{"id":7,"date":"2020-09-07T14:37:32","date_gmt":"2020-09-07T14:37:32","guid":{"rendered":"https:\/\/roihacks.com\/?p=7"},"modified":"2022-02-06T12:27:08","modified_gmt":"2022-02-06T12:27:08","slug":"facebook-ads-reach-impressions-frequency","status":"publish","type":"post","link":"https:\/\/roihacks.com\/facebook-ads-reach-impressions-frequency\/","title":{"rendered":"Facebook Ads Reach vs Impressions, Frequency Explained"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">When people start out with Facebook ads one of the confusion they seem to have is understanding the difference between Facebook Ads Reach and Facebook Ads Impressions, and related to these Facebook ads frequency.\u00a0<\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">In this article, we will make sure to kill this confusion and provide you with clear definitions of these fundamental Facebook ads metrics and also explain further concepts and metrics related to them.<\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">At the end of the blog post, we will also answer some of the most frequently asked questions related to Facebook ads reach and impressions, CPM.<\/span><\/p>\r\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_64 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title \" >Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 eztoc-toggle-hide-by-default' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/roihacks.com\/facebook-ads-reach-impressions-frequency\/#Facebook_Ads_Reach_vs_Impressions\" title=\"Facebook Ads Reach vs Impressions\">Facebook Ads Reach vs Impressions<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/roihacks.com\/facebook-ads-reach-impressions-frequency\/#Facebook_Ads_Impressions\" title=\"Facebook Ads Impressions\">Facebook Ads Impressions<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/roihacks.com\/facebook-ads-reach-impressions-frequency\/#Cost_per_Thousand_Impressions_Facebook_CPM\" title=\"Cost per Thousand Impressions (Facebook CPM)\">Cost per Thousand Impressions (Facebook CPM)<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/roihacks.com\/facebook-ads-reach-impressions-frequency\/#Facebook_Ads_Reach\" title=\"Facebook Ads Reach\">Facebook Ads Reach<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/roihacks.com\/facebook-ads-reach-impressions-frequency\/#Facebook_Ads_Frequency\" title=\"Facebook Ads Frequency\">Facebook Ads Frequency<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/roihacks.com\/facebook-ads-reach-impressions-frequency\/#Facebook_Ads_Frequency_Considerations\" title=\"Facebook Ads Frequency Considerations\">Facebook Ads Frequency Considerations<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/roihacks.com\/facebook-ads-reach-impressions-frequency\/#Frequently_Asked_Questions\" title=\"Frequently Asked Questions\">Frequently Asked Questions<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/roihacks.com\/facebook-ads-reach-impressions-frequency\/#Can_you_retarget_Facebook_impressions\" title=\"Can you retarget Facebook impressions?\">Can you retarget Facebook impressions?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/roihacks.com\/facebook-ads-reach-impressions-frequency\/#Why_arent_my_Facebook_Ads_getting_impressions\" title=\"Why aren&#8217;t my Facebook Ads getting impressions?\">Why aren&#8217;t my Facebook Ads getting impressions?<\/a><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"Facebook_Ads_Reach_vs_Impressions\"><\/span><span style=\"font-weight: 400;\">Facebook Ads Reach vs Impressions<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\r\n<p><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-51 aligncenter\" src=\"https:\/\/roihacks.com\/wp-content\/uploads\/2020\/09\/Facebook-Ads-reach-impressions-CPM-Frequency.png\" alt=\"Facebook Ads reach, impressions, CPM, Frequency\" width=\"502\" height=\"433\" srcset=\"https:\/\/roihacks.com\/wp-content\/uploads\/2020\/09\/Facebook-Ads-reach-impressions-CPM-Frequency.png 502w, https:\/\/roihacks.com\/wp-content\/uploads\/2020\/09\/Facebook-Ads-reach-impressions-CPM-Frequency-300x259.png 300w\" sizes=\"(max-width: 502px) 100vw, 502px\" \/><\/p>\r\n<p><span style=\"font-weight: 400;\">To give a short answer, Facebook Ads Reach is the number of people who have seen a Facebook ad at least one time whereas Facebook Impressions is the number of times a Facebook ad was seen.\u00a0<\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">So if you see a Facebook ad and right after you refresh your Facebook Newsfeed and see the same Facebook ad one more time, the Impressions of the ad will increase by two while the Ad Reach will increase by one.<\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">If you want to have a deeper understanding, please keep reading, or you can also check out this quick video where it is explained clearly what the difference between Facebook Ad Reach and Impressions is:<\/span><\/p>\r\n<p><iframe loading=\"lazy\" title=\"Reach vs Impressions | What&#039;s the Difference\" width=\"1200\" height=\"675\" src=\"https:\/\/www.youtube.com\/embed\/iFkH9mQ1RyY?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe><\/p>\r\n<h2><span class=\"ez-toc-section\" id=\"Facebook_Ads_Impressions\"><\/span><span style=\"font-weight: 400;\">Facebook Ads Impressions<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\r\n<p><span style=\"font-weight: 400;\">Per <a href=\"https:\/\/www.facebook.com\/business\/help\/675615482516035\" target=\"_blank\" rel=\"noopener noreferrer\">Facebook&#8217;s official definition<\/a> \u201cAn impression is counted as the number of times an instance of an ad is on screen for the first time\u201d.\u00a0<\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">This means that if you scroll on your Facebook or Instagram feed, see an ad, and in the same minute without refreshing your page you scroll back and see the same ad one more time, the number of impressions of the ad will only increase by one, not two.<\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">If you refresh the page and see the same ad one more time, the number of impressions will be two.<\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">Facebook Ads Impressions metric is similar to the Ad View (AV) metric used frequently in other online advertising niches.<\/span><\/p>\r\n<h2><span class=\"ez-toc-section\" id=\"Cost_per_Thousand_Impressions_Facebook_CPM\"><\/span><span style=\"font-weight: 400;\">Cost per Thousand Impressions (Facebook CPM)<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\r\n<p><span style=\"font-weight: 400;\">Cost Per Thousand Impression or as you can see in Facebook ads reporting, CPM (which stands for Cost per Mille), is the price you have to pay for displaying a Facebook advert for 1000 times. It basically shows how cost-effective a specific Facebook campaign or ad is.<\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">You can calculate your CPM also if you divide the metrics &#8216;Amount Spent&#8217; and the number of &#8216;Impressions&#8217; and then multiply that number with 1000.<\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">Just because a Facebook ad, campaign or an ad set has a high CPM relative to other Facebook campaigns it doesn\u2019t mean that you should stop that campaign.\u00a0<\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">When an audience is more likely to convert on your website (as they are in a high-earning demographic group, and they are frequent online buyers), it is going to be significantly more expensive to reach them on Facebook (a.k.a. high CPM) than a group of people who rarely buy online.<\/span><\/p>\r\n<h2><span class=\"ez-toc-section\" id=\"Facebook_Ads_Reach\"><\/span><span style=\"font-weight: 400;\">Facebook Ads Reach<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\r\n<p><span style=\"font-weight: 400;\">As <a href=\"https:\/\/www.facebook.com\/business\/help\/710746785663278\" target=\"_blank\" rel=\"noopener noreferrer\">Facebook&#8217;s official definition says<\/a> Facebook Reach is the number of people who saw your ads at least once. Reach is different from impressions, which may include multiple views of your ads by the same people.<\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">How many people you can reach in a given campaign will be capped by your audience targeting. You cannot reach more people than you define in your audience targeting, but it doesn\u2019t mean you will reach all the people which Facebook estimates that you can reach as it also depends on your budget and on the advertisers&#8217; bid.<\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">Although advertisers usually focus on CPM, you can also calculate cost per thousand people reached which shows how much money you spent on average to reach 1000 users.<\/span><\/p>\r\n<h2><span class=\"ez-toc-section\" id=\"Facebook_Ads_Frequency\"><\/span><span style=\"font-weight: 400;\">Facebook Ads Frequency<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\r\n<p><span style=\"font-weight: 400;\"><a href=\"https:\/\/www.facebook.com\/business\/help\/1546570362238584\" target=\"_blank\" rel=\"noopener noreferrer\">Frequency on Facebook ads<\/a> is the average number of times each person saw your ad. It is calculated by dividing Impressions with the Reach metric.<\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">A Frequency of 2 means that an average person has seen an ad two times in a specific period.<\/span><\/p>\r\n<h2><span class=\"ez-toc-section\" id=\"Facebook_Ads_Frequency_Considerations\"><\/span><span style=\"font-weight: 400;\">Facebook Ads Frequency Considerations<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\r\n<p><span style=\"font-weight: 400;\">There is no such thing as good or bad frequency as you can only analyze this metric in context. When you increase the time period in which the performance data is shown in the Facebook ads reporting area, the frequency of the ads will obviously increase as well.\u00a0<\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">The important thing you have to pay attention to is you don\u2019t want your frequency to climb too high in a short period of time as that would mean that your ad gets shown to Facebook and Instagram users too many times that can lead to ad fatigue and declining performance in the long term. You especially have to pay attention to this when the audience size is too small such as in a retargeting campaign.<\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">On the other hand, your goal should not be to minimize the ad frequency of a campaign. When a person sees an ad only once, it is less likely that he or she will perform the action you would like him to do.\u00a0<\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">So to sum up, you have to find a balance with Facebook ad frequency that will make sure that your message will get through to the audience you want to target while also not bombarding them with the same ad too many times.<\/span><\/p>\r\n<h2><span class=\"ez-toc-section\" id=\"Frequently_Asked_Questions\"><\/span><span style=\"font-weight: 400;\">Frequently Asked Questions<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\r\n<div id=\"rank-math-faq\" class=\"rank-math-block\">\n<div class=\"rank-math-list \">\n<div id=\"faq-question-1599489379211\" class=\"rank-math-list-item\">\n<h3 class=\"rank-math-question \"><span class=\"ez-toc-section\" id=\"Can_you_retarget_Facebook_impressions\"><\/span>Can you retarget Facebook impressions?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<div class=\"rank-math-answer \">\n\n<p>No, you can only retarget people who clicked through your Facebook or Instagram ad if you have placed the Facebook Pixel on your website. The only difference is with video ads where you can retarget people who watched at least 25% or 3 seconds from your video. (But even in that case, that is not the same as an ad impression.)<\/p>\n\n<\/div>\n<\/div>\n<div id=\"faq-question-1599489420295\" class=\"rank-math-list-item\">\n<h3 class=\"rank-math-question \"><span class=\"ez-toc-section\" id=\"Why_arent_my_Facebook_Ads_getting_impressions\"><\/span>Why aren&#8217;t my Facebook Ads getting impressions?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<div class=\"rank-math-answer \">\n\n<p>There can be many reasons why Facebook is not serving your ads. Make sure you wait a couple of minutes, sometime 1-2 hours after they approved your ads as Facebook won\u2019t always start to deliver your ads immediately.<\/p>\n<p>If the campaign still hasn\u2019t received any impression under a day, a good hack you can try is to duplicate the campaign and see if they will start to deliver the duplicated campaign for the users.<\/p>\n\n<\/div>\n<\/div>\n<\/div>\n<\/div>","protected":false},"excerpt":{"rendered":"<p>When people start out with Facebook ads one of the confusion they seem to have is understanding the difference between Facebook Ads Reach and Facebook Ads Impressions, and related to these Facebook ads frequency.\u00a0 In this article, we will make sure to kill this confusion and provide you with clear definitions of these fundamental Facebook &#8230; <a title=\"Facebook Ads Reach vs Impressions, Frequency Explained\" class=\"read-more\" href=\"https:\/\/roihacks.com\/facebook-ads-reach-impressions-frequency\/\" aria-label=\"Read more about Facebook Ads Reach vs Impressions, Frequency Explained\">Read more<\/a><\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[25],"_links":{"self":[{"href":"https:\/\/roihacks.com\/wp-json\/wp\/v2\/posts\/7"}],"collection":[{"href":"https:\/\/roihacks.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/roihacks.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/roihacks.com\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/roihacks.com\/wp-json\/wp\/v2\/comments?post=7"}],"version-history":[{"count":5,"href":"https:\/\/roihacks.com\/wp-json\/wp\/v2\/posts\/7\/revisions"}],"predecessor-version":[{"id":784,"href":"https:\/\/roihacks.com\/wp-json\/wp\/v2\/posts\/7\/revisions\/784"}],"wp:attachment":[{"href":"https:\/\/roihacks.com\/wp-json\/wp\/v2\/media?parent=7"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/roihacks.com\/wp-json\/wp\/v2\/categories?post=7"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/roihacks.com\/wp-json\/wp\/v2\/tags?post=7"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}