Reports on audience indicators
With reports on audience indicators, you can track changes in the audience size, the distribution of unique users by the number of times they were exposed to an ad campaign, as well as audience reach and how impression frequency affects it. The number of visitors is calculated by the number of unique browsers in which the ad was viewed.
A ready-made cumulative report on audience indicators consists of several graphs and a table.
In the graph, you can see:
- How the number of ad requests changed in the entire reporting period. Unique requests are displayed separately.
- How the number of click-throughs changed cumulatively for the entire reporting period. Unique click-throughs are highlighted (coverage on the date).
- Increase in requests per day.
- Increase in click-throughs per day.
- Load frequency changes.
The table covers this data and CTR data.
The daily report on audience indicators contains data for each day of the specified period: the number of ad requests, the number of unique ad requests, the total number of unique click-throughs, and the load frequency.
Frequency distribution reports are available only at the campaign level. The maximum report period is three months.
Frequency distribution is calculated only for identified users, defined as unique browsers or devices with a known user ID, such as a cookie, device ID, or other supported identifier.
Impressions and clicks that can't be tied to a user ID are excluded from reach, frequency, and frequency-based CTR calculations, and appear in the report separately. This ensures accurate analysis of ad exposure distribution and prevents frequency metrics from being skewed.
If a significant share of impressions lack a user ID, the actual frequency of ad exposure may be higher than what the frequency distribution shows.
This report shows the distribution of a campaign's impressions by exposure frequency, indicating how many unique users have seen an ad once, twice, three times, or more. It helps you analyze the campaign's reach and see how many impressions come from repeat exposure.
Key metrics
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Frequency: Number of ad impressions per unique user.
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Reach in the frequency segment: Number of unique users with exactly N impressions.
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Repeat impressions: Number of impressions resulting from repeat exposure after the initial impression.
How it's calculated:
Repeat impressions = Identified impressions - Unique impressions -
Impressions: Number of ad impressions served to users with a known ID. The Impressions column shows identified impressions only, distributed by frequency. Only these impressions are factored into frequency, reach, and frequency distribution calculations. Impressions without a user ID appear in a separate row below and are excluded from the frequency distribution.
The Impressions value in the Total row shows the campaign's total impressions for the selected period, calculated using this formula:
Total impressions across all frequency buckets + Impressions without a user ID. -
Clicks: Number of clicks made by identified users. This metric is used to calculate CTR.
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CTR: Click-through rate relative to the number of ad exposures per user. This metric is calculated only from identified impressions and clicks.
How it's calculated:
CTR = Identified clicks / Identified impressions -
Reach Share, %: Percentage of unique users within the campaign's total unique reach who received the specified number of impressions. This metric reflects the audience's distribution based on ad exposure frequency.
Example: If 50% of users saw the ad once, then the reach share for a frequency of 1 is 50%.
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Impression Share, %: Percentage of a campaign's impressions served to users with a specified frequency. This metric shows the share of total impressions served to users at that exposure frequency.
Example: If users with a frequency of 6 received 30% of all the campaign's impressions, then the impression share for that frequency is 30%.
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Impressions without User ID: Ad impressions where the user can't be identified (for example, because there is no cookie or other identifier). These impressions:
- Aren't included in the frequency distribution.
- Don't count toward reach.
- Don't affect the average, minimum, or maximum frequency.
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Clicks without User ID: Clicks that can't be matched to a specific user. These clicks are:
- Excluded from frequency-based CTR calculations.
- Reported separately for transparency and data quality control.
Summary
The report contains the following summary metrics:
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Total number of reached users.
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Number of repeat impressions.
Report availability levels
- Supercampaign, campaign, banner.
Warning
Frequency distribution reports are based on statistical aggregation of data on unique users. If the data volume is low (for example, a reach of about 5000 unique users), this may affect the accuracy of the frequency distribution.
Moreover, the totals in this report may not match the campaign's overall impression figures. This is a known limitation of statistical methods and doesn't reflect actual campaign performance.
FAQ
Why aren't impressions without a user ID included in the frequency distribution?
For these impressions, it's impossible to determine how many times an ad was served to the same user. That's why they're excluded from the frequency distribution.
Why isn't there a frequency of 0?
A frequency of 0 would represent users who were never served the ad. Impressions without a user ID are real impressions, but since they can't be tied to a specific user, they are reported separately.
Why is the sum of impressions across all frequency levels less than the total number of impressions?
Only identified impressions are included in the frequency distribution. Impressions without a user ID are counted separately.
Do impressions without a user ID affect reach?
No, they don't. Reach is calculated only for identified users.
This report helps you assess the depth of user engagements and determine how fast exposure frequency increases over the course of your campaign. It's used for analyzing campaigns with high frequency, monitoring overdelivery, and making frequency capping decisions. In addition, it allows you to evaluate the quality of the campaign's reach and its compliance with advertiser requirements.
This report shows:
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The total number of unique users reached by the campaign.
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Changes in reach resulting from increases in impression frequency.
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The number of clicks for each frequency level.
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A chart with two lines visualizing the relationship between reach and clicks.
Metrics
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Frequency.
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Reach.
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Clicks.
Report availability levels
Supercampaign, campaign, banner.