Report on performance

Reach reports

Create a Reach report to see the number of unique visitors in your Ad Manager network. #Ad Manager reporting

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 1 year.

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

Reach reports include 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.

Create a Reach report

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, then Reports.
  3. Click New report.
  4. Under "Report type", click Edit and select Reach. Click Done.
  5. Select a date range.
  6. Select one or more dimensions and metrics:​
    One of the following dimensions might be required depending on the Unique Reach metric desired: "Ad unit ID", "Line item", "Order", or "Advertiser". Other dimensions may also be required if the report is broken down by specific time periods.
    • 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. It's 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 estimated total number of impressions for each unique visitor your network reached. Represents how frequently an ad was viewed by your audience. Available only when the "Country" dimension is included in your report.
      Calculated by dividing "Total ad impressions" by "Total reach."

    • Estimated total unique visitors (Beta)

      An estimate of total unique audiences reached by the ad and exposed to your network's:

      • Orders
      • Line items
      • Ad units
  7. (Optional) Click Add filter to narrow the report results. Your Reach report supports filtering by ad unit, order, advertiser, line item, or country.
    Select the dimensions before you filter your Reach report results.
  8. (Optional) Schedule and share your report.
  9. Click Run.

Data availability timeline

We have improved Reach report metrics to make them compatible with arbitrary date ranges.

Reach report data is generated for all networks at the end of each day, based on the US/Pacific time zone. However, it may take up to 3 days for data to be available in Ad Manager.

How Google calculates reach

Previously, Ad Manager relied on cookies to calculate reach. Now, reach is calculated using a collection of data from various devices. Due to this change in calculation, data appearing in your new Reach report can’t compare to data from your previous report, or your Historical report. There are significant improvements in how data displays.

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.

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


Expand all Collapse all
What can I do if total unique visitors are reported as “-”?

When values are less than 100, a hyphen (“-”) means Ad Manager’s algorithms can't calculate unique visitors in a statistically significant, privacy-safe way.

Why is the sum of unique reach across all browser and OS categories more than the overall unique reach?
If a user is exposed to the campaign on 2 different devices with different operating systems, that user would be counted individually at the browser and OS level. But at the line item and order level, they would be counted as a single person after deduplication.
So, it is possible that the sum of unique reach across browser and OS categories could be more than unique reach at the line item level.
My line item has a frequency cap set at 1. Why do I see 1 reach impressions per unique user?
Frequency capping and Reach reports use different identity spaces. Reach report uses probabilistic and deterministic models to deduplicate users across devices. Frequency capping is strictly cookie based.
If a user is targeted with a campaign on 2 different browsers or devices, they may be shown 2 impressions, even if the frequency capping is set to 1. But if there is enough data, the Reach report algorithm might be able to identify the user as the same and count 2 impressions against that unique user.
Why can’t I generate Reach reports for line items targeted to certain countries?
Reach reports are only supported in some countries. You can review the list of supported countries.
What is the difference between unique reach across all browsers and OS versus overall unique reach?
"Without OS/Browser breakdown” and "With OS/Browser breakdown” are calculated differently. Auto-aggregation does not occur in “Without OS/Browser breakdown”. For example, a reach number of 10K in each of the two categories, iOS and Android, doesn’t mean the overall reach number is 20K, because there might be an overlap. Therefore, in this case, the summation doesn’t make sense.
What types of controls for first-party cookies are available to users?
Users can choose to opt out of cookies by changing their browser settings.
Publishers can also restrict use or opt out of first-party user identifiers.

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