Campaign totals cannot tell you whether the companies you care about actually saw your ads. An account reach audit starts with your target list and works backward from delivery.
Start with a fixed account list
Choose a clear set of companies before looking at campaign results. A list that changes mid-review makes coverage impossible to compare.
- Separate priority accounts from the rest of the list.
- Keep company names and domains consistent across your CRM and campaign data.
Compare reach with your plan
For each account, mark whether ads reached it and how much delivery it received. Look at both gaps and concentration.
- Flag priority accounts with no recorded reach.
- Find accounts receiving a large share of impressions while others receive little or none.
Decide what to change
Turn the audit into a short action list. Coverage gaps can point to targeting or audience size; concentrated delivery can call for a cap or a broader audience.
- Choose one adjustment for each important gap.
- Repeat the same view next week to see whether distribution improved.
THE TAKEAWAY
A useful reach report names the accounts you reached, the ones you missed, and the next change you will test.