Reach reports

Overview

Reach reports provide true daily-level reach data for your paid media campaigns. With Improvado’s Cumulative Reach report types, you get accurate, de-duplicated reach at daily granularity that you can safely aggregate to any time period — without overcounting.

Why reach is tricky

Reach is one of the trickiest metrics in paid media analytics. If 1,000 people saw your ad on Monday and 800 of them saw it again on Tuesday, the two-day reach is not 1,800 — it is closer to 1,000–1,200, because many users overlap across days. Every ad platform reports reach as a de-duplicated number over a time window.

This creates a trade-off for analysts:

• Use weekly or monthly reach — accurate totals, but you lose the ability to see day-over-day trends.
• Sum up daily reach values — you get granularity, but the totals are inflated and wrong.

Cumulative Reach reports remove this trade-off: you get accuracy and granularity at the same time.

What Cumulative Reach reports provide

Cumulative Reach report types deliver correct daily reach values that you can aggregate to any time period without overcounting. This means you can:

• See exactly how many new unique users your campaigns reached each day.
• Roll daily numbers up to weekly, monthly, or quarterly totals and get the same number the platform reports.
• Compare day-over-day reach trends across platforms with confidence.

Available report types

Cumulative Reach is currently available for the following platforms:

Use cases

• Cross-platform reach trending — compare daily reach curves across platforms in a single dashboard and spot which channels drive incremental audience growth vs. overlap with existing reach.
• Campaign saturation analysis — when daily reach increments approach zero, your campaign has saturated its audience. Use this signal to rotate creatives, adjust targeting, or reallocate budget.
• Accurate quarterly reporting — sum daily reach into weekly, monthly, or quarterly aggregates that match what each platform reports natively, with no discrepancies to explain.
• Budget optimization — understand the true cost per incremental unique user reached. When reach growth slows, cost per incremental reach rises, giving you a clear efficiency signal.

Who benefits

• Media buyers & campaign managers — track how audience reach grows day by day and identify when campaigns hit saturation.
• Marketing analysts — build cross-platform reach dashboards that tell the truth at the daily level.
• CMOs & marketing leaders — report reliable unique audience numbers that hold up to scrutiny.

How to get started

The Cumulative Reach report types are available now. To enable them:

1. 1Request the corresponding Cumulative Reach report type for your connected ad platforms.
2. 2Data flows into your existing dashboards alongside standard performance metrics.
3. 3Use the daily reach values directly — they are already de-duplicated and ready for aggregation.