About Reach Planner
Reach Planner is a Google Ads campaign planning tool designed to accurately plan for reach-based video campaigns across YouTube and video partner sites and apps, in 50+ countries.
Reach Planner’s data are based on Google's Unique Reach methodology, validated against third parties and consistent with actual reach and bids reported. Reach Planner is updated weekly to use the most up-to-date data available. Reach Planner shows reach and frequency estimates, but doesn’t guarantee performance. Actual campaign performances depend on other factors, such as ad quality and ad relevance.
Reach Planner can be used to:
- Reach audiences across multiple devices.
- Accurately plan the reach of your ads across YouTube and Google video partner sites and apps in 50+ global markets.
- Develop Target Rating Point and Cost Per Point calculations.
How it works
Reach Planner is designed for media planners who plan the reach and frequency of future brand or video campaigns, and strategy planners who want to incorporate digital video into their media plans. Customise your ideal audience to accurately plan the reach of your ads by using the following metrics:
- On-target reach: The number of people within your campaign's defined target audience whom your plan is expected to reach.
- On-target percentage reach: The percentage of your campaign's defined target audience that your plan is expected to reach.
- Average frequency: The average number of times that someone can be expected to view your ad during your campaign period.
- CPM: The cost-per-thousand (CPM) impressions across your plan’s total reach, not just within your target demographic (on-target reach).
- eCPM: Cost-per-thousand (CPM) impressions within your target audience (on-target reach).
- Target Rating Point (TRP): Also known as in-demo or on-target Gross Rating Points (GRP), TRP represents the (percentage of on-target reach) * (average frequency). For example, if your advertiser’s media plan reached 10% of their in-demo audience with a frequency of 1, you have 10 in-demo GRPs. This is calculated differently from GRPs because it's based on the in-demo audience pool, not the total census universe.
- Cost Per (Target Rating) Point (CPP): Total cost divided by TRP.
- Census population: The total number of people in your target demographic in your location.
- YouTube population: The total number of people in your target demographic who visit YouTube over 30 days.
- Digital population: The total number of people in your target demographic who reported using the Internet over 30 days.
- TV population: The total number of people in your target demographic who reported watching TV over 30 days.
Understand the Reach Curve
The maximum reach point shouldn’t be confused with editorial reach (the total number of people viewing YouTube content), which is often shown by other industry solutions. Editorial reach is even greater than commercial or total monetisable reach and thus may significantly exceed the maximum reach of a single campaign.
Reach Planner vs. similar tools
If you use other reach tools, you may notice a discrepancy between their data and the data from Reach Planner. This may happen because the methodology for Reach Planner is different from the methodology of other tools, leading to potential discrepancies. Many industry tools measure editorial reach – often including inventory that isn’t monetisable – while Reach Planner measures commercial reach. The results should be broadly similar.
Google is committed to helping improve the data accuracy of independent industry tools and is working closely with them to enable more holistic and accurate measurements of YouTube.
Average frequency and frequency cap
Missing reach percentage or total population of a plan
The total population and reach percentage (reach %) by extension are removed if non-demographic targeting layers are included (parental status, affinities, in-market segments, etc.).
Reach percentage is expressed as a function of a target over a demographic population. When you add additional targeting, Google Ads can no longer match your reach to that of a widely accepted denominator. Since there’s no consensus on the number of people considered 'luxury shoppers' and because the number of people 'in-market for appliances' constantly changes, Google Ads is left to highlight your absolute reach instead of your reach percentage of that population.
DE, FR, UK, NL, TR, PL, IT, AE, NO, FI, RO, CZ, IE, AT, CH, ES, ZA, BH, EG, GR, IQ, BU, KW, OM, PT, SA, DK, IL, SE, RU, BE, UA, MO
AU, NZ, TW, ID, MY, VN, HK, PH, TH, IN, SG, JP, KR, PK
Regional: US, CA, JP
|Targeting||Demographic (age, gender, parental status)
|Formats||TrueView in-stream (auction)
TrueView discovery (auction)
Bumper ads (auction)
Google Preferred (reservation)
Google Preferred Bumper Ads (reservation)
Standard Reserve :15/:20 sec (reservation)
|Other features||Cost per unit overrides
Product mix recommendations
Census, TV, Digital and YouTube denominators