What is the key metric for measuring ad reach on TikTok?

The key metric for measuring ad reach on TikTok is impressions. Impressions refer to the total number of times an ad is displayed to users on the platform, regardless of whether or not they interact with it. This metric provides insight into how many opportunities there have been for users to see the ad, making it an essential measurement for understanding an ad's visibility and overall reach.

While other metrics, such as clicks, engagement rate, and shares, are important for evaluating different aspects of ad performance, they focus more on user interaction and engagement rather than the sheer number of views an ad receives. Impressions specifically indicate the ad's potential audience size and are crucial for assessing the initial stage of the marketing funnel, where brand awareness and exposure are prioritized.