Compare

Put definitions side by side — internal vs external, or across platforms — to see exactly where they agree and where they don’t. Never combine metrics whose definitions materially differ.

Cross-platform presets: Clicks across ad platforms Impressions across ad platforms Reach across ad platforms Frequency across ad platforms Click-through rate across ad platforms

Presets:

ReachUnique Reach (Google Ads)Reach (Meta Ads)Reach (LinkedIn Ads)Reach (TikTok Ads)

Attribute	Reach Internal	Unique Reach (Google Ads) Internal	Reach (Meta Ads) Internal	Reach (LinkedIn Ads) Internal	Reach (TikTok Ads) Internal
Origin	Internal	External · Google Ads	External · Meta Ads	External · LinkedIn Ads	External · TikTok Ads
Definition	Reach is a deduplicated exposure metric. The platform determines the identity unit and estimation method used to count unique audience members who received at least one qualifying impression.	An estimate of the total number of people shown an ad across supported devices, formats, sites, apps, and networks.	The number of people Meta estimates saw an ad at least once.	The estimated number of unique LinkedIn member accounts to which ads were delivered.	The number of unique user accounts exposed to an ad impression at least once.
Unit	—	people	people	member_accounts	user_accounts
Aggregation	—	non_additive	non_additive	non_additive	non_additive
Formula	Distinct qualifying exposed identities	—	—	—	—
Includes	—	Estimated distinct people exposed	Estimated people shown the ad	Unique member accounts reached	Unique exposed TikTok accounts
Excludes	—	—	—	—	—
Applicable dimensions / channels	—	—	—	—	—
Known limitations	—	Modeled and not additive across overlapping date ranges or campaign groups.	Reach is estimated and differs from impressions, which count repeat exposure.	Delivery metrics can take time to finalize and are not available for every breakdown.	A user account can contribute multiple impressions but only one unit of reach in the selected scope.
Comparability notes	—	Use as a Google-estimated people metric.	Do not add reach across overlapping campaigns or periods.	Identity unit is a LinkedIn member account, not necessarily a cross-platform person.	Comparable as account-level reach, not necessarily as deduplicated people across channels.
Comparability to internal	Internal source of truth	Internal source of truth	Internal source of truth	Internal source of truth	Internal source of truth

AI interpretation

AI-generated · review before relying on it

Reach is a deduplicated audience estimate; each platform uses a different identity unit and estimation method, so reach figures should not be added across platforms.