Reach - Definition
In the Google AdWords program, Reach is the total number of unique users who will be served your ad over a specific period of time. Reach is often expressed as a percent of the universe for the demographic category. Google calculates the estimated frequency by obtaining data from a sample group. This data is then applied to the full set of impressions to determine the estimated Reach. For instance, let’s say users from the sample group saw the ad an average of two times each, and there were 50 total impressions for the particular ad. The Reach is calculated by dividing 50 by two to determine a Reach of 25 unique users.
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