Definition
Reach is the number of unique people who saw your ads over a period.
Example
If 120,000 unique users saw your ads in a week, weekly reach is 120,000.
How to use it
- Use reach with frequency to understand how saturated an audience is.
- High reach with low frequency usually means you still have room to scale.
- Compare reach by segment (prospecting vs retargeting) to avoid mixing intent.
Common mistakes
- Treating reach as guaranteed exposure (it can include low-quality placements).
- Comparing reach across platforms without aligning time windows.
Measured as
Measure Reach with a fixed attribution window, conversion event, and spend basis before comparing campaigns or creative tests.
Misused when
- Treating reach as guaranteed exposure (it can include low-quality placements).
- Comparing reach across platforms without aligning time windows.
Operator takeaway
- Use reach with frequency to understand how saturated an audience is.
- High reach with low frequency usually means you still have room to scale.
- Compare reach by segment (prospecting vs retargeting) to avoid mixing intent.
- Use Reach only inside a stable attribution rule, conversion definition, and time window so campaign comparisons stay honest.
- If performance changes, check whether the metric moved for a real business reason or because the measurement setup changed underneath you.
Next decision
- Read Frequency and creative fatigue: diagnose performance decay and fix it if the decision depends on interpretation, policy, or trade-offs beyond the raw formula.
- Decide which report owns Reach before comparing campaigns, channels, or creative tests.
Where to use this on MetricKit
Guides
- Frequency and creative fatigue: diagnose performance decay and fix it: Learn how frequency, reach, and impressions interact with CTR/CVR, when to cap frequency, and how to refresh creatives without tanking learning.