For this installment of our Mastering the Metrics series, we’ll define Effective Reach.
Effective reach measures an ad’s reach when it is exposed to an audience enough times to be effective, where the ad’s frequency of exposure must be equal to or greater than the effective frequency. We covered effective frequency in our last installment, but in short, it’s the optimal number of exposures needed for an ad to be effective. Therefore, effective frequency is a critical element in this calculation; in standard cases, it is often estimated to be 3.
