Reach report

See the number of unique visitors

Only available in Google Ad Manager 360.

Reach report data represents the number of unique visitors exposed to different advertisers, orders, line items, or ad units in your Google Ad Manager network over a given time period. The reach report doesn’t include impressions from Ad Exchange or AdSense.

At this time, the reach report only covers reservation traffic.

This Reach reports includes updated methodologies for aggregating data and calculating reach. This new method isn’t compatible with the previous version of your Reach report and shouldn’t be compared to previous datasets. Learn more about how reach is calculated

Data availability
Reach report data is generated for all networks at the end of each day, according to the US/Pacific time zone, but it can take up to 3 days for data to be available in Ad Manager.

  • Choose an end date for your Reach report that's at least 3 days in the past for best results.
  • Schedule monthly Reach reports on the fourth day of each month to ensure it contains a full data set.

Starting May 1, 2018, "Lifetime" Reach reports use the last 63 days of data to comply with EU General Data Protection Regulation (GDPR) requirements. The title of the dynamic date range is updated from "Lifetime" to "Last 63 days" to reflect this change. Weekly and monthly reports are not affected by this change.

Generate a Reach report

  1. Sign in to Google Ad Manager.
  2. Click Reports and then Queries and then Reach.
  3. Select a date range.
    • Dynamic date ranges, such as "Last 63 days" or "Last month", are best for scheduled Reach reports.
    • Choose a fixed date range of full weeks or months to see weekly or monthly aggregated data.
  4. (OPTIONAL) Click Add new filter to narrow the results of your query. Your Reach report supports filtering by ad unit, order, advertiser, line item, or country.
  5. Select one or more dimensions and metrics:​
    • Total unique visitors
      The total unique audiences that were reached by the ad and exposed to different advertisers, orders, line items, or ad units in your network.

    • Total reach impressions
      The total impressions for the unique audiences reached by the ad.

    • Average impressions/unique visitor
      The total number of impressions attributed to each unique visitor your network reached. Represents how frequently an ad was viewed by the audience.

      Calculated by dividing "Total ad impressions" by "Total reach."

    The "Country" dimension is required, in addition to either the "Line item" dimension or "Order" dimension. Other dimensions may also be required if the report is broken down by specific time periods. Learn more

  6. (Optional) Schedule and share your report.
  7. Click Run.

Breakdown reach data by time period

There are several ways to arrange the data in your Reach reports by changing the time period of the report. 

  • Weekly
    View reporting data for each calendar week in the selected full (past) weeks. This option is available at the advertiser, ad unit, order, line item, or entire network level. A calendar week is the period spanning from Sunday to Saturday. If you select a different time period that spans multiple calendar week boundaries, the resulting report automatically shifts the start and end dates to match those of the closest calendar week. Compatible dimensions: Week, Country*, Ad unit*, Advertiser*, Order*, Line item*
  • Monthly
    View reporting data for each calendar month in the selected full (past) month. This option is available at the advertiser, ad unit, order, or line item level. This breakdown is the default setting for advertiser and ad unit reports. Compatible dimensions: Month, Country*, Ad unit*, Advertiser*, Order*, Line item*
  • Last 63 days (formerly, "Lifetime")
    View reporting data for the 63 days prior to the day the report runs. Instead of using aggregated weekly or monthly data, as in the example below, the "Last 63 days" date range uses a single continuous sample set to calculate reach. Compatible dimensions: Country*, Order*, Line item*

Compatible combinations for time periods and dimensions must be used or the Reach metrics will be unavailable.

Compatible dimensions with an asterisk (*) are required for the related time period. Weekly time periods must contain full weeks (from Sunday to Saturday) and monthly time periods must contain full months (from the first day of the month to the last day).

How Google calculates reach

Previously, Ad Manager relied on cookies to calculate reach. However, now reach is calculated using aggregate data from across various devices. Due to this change in calculation, data appearing in your new Reach report can’t be compared to data from your previous report or your Historical report because of significant differences in the way data is displayed.

Even if no new impressions are generated, reach steadily increases. For extended campaigns, line items, or queries, the actual rate of increase may slow down over time.

A dash ( - ) in your Reach report means that the reach model couldn't be calculated because there wasn't enough data, or it didn't meet our privacy requirements. Try running your report on more data. You can also try segmenting your data over fewer dimensions. The more impressions that are available, the more likely it is that the model will return data.
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