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How does Reach MTD in Facebook Ads differ from Reach?


The Reach MTD field is the month to date value for the given day within a single month. So when looking in TapClicks the date at the end of your date range within a given month will reflect the Reach to date when summing the values for each day. Where as Reach is a value we store on the daily level and is summed across any date range rather than being limited to a monthly cycle. 

Example:
You are looking at the date range of December 1st - 15th in TapClicks. The Reach MTD field will show you the Reach value that is stored on the 15th.
 
So if you had the follow Reach values in Facebook Ads:
  • Dec. 1 - 10
  • Dec. 2 - 10
  • Dec. 3 - 10
  • Dec. 4 - ​10
  • Dec. 5 - ​5
  • Dec. 6 - ​5
  • Dec. 7 - 5
  • Dec. 8 - ​5
  • Dec. 9 - ​10
  • Dec. 10 - ​10
  • Dec. 11 - ​10
  • Dec. 12 - ​10
  • Dec. 13 - ​5
  • Dec. 14 - ​5
  • Dec. 15 - ​5
Reach MTD value in TapClicks would be 115.

Good to note though is that this value will only work correctly when looking at a single month.