
- It helps you understand audience saturation
- It's essential for calculating frequency (impressions ÷ reach)
Frequency sweet spot: For most campaigns, you want each person to see your ad 3-7 times. Too low and they won't remember you. Too high and you're wasting budget on creative fatigue.
Facebook and other platforms let you set "reach" as an optimization goal. This is useful for brand awareness campaigns where you want to maximize the number of unique people who see your message.