Reach & Frequency

Reach & Frequency (R&F) metrics give you insight into how many unique users saw your ads and how often they saw them. This guide explains how Reach & Frequency works in DPG Ad Manager, where to find it, and how the data is calculated.

What is Reach and Frequency?

• Reach: The total number of unique users (or reached profiles) who saw your ad at least once within the measured period.
• Frequency: The average number of times a reached user was exposed to your ad during that same period.
  (Calculation: Frequency = Total Impressions / Reach)

User identification & deduplication

Reach is calculated by identifying users through DPG first-party data when available. If first-party data is absent, device identifiers are used to deduplicate users. 

Where can I find Reach & Frequency data?

Reach & Frequency metrics are available directly in your overview grids in Ad Manager:

• Location: Available at both the campaign level and ad group level.
• How to view: Expand the delivery column group in your grid to reveal the Reach and Frequency columns.

Please note: Reach & Frequency metrics are not available in manual reporting. Manual reports rely on custom date ranges, which conflict with R&F (as it always calculates over the past 60 days, or freezes when finished).

For which ad formats is Reach & Frequency available?

• Supported: Display and video campaigns and ad groups.
• Not supported: Audio campaigns and ad groups are currently not supported.

How does the 60-Day Rolling Period work?

Reach & Frequency are calculated over a rolling 60-day period (looking back 60 days from yesterday).

Important Note on the Grid Date Selector:
The date selector at the top right of your grid does not filter or change Reach & Frequency metrics. Reach & Frequency columns will always reflect the 60-day rolling window, regardless of the date range selected in the grid.

What happens to R&F data when a campaign is Finished or Paused?

• Finished Campaigns or Ad Groups: Once a campaign or ad group reaches its scheduled end date, the R&F metrics freeze automatically. The system displays the final calculated values so you can always view historical performance without the numbers dropping to zero.
• Manually Paused Ad Groups: If an ad group is manually set to inactive (while still within its campaign flight dates), the 60-day rolling period continues to run. Because no new impressions are delivered during a pause, the R&F metrics will gradually decrease over time.

Is Campaign R&F equal to the sum of Ad Group R&F?

No. Campaign Reach is deduplicated across all underlying ad groups.

• Example: If a single user sees ads from two different ad groups within the same campaign, that user counts as 1 unique user at the Campaign level. However, that same user will count as 1 reached user for Ad Group A and 1 reached user for Ad Group B.
• Because of this deduplication, adding up the Reach of individual ad groups will result in a higher number than the actual Campaign Reach.

Data Availability & Historical Coverage

• Reach & Frequency metrics are available for all display and video campaigns/ad groups that ended on or after July 14, 2026.
• Older campaigns: Campaigns and ad groups that ended prior to July 14, 2026, do not display Reach & Frequency data.