Facebook - Troubleshooting

Updated on

Sep 4, 2023

Discrepancy in Reach metric

Facebook Ads Manager works in such a way, that the total reach of your campaigns in a report is calculated as the number of people who saw your ads at least once and not as a sum of every campaign’s reach.

How Reach metric is calculated for a date range

The logic described above means that you can not summarize Reach across all dates inside the date range.
See the example below to get a better understanding.


User A sees an ad on Day 1, Day 2, and Day 3. Total reach for the date range [Day 1 - Day 3] will be - ```1``` user.

But in the daily report with the date breakdown, you will see the following:

Day Reach
Day 1 1
Day 2 1
Day 3 1
Total 3

The sum for this date range will be ```3```, while Facebook will display ```1```.

So Reach can be compared only by specific dates and with an exact level of granularity. In the case that you need to use Reach in your Reports - you should consider using Weekly/Monthly reports. But the case described here will still apply.

How Reach metric is calculated for your campaigns

The logic described above also means that you can not summarize Reach across all of your campaigns.
See the example below to get a better understanding.


In the image below we can see the Reach of seven different campaigns.

If we add them to a single report, we’ll get the following:

Campaign Reach
Campaign 1 4
Campaign 2 4
Campaign 3 3
Campaign 4 1
Campaign 5 4
Campaign 6 4
Campaign 7 3
Total 23

After adding up all Reach values, we’ll get a total of ```23```, even though there are just ```17``` users.

This is because a single user can also be reached in two or more campaigns.

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