Google Ads: new Cumulative Reach report, daily reach that adds up to the period

The new Cumulative Reach report returns, for every day, the users each campaign reached for the first time in the week, month or quarter that day belongs to. Google Ads has no daily incremental reach metric, so each day's value is the campaign's unique users from the start of the period to that day, minus those up to the day before. The days of a period add up to the period's reach, the same number Google Ads reports for the whole period. One row is a day and the breakdown you select.

What you get

• Reach for the campaign types that report it: Display, Video, Demand Gen, App, Search, Shopping and Performance Max.
• Breakdowns by campaign (ID, name, type and status), device, and age with gender. Age and gender must be selected together, and Google Ads offers them only to some accounts.
• A week, month or quarter as the period. History goes back up to 2 years: 104 weeks, 24 months or 8 quarters. Loading history takes one request to Google Ads per day of history per account, so a long history takes longer to load.

How to read the numbers

• Add up the days of one period to get its reach. Adding days across two periods can count the same users twice.
• Reach does not add up across campaigns or across device, age and gender breakdowns either. One user can be reached by several campaigns and on several devices.
• A day can be negative when Google Ads lowers its reach estimate. This is rare, and such a day is usually only a few users below zero. Negative days are kept as they are, so the period still adds up.
• Google Ads can take up to 3 days to make reach available, so the last 3 days can still change.