Unique Reach Overlap reports

Unique Reach Overlap reports show overlap, which is how many unique users saw or clicked on ads across a given pair of advertisers, campaigns*, or sites*. You can also use overlap reports for exclusive reach, which shows the number of unique impressions or clicks on ads on one particular site or one particular advertiser or campaign.

*These dimensions aren't available for Unique Reach Overlap in Campaign Manager 360 reporting.

Understand Unique Reach Overlap reports

How you can use overlap data

When users see your ads on multiple sites, it’s called overlap. If your campaign goal is to build brand awareness, you might want to keep your message in front of those users across all targeted sites, day after day. But if you're more concerned with maximizing your audience reach, you might want to reduce the amount of overlap between sites. With information in overlap reports, you can make informed decisions on how best to maximize your media spend across multiple sites.

Exclusive and duplicate reach

In addition to overlap, you can also see exclusive reach and duplicate reach for an individual dimension.

  • Exclusive reach shows unique interactions with a given dimension:

    • Advertiser: Shows the number of unique users who saw or clicked on an ad from the given advertiser, and not from any other advertisers in your Campaign Manager 360 account.

    • Campaign: Shows the number of unique users who saw or clicked on an ad from the given campaign, and did not interact with ads from any other campaign belonging to the same advertiser.

    • Site: For the advertiser or campaign you use for filtering, shows the number of unique users who saw or clicked on an ad only on the given site, and not on any other site reached by that advertiser or campaign.

  • Duplicate reach shows interactions with a given dimension that are not exclusive. It's calculated as:

    Reach - Exclusive Reach

Remember: overlap reach is always about two things -- advertisers, campaigns, or sites -- and the unique users who've interacted with ads from both. On the other hand, duplicate reach is always about one advertiser, campaign, or site, and the number of unique users who have interacted with ads not just in that one context, but also somewhere else.

Duplicate and exclusive reach metrics

  • Unique Reach: Duplicate Click Reach
  • Unique Reach: Duplicate Click Reach Percent
  • Unique Reach: Duplicate Impression Reach
  • Unique Reach: Duplicate Impression Reach Percent
  • Unique Reach: Duplicate Total Reach
  • Unique Reach: Duplicate Total Reach Percent
  • Unique Reach: Duplicate Viewable Impression Reach
  • Unique Reach: Duplicate Viewable Impression Reach Percent
  • Unique Reach: Exclusive Click Reach
  • Unique Reach: Exclusive Click Reach Percent
  • Unique Reach: Exclusive Impression Reach
  • Unique Reach: Exclusive Impression Reach Percent
  • Unique Reach: Exclusive Total Reach
  • Unique Reach: Exclusive Total Reach Percent
  • Unique Reach: Exclusive Viewable Impression Reach
  • Unique Reach: Exclusive Viewable Impression Reach Percent

Overlap reach metrics

  • Unique Reach: Overlap Click Reach
  • Unique Reach: Overlap Click Reach Percent
  • Unique Reach: Overlap Impression Reach
  • Unique Reach: Overlap Impression Reach Percent
  • Unique Reach: Overlap Total Reach
  • Unique Reach: Overlap Total Reach Percent
  • Unique Reach: Overlap Viewable Impression Reach
  • Unique Reach: Overlap Viewable Impression Reach Percent

Reach by Frequency

Reach by frequency dimensions break down how many users interact with your ad N times or more. To show this distribution, the different frequencies are represented by columns in a report.

For example, if the 1+: Unique Reach: Impression Reach value is 70 and the 2+: Unique Reach: Impression Reach value is 50, then 70 users saw your ad one or more times and 50 users saw your ad two or more times. The number of users that saw your ad exactly once is 20, calculated by 70 - 50.

Reach by Frequency dimensions

  • Unique Reach: Click Reach
  • Unique Reach: Impression Reach
  • Unique Reach: Impression Reach (Co-viewed)
  • Unique Reach: Total Reach
  • Unique Reach: Total Reach (Co-viewed)
  • Unique Reach: Viewable Impression Reach
Generate a Reach Overlap report (unique reach)

To create a Unique Reach Overlap report in Report Builder:

  1. Click the New Report button and select Unique Reach
    1. Overlap metrics (not duplicate or exclusive reach) are available in the Unique Reach Overlap section of Report setup
    2. For duplicate or exclusive reach metrics, navigate to Report setup, then change the Report template to Unique Reach Overlap. The metrics will be added to your report.
    3. For reach by frequency dimensions, navigate to Report setup, then select dimensions from the Reach by Frequency field to add them to your report.
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