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Metrics
Reach
The total number of unique people who saw your ad at least once. Different from impressions, which counts total views including repeats. Reach divided into impressions gives average frequency. Monitoring reach alongside spend reveals whether increased budget is finding new people or just hitting the same audience harder. Flattening reach at rising spend is an early indicator of audience saturation.
Why it matters
It is the denominator behind frequency and the fastest way to distinguish audience exhaustion from creative fatigue.
In practice
Watch it against spend. Flat reach with rising spend means you are paying to repeat yourself.
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