Reach (Unique Audience Size)
The total number of distinct people who actually saw your ad or content — not the number of times it was shown.
…Our awareness phase is built to maximize reach across your defined target market before shifting budget toward conversion.…
What it means
Reach is the total count of individual unique users exposed to an ad or content piece, as distinct from impressions, which count every view including repeats.
A campaign can generate a million impressions from just a hundred thousand unique people if frequency is high, which is why reach and frequency are always read together, not in isolation.
Measures true audience size
Reach tells you how many actual people you’re in front of, not just view volume.
Balances against frequency
Reading reach alongside frequency shows whether budget is spread wide or concentrated.
Validates targeting scope
Low reach relative to budget can flag an audience that’s too narrow.
DNA's Take: We set explicit reach goals for awareness campaigns so a client knows exactly how much of their addressable market was actually put in front of the message, not just how many impressions were served.
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