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
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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. In addition, because Unique Reach Audience focuses on demographics, Gender and Age dimensions are also required.
Other dimensions are unavailable for Reach reports. 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.
- A dash ( - ) in the Unique Reach report means that the model couldn’t make an accurate calculation. This happens when there wasn’t enough data that met our privacy and quality requirements. Try using more data or segmenting your report less to provide the model with more impressions.
- Unique Reach isn’t available in all countries. Below is a list of countries where Unique Reach is supported. This list is subject to change, and its availability within supported countries isn’t guaranteed. Impressions from those countries may cause a dash ( - ) in the Unique Reach report.
List of supported countries
Unique Reach is available in the following countries:
Country
Country Code
United Arab Emirates
AE
Argentina
AR
Austria
AT
Australia
AU
Bosnia and Herzegovina
BA
Bangladesh
BD
Belgium
BE
Bulgaria
BG
Bahrain
BH
Bolivia
BO
Brazil
BR
Canada
CA
Switzerland
CH
Chile
CL
China
CN
Colombia
CO
Costa Rica
CR
Czechia
CZ
Germany
DE
Denmark
DK
Dominican Republic
DO
Algeria
DZ
Ecuador
EC
Estonia
EE
Egypt
EG
Spain
ES
Finland
FI
France
FR
United Kingdom of Great Britain and Northern Ireland
GB
Ghana
GH
Greece
GR
Guatemala
GT
Hong Kong
HK
Honduras
HN
Croatia
HR
Hungary
HU
Indonesia
ID
Ireland
IE
Israel
IL
India
IN
Iraq
IQ
Iceland
IS
Italy
IT
Jordan
JO
Japan
JP
Kenya
KE
Republic of Korea
KR
Kuwait
KW
Kazakhstan
KZ
Lebanon
LB
Sri Lanka
LK
Lithuania
LT
Latvia
LV
Morocco
MA
Myanmar
MM
Mexico
MX
Malaysia
MY
Nigeria
NG
Nicaragua
NI
Netherlands
NL
Norway
NO
New Zealand
NZ
Oman
OM
Panama
PA
Peru
PE
Philippines
PH
Pakistan
PK
Poland
PL
Puerto Rico
PR
Portugal
PT
Paraguay
PY
Qatar
QA
Romania
RO
Serbia
RS
Russian Federation
RU
Saudi Arabia
SA
Sweden
SE
Singapore
SG
Slovenia
SI
Slovakia
SK
Senegal
SN
El Salvador
SV
Thailand
TH
Tunisia
TN
Turkey
TR
Taiwan, Province of China
TW
Ukraine
UA
United States of America
US
Uruguay
UY
Bolivarian Republic of Venezuela
VE
Vietnam
VN
South Africa
ZA
- Reach data can't be summed or compared across reports. For example, the reach of line items and insertion orders can't be summed to determine the reach of a campaign.
- 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.
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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.