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Decoding the Jargon

Reach

Also called unique reach, unique users

Performance marketingTerm

The number of different people who saw your ad at least once in a period. Platforms estimate it, because the same person can use several devices.

Example

Meera's Instagram campaign reached about 1,50,000 people in Pune last month, with 6,00,000 impressions in total.

How you'll hear it

“Reach has flattened out, so we're mostly showing the ad to the same people again.”

Don't confuse it with

  • Impressions: total showings, including repeats.
  • Audience size: the number of people you could reach, not the number you did reach.

Related terms

ImpressionsFrequencyFrequency cap

Want to use this at work? AI-led PPC Excellence is aFactor's 16-week program for paid ads.

Sources

  1. Measuring reach and frequency, Google Ads Help
  2. Frequency, Meta Business Help Center

Checked 1 October 2026. Examples use a fictional business; figures are illustrative.

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