Reach reports

In reporting, you can create reach reports that show an estimate of how many unique users have interacted with your ads. Learn more about Report Builder

Unique Reach

Navigate to New Report > Reach > Unique Reach to create a report with Unique Reach metrics. Unique Reach is different than Cookie Reach because it measures users that interacted with your ads across different environments and devices. This gives a more accurate calculation than Cookie Reach because the same user seen on desktop and mobile won't be counted separately. 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.


Unrestricted groupings

By default, filters in Reach reports are also included as dimensions. Because reach data can't be accurately summed (after it's reported),  you may want to aggregate total reach across specific dimensions (for example, a few line items instead of all of them). You can do this with unrestricted groupings.

  1. Enable the Allow unrestricted groupings checkbox.
    1. Unrestricted groupings are only available for data from June 18th 2020 and later.
  2. Add Filters (for example, Line Item).
  3. Remove any matching Dimensions that might group your filtered data (for example, Line Item).
    1. The model will return the summed data (for example, across your 3 chosen line items). 

Unique Reach Audience

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



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.


  • Unique reach relies on cross environment data, which has limited coverage in China.


Navigate to Report Builder > New Report > Reach > Cookie Reach to create a report with Cookie Reach metrics. Cookie Reach does not track users across environments, the same user reached on mobile and desktop may be counted multiple times.

Cookie Reach dimensions

Click Show all dimension combinations to allow additional dimensions for cookie reach metrics only. This setting will limit your date range to the last 92 days and cause the report to take longer to run. These dimensions aren't available for unique reach metrics.

Reach metrics:

Active View

To create a Reach report with Active View data, click the New Report > Reach, then  select the Active View template. The Active View: Viewable Impression Reach metric is included in the template by default.

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 both unique and cookie reach:

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.

Reach by frequency

You can include reach by frequency  to add new columns that display reach data broken down by frequency (the number of times a user associated with a specific cookie interacted with an ad on a given placement).

The following metrics are available from the Reach by Frequency drop-down menu:

Frequency represents the number of users who have interacted with an ad exactly n times (no more, no less). A frequency of 16 (the maximum) means that users have interacted with the ad 16 or more times.


  • A dash ( - ) in the Unique 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 over more data. You can also try segmenting your data less (over fewer dimensions). The more impressions available, the more likely it is the model will return data. 
  • 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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