Added Reach Measurement for campaigns

If you set a frequency cap for a campaign, then you can measure the number of additional users reached at that campaign because of the frequency cap. For some campaigns, added reach can account for a majority portion of your total reach, at times more than 90%. This includes campaigns with different media types or with only one media type. Learn more about setting a frequency cap.

Pro tip Measure added reach on your campaigns from frequency caps.

To view the Added Reach widget:

  1. In your Display & Video 360 account, go to a campaign.
  2. Within your campaign, navigate to the Combined view.
  3. Scroll to the right to find the widget titled "Added impression reach from frequency capping".

Added Reach widget in Display & Video 360

 

The Added Reach widget on the campaign overview page shows the following:

  • Total unique users: Total number of users reached by the campaign
  • Added unique users: Number of additional users reached by the campaign because frequency capping.

There's a separate widget for Programmatic Guaranteed deals. Learn more about Added Reach Measurement for Programmatic Guaranteed deals.

Reporting on Added Reach Measurement

As of April 1, 2023, Display & Video 360 changed the way it calculates added reach. To prevent inaccurate data, reports with the Unique Reach: Added Impression Reach From Frequency Cap metric cannot be created with a time range that overlaps April 1, 2023.

The widget reports the aggregated added reach for campaigns that have an active campaign-level frequency cap. The Report Builder can also create offline reach reports to view data for different time ranges. 

The widget and offline reach reports show data from when the frequency cap was created:

  • The widget shows data from up to 30 days ago.
  • While the offline reach reports show data from up to 92 days ago.

When pulling a report, there can be duplicate people reached across days. This means that added reach from can never be additive. This can also explain why added reach may decline over a longer period of time. 

Reporting time range

Reach data takes 72 hours to stabilize. This means that the Added Reach widget will not show data for the last three days. For offline reach reports, be sure to exclude the last 3 days of data when pulling a report for a live campaign. Similarly, for a campaign that has just finished, wait until the 3 days have passed to pull a report.

To view Added Reach Measurement in offline reporting, the time period you’re reporting on should be no less than the frequency cap’s time period setting. For example, if the frequency cap is five exposures per seven days, the duration of the report should be at least seven days. 

Best practices

Updating your campaign settings can help increase your added reach:

  • Reduce exposure limits, increase frequency cap duration, or both to optimize your frequency cap. Limited reach can occur when your campaign-level frequency cap exposure limit is set too high, duration is set too low, or both.
  • Review your target audience. Campaign types with a narrow target audience (e.g., remarketing) can limit the reach from frequency capping since we may not have new users to reach that would result in added reach. Conversely, if the audience pool is too large, we may not have the opportunity to skip a bid request that would result in added reach (as compared to if we hadn't skipped on a repeat user).

Limitations

  • Added Reach measurement may not work for campaigns with media that are not supported for frequency management. 
  • For campaigns with PG deals, only certain exchanges support Added Reach Measurement.
  • Reach data is available for up to the last two years. You can report on data for up to 93 days.
  • A “-” is shown when there is not enough cookie data from the campaign traffic to calculate an added reach estimate.
  • Added reach data is not available broken out by media type or individual insertion orders

Examples

Example of a mixed media campaign with added reach

A mixed media campaign containing YouTube and Gmail media types. YouTube and Gmail have shared ID spaces, allowing for reach gains from cross-channel frequency caps.

  • Campaign-level frequency cap is set to 2 impressions over 2 days
  • Daily impression budget is set to 2
  • Users A and B log in to both YouTube and Gmail every day.

Day 1

The campaign reaches User A in YouTube and Gmail

Day 2

The campaign skips User A because the frequency cap is set to 2 impressions over 2 days.

The campaign reaches a new user, User B on YouTube and Gmail.

Day 3

The campaign skips User B because the frequency cap is set to 2 impressions over 2 days.

The campaign reaches a new user, User A on YouTube and Gmail.

Day 4

The campaign skips User A because the frequency cap is set to 2 impressions over 2 days.

The campaign reaches a new user, User B on YouTube and Gmail.

Results

Total unique users for this campaign: 2 (User A and User B)

Total impressions = Impressions to reach User A + Impressions to reach User B = 4 + 4 = 8

Impressions passed to reach User B = 4

Example of a single media campaign with added reach 

One campaign for YouTube.

  • Campaign-level frequency cap is set to 2 impressions over 2 days
  • Daily impression budget is set to 1
  • Users A and B log into YouTube every day.

Day 1

The campaign reaches User A on YouTube

Day 2

The campaign reaches User A on YouTube

Day 3

The campaign skips User A because the frequency cap is set to 2 impressions over 2 days

The campaign reaches a new user, User B, on YouTube.

Day 4

The YouTube campaign reaches User A on YouTube

The Gmail campaign reaches User A on Gmail

Results

Total unique reach for this campaign: 2 (User A and User B)

Total impressions = Total impressions to reach User A + impressions to reach User B = 3 + 1 = 4

Impressions passed to reach User B = 1

Example of calculating Added Reach Measurement

On day 1, User A was reached by both the mixed media campaign and the single media campaign. Added reach for this day is 0.

On day 2, User B was reached by the mixed media campaign and no new users were reached by the single media campaign. On this day, the mixed media campaign saved 1 impression and reinvested it towards reaching User B. Added reach for the mixed media campaign on this day is 1.

On day 3, User B was reached by the single media campaign and no new users were reached by the mixed media campaign. On this day, the single media campaign saved 1 impression and reinvested it towards reaching User B. Added reach for the single media campaign is 1.

On day 4, User A was reached by both the mixed media and single media campaign, so there was no added reach for either campaign.

In these examples, overall added unique reach for both the mixed media and single media campaign is 1, because 1 additional user (User B) was reached.

Daily breakdown of total and added unique reach for the mixed media campaign:

 

Metric

On day 1

On day 2

On day 3

On Day 4

To-date on Day 4

Total unique reach

1 (User A)

1 (User B

1 (User A)

1 (User B)

2 (Users A, B)

Added unique reach

0

1 (User B)

0

1 (User B

1 (User B)

Daily breakdown of total and added unique reach for the single media campaign:

Metric

On day 1

On day 2

On day 3

On Day 4

To-date on Day 4

Total unique reach

1 (User A)

1 (User A

2 (User B)

2 (User B)

2 (Users A, B)

Added unique reach

0

0

1 (User B

1 (User B

1 (User B)

Example of a campaign with no added reach

Separate campaigns for each media type, one for YouTube and one for Gmail.

  • Campaign-level frequency cap is set to 2 impressions over 2 days
  • Daily impression budget is set to 1
  • Users A and B log in to both YouTube and Gmail every day.

Day 1

The YouTube campaign reaches User A on YouTube

The Gmail campaign reaches User A on Gmail

Day 2

The YouTube campaign reaches User A on YouTube

The Gmail campaign reaches User A on Gmail

Day 3

The YouTube campaign reaches User A on YouTube

The Gmail campaign reaches User A on Gmail

Day 4

The YouTube campaign reaches User A on YouTube

The Gmail campaign reaches User A on Gmail

Results

Total unique reach for this campaign: 1 (User A)

Total impressions = Total impressions to reach User A = 8

Impressions passed to reach User B = 0

Frequently asked questions (FAQs)

Why is added reach not populating in the widget?

The widget won’t populate data for added reach if you haven't set a campaign level frequency, which results in added frequency being "0".  If you've set a campaign level frequency, allow at least 3 days for the widget to display added reach estimate data.

Try the following steps to troubleshoot issues with the widget not displaying added reach data:

  1. Check your campaign settings and make sure that you have a campaign frequency cap.
  2. Compare the frequency cap restrictions to the line item and insertion order frequency settings. Limited reach can occur when your campaign-level frequency cap exposure limit is set too high, duration is set too low, or both. 
  3. Review the target audience to make sure you're not limiting reach with a narrow target audience.

Why am I seeing low added reach?

Low or no reach can occur if there isn't enough cookie data from the campaign traffic to calculate a good added reach estimate. The widget will only display cumulative added reach without daily data if there’s minimal added reach.

To check if your settings are set up correctly, see the troubleshooting steps in FAQ: Why is added reach not populating in the widget?

Why is added reach increasing/decreasing when I pull a report for different time periods in Offline Reporting?

To review the benefits of added reach from frequency management in offline reporting, the time period you’re reporting on should be no less than the frequency cap’s time period setting.

For example: If the frequency cap is five exposures per seven days, the duration of the report should be at least seven days.

Beyond the frequency cap time period, the same user may see repeated impressions and unique added reach may therefore decline over an extended timeframe beyond the frequency cap period.

Why do I see added reach on the Programmatic Guaranteed (PG) deals level, but not at the campaign level that the deal sits within?

Yes, this is expected behavior. The reason this is possible is because PG added reach and campaign level added reach use different baselines to compute added reach at each level.

  • PG added reach compares the added reach from the default line item the deal is targeted to, to the reach that would have been if the deal did not have frequency caps in place.
  • Campaign level added reach compares the added reach across all line items under the campaign to the reach that would have been if all the line items had been run as separate campaigns, each with their own frequency cap.

As the baselines for comparisons are different, you can see instances of added reach at the PG level but not at the campaign level (and vice-versa).

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