How to Use This Tool
Reconcile unique reach, average frequency and delivered impressions. Convert reach and average frequency into implied impressions, or compare the implied total with a reported impression count.
The decision this tool supports
Rounded reach and frequency in dashboards often do not multiply exactly to reported impressions, confusing campaign reconciliation. This page keeps the decision bounded to implied impressions and the supporting outputs shown beside it. Reach and Frequency does not import an account, infer a market rate, or silently substitute an industry average.
Inputs and units
The Reach and Frequency calculation uses Unique reach, Average frequency, Reported impressions. Keep all money values in one currency and all time, distance, mass, energy or volume entries in the unit printed beside the field. Mixing Reach and Frequency scopes can produce a plausible number with the wrong meaning.
- Unique reach is entered in people.
- Average frequency is entered in impressions/person.
- Reported impressions is entered in impressions.
Formula and worked check
Implied impressions = unique reach × average frequency; reported frequency = reported impressions ÷ unique reach. Reach of 250,000 at frequency 3.2 implies 800,000 impressions; 825,000 reported means 25,000 or 3.1% more. The Reach and Frequency default is an executable known-answer case, not a benchmark or recommendation. Change one input and verify that the direction of implied impressions still matches the stated relationship.
How to interpret the result
Small variance can reflect rounding or modelled reach; investigate large differences in scope, date range and platform definitions. The additional Reach and Frequency outputs expose the denominator, comparison, capacity or reverse value needed to audit the primary result instead of presenting one unexplained number.
Assumptions
- Reach and impressions cover the same campaign and dates.
- Frequency is an arithmetic average.
- Reported reach is nonzero and may be rounded.
Save the Reach and Frequency input values and date with any material decision. A later Reach and Frequency rerun is reproducible only when the same assumptions and units are available.
Limitations and safety boundary
It does not deduplicate people across platforms or validate whether reach is modeled, observed or household-based. Reach and Frequency is an estimate and cannot replace a contract, local code, licensed professional, calibrated measurement, lender statement or platform report where one governs the decision.
Source and privacy
The Reach and Frequency definition or rule was checked against Google Ads Help — About reach and frequency on 2026-08-26. Recheck Google Ads Help — About reach and frequency when a specification or policy behind Reach and Frequency can change. Reach and Frequency arithmetic runs in this browser tab; ecech does not receive the values through a calculation API.
Sources & assumptions
Tool Spec v2 · verified 2026-08-26. Platform rules and fees can change; the editable inputs remain authoritative for your account.
Official references
- Google Ads Help — About reach and frequency (checked 2026-08-26)
Model assumptions
- Reach and impressions cover the same campaign and dates.
- Frequency is an arithmetic average.
- Reported reach is nonzero and may be rounded.
- It does not deduplicate people across platforms or validate whether reach is modeled, observed or household-based.
