What is Households Reached?

What is the Households Reached metric?

The Households Reached metric tallies all unique devices or households that were served an impression.

How has the metric changed?

We now deduplicate the user count across different campaigns and different days in our summary reporting.

Example: On Monday, a single user was served four impressions. On Tuesday, the same user is served three impressions. 

• Previous Calculation: In our previous iteration of the Households Reached metric, we would count that as 2 total users and 7 total impressions in our summary reporting of the week's data.
• New Calculation: With our new ability to deduplicate users in our summary reporting, we would now show 1 user and 7 total impressions when looking at the full week's data.

Note: Our new calculation for the Households Reached metric has been retroactively applied to all data collected after January 1, 2019.

Why does this matter?

The ability to deduplicate our user count across any level of data aggregation means that you are getting the most accurate counts of your user reach across all of your reporting breakouts.

What could this change impact?

Our Households Reached metric in your summary reporting may appear smaller than before, as we will be deduplicating users who have been reached by our ads multiple times within your given date range.  As a result, you may notice that other reporting metrics calculated using the Households Reached metric may increase or decrease given our new calculation method, including Visit Rate (Visits/Households Reached) and Frequency (Impressions/Households Reached).