The difference between measuring reach and measuring depth
Launch library · evergreen read
Reach describes how many people a campaign's message touched, while depth describes how meaningfully it actually touched them, whether it genuinely shifted understanding or simply passed by without leaving much of an impression at all on the audience it briefly reached on that particular day, however large that audience turned out to be.
A campaign can achieve wide reach with shallow depth, touching many people briefly, or narrower reach with real depth, engaging fewer people but far more substantially, and neither is automatically the better strategy without considering the campaign's own specific goal and its intended audience carefully.
Measuring both together, rather than treating a large reach figure as automatically impressive on its own, gives a more honest sense of whether a campaign's communication is actually landing meaningfully with the people it is genuinely trying to reach, understand and persuade, rather than simply pass by on their way to somewhere else entirely.