Impression Rank compares an ad with other ads from the same advertiser. Reach lets you compare ads across advertisers, because it counts how many people an ad reached.
The three filters
Open Filters in Inspo. They're in the Performance row, next to Impression rank:
Reach: how many people an ad reached. You can view today, per day over the last week or month, or the ad's whole life.
Reach growth: whether reach is going up or down. A sharp rise usually means the advertiser has started spending more on the ad.
Est. ad spend: an estimate calculated as Reach ÷ 1,000 × CPM. Ad libraries don't publish spend.
Set your CPM
The Est. ad spend setting sets the CPM used for every estimate. It starts at $9. Change it in the query bar to match what your market pays, and every estimate on the page updates. Your setting stays when you switch tabs or clear filters.
Reach and spend on ad cards
Ads with reach data show reach and estimated spend on the card, even without a filter on. Hover over either number to see each time window and which countries the reach came from.
Why some ads have no numbers
Meta publishes reach only for ads shown in the EU and UK, under transparency rules.
Meta ads shown in the EU or UK: reach is available, and all three filters work.
Meta ads shown elsewhere: no reach, reach growth or spend estimate. Impression rank still works.
TikTok ads: TikTok doesn't publish reach, so turning on any of these filters removes TikTok ads from your results.
See also Impression Rank in Inspo.