What It Is
Reach is the count of unique individuals who saw your ad at least once in a given time period. It is distinct from impressions, which count every time the ad was shown, even to the same person multiple times. If your ad was shown 10,000 times to 4,000 different people, your reach is 4,000 and your impressions are 10,000.
Why It Matters
Reach is the right metric for awareness campaigns. It tells you how many actual humans your message landed in front of, which is what awareness is supposed to do. Optimizing for impressions when you mean reach can produce the illusion of scale while showing the same ad to the same small group dozens of times.
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