New! CM360 and DV360 are Moving to Unique Reach Overlap Reporting

Learn what’s new in reporting for CM360 and DV360 and how Search Discovery can help marketers and marketing analytics professionals thrive despite cookie tracking depreciation.

Google recently removed Cookie Reach reports and metrics from CM360 (and DV360). The alternative for this is Unique Reach reporting. This is a step forward to achieve both more accurate and actionable reporting and to create a viable reach reporting tool in the climate of deteriorating browser tracking cookies.

Cookie-based vs Unique Reach reporting

Cookie-based reach is often thought of as the number of unique users who are shown your ad. However, it’s technically the total number of unique browser cookies exposed to an ad.

This inherently over-counts users who interact with your ads across multiple devices (e.g., computer and smartphone). Furthermore, given the current and future state of tracking cookies being either severely limited or blocked altogether by browsers, Google has taken this definitive step forward to better future-proof marketing performance analytics in CM360.

Unique Reach takes Cookie Reach a step further by accounting for multiple ad views / interactions from the same user across different environments and devices. Google uses aggregated sign-in data to link mobile device IDs with cookies to measure the same user across devices and environments. No identifiable information about the user is surfaced, and users can opt out or reset cookies and device IDs at any time.

How to find Unique Reach reporting metrics

Unique Reach Reports can be found in both CM360 and DV360 in both Instant and Offline Reporting. The below screenshots use CM360 in the example, but the experience is similar across platforms

Unique reach reports for CM360 in Instant Reporting.
Unique Reach Reports for CM360 in Instant Reporting.
Unique Reach Reporting in CV360 accounts for multiple ad views or interactions from the same user across different environments and devices.|
Unique Reach Reports for CM360 in Offline Reporting.

Unique Reach reporting metrics

Unique Reach Reports include the following metrics, all of which are based on unique cookies, mobile device IDs, and aggregated sign-in data:

  • Click Reach: The estimated number of unique users (across devices) who clicked an ad during the reporting period.
  • Impression Reach: The estimated number of unique users (across devices) who saw an ad during the reporting period.
  • Viewable Impression Reach: The estimated number of unique users (across devices) who viewed an ad (according to viewability standards) during the reporting period.
  • Total Reach: The estimated number of unique users (across devices) who saw or clicked an ad during the reporting period.
  • Average Impression Frequency: The average frequency at which an ad is seen by unique users (across devices) during the reporting period.
  • Average Viewable Impression Frequency: The average frequency at which an ad is viewed by unique users (across devices, and according to viewability standards) during the reporting period.

*Reach & frequency reports contain metrics that can not be summed over days and/or dimensions, thus they will be imported as metrics that represent non-summable rows.

Co-viewing:


All Unique Reach reporting metrics inherently include co-viewing, when more than one person watches your ads together on a single connected TV device. This could lead to more impressions and reach for your campaign, a benefit also attributed to linear TV reach.

Google uses real-time and census-level surveys to measure co-viewing on YouTube CTV. This is served in over 100 countries and 70 languages worldwide. This is combined with statistical methods within a dynamic reach model to measure and predict co-viewing.

Additional Unique Reach Report types

In addition to the basic Unique Reach metrics listed above, here are some additional metrics available:

  • Unique Reach Audience Reports – This report further extends unique reach measurement into population and audience. This includes elements such as:
      • Composition: e.g., “% Composition Impressions,” which is the percentage of total unique audience impressions made up by the demographic
      • Population: The total number of users in a given population that belong to a given demographic
      • Target Rating Points: The population reached in a specific target demographic or that matched your specific target audience
  • Incremental Reach – Unlike regular reach, incremental reach only measures how many additional users were reached in each time period (day, week, or month) and who weren’t served an ad during any previous increment of time. In order for incremental reach to display correctly, you must include a time period in your report. Otherwise, the incremental reach values will simply be equal to regular reach.
  • Unique Reach Overlap Reports – These reports show overlap, that is, how many unique users saw or clicked ads across a given pair of advertisers, campaigns, or sites. These can be used for exclusive reach—the number of unique impressions or ad clicks for only one site, advertiser, or campaign—or duplicate reach (i.e., Reach minus Exclusive Reach).
      • Exclusive reach shows unique interactions with a given dimension:
        • Advertiser: Shows the number of unique users who saw or clicked on an ad from the given advertiser, and not from any other advertisers in your Campaign Manager 360 account.
        • Campaign: Shows the number of unique users who saw or clicked on an ad from the given campaign, and did not interact with ads from any other campaign belonging to the same advertiser.
        • Site: For the advertiser or campaign you use for filtering, shows the number of unique users who saw or clicked on an ad only on the given site, and not on any other site reached by that advertiser or campaign.

Defend and grow digital media budgets

Google’s CM360 and DV360 products offer strong alternatives to cookie-based reach reporting, which can be used to defend and grow digital media budgets. The move from cookie-based to Unique Reach reporting is a solid step in the right direction to make CM360 & DV360 reach reporting more accurate and sustainable with the changing landscape of browser cookie restrictions and outright blocking.

Having a reliable view of reach gives you credible evidence of the true benefit of the display/video and programmatic marketing channels. It also lets you assess the value of managing your programmatic campaigns across channels in a consolidated way. This, in turn, gives you the needed foundation to defend and expand your digital marketing budgets.

If you need help understanding how to use this type of reporting to improve your performance across display, CTV, etc., please reach out to the Search Discovery team for help!

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