Reach

Reach describes how many people or recipients a campaign actually meets. It is the baseline figure for all subsequent metrics, because without contact there is neither interaction nor conversion. A distinction is made between gross reach, the sum of all contacts including duplicates, and net reach, where each recipient is counted only once.

How reach is measured

For email, the delivered recipient count is the clean reach baseline. For display, impressions and unique users are evaluated, and for social media post views and people who have seen a post at least once. The clean split between gross and net matters, otherwise reach numbers look artificially high. Daily reach and frequency, meaning how often a single person was reached, are useful additions.

What reach is worth and what it is not

High reach without proper targeting burns budget, because spread loss is paid for as well. Low reach with a precise audience can be significantly more profitable. Reach is therefore not an end in itself but a lever that only works together with relevance and frequency.

Reach in JD Partner

JD Partner pools recipients from many lists in its own data pool and makes reach available across industries and interests. Bookings can be restricted to segments, so that not the entire list but only the matching profile is addressed. That turns large gross reach into net reach that suits the advertising goal and keeps spread loss low.