Report on performance

Reach reports

See the number of unique visitors

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. Reach report data is available for up to 93 days.   

Reach reports don’t include impressions from Ad Exchange or AdSense, and only show data about your reservation traffic.

This Reach report 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.

Generate a Reach report

You can create your own report, or use one of the Reach report templates with dimensions and metrics selected for you. For instructions to use templates, go to Start a report from a template.

  1. Sign in to Google Ad Manager.
  2. Click Reporting and then Reports.
  3. Click New report.
  4. Click Edit and select Reach. Then, click Done.
  5. Select a date range.
    • Dynamic date ranges, such as "Last 93 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.
  6. Select one or more dimensions and metrics:​

    Either the "Line item" dimension or "Order" dimension is required. Other dimensions may also be required if the report is broken down by specific time periods. Learn more

    • Total unique visitors
      The total unique audiences reached by the ad and exposed to different advertisers, orders, line items, or ad units in your network. This metric is the result of de-duplication of individual users across many platforms, and not limited to the number of web cookies or mobile identifiers (IDFAs & AdIDs) for in-app environments.

    • 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. Available only when the "Country" dimension is included in a report. 

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

  7. (Optional) Click Add filter to narrow the report results. Your Reach report supports filtering by ad unit, order, advertiser, line item, or country.
    You must select the dimensions before you can filter Reach report results.
  8. (Optional) Schedule and share your report.
  9. Click Run.

Break down reach data by time period and dimensions

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

Reach metrics become unavailable if selected time periods and dimensions aren't compatible.


View reporting data for the selected full calendar week (within the last 93 days). 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.

You must select a combination of the following compatible dimensions:

  • Required: "Week" 
  • Select at least one: "Order," "Line item," "Ad unit"
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).


View reporting data for the selected full calendar month (within the last 93 days). 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.

You must select a combination of the following compatible dimensions:

  • Required: "Month and year"
  • Select at least one: "Order," "Line item," "Ad unit"

Last 93 days

View reporting data for the 93 days prior to the day the report runs. Instead of using aggregated weekly or monthly data, as in the example below, the "Last 93 days" date range uses a single continuous sample set to calculate reach.

You must select a combination of the following compatible dimensions:

  • Select at least one: "Order," "Line item"

Data availability timeline

Reach report data is generated for all networks at the end of each day, according to the US/Pacific time zone. However, it may take up to 3 days for data to be available in Ad Manager. Data for an entire week (Sunday through Saturday) will become available by the end of the following Monday (US/Eastern time zone).

To ensure your reports contain the best results:

  • Choose an end date for your Reach report that's at least 3 days in the past.
  • Schedule monthly Reach reports on the fourth day of each month to ensure it contains a full data set.
  • Select start and end dates for your report that are within the last 93 days.
    Note: The 93-day report may show a 2-day delay. For example, a report run for March 11 to June 11 might show data for March 9 to June 9.

How Google calculates reach

Previously, Ad Manager relied on cookies to calculate reach. 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 the reach model couldn't be calculated. Not all inputs return results.

In some cases, results aren't returned because the data was insufficient, or it doesn't meet our privacy or quality requirements, all of which must be met to report on reach. To increment coverage, you can try the following suggestions:

  • Segment the report over fewer dimensions to increase the amount of data available for calculation.
    If results are returned, the earlier data didn't meet privacy requirements.
  • Add more dimensions or shorten the date range to improve data quality.
    If results are returned, the earlier data didn't meet quality requirements.

Even if you make these or other changes, such as adding/removing dimensions or increasing/decreasing the time frame, results are not guaranteed. Ultimately, report results depend on the quality and size of your data set.

Supported countries

Reach reports can be used to analyze data generated by campaigns targeting supported countries.

List of supported countries

  • United States
  • Canada
  • United Kingdom
  • Argentina
  • Australia
  • Austria
  • Bahrain
  • Belgium
  • Brazil
  • Bulgaria
  • Canada
  • Chile
  • Colombia
  • Costa Rica
  • Croatia
  • Czech Republic
  • Denmark
  • Dominican Republic
  • Ecuador
  • Egypt
  • El Salvador
  • Estonia
  • Finland
  • France
  • Germany
  • Greece
  • Guatemala
  • Honduras
  • Hong Kong
  • Hungary
  • India
  • Indonesia
  • Iraq
  • Ireland
  • Israel
  • Italy
  • Japan
  • Jordan
  • Kazakhstan
  • Kenya
  • Kuwait
  • Latvia
  • Lebanon
  • Lithuania
  • Malaysia
  • Mexico
  • Morocco
  • Netherlands
  • New Zealand
  • Nicaragua
  • Nigeria
  • Norway
  • Oman
  • Pakistan
  • Panama
  • Peru
  • Philippines
  • Poland
  • Portugal
  • Puerto Rico
  • Qatar
  • Romania
  • Russian Federation
  • Saudi Arabia
  • Serbia
  • Singapore
  • Slovakia
  • Slovenia
  • South Africa
  • South Korea
  • Spain
  • Sweden
  • Switzerland
  • Taiwan
  • Thailand
  • Turkey
  • Ukraine
  • United Arab Emirates
  • Uruguay
  • Venezuela
  • Vietnam
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