Determining a campaign’s reach and frequency is vital in online advertising. It’s important to know the estimated number of people who’ve viewed an ad, as well as how many times people have viewed an ad over a period of time.
Such data will help advertisers more objectively determine how well their ads have performed; this in turn will help them make better business decisions. Hence, Google AdWords provides its advertisers with reach and frequency metrics, showing estimated figures on ad views and impressions.
Google AdWords announced that the reach and frequency columns will only be accessible from the ‘Campaigns’ tab starting on January 28, 2015. “This means that the reach and frequency reports currently accessed or scheduled in the ‘Dimensions’ tab will no longer be generated after this date,” stated the official announcement, which was posted on January 8, 2015.
Advertisers can now see enhanced reporting with aggregated results not limited to individual days or weeks. The improved reach and frequency metrics also allow advertisers to set a date range to get more specific reports for any of their Display campaigns.
With this update, for example, an advertiser can measure an ad’s performance during the holidays. Google said that advertisers can add ‘Reach metrics’ columns to all Display campaigns and choose a specific date range for the report. Moreover, by April 2015, reports in the ‘Dimensions’ tab will no longer be accessed through the current API, as it will be migrated to its newer version.
Here are Google’s instructions on accessing the reach and frequency columns in the ‘Campaigns’ tab:
1. Click on the Campaigns tab.
2. Click the Columns dropdown, then select Customize columns.
3. Click Reach metrics.
4. Click Add all columns.
5. Click Apply.
Additionally, Google recommends that advertisers “update any scripts, macros, or report filters to account for this change.”
To learn more about reach and frequency metrics, users can visit Google’s Help Center.
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