Cumulative Reach represents the sum of the reach generated by each individual ad for your advertiser.
It is non-deduplicated, meaning that if the same user sees multiple ads, they are counted multiple times. AdsWizard relies on this metric because it reflects the raw data available in advertising libraries.
To ensure accurate spend and share-of-voice estimates, it is important to verify that your platform data aligns with AdsWizard’s calculations.
Why This Validation Matters
Validating your figures ensures that:
AdsWizard is capturing the full set of ads for your advertiser
Your source data and AdsWizard data are aligned
Investment and share-of-voice estimates remain accurate
For Reach-Based Platforms
Open your Business Manager and navigate to the Ads tab
Select the relevant date range
Add the Reach column if needed, then export the data
⚠️ Important: Do not use the total shown at the bottom of Meta’s Reach column.
That value is already deduplicated and is therefore not comparable to AdsWizard’s cumulative reach. You need to export the data to sum it in the next step.
Sum each row of the exported Reach column manually
Compare this total to the Cumulative Reach shown in AdsWizard.
The two values should be broadly consistent.
For Impression-Based Platforms
Open your Business Manager and go to the Ads tab
Select the relevant date range
Ensure the Impressions column is visible
Compare the total impressions with those displayed in AdsWizard.
Because these platforms report non-deduplicated impressions, the values should be directly comparable.
By completing these checks, you help ensure the reliability of the data powering AdsWizard’s investment estimates and competitive analysis.