Reach campaigns and traffic campaigns serve distinct marketing objectives, primarily differing in their focus on audience exposure versus user action. Reach campaigns prioritize showing an ad to the maximum possible number of unique individuals within a target audience, aiming to build brand awareness and visibility. Their success is measured by metrics like unique reach and impressions. Conversely, traffic campaigns are designed to drive users from the ad platform to a specific external destination, such as a website, app, or landing page. The main goal is to generate clicks and website visits, measured by metrics like link clicks, landing page views, and click-through rate (CTR). Therefore, reach focuses on broad exposure, while traffic aims for active user engagement with an external resource. More details: https://events.citizenshipinvestment.org/sponsor-logo2/