The Meta Ads Reach Calculator estimates the number of unique people exposed to a campaign from total impressions and average frequency. It helps planners separate unique audience delivery from repeated exposures.
Reach is useful for awareness planning, but it does not indicate clicks, conversions, or attention quality. Use the estimate to evaluate audience scale and potential saturation alongside frequency.
1. Enter total impressions
Use campaign impressions for the selected date range.
2. Enter average frequency
Frequency is the average number of impressions delivered per reached person.
3. Add audience size if known
This optional value estimates what share of the target audience was reached.
4. Review unique reach
Read the estimated unique people and repeat impressions.
5. Check saturation
Compare reach rate and frequency before increasing budget.
This is a planning approximation. Actual platform reach is deduplicated and may not equal a simple division.
The main result approximates unique people reached.
A person may be counted differently across devices or reporting systems.
Given
Calculation
Reach = 600,000 ÷ 2.5 = 240,000. Reach rate = 240,000 ÷ 300,000 × 100 = 80%.
Result
Estimated reach: 240,000 people; audience reach rate: 80%.
The campaign delivers 2.5 impressions per reached person on average.
No. Reach counts unique people, while impressions count every delivery, including repeated views by the same person.
Use the average frequency from a comparable campaign or a deliberate planning assumption for the same period.
The simple formula can produce that result when inputs are inconsistent. Treat it as a signal to revisit the audience-size or frequency assumption.
Attribution windows, deduplication, delayed reporting, modeled conversions, and invalid-traffic adjustments can change the numbers shown in an ad account.
Use planned inputs for forecasting and actual campaign data for performance review. Keep the time period and attribution basis consistent across all fields.