Reach
Table of Contents
What is reach?
Reach is the total number of unique users who see a brand’s content, ad, or message across channels during a defined period.
Key points
- Channels: Social, TV, CTV, display, email.
- Difference: Reach counts uniques; impressions count total exposures.
- Effective frequency: Combine reach with frequency for brand‑lift planning.
- Cross‑platform: Deduplicated reach requires unified IDs.
- Benchmark: Meta recommends weekly reach ≥ 2× target audience size for awareness.
Pro tips
- Use TRP planning to balance reach & frequency.
- Exclude converters to prevent wasted impressions.
- Layer lookalikes to extend reach efficiently.
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