# What is Reach?

What is Reach? The number of unique people exposed to content. Different from impressions — a person who saw it 5 times is counted once.

## How it works 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.

## Related metrics

- Impressions — Impressions = Reach × Frequency
- Frequency — low reach + high impressions means high frequency
- Brand Awareness — reach is the measure of awareness
- Lookalike Audience — expands reach to new audiences

## 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.

## Real-world 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.

## Where to start

Measure frequency = Impressions / Reach. Keep it at 3-7 exposures/month. Above 10 becomes burdensome.

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Category: Marketing · From the [Jimmy OS KPI Glossary](https://jimmy-os.com/glossary/kpi.md) · Source page: https://jimmy-os.com/glossary/kpi/reach