The arithmetic, written out.

Impressions = (budget ÷ CPM) × 1,000. Unique reach ≈ audience × (1 − e^{−impressions ÷ audience}), never above the audience size. Frequency = impressions ÷ reach. This is a standard planning sketch; auctions, placements and creative change the real result. A paid upgrade (US$4.99 / KSh 650 a month, US$1 = KSh 130, set 12 Nov 2026) is on the waitlist. Get notified.