Unique Reach reports

Unique Reach

Navigate to New Report > Reach > Unique Reach to create a report with Unique Reach metrics. Unique Reach measures users that interacted with your ads across different environments and devices. Google uses aggregated sign in data to link mobile device IDs with cookies to measure the same user across devices and environments. No identifiable information about the user is surfaced, and users can opt out or reset cookies and device IDs at any time.



Unique reach metrics account for co-viewing, when multiple people watch ads together on connected TV devices. When multiple people view your ad together, this could lead to more impressions and reach for your campaign. Learn more about Google’s co-viewing methodology

The following metrics are available:

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.

The following dimensions are available:

Unique Reach Audience

Navigate to New Report > Unique Reach Audience to create a report with Unique Reach Audience metrics. This report further extends unique reach measurement into population and audience. 


Incremental reach

Unlike regular reach, incremental reach only measures how many additional users were reached in each time period (day, week, or month), and who weren't served an ad during any previous increment of time.

The following metrics are available:

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 are attributed to a particular day. The total for all increments is the incremental (click, impression, or total) reach for the full reporting period.

In order for incremental reach to display correctly, you must include a time period in your report. Otherwise, the incremental reach values will simply be equal to regular reach.


Some dimensions like Country are required (added by default and can't be removed), and others are unavailable for reach reports. Because Unique Reach Audience focuses on demographics, Gender and Age dimensions are also required. You can see the availability of dimensions within offline reporting.

For descriptions of dimensions, see Dimensions available in reports.


  • 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 is not available in all countries. Impressions from those countries may cause a dash ( - ) in the Unique Reach report.
  • 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.

  • Because reach data is limited and can't be added together, available dimensions within reach reports are also limited. 
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