Level: Beginner
These three related metrics are often confused, but each tells you something distinct about how your ad is actually being delivered.
Impressions Count Every Single Display
An impression is logged each time your ad is shown, even if the same person sees it multiple times — it's a raw volume count, not a measure of unique audience.
Reach Counts Unique People
Reach tells you how many distinct individuals saw your ad at least once, which is a genuinely different number from total impressions.
Frequency Is the Relationship Between the Two
Frequency = impressions ÷ reach, showing the average number of times each unique person saw your ad — a number worth watching closely as it climbs.
Next step: Use the Sales Letter Writer to make sure your ad copy stays fresh enough to hold up across repeated exposure, since a high frequency number means the same audience is seeing the same message again and again.