Reach
The number of unique individuals who saw your ad at least once during a given period.
Formula
Why it matters
Reach indicates how broadly your campaign is penetrating the target audience. Low reach with high frequency means the same people are seeing your ad repeatedly — a risk factor for creative fatigue and rising CPM.
How to improve Reach
Expand your target audience, increase budget to reach more of the existing audience, or reduce frequency caps to prioritise breadth over repetition.
Depends on audience size and campaign budget. Monitor reach vs total audience size — if you are reaching >60% of the audience, frequency is likely high.
Prooflytics tracks Reach automatically from your connected sources and flags it in your daily briefing when it moves significantly.
Start free trialFrequently asked questions
What is the difference between reach and impressions?
Impressions count every time an ad is shown, including multiple times to the same person. Reach counts unique individuals. If 100 people each saw your ad 5 times, you have 500 impressions but a reach of 100.