Unique Reach
Unique Reach counts the de-duplicated individuals exposed to your campaign: people, not devices or repeat views.
Count de-duplicated individuals, once each, across placements and devices. That is Unique Reach. It matters because inflated reach flatters every metric built on it. The same person on three devices looks like three people to naive counting.
Signal Type
Metric Role
Metric Type
The Formula
Worked example
Benchmarks and interpretation
Where the number actually comes from
When to use it
Common Mistakes
In the REACT framework
Unique Reach enforces the Reach phase's one stubborn rule: count people as people. It is the only honest base for frequency, penetration, and qualification. A smaller true number beats an impressive wrong one.
Related metrics
Frequently Asked Questions
What is Unique Reach?
Unique Reach counts the de-duplicated individuals exposed to your campaign: people, not devices or repeat views. It insists that people be counted as people, which everything else depends on.
How do you calculate Unique Reach?
Use the formula: Unique Reach = Total Count of De-duplicated, Individual Users Exposed. Keep both inputs in the same reporting period and avoid mixing users, sessions, events, or customers unless the formula calls for it.
What data do you need for Unique Reach?
You need gross impressions and de-duplicated views, pulled from the relevant connected sources and computed for the same period.
What mistakes should you avoid with Unique Reach?
Do not sum platform reach figures across channels, do not treat devices as people, and do not accept reach claims without asking how de-duplication was done.
When should marketers use Unique Reach?
Use Unique Reach as the base for frequency, penetration, and qualification decisions. If the reach number is inflated, every decision built on it inherits the inflation.
What is a good Unique Reach?
Good is honest: a de-duplicated number you can defend, even when it is smaller than the platform claims. Cross-device duplication typically makes true reach lower than reported.
Sources and methodology. Unique Reach formula and definition derive from standard marketing analytics practice and platform reporting conventions. REACTIQ360 harmonises source data from Ad and platform APIs, Campaign taxonomy, Harmonisation layer and applies a consistent same-period computation methodology.
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