About reach estimates for the Display Network

Reach estimates show how widely your ads may be seen based on the settings and targeting you’ve selected. Viewing these weekly estimates can help you understand the potential impact of your targeting and settings choices. This article explains how ad reach works and where you can find it.

How it works

The estimates you see don't represent the actual traffic your ads will get. Instead, they are estimates based on your settings and targeting options. You might choose, for example, a specific location or target demographic for your ad group. This choice will affect your potential reach. Reach estimates can also show you when there isn't enough inventory for your selection, or if your targeting is too restrictive (for example, if you've added too many targeting methods to your ad group). You can use reach estimates to adjust your settings and targeting. For instance, you can remove content targeting if your reach is too narrow. Your actual number of impressions also depends on other factors like your bid and ad quality.

Where it appears

Reach metrics automatically appear on the right side of the screen when you begin a new campaign. You can see your reach estimates change as you alter your settings and targeting. Note that reach estimates don’t factor in all advertiser information.

Information Google Ads uses to calculate potential reach Information Google Ads doesn't use to calculate potential reach

Ad scheduling
Frequency capping
Site category options
Mobile app categories
Audience segments (your data segments, interest categories, custom combinations, age, and gender)
Ad formats and sizes

Quality Score
Ad extensions
Advanced location targeting by radius
Automated targeting


Estimates are based on historical information and don't reflect seasonal trends or recent shifts in the number of sites and pages available on the Display Network.

Troubleshooting Display campaigns

If your Display campaign is inactive or underperforming, there may be something wrong with how it’s set up. Learn more on how to Fix issues with Display campaigns.

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