Reach reports

Use Reach reports to gather insight about the number of viewers or composition of audience reached by your campaigns.

What can I measure?

Cookie Reach

  • Cookie Reach: Impression Reach
    The number of unique cookies you've reached, per creative utilized in a given insertion order.

  • Cookie Reach: Average Impression Frequency
    The average number of times your ad was shown to a unique cookie over a given time period.

Unique Reach

  • Unique Reach: Impression Reach
    The estimated number of unique users (across devices) who saw an ad during the reporting period. The impression estimate is based on unique cookies, mobile device IDs, and aggregated sign in data.

  • Unique Reach: Viewable Impression Reach
    The estimated number of unique users (across devices) who viewed an ad (according to viewability standards) during the reporting period. The viewable impression estimate is based on unique cookies, mobile device IDs, and aggregated sign in data.

  • Unique Reach: Average Impression Frequency
    The average frequency at which an ad is seen by unique users (across devices) during the reporting period. A frequency of 1 means that, on average, users saw your ad once. A higher average means that more users saw your ads multiple times. The user estimate is based on unique cookies, mobile device IDs, and aggregated sign in data.

  • Unique Reach: Average Viewable Impression Frequency
    The average frequency at which an ad is viewed by unique users (across devices, and according to viewability standards) during the reporting period. A frequency of 1 means that, on average, users viewed your ad once. A higher average means that more users viewed your ads multiple times. The user estimate is based on unique cookies, mobile device IDs, and aggregated sign in data.

  • Unique Reach: Click Reach
    The estimated number of unique users (across devices) who clicked an ad during the reporting period. The click estimate is based on unique cookies, mobile device IDs, and aggregated sign in data.

  • Unique Reach: Total Reach
    The estimated number of unique users (across devices) who saw or clicked an ad during the reporting period. The total estimate is based on unique cookies, mobile device IDs, and aggregated sign in data.

Unique Reach Audience

This report further extends unique reach measurement into population and audience. 

  • % Composition Impressions
    The percentage of total unique audience impressions made up by the demographic.
  • % Viewable Composition Impressions
    The percentage of total unique audience viewable impressions made up by the demographic.
  • % Composition Reach
    The percentage of total unique reach made up by the demographic.
  • % Viewable Composition Reach
    The percentage of total unique reach made up by the demographic, and that was considered viewable.
  • Population

    The total number of users in a given population that belong to a given demographic. 

  • % Population Reach

    The percentage of Population (see population metric) that was reached.

  • % Viewable Population Reach
    The percentage of Population (see population metric) that was reached with a viewable ad.
  • Target Rating Points
    The population reached in a specific target demographic or that matched your specific target audience.
  • Viewable Target Rating Points
    The population reached with a viewable ad, in a specific target demographic, or that matched your specific target audience.

Dimensions

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.

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) 

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.

Limitations

  • 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.
  • Due to the modeling involved in our calculations, it typically takes up to 3 days for reach metrics to be available in your account. Keep this delay in mind if your date range includes the last few days.

  • 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.
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