For a given media plan, ReachPlanService generates forecasts of how much it would cost to reach your audience. Media plans are composed of demographic targeting, campaign duration, device types, and a set of budgets allocated to various ad formats. The forecast is a curve of reach and impression levels at increasing budgets. Subsequent pages in this guide describe how to:
Glossary of terms
This guide assumes familiarity with Google Ads, media planning and reach curves. The below list explains certain terms in more detail.
| Term | Definition |
|---|---|
| Census Audience Size | The census size of an audience for your plan's given country, age range, and gender. |
| Effective Frequency | The minimum number of times that a user is exposed to a YouTube ad. |
| Effective CPM | The CPM for on-target impressions. |
| Frequency Cap Setting | Limits the number of times that the YouTube ad is served to the same cookie-identified user during a specified time interval. The frequency output can sometimes be higher than the frequency cap due to cross-device and cookie latency. |
| On Target Impressions | Number of ad impressions. This only includes impressions that exactly match the targeting. |
| On Target Reach | Number of unique people who may be reached at least the Effective Frequency number of times. This only includes people who exactly match the targeting. |
| Total Impressions | Number of ad impressions. This includes impressions that may fall outside the specified Targeting, due to insufficient information on signed-in users. |
| Total Reach | Number of unique people who may be reached at least the Effective Frequency number of times. This includes people who may fall outside the targeting. |
| YouTube Audience Size | The total commercially-reachable size of an audience on YouTube for your plan's given country, age range, and gender. |