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. 

Display metrics

The metrics below are visible when selecting a display campaign as a default. Additional metrics need to be added manually.

Total reach: is 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 is a metric describing 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 target audience is 42% (relative result), which equals 3 million people (absolute result). 

Hit Rate: 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 or higher than 1.0. 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 target audience: Unique reach attributed to a given channel. For example, if your campaign has Facebook and programmatic items, you can see how much the Facebook items contribute to the overall reach of the campaign. In this case, Facebook and programmatic are the two channels of your campaign. E.g. Facebook can contribute to 42% of the overall campaign reach.

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 percentage based on two views: P and 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 on the target group. For example, how many impressions or views are hitting the target group accurately. …

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.

Video metrics

The metrics below are only visible if your campaign is a video campaign and if you have manually chosen to add these

View start: counts the number of times that a video started playing in the user’s browser.

View quartiles (25%, 50%, 75%): Is a metric showing how many users watched 25% / 50% / 75% of the video ad. This metric is shown as a percentage, but also as a total number of “events” on the event funnel.

View complete: represents how many users watched the video ad until the end. This metric is shown as a percentage, but also as a total amount of “events” on the event funnel.

In-View Supported: a tracking pixel that checks that the in-view measurement is taking place in the selected environment. This pixel is also used to calculate the drop-off rate in the event funnel for display reporting events. This means that the in-view support is the base for calculating drop-off rates in viewership.

In-View Impressions: represents the amount of impressions that were in the viewing area of the user. The viability of the media is calculated based on the IAB viewability standards, namely when the ad is at least 50% visible for 1 second on the user's screen.

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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Video Measurement Metrics