Facebook to Express Pre-Campaign Estimates in Ranges, Rather Than Specific Numbers

Potential reach is being renamed estimated audience size


Facebook detailed two changes that will be implemented on its advertising platform Oct. 5: Potential reach is being renamed estimated audience size, and pre-campaign estimates will be expressed in ranges, rather than specific numbers.

Engineering manager Ashish Gupta explained in a blog post that estimated audience size generally estimates how many people meet the targeting and ad placement criteria that advertisers select while creating an ad.

In a separate blog post, the social network said pre-campaign estimates of the number of people who meet advertisers’ selected targeting and ad placement criteria, or how their ads may perform, will be expressed in ranges, rather than specific numbers, for categories including estimated audience size, estimated daily results and, when interest categories are being used, the number of people who may have a particular interest.

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