An advertiser wants to determine the volume of ad exposures delivered to a single person across various platforms and devices. Which specific metric within a deduplicated report identifies this level of repetition?
- Total population reach
- Average impression frequency
- Unique click-throughs
- Cumulative viewability
Explanation
Within Unique Reach reporting, the relevant metric is the one that measures how often, on average, a deduplicated person was served an ad across devices during the reporting period. Google defines Unique Reach: Average Impression Frequency as the average frequency at which an ad is seen by unique users across devices. A value of 1 means the average person saw the ad once, while a higher value indicates repeated exposure to the same person. That makes it the correct metric for identifying repetition of ad exposures, not just overall scale or clicks. Google Help+1
Why the other options are incorrect
Unique click-throughs measures unique users who clicked, so it reflects response volume rather than exposure repetition. Google Help+1
Cumulative viewability is not the deduplicated frequency metric used to show how many times the same person was exposed across devices. Google Help+1
Total population reach measures the number of unique people reached, not the average number of impressions delivered to each person. Google Help+1
Source for verification
Reach reports — Display & Video 360 Help Google Help
Measuring reach and frequency — Display & Video 360 Help Google Help