Analyze reach and frequency results
Learn how to analyze reach and frequency and impression quality results.
In this article:
In-product dashboards
Once your data is available, you'll be able to view your results from in-product dashboards and Excel reports.
To view results from in-product dashboards, go to the reach tab and select either Overview or Impression Quality.
- Overview allows you to compare reach and frequency results across campaigns, campaign groups, or publishers. You can see how many people you reached, the frequency at which you reached them, your on-target reach and the total number of impressions served.
- Impression Quality shows how many of your ads were served to a person, that appeared on-screen or that resulted in waste.
Analyze reach and frequency overview
The reach overview dashboard provides a snapshot of how many people you've reached, the frequency at which you reached them and how many of your ads resulted in waste impressions for your line of business. These measurement details provide the deduplicated reach across campaigns, campaign groups, or publishers to help you understand how many people your advertising is reaching across your digital media plan.
The people reach per day graph can help you identify trends in how you're reaching people and what strategies are working best for your business. Data may be missing at times, which can happen if no data is available for the selected timeframe, or if a system issue prevented data from loading for one or more days in the graph. For example, if you don't run ads on weekends, people reach per day data will be missing for those two days in the graph.
The reach and frequency reporting table provides an overview of your reach for each campaign, campaign group, or publisher in your line of business. You can select which dimension you want to view from the drop-down menu above the reporting table, and specify up to 6 reporting rows to compare in the people reach per day graph.
A campaign group lets you organize your campaigns in a grouping to compare and contrast their combined performance against one another. For example, you may have campaigns on Facebook, Instagram and other publishers that you want to organize into one Fall 2017 campaign group. With this feature, you can group campaigns based on strategy, objective, audience and more. You'll then be able to compare and assess the deduplicated reach and frequency across these campaign groups. When you create or edit a campaign group, you may need to wait 24 hours for the campaign group to update in your reach dashboards. You'll see a notification in the dashboard when your campaign group is updated and you can also create a custom reach overview report to view this data sooner. Learn more about creating a campaign group.
On-target reach
To see reach and frequency results for a specific campaign, click on the name of the campaign in the reporting table. On this level, you'll see a metric called on-target reach, which shows how many people in your target audience were exposed to your ad during a campaign. You can use this metric to compare how efficiently each publisher reached your target audience.
To define your target audience, click Set Target Audience in the top navigation. Here you can specify the age range and gender of your intended audience. Setting a target audience will populate an on-target reach column in the reporting table which, if you are comparing performance by campaign, campaign group or publisher, shows the number of people you reached in your target audience and what percentage this represents among the total audience reached.
Your target audience setting for each campaign will be persistent for all other people who use your Attribution account, until or unless it is reset again which can be done at anytime by selecting and modifying the target audience setting. On-target reach is currently only available when comparing performance by campaign or publisher, and not yet available for the campaign group dimension.
The last 30-days of data is shown by default in the in-product dashboards. You can select additional date ranges that include last 7 days, 14 days, 30 days, 60 days, 90 days and this month timeframes. Reach and frequency data is refreshed daily, though may be delayed by 72 hours from the current day in Pacific Time. Make sure you consider your time zone when estimating when you think your latest metrics will be ready.
Analyze impression quality
Impression quality can help you understand how many of your ads were served to a person, measurable, appeared on-screen or resulted in waste. In the navigation, click Impression Quality. Here you can see how many impressions were served to a person, measurable, on-screen, or resulted in waste impressions.
To see the impression quality for a specific campaign, click on the campaign name and the table will populate with the publishers within that campaign. You can compare up to two campaigns at a time in the graph.
The reporting columns are in a cascading order and each metric shows as a percentage of the metric that preceded it. For example:
- Impressions served to a person are the number of impressions that were not determined to be the result of fraudulent activity, such as bots or spiders. Our fraud efforts include detecting for anomalies in the IAB International Spiders & Bots List, known and unknown IP address hosts, and other forms of human and technical fraudulent activity monitoring.
- On-screen impressions are the number of measurable impressions that appeared in the viewable area of a person's screen. To be able to assess for on-screen appearance, an impression must be measurable, and requires the use of a javascript tag.
- Waste impressions are calculated by combining the number of impressions that weren't served to a person and the number of impressions that never appeared on screen.
Numbers in visuals are for illustration only.
Understand and troubleshoot results
If you think your reach results appear differently than they should, below are possible reasons this may be happening:
Reach data not appearing for today's date: Reach and frequency data is refreshed daily, but only available up to 72 hours prior to the current day in Pacific Time. The example below shows when your reach overview report will be ready and up-to-date with Saturday’s data in three sample time zones.
- When your data from Saturday will be ready in Seattle (PST): Tuesday at 12 am
- When your data from Saturday will be ready in New York (EST): Tuesday at 3 am
- When your data from Saturday will be ready in London (GMT): Tuesday at 8 am
Reach data not appearing in report: There may be times when impressions are excluded from the people reach calculation due to insufficient data. Excluded impressions are a subset of impressions served to a person that are not used when calculating people reach. In other words, people reach equals impressions served to a person minus excluded impressions divided by frequency. If impressions are excluded, we may not be able to calculate people reach or the metric may be lower than anticipated. If we're unable to calculate people reach, you may notice a dash in the people reach column, even though there's data in the impressions served to a person column. We'll notify you if impressions have been excluded when calculating people reach by showing a yellow caution icon in the people reach column. You can hover over this column to see how many impressions have been excluded. This is helpful when you want to determine which publishers or device types may not have enough data to calculate people-based reach and frequency.
Tracking connections not measuring on-screen impressions: You must use the javascript tracking connection to measure on-screen impressions.
Take action on your results
Your reach and on-screen impressions results can help you understand how you're reaching your audience across multiple campaigns and publishers. With this information, you can find ways to optimize your campaigns and improve your media plan. Based on your results, you may consider taking the following next steps:
- Adjust your media plan and budget to focus on the publishers that provide the most exclusive reach or on-screen impressions. You may also decrease spend on publishers that didn't reach your audience or had a lot of overlap with other publishers.
- Manage waste impressions based on the number of impressions that weren't served to a person or never appeared on-screen.
- Optimize your campaigns to target the devices that most effectively or efficiently reached your audience.
- Set your ideal frequency cap on other publishers or platforms.
* Nguồn: Facebook