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title: "Reach and Frequency Measure in Reporting"
canonical: "https://hub.freewheel.tv/space/BC/114295170/Reach%20and%20Frequency%20Measure%20in%20Reporting"
format: markdown
---
---

# Overview

Reach and Frequency measurements provide insights into ad exposure, helping to understand audience engagement and evaluate campaign budget allocation.

## Key Definitions

- **Reach**: The unique number of people or households exposed to a specific medium (campaign, line, or deal) during a defined time period.
- **Frequency**: The average number of impressions exposed to a given user or household.

## Reporting Availability

Reach and Frequency metrics are accessible in the following reports:

- Performance
- Inventory
- Platform
- App
- Domain
- Geography

## Identifier Support

Multiple identifier types can be used for calculations:

- **User ID** (default): Utilizes BITO, MAID, IDFA, or similar identifiers
- **IP Address**
- **FreeWheel ID Network** (person or household level)
- **LiveRamp Ramp IDs** (person or household level)
- **Custom IDs**
- **Combination of Identifiers** using a fallback mechanism

## Access and Permissions

Reach and Frequency metrics are controlled by the *Can Access Reach/Frequency Metrics* field group, which can be configured to show or hide metrics for specific user roles.

## Frequency Calculation

### Formula

`Average Frequency = Total Identifiable Impressions / Reach`

### Calculation Limitations

Only identifiable impressions are considered in calculations. Impressions without the selected user identifier are omitted. This means in scenarios like Safari browsing, where User IDs might be unavailable, some impressions may be excluded from Reach and Frequency calculations.

## Implementation

Consultation with an Account Team member is required to enable these metrics.