Facebook Ads Reach

Reach refers to the number of unique users who saw the ad.

Facebook collects and stores statistics at various levels. This means that if two ads each have a reach of 100, it doesn't necessarily mean the account will have a reach of 200. Account-level reach is based on the sum of unique users, not the combined reach of individual ads.

Conduit collects the metric at the lowest level, which is the Ads level, ensuring accuracy. You can rely on this metric.

However, at the campaign level, Conduit currently sums up the reach of all ads, which is not correct.

In future releases, Conduit will correctly aggregate reach at the campaign and account levels.