Understanding the discrepancy between the size of your target audience and the number of people fitting a certain criterion on Meta platforms can be confusing 🤯
Let's clarify this point!

When you select a criterion such as "Arsenal F.C." on Meta's advertising platforms, Meta provides an estimate of 26.8 million people who have shown interest in or liked pages related to Arsenal F.C. This number is specific to people engaging with this interest.

However, this estimate shouldn't be confused with the total potential audience size for this criterion. The total potential audience size is an estimate based on recent activity and data from the last 30 days across all Meta platforms (e.g., Facebook, Instagram). This number can be significantly larger and varies over time as it reflects the most current data available.

For instance, you might see a broader estimated range like 308.8 million to 363.3 million people when considering global audience engagement over a recent period.

👉 On Soprism, you will always have a number closest (not the exact same because of the normalisation process) to the lower range size, for instance here 311,700,000 people.