Reach reports

Use Reach reports to gather insight about the number of viewers or composition of audience reached by your campaigns.

What can I measure?

Unique Reach

• Unique Reach: Impression Reach
  The estimated number of unique users (across devices) who saw an ad during the reporting period. The impression estimate is based on unique cookies, mobile device IDs, and aggregated sign-in data.

• Unique Reach: Viewable Impression Reach
  The estimated number of unique users (across devices) who viewed an ad (according to viewability standards) during the reporting period. The viewable impression estimate is based on unique cookies, mobile device IDs, and aggregated sign-in data.

• Unique Reach: Average Impression Frequency
  The average frequency at which an ad is seen by unique users (across devices) during the reporting period. A frequency of 1 means that, on average, users saw your ad once. A higher average means that more users saw your ads multiple times. The user estimate is based on unique cookies, mobile device IDs, and aggregated sign-in data.

• Unique Reach: Average Viewable Impression Frequency
  The average frequency at which an ad is viewed by unique users (across devices, and according to viewability standards) during the reporting period. A frequency of 1 means that, on average, users viewed your ad once. A higher average means that more users viewed your ads multiple times. The user estimate is based on unique cookies, mobile device IDs, and aggregated sign-in data.

• Unique Reach: Added Impression Reach from Frequency Cap

  The number of additional users reached by the campaign due to frequency capping.

  As of April 1, 2023, Display & Video 360 changed the way it calculates added reach. To prevent inaccurate data, reports with the Unique Reach: Added Impression Reach From Frequency Cap metric cannot be created with a time range that overlaps April 1, 2023.

• Unique Reach: Click Reach
  The estimated number of unique users (across devices) who clicked an ad during the reporting period. The click estimate is based on unique cookies, mobile device IDs, and aggregated sign-in data.

• Unique Reach: Total Reach
  The estimated number of unique users (across devices) who saw or clicked an ad during the reporting period. The total estimate is based on unique cookies, mobile device IDs, and aggregated sign-in data.

• Unique Reach: Incremental Impression Reach

  For each time increment within a report — day, week or month — the estimated number of additional new users who were served an ad, and who weren't served an ad during any previous increment. The total for all increments is the impression reach for the full reporting period.

• Unique Reach: Incremental Viewable Impression Reach

  For each time increment within a report — day, week or month — the estimated number of additional new users who were served a viewable ad, and who weren't served a viewable ad during any previous increment. The total for all increments is the viewable impression reach for the full reporting period.

  For example, if your report is broken down by day, incremental viewable impression reach will show how many unique users were served a viewable ad during Day 1, how many additional users were served a viewable ad during Day 2, and so on. Users are only counted once and attributed to a particular day.

• Unique Reach: Incremental Click Reach

  For each time increment within a report — day, week or month — the estimated number of additional new users who clicked on an ad, and who didn't click on an ad during any previous increment. The total for all increments is the click reach for the full reporting period.

  For example, if your report is broken down by day, incremental click reach will show how many unique users clicked on Day 1, how many additional users clicked on Day 2, and so on. Users are only counted once and attributed to a particular day. The total for all increments is the click reach for the full reporting period.

• Unique Reach: Incremental Total Reach

  For each time increment within a report — day, week or month — the estimated number of additional new users who saw or clicked on an ad during each time period within a report, and who didn't click or see an ad during any previous increment. The total for all increments is the total reach for the full reporting period.

• Unique Reach: Average Impression Frequency (Co-viewed)
  The average frequency at which an ad is seen by unique users (across devices) during the reporting period. This metric accounts for co-viewing, when multiple people watch ads together on connected TV devices. A frequency of 1 means that, on average, users saw your ad once. A higher average means that more users saw your ads multiple times. The user estimate is based on unique cookies, mobile device IDs, and aggregated sign-in data.
• Unique Reach: Average Viewable Impression Frequency (Co-viewed)
  The average frequency at which an ad is viewed by unique users (across devices, and according to viewability standards) during the reporting period. This metric accounts for co-viewing, when multiple people watch ads together on connected TV devices. A frequency of 1 means that, on average, users viewed your ad once. A higher average means that more users viewed your ads multiple times. The user estimate is based on unique cookies, mobile device IDs, and aggregated sign-in data.
• Unique Reach: Impression Reach (Co-viewed)
  The estimated number of unique users (across devices) who saw an ad during the reporting period. This metric accounts for co-viewing, when multiple people watch ads together on connected TV devices. The impression estimate is based on unique cookies, mobile device IDs, and aggregated sign-in data.
• Unique Reach: Viewable Impression Reach (Co-viewed)
  The estimated number of unique users (across devices) who viewed an ad (according to viewability standards) during the reporting period. This metric accounts for co-viewing, when multiple people watch ads together on connected TV devices. The viewable impression estimate is based on unique cookies, mobile device IDs, and aggregated sign-in data.
• Unique Reach: Total Reach (Co-viewed)
  The estimated number of unique users (across devices) who saw or clicked an ad during the reporting period. This metric accounts for co-viewing, when multiple people watch ads together on connected TV devices. The total estimate is based on unique cookies, mobile device IDs, and aggregated sign-in data.
• Unique Reach: Impressions (Co-viewed)
  The number of exposures to your ad, either to an individual or among multiple people watching together on connected TV devices (also known as co-viewers). This metric accounts for co-viewing, when multiple people watch ads together on connected TV devices.
• Unique Reach: Incremental Viewable Impression Reach (Co-viewed)

  For each time increment within a report — day, week or month — the estimated number of additional new users who were served a viewable ad, and who weren't served a viewable ad during any previous increment. The total for all increments is the viewable impression reach for the full reporting period.

  For example, if your report is broken down by hour, incremental viewable impression reach will show how many unique users were served a viewable ad during Hour 1, how many additional users were served a viewable ad during Hour 2, and so on. Users are only counted once and attributed to a particular hour. This metric accounts for co-viewing, when multiple people watch ads together on connected TV devices.

• Unique Reach: Incremental Total Reach (Co-viewed)

  For each time increment within a report — day, week or month — the estimated number of additional new users who saw or clicked on an ad during each time period within a report, and who didn't click or see an ad during any previous increment. The total for all increments is the total reach for the full reporting period.

  This metric accounts for co-viewing, when multiple people watch ads together on connected TV devices.

• Unique Reach: Incremental Impression Reach (Co-Viewed)

  For each time increment within a report — day, week or month — the estimated number of additional new users who were served an ad, and who weren't served an ad during any previous increment. The total for all increments is the impression reach for the full reporting period.

  This metric accounts for co-viewing, when multiple people watch ads together on connected TV devices.

• Programmatic Guaranteed Added Unique Reach: Impressions due to Frequency

  The estimated number of additional users reached by a Programmatic Guaranteed deal due to campaign frequency capping.

  Data for this metric may be delayed for up to 2 days, which causes some date ranges to show limited data (for example, last 7 days).

• Programmatic Guaranteed Bid Requests passed due to Frequency
  The total number of bid requests passed for the Programmatic Guaranteed deal due to campaign frequency capping.
• Programmatic Guaranteed Savings Re-invested Due To Frequency
  The media cost savings (in the advertiser’s currency) for the Programmatic Guaranteed deal due to campaign frequency capping. This is calculated by multiplying the impressions saved by the rate.

Unique Reach Audience

This report further extends unique reach measurement into population and audience. 

• % Composition Impressions
  The percentage of total unique audience impressions made up by the demographic.
• % Composition Impressions (Co-viewed)
  The percentage of total unique audience impressions made up by the demographic. This metric accounts for co-viewing, when multiple people watch ads together on connected TV devices.
• % Viewable Composition Impressions
  The percentage of total unique audience viewable impressions made up by the demographic.
• % Composition Reach
  The percentage of total unique reach made up by the demographic.
• % Composition Reach (Co-viewed)
  The percentage of total unique reach made up by the demographic. This metric accounts for co-viewing, when multiple people watch ads together on connected TV devices.
• % Viewable Composition Reach
  The percentage of total unique reach made up by the demographic, and that was considered viewable.
• Population

  The total number of users in a given population that belong to a given demographic. 

• % Population Reach

  The percentage of Population (see population metric) that was reached.

• % Viewable Population Reach
  The percentage of Population (see population metric) that was reached with a viewable ad.
• Target Rating Points
  The population reached in a specific target demographic or that matched your specific target audience.
• Target Rating Points (Co-viewed)
  The population reached in a specific target demographic or that matched your specific target audience. This metric accounts for co-viewing, when multiple people watch ads together on connected TV devices.
• Viewable Target Rating Points
  The population reached with a viewable ad, in a specific target demographic, or that matched your specific target audience.

Dimensions

Some dimensions, like Country, are required when Unique Reach reports contain data before April 1, 2024, include Unique Reach Frequency metrics, or are Cross-media reach reports. These required dimensions are added by default and can't be removed in the templates. Also, other dimensions are unavailable for Reach reports. In addition, because Unique Reach Audience focuses on demographics, Gender and Age dimensions are also required. You can check the availability of dimensions within Instant reporting.

For descriptions of dimensions, view Dimensions available in reports.

Limitations

• In Instant reports, estimated numbers with lower confidence are included for unique reach and frequency metrics. For reports containing one or more of these metrics, you can use the “Unique Reach Sample Size” dimension to filter your reports with two values:
  • Unique Reach
  • Unique Reach (Lower Confidence)
• While numbers adjust for cases when people may see the same ad on different devices or when multiple people share one device, in some situations they are calculated with lower confidence. Check if the report is using the “Unique Reach Sample Size” filter, setting this to the lower confidence option will relax the quality standard but still apply the privacy standard. Allowing sometimes for more data to be provided. Learn more about Measuring reach and frequency.

• Cumulative reach data is available for 93 days as of November 1, 2018. Reach information can be pulled (at maximum) in 93-day blocks, and these blocks can't be added together accurately. Cumulative reach data prior to this date can be as little as 42 days.

• Due to the modeling involved in our calculations, it typically takes up to 3 days for reach metrics to be available in your account. Keep this delay in mind if your date range includes the last few days.

• Reports with the Programmatic Guaranteed Reach metrics cannot be created with a time range that overlaps September 1, 2023.
• Differences between target and reach demographic models may result in discrepancies between what is targeted and what is reported.