Read reach and frequency

See how many households a campaign reached and how often, how reach is counted, and what the planner and the reach curve on this page really are.

Reach & Frequency answers two questions about a campaign: how many different households saw it, and how many times each one saw it. The page has two parts. The top is a planner, a rough calculator. The bottom is Historical Delivery, the measured figures for one campaign.

Agencies have their own planner. See Reach and frequency planner.

How reach is counted

Reach is the number of different households with at least one valid impression of the campaign in the dates shown.
Frequency for a household is how many valid impressions it had. Average frequency is total impressions ÷ unique households.
Effective reach is the share of households that saw the campaign 3 or more times.
A household is only counted when the player identified it. An impression with no household, or where the viewer's privacy signals or opt-out mean the household cannot be used, adds nothing to reach. Invalid traffic is left out.
Reach covers the whole date range together. A household that saw the ad on two days is counted once.

So total impressions here can be lower than on Reports, which counts every valid impression. The smaller the share of players that send a household, the more reach is understated. See Privacy and consent.

Reach was not recorded before the end of October 2026. Campaigns that ran earlier show no data for those days.

See the reach of a campaign

Open Reach & Frequency.
Scroll to Historical Delivery.
Choose your campaign in the list next to Historical Delivery.
Read the tiles: Unique Households, Avg Frequency, Effective Reach (3+) and Total Impressions.
Read the Frequency Distribution chart. It shows the share of households that saw the campaign once, twice, and so on, with 7 or more times in the last bar.

The figures cover the last 30 days up to today in UTC. There is no date picker.

The Cumulative Reach Curve

The curve is counted day by day. Each point is the share of the period's households that the campaign had reached by that day; hover a point for the household and impression counts so far. The last day is always 100%, because it is the period's own total. A flat stretch means the campaign kept reaching households it had already reached.

The planner

The Campaign Planner at the top is a rough estimate, and the page labels it so. It does not use your campaigns, your channels or LtvAdx prices. Its tiles start with "Est." and it works from fixed assumptions, listed under its results:

An audience of 1,000,000 households.
A fixed price per 1,000 impressions for each content model. The price is shown in the Content Model list.
Impressions land on households at random. Reach, average frequency and the households seen 3 or more times all follow from that.
The message under the results calls an average frequency above 7 too high and one below 3 low. These are the planner's own cut-offs.

Only the budget and the content model change the result.

For real delivery and pacing, set frequency limits on your line items. See Pacing and frequency.

If something goes wrong

No data for this campaign yet. The campaign has no identified households in the last 30 days, or it ran before reach was recorded.
Your campaign is not in the list. The list holds the campaigns of the account you are signed in to. Create one on Campaigns if you have none.
Unique households look low. Many players send no household, or viewers have withheld consent. Reach counts only identified households.
Total impressions differ from Reports. Expected. Reports counts every valid impression. This page counts only those with a known household.