Reach planner

Reach more people
not the same ones twice

Enter a budget, CPM and audience size to estimate how many people you’ll reach and how often they’ll see your ad.

Budget

CPM

Audience size

Currency

Estimated reach

632,000people

$5,000.00 at a $5.00 CPM buys 1,000,000 impressions, enough to reach about 632,000 people (63.2% of your audience) an average of 1.6 times each.

Reach as budget grows

Impressions: 1,000,000
Share of audience reached: 63.2%
Average frequency: 1.6
Cost per person reached: $0.0079

Reach = Audience × (1 − e^(−Impressions ÷ Audience)). Estimate assumes impressions are spread randomly across the audience; real reach depends on targeting and frequency caps.

About reach

Why reach flattens
while frequency climbs

Impressions are not people

Reach is the number of different people who saw your ad at least once. Impressions count every time an ad is shown, so the same person can account for several. As a campaign grows, each extra impression has a higher chance of landing on someone who has already seen the ad, which is why reach grows more slowly than spend.

Impressions = Budget ÷ CPM × 1,000
Average frequency = Impressions ÷ Reach

Watch average frequency

Average frequency is how many times, on average, each person reached saw the ad. Too low and the message may not stick; too high and you pay for repetition. The right level depends on the message, the format and how long the campaign runs.

How the estimate works

This planner assumes impressions are spread randomly across your audience. Real campaigns use frequency caps and targeting that change the curve, so use the numbers to compare scenarios and see where extra budget stops adding much reach, not as a promise of results.

Check what your market costs with the CPM calculator, split the budget across channels with the budget planner, or ask AdGeeks for a reach forecast from the platform itself.

Frequently asked questions

What is the difference between reach and impressions?

Reach counts people; impressions count ad views. One person who sees an ad three times is one unit of reach and three impressions.

What is a good frequency?

There is no single right number. Short awareness bursts often aim for a few exposures per person, while longer campaigns spread them out. Use frequency caps to stop the same people seeing the ad too often.

Why does reach slow down as I spend more?

Because more and more impressions go to people who have already seen the ad. Past a certain point, extra budget mostly raises frequency rather than reaching new people.

How accurate is this estimate?

It is a planning estimate based on a simple model. DSPs such as DV360 can forecast reach from real inventory and targeting, which AdGeeks can run for your campaign.

How do I find my audience size?

Use the audience size your DSP or ad platform reports for your targeting, or a market population figure for broad campaigns.

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