Reach is usually measured as a percentage of the target audience size. The calculation formula is:
Audience reach = number of unique users who saw the content / size of the target audience * 100%
For example, the target audience is 100 thousand people, and the ad was viewed by 57 thousand, the actual coverage will be 57%.
In isolation from other indicators, the resulting figures are of little information. Understanding what coverage will be optimal is possible only by analyzing all the data.
Audience reach = number of unique users who saw the content / size of the target audience * 100%
How to Use Reach in Marketing
Marketers look at reach to understand how many people have seen an ad. Tracking this is important in all types of placements, but especially in brand and media campaigns, where the main goal is to ensure that the maximum number of users see the creative.
Often, an advertising message becomes a person's first contact with a brand. After one or more contacts, the user can go further: subscribe to social networks or brand newsletters, go to the website, register, buy a product or sign up for a service. Most often, the larger the audience is reached, the more people move on to the next stages of the funnel.
The indicator is directly affected by targeting — parameters of the target audience. For example, this could be gender, age, location, interests, and others. If the reach is small, it means you have narrowed the audience using settings. This is good when you need a pinpoint target for a specific segment (for example, a hot audience), but such placement will usually cost more than for a wide audience.
Reach on advertising platforms
Most advertising accounts have a built-in audience volume forecaster. The system will calculate the numbers itself if you specify all the parameters. But remember: this is only potential coverage. Actual results why would you choose our database depend on the bid and competition at the auction at the time the ad is shown.
Forecaster in the VK Advertising account - shows the approximate percentage of coverage of the target audience (in our case - residents of Moscow, St. Petersburg and their regions) for 7 days with a given advertising budget
Read also: VK Account Features Advertising
Let's see how to calculate advertising reach on different platforms .
VKontakte
The statistics of the VKontakte advertising account provide actual reach broken down by days. To view it, go to the "Details" tab on the page of a specific advertisement. Unfortunately, it is impossible to see the sum of reach for all days here. To do this, you need to upload the data to Excel and add up the numbers there.
Advertisement statistics from the VKontakte advertising account
To find out the reach of all ads, you need to go to the "Detailed statistics" tab on the campaign page. The same statistics show a breakdown by types of reach and user actions.