The Cost & reach tab answers two questions an account owner actually has at renewal: how much is this account consuming, and how many people is it really reaching. Both are measured over the last 90 days so the numbers stay comparable from one refresh to the next.
Sends and consumption
The top of the tab is sends over the trailing 90 days, with a per-month average alongside the total so a single number isn’t mistaken for a monthly rate. For email, one send is one super-message, so the send count and the super-message count move together — that’s the unit most Marketing Cloud contracts are priced in. Reading consumption against the contracted allowance is where over- or under-provisioning shows up.
Addressed versus stored contacts
Two contact numbers sound alike and mean very different things:
- Addressed — the distinct contacts the account actually messaged in the window. This is reach.
- Stored — every contact held in the account, whether or not anything was sent to them.
The gap between them is the point. A large stored population with a small addressed count is contacts you carry but don’t reach — storage and clutter, not audience.
The reach window
The window is the trailing 90 days, and the exact dates are stated on the view (for example, last 90 days · Jul 1 – Sep 29) so there’s no ambiguity about what “recent” covers. Addressed contacts are computed for that same window, so sends and reach line up rather than being drawn from different periods.
Addressed is computed during the refresh and stored on the graph, so the dashboard reads a settled number instead of fetching it live each time you open the view.