Derive total impressions from reach and frequency, the two numbers media plans are built on.
Impressions count exposures, not people, so the same campaign can report very different impression totals at the same reach depending on frequency. Cost per person reached is the figure that matters when the goal is awareness rather than repetition. Buying on impressions without controlling frequency concentrates delivery on a small audience seeing the ad many times, which wastes budget on saturated viewers.
Impression
Impressions = reach × frequency
Impressions = reach × frequency Impressions count exposures, not people, so the same campaign can report very different impression totals at the same reach depending on frequency. Cost per person reached is the figure that matters when the goal is awareness rather than repetition.
Buying on impressions without controlling frequency concentrates delivery on a small audience seeing the ad many times, which wastes budget on saturated viewers.
This calculator takes 3 inputs: Unique people reached, Average frequency per person, Cost per thousand impressions. The pre-filled defaults are a realistic starting point — replace them with figures from your own environment for a result you can act on.