Metrics and measurement
Reach is the number of distinct people who saw a message at least once, as against impressions, which count every single display.
It measures how wide an audience was touched: reach climbing while average contract value holds still describes a larger audience, and a market that buys better shows up in other indicators.
An example
A marketing team optimises its content for reach and visibility, and depth pays the bill: this is the point where the algorithm becomes the creative director in place of the people writing. Reach tells you how many distinct people saw, and what that audience is worth is read on the value of signed contracts.
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