Contents
- Members reached count the distinct people exposed, not the displays.
- On narrow B2B audiences, reach plateaus fast: it's the first constraint to watch.
- To cross with companies reached, which says whether you reach several people per target account.
Definition
Members reached measures the number of distinct LinkedIn members who saw an ad at least once.
Formula
Average frequency = impressions divided by members reached.
Worked example
A campaign targeting the marketing directors of companies with over 200 employees in France reaches 14,000 members in six weeks, then stops growing. The audience is exhausted: raising the budget will only push up frequency and cost per result.
Orders of magnitude
B2B audiences targeted by job function and company size often number in the tens of thousands of members. The reach plateau therefore arrives far sooner than in B2C.
The most common mistakes
- Adding up the reach of several campaigns. Members targeted by several campaigns would be counted several times.
- Ignoring the plateau. It's the main signal to broaden the targeting or change approach.
- Confusing it with viral impressions, which broaden reach without being billed.
Where to find the metric
In LinkedIn Ads, the Members reached column, with Average frequency. The Meta equivalent is called Reach.
Frequently asked questions
The Adwise team connects Google Ads, Meta Ads, LinkedIn Ads, GA4 and Search Console so agencies and freelancers can run their campaigns from a single place.
