Reach and Frequency are traditional media metrics, but in modern outcome-focused advertising they should be interpreted alongside business results rather than in isolation.
Reach and Frequency will appear on the Campaigns page only if there are no 1p audiences being targeted by the campaign. These metrics are visible for all campaigns on the Outcomes page.
Reach: The total number of addressable connections reached by a campaign across all tactics.
- A connection can be a household, person, or device — depending on the content and how it's being consumed.
Frequency (Range): The average number of times a household, person, or device was exposed to your campaign across all tactics. Shown as a range because exposure naturally varies — some connections see the campaign more often based on their content consumption and media behavior.
- Frequency is shaped by multiple factors, including AI-observed propensity, device & household density, household composition, and media consumption behavior.
- Low end: Reflects lighter-exposure connections — typically those with less time spent in the channels and content your campaign ran against.
- High end: Reflects heavier-exposure connections — typically households with more devices, higher consumption in targeted content, or stronger AI-observed propensity signals.