Reporting metrics

Mathias Freudendahl Updated by Mathias Freudendahl

The metrics in our reports will help you get an understanding of how well your online ad campaigns are reaching your target audience and where you can optimize to do it even better. 

In this article, we will walk you through the key metrics from our reports. 

Total reach: The total amount of people in the country of interest reached by the campaign. It answers the question how many people in total were exposed to your ads

Reach in target group (TG): This metric describes how large a part of the target audience has been reached by our campaign. We display this metric both as absolute and relative metrics. In other words, you will see that your campaign’s reach in the target audience is 42% (relative result), which equals 3 million people (absolute result). 

Hit Rate: This shows how accurate is your campaign in reaching the right target group. This will be indexing the share of impressions in target for your campaign against the target group’s size in the online population. You should aim to have a hit rate equal to or higher than 1.00. If the hit rate is below 1.00, your campaign is hitting the target group worse than if it was targeted randomly.

Frequency: The average number of times a person has been exposed to your ad. 

Contributed reach in TG: This shows how much a particular channel or item contributes when it comes to building reach in the target group population. For example, if your campaign includes 2 items - Facebook and Programmatic, you can see how much the Facebook/Programmatic items contribute to the overall reach of the campaign. For example, the Total reach in TG is 27%. For example, Facebook can contribute to 17% of the overall campaign reach and Programmatic 10% accordingly.

Incremental reach in TG: This metric quantifies the unique audiences reached through a specific channel (or group of channels), estimating the individuals who would not have been reached by the campaign without the inclusion of this channel (or group of channels).

Impressions in TG: How many of your total impressions were shown to people in your target audience. 

TRP: this stands for target rating points. TRP or target rating points is a common, traditional TV metric that evaluates advertising impact. Target rating points are used to describe the percentage of a target audience that is reached by a marketing or advertising campaign.

On-target percentage: How many of the people exposed to your ad were in the target audience. This metric is shown as a percentage.

AudienceReport measures on-target percentages based on two views: People (P) and Events (E).

On-target percentage (P) refers to how many of the people exposed to your ad are in the target group. In other words, if the campaign is hitting the target group accurately.

On-target percentage (E) shows how many events are in the target group. For example, how many impressions or views are hitting the target group accurately.

If you activate the Cost Reporting feature in the Report Setup page and insert the Estimated spend and Estimated impressions you will see 4 additional metrics in the dashboard: 

Investment: Your total advertising spend.

Cost per 1000 Events in Target Group (TG): The expense associated with achieving 1000 specific events, such as impressions or clicks, within your targeted audience.

Cost per 1000 Reached in TG: The cost of reaching 1000 individuals within your target audience.

Cost per Incremental 1000 Reached in TG: The cost for extending your reach with an additional 1000 audiences in your target group.

If you have questions in relation to the reporting metrics and how they are calculated, feel free to reach out to us at

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