About avg. impr. freq. per user (7 or 30 days)

The avg. impr. freq. per user (7 or 30 days) is the average number of times a person is shown a video ad from your campaign in the past 7 or 30 days (either for a single day or for multiple days). The avg. impr. freq. per user (7 or 30 days) helps you understand how your weekly or monthly average frequency performance changes over time by creating a lookback window of 7 or 30 days for each date. In this article, you’ll learn how avg. impr. freq. per user (7 or 30 days) is calculated for your video ads.

How avg. impr. freq. per user (7 or 30 days) compares to avg. impr. freq. per user

Unique reach metrics measure the total number of people who were shown an ad. Within Google Ads, you can add additional reach metrics to the statistics table using the “Avg. impr. freq. / user”, “Avg. impr. freq. / user (7 days)”, or  “Avg. impr. freq. / user (30 days)” columns.  If you want to see how frequently your ads were shown to the same user over a specific period of time, choose “Avg. impr. freq. / user” in Google Ads. If you want to see how the frequency changes over time on a weekly or monthly basis for your ads, choose “Avg. impr. freq. / user (7 days)” or “Avg. impr. freq. / user (30 days)” in Google Ads.

Example

You want to know how many people were shown your ad over a 9-day date range. If you view the “Avg. impr. freq. / user” for that date range, you’ll see the average frequency across all 9 days. If you view the “Avg. impr. freq. / user (7 days)” or the “Avg. impr. freq. / user (30 days)” for that date range, you’ll see how the average 7 or 30 day frequency changes for each of the 9 days in the date range.

How avg. impr. freq. per user (7 or 30 days) is calculated

Depending on whether you select a single day or multiple days in Google Ads, avg. impr. freq. per user (7 or 30 days) appears differently in the Google Ads statistics table. To change the selected day(s), click the date range selector above the performance graph in Google Ads. 

Note: If available, daily frequency information appears in Google Ads after 3 days.

Single day calculations

If you select a single day in the date range selector, the avg. impr. freq. per user (7 or 30 days) in a campaign is calculated as the total number of impressions in a 7 or 30 day lookback window divided by the total number of unique users of the campaign in that same lookback window.

Example

In Google Ads, you want to look at the avg. impr. freq. per user (7 days) from January 30, 2020 for a selected campaign. Google Ads will look at the total impressions in the campaign from January 24, 2020-January 30, 2020 and divide the amount by the total unique users during the selected timeframe. 

Let’s say you have 1,000 impressions and 200 unique users in the past 7 days for your campaign. Your avg. impr. freq. per user in the past 7 days would be 5 (or 1,000 / 200 = 5).

Multiple day calculation

If you select a date range in the date range selector, the avg. impr. freq. per user (7 or 30 days) in a campaign is calculated as the sum of total impressions in a 7 or 30 day lookback window for each day in the date range, divided by the sum of total unique users in the same lookback window for each day in the date range.

Example

In Google Ads, you want to look at the avg. impr. freq. per user (7 days) from January 29, 2020-January 30, 2020 for a selected campaign. Google Ads will look at the sum of total impressions in the lookback windows for January 29, 2020 and January 30, 2020 and divide the amount by the sum of total unique users for each day in the date range.

Let’s say you have the following impressions and unique users for your campaign:

  • 1,400 impressions and 700 unique users in the past 7 days from January 29, 2020.
  • 1,000 impressions and 200 unique users in the past 7 days from January 30, 2020.

Your avg. impr. freq. per user in the past 7 days would be 2.7 (or [1,400+1,000] / [700+200] = 2.7).

Because of the lookback window, you may see frequency data past the campaign end date if your campaign had impressions in the last 7 or 30 days. For example, if your campaign ended on January 30, 2020, and you look at the frequency data for February 3, 2020, you’ll still see frequency data for the campaign due to the lookback window.

Find reporting data for the avg. impr. freq. per user (7 or 30 days)

In Google Ads, you can find reporting data for this metric under the "Avg. impr. freq. / user (7 days)" and "Avg. impr. freq. / user (30 days)" columns in the “Campaign" statistics table and the "Videos" statistics table. To add the column(s) to the statistics table:

  1. Sign in to your Google Ads account.
  2. From the page menu on the left, click Campaigns to view the statistics table.
  3. Click the filter button Filter above the statistics table.
  4. Select Reach metrics, then select Avg. impr. freq. / user (7 days) or Avg. impr. freq. / user (30 days). If enough reporting data is available, the avg. impr. freq. per user (7 or 30 days) appears under the column(s).

Reporting data for multiple days

When you select a date range in the date range selector, you’ll also see a range indicating the minimum frequency value and maximum frequency value for the selected days under the avg. impr. freq. per user. 

To get a detailed view of how the avg. impr. freq. per user (7 or 30 days) changes over time, hover over a value in the column to show a line graph. You can then hover over the line graph to see the avg. impr. freq. per user for the past 7 or 30 days, looking back from that specific day.


Note: The line graph can only report daily values for a date range of 30 days or less. When your selected date range is more than 30 days, you’ll see data from the last 30 days within that range.

Both the minimum and maximum frequency values and the line graph allow you to check if there are significant changes in the campaign performance over the selected days. 

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