Reach
The number of unique people exposed to content. Different from impressions — a person who saw it 5 times is counted once.
In practice
Reach matters mainly in awareness-focused campaigns. In conversion-focused campaigns, it's less critical. Targeted reach is always preferable to broad reach.
Common misconception
'Large reach = success.' A reach of 100K people who won't buy is worth less than a reach of 5K people who will.
How to fix it
Low reach? (1) expand the audience — add an interest, (2) increase daily budget, (3) check audience overlap. High reach not converting? Narrow it.
Example
A wedding jewelry brand: broad reach (women 18-65) gave a ROAS of 1.4. Narrowing to engaged women 25-35 dropped reach by 20% but raised ROAS to 4.2.
Priority
Measure frequency = Impressions / Reach. Keep it at 3-7 exposures/month. Above 10 becomes burdensome.
Related terms
Keep learning. Metrics that touch the same area:
- ImpressionsMarketingThe number of times an ad was shown to viewers. Different from reach — one person can accumulate multiple impressions.
- FrequencyMarketingThe average number of times each unique visitor saw the ad. High frequency causes ad fatigue.
- Brand AwarenessMarketingThe degree to which your target audience recognizes your brand. Measured by: direct Google searches (brand search volume), direct traffic, and brand mentions. The foundation of any long-term marketing strategy.
- Lookalike AudienceMarketingA target audience that platforms (Meta, Google, TikTok) create based on your existing customers' traits. 'Find people similar to my best 1,000 customers.' Expands acquisition beyond interest-based targeting.
- eCommerce / Electronic CommerceMarketingAll business activity conducted online — showcasing products, ordering, payment, shipping, and post-sale service. The backbone of every online store.
- CPC – Cost Per ClickMarketingThe price an advertiser pays each time a visitor clicks the ad. Influenced by competition, Quality Score, and landing page relevance.
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