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Dimensions Reach Report

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# 1
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In AdWords, the Reach report shows a "unique users" metric next to the Frequency metric, which starts at 1 and goes up to 8+. How come when I add up the "unique users" metrics for a time period it equals the number of impressions served during the same time period? Shouldn't it be less?


1 Expert replyverified_user

Re: Dimensions Reach Report

Google Employee
# 2
Google Employee

Hey Matt,


Thanks for posting this question. It's a great question. 


A user can appear in the reach and frequency more than once. In the following example, there are a total of 100 unique users. The totals added up, will be close to equal to the total number of impressions. A user who sees 6 impresions, will be included in every bucket (1,2,3,4,5), up to and include bucket 6. 


If we are seeking to know how many unique users saw your ad, it's more accurate to look at the 1 impression bucket. 

Month      Frequency  Unique Users

Feb 2013 1 100
Feb 2013 2 91
Feb 2013 3 90
Feb 2013 4 80
Feb 2013 5 55
Feb 2013 6 40
Feb 2013 7 35
Feb 2013 8 or more 61


If you noticed that the same unique users are seeing your ad over and over again, 8 or more times in the reach and frequency report; you can put a cap on this. Frequency capping allows you to stop an ad showing to a user after a determined amount of views. 

How to set up Frequency Capping:
1) Sign into AdWords
2) Campaigns Tab > Select Campaign you want to cap
3) Settings Tab > Scroll down to advanced settings 
4) Expand “Ad delivery: Ad rotation, frequency capping
5) Frequency Capping > Edit
6) Select a number of impression to cap > Select time period 
7) Save