Any maths buffs?

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Soul in reply to @duncs
That's super useful - thanks.

Question then, if I know UK addressable audience for FB (ie total number of adults with accounts) and I know the number of adults in the UK, I can use that as the effectiveness?

I'll still be using the audience population and platform population for the specific audience (ie 18-50 yr old men who like football - not my actual audience but you get the point).

For example (made up data):
1. I know there are 25m adult men in the UK
2. I know that there are 20m adult men with FB accounts (80% effectiveness of FB)
3. I know there are 15m people in the UK who match m+football criteria (my universe in your sheet)
4. I know I can find 13m people on FB who match m+football criteria (my platform population)

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duncs in reply to @Soul

I don't think so. But I'm also not in the industry so might be making up terms

I've assumed you have 30m adults in the UK

So FB has 12m adults
I.e. its reach is 40% of the UK population. maybe a better term is saturation?

then the 'effectiveness' % I guessed was that, given someone is on facebook, the chance they saw the ad was 50%

i.e. hit = reach * effectiveness

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