When running paid campaigns, one of the most important metrics to understand is Reach, or the number of unique people who saw your ad.
But how do you measure reach on platforms like Meta (Facebook & Instagram), Google, and TikTok? Let’s break it down in a simple way.
What Is Reach?
Reach means the number of unique users who saw your ad at least once. It’s different from Impressions, which counts how many times your ad was shown (including repeats).
Example:
If 1 person sees your ad 3 times:
- Reach = 1
- Impressions = 3
How to Measure Reach on Each Platform
Meta (Facebook & Instagram)
Where to find it:
- Go to Meta Ads Manager
- Select your campaign or ad set
- Look for the “Reach” column
How Meta counts it:
- Meta counts unique users across Facebook & Instagram.
- If someone sees your ad multiple times, they’re only counted once.
Pro Tip:
Pairing reach with frequency to make better decisions. High frequency + low reach = ad fatigue.
Google Ads (Display, YouTube, etc.)
Where to find it:
- Go to Google Ads > Campaigns > Columns > Modify Columns
- Enable the “Reach metrics” (like Unique Users, Frequency)
Key terms:
- Unique Users (Reach): Total unique users exposed to your ad
- Average Impression Frequency: How often they saw it
Note:
For search campaigns, reach is not commonly used, but it’s more relevant for display and YouTube ads.
TikTok Ads
Where to find it:
- Go to TikTok Ads Manager
- Choose your campaign
- Look at the “Reach” metric in the performance column
TikTok Reach insights:
- TikTok is visual-first, so broad reach is common
- Reach helps you track how many real users your video reached
Use this wisely:
If your frequency is low and results are weak, increase your budget or change targeting to expand reach.
Bonus Tip: Calculate Your Budget Based on Reach
Want to know how much budget you need to reach a specific number of people?
👉 Use this simple [Ad Campaign Budget Calculator] in this article to plan your cost based on platform CPM, frequency, and target audience size.
Final Thoughts
Understanding and measuring reach is key to successful ad campaigns. Whether you’re on Meta, Google, or TikTok, always monitor how many unique users you’re connecting with, not just how often you show your ad.
Focus on reaching the right audience, not just more impressions.
