Unique Reach

Introduction

Unique Reach model helps you understand how many unique shoppers your ads reached, how that reach changes over time, and how efficiently your spend is expanding to new-to-reach shoppers within your selected window.

This model can answer questions like:

• Are my awareness campaigns driving incremental new-to-brand reach, or am I repeatedly hitting the same core shoppers?

• Which specific campaign groups are most efficient at "prospecting" (highest % of New Reach UV) versus "retention"?

• What is my average cost per new reached shopper (reach efficiency)?

• Are we seeing audience saturation (spend stays high but new reach slows down)?

When should you use it?

• Use cases / scenarios:

  • Product launch reach validation. In the first 4-8 weeks after a product launch, use Unique Reach to confirm that your media plan is generating broad, unduplicated awareness. If Percentage of New Reach UV is declining rapidly, your targeting is too narrow or your audience pool is already saturated, and you need to broaden audiences or shift budget to prospecting.

    Budget reallocation between DSP and Sponsored Ads. Before moving spend from one ad type to another, run Unique Reach broken down by ad type. If DSP is delivering high New Reach UV at a low Cost per New Reach UV while SP reach is plateauing, reallocating budget toward DSP is justified. This model provides the deduplicated evidence needed to support the decision.

  • Upper-funnel scale evaluation. When leadership asks whether awareness campaigns are working, Unique Reach provides the evidence. Track total Reach UV and Percentage of New Reach UV over monthly granularity to demonstrate whether upper-funnel DSP investment is expanding the brand's addressable audience.

Best practices using Compose Model Query

From Insight to Action: Applying Reach Data

Strategic goals shift based on the season and product lifecycle. High ROAS is often an indicator of low incremental growth.

1. The Growth vs. Efficiency Trade-off

• High ROAS / Low % New Reach: This is Retention/Defense. You are protecting margins but stagnating. If total brand sales are flat, you are over-investing here.

• Low ROAS / High % New Reach: This is Prospecting. This is your "acquisition tax." Judge success by Cost per New Reach UV, not immediate ROAS.

2. Stage-Based Goals

• Launch/Prospecting: Success = >85% New Reach UV. Low ROAS is expected and acceptable.

• Pre-Peak (Pool Building): Success = Maximum Total Reach UV scale. Build the largest possible remarketing audience for the event.

• Peak (Event Day): Success = Conversion/ROAS. This is the time to harvest the reach you built previously.

3. Tactical Interpretation

• Rising Frequency + Flat New Reach: Saturation Point. You are over-serving the same audience. Broaden targeting or change creative to avoid wasting spend.

• High % New Reach + High Cost per UV: You found the right people, but the format is too expensive. Test more efficient placements (e.g., SD vs. DSP).

• Flat Reach UV + Increased Budget: You hit a Targeting Ceiling. Your audience pool is too narrow; remove restrictive exclusions or add lookalike segments.

Data logic and important considerations

• Deduplication: Reach is calculated within the selected time bucket. A user seen twice in a week counts as 1 Reach UV in a weekly report, but as 1 on each day in a daily report.

• New Reach Logic: "New" is defined as a user's first appearance within the lookback window (defaulting to 6 months in predefined models).

• Privacy Thresholds: To protect user identity, AMC filters out rows with fewer than 2 unique users.

• The ROAS Inverse: High-ROAS campaigns (like Branded Search) typically have the lowest New Reach UV. This model prioritizes growth metrics over immediate conversion margins.