Ad reach

Reach counts the unique people who saw an ad. Impressions count every time it was shown, so one person who sees an ad three times adds one to reach and three to impressions. Impressions divided by reach gives frequency, the average number of views per person.

Reach tells you how far a message has spread. Growing reach means the ad keeps finding new people. Flat reach with rising impressions means the same people see it again and again, an early sign of ad fatigue.

Reach is also one of the few performance signals you can see on other brands' ads. In the EU, Meta shows the reach of ads under the Digital Services Act, so you can gauge how widely a competitor's ad has been shown.

• Read reach with days running: reach built up over weeks is a stronger signal than a burst in a few days.
• Compare reach across a brand's ads to find the ones carrying its account.
• Remember that reach measures distribution, not sales.

In the SellWinners Ads Library you can filter and sort ads by reach, and open an ad to see its reach day by day.