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Digital | Decision Lab

In-target Metrics, Fast and Slow

By  Thach Huynh    


AudienceReport offers a wide range of critical metrics to offer advertisers a holistic view of their campaign audience. Chief amongst these metrics are in-target metrics, which reveal the number of target audience members that have been reached by a campaign.

AudienceReport GIFDigital advertising is ever-growing. So are the tools to measure digital campaign performance. Advertisers may choose from a range of Campaign Management platforms from Google Campaign Manager and Facebook Ads Manager to third-party tracking tools. Yet, it is difficult to measure the number of target audience members reached by a campaign across platforms.

AudienceReport combines the power of online panel research and campaign tracking to offer in-target metrics across local publisher platforms, YouTube, and Facebook. In-target metrics, such as in-target delivery and in-target reach, offer marketers a granular look into their ads performance, which increase their intelligence-gathering and decision-making power. 

So, what is different about AudienceReport metrics?


In-target Delivery Rate

How many impressions are delivered to the right target audience, and how many are not. Evaluating in-target delivery rates on a campaign as well as publisher-level help you identify waste and optimize your media budget. The best tools available in the market allow you to do this real-time.

With the emergence of programmatic buying, behavioral targeting, and the premium marketers pay for these practices, validating in-target delivery is more important than ever.

In-target Reach

Regardless of the media, reach is one of the most important measures to track. The number of people within your campaign's defined target audience that you’re expected to reach. In-target reach is based on age, gender, and geographic location of your target audience.

*Bonus indicators: Cost per In-target Reach/ Cost per Unique Reach: Based on In-target Reach and budget allocation from the first place, Cost per Reach & Cost per Unique Reach are indicators that help evaluate cost efficiency of campaign & at publisher level.


This metric is the number of times ads have appeared in video ads to people and/or the total amount that your display ad was shown on a third-party site. However, impressions does not indicate that a user saw your ad, it just means that your ad was displayed. 

CPM is the bid you pay per one thousand views (impressions) when running ads campaign.


Ad frequency measures the number of times your audience viewed the ad. A simple formula:

Frequency = Impressions / Reach

Keep an eye on ad frequency to ensure that the same people don't see the same ad continuously, as this can cause banner blindness and lead them to ignore the ad.

Affinity Score

Affinity score is an index number indicating how well a campaign is served within its target audience. Affinity score is calculated as:

Affinity Score = [(In-target Delivery Rate %) / (Share of target audience in Online population %)]*100

In practice, we often regard an affinity score of 100 the threshold for campaign targeting effectiveness. An affinity score of 100 can be obtained by serving ads to everyone on the Internet indiscriminately. As such, any affinity score higher than 100 reflects a higher level of targeting, while one lower than 100 reflects poorer targeting.

Audience Profile

Advertisers may peek under the hood of their audience makeup with AudienceReport’s profiles report. One may obtain information about their audience’s gender and age distribution and cross-check these pieces of information with their media plan to confirm whether a publisher is serving ads within the defined target audience. 

Advertisers may also collect additional information about their audience such as their Social economic status, household income, education level, etc.

Quality score

Important metric on scale of 0 to 10, quickly provides an overview of how your campaign impressions perform according to the metrics. Quality score is based on: 
  1. Geo compliance - Is the ad served within the target country?

  2. Viewability - Can the target audience view your ad?

  3. Transparency - Are providers trying to obscure where the ads are served?

For more information about AudienceReport, please download the AudienceReport product sheet HERE. To book a demo meeting, reach out to one of our expert consultants today.

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