Metric definitions
Lifetime Reach: total number of unique people who saw the ad, over the entire duration of the campaign.
Lifetime Frequency: average number of times the same person saw the ad, over the entire duration of the campaign.
Due to API restrictions of advertising platforms, Reach and Frequency values cannot be displayed with the same flexibility: they cannot be aggregated from daily values or across multiple campaigns.
These metrics are "Lifetime", meaning they are only available per campaign, for the entire duration of that campaign.
How are these metrics displayed?
The Reach and Frequency values do not change based on the date selector. They always display data for the entire campaign.
These values are calculated as follows:
Until the end of the flight date (campaign duration) if the campaign is completed.
Until yesterday's date if the campaign is still running.
To help you identify this data, a calendar icon appears next to the widget title in reports. This indicates that the displayed values cover the entire campaign period.
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How to use Reach & Frequency metrics?
When creating or editing a report in Report Builder, you can access these metrics in the Widget Library. They can be displayed in three ways:
Widgets standard : Big number, Line char
Widgets advanced : Table pacing.
Tip: you can't filter by multiple campaigns ("Campaign Name") if your report contains Reach & Frequency widgets. These widgets are only compatible with a single campaign, whether the filter is applied at the report level or the widget level. You can, however, filter on a single campaign directly at the report level, without using a widget-level filter.
Big Number Widget
To configure the widget, follow these steps:
Select the Big number (Lifetime) option.
Give the widget a title to provide context for the displayed data.
Select the metric you want to visualize. This metric will be displayed by default as the main element of the widget.
You must select a specific campaign to display its value. To do this, add a widget filter selecting the relevant campaign, or a filter at the report level directly.
Line Chart Widget
To configure the widget, follow these steps:
Select the Line chart (Lifetime) option.
Give the widget a title.
Select the primary metric you want to visualize. This metric will be displayed by default as the main element of the chart.
(Optional) You can choose to display a list of metrics, allowing you to explore and analyze data with different metrics.
(Optional) Add secondary metrics that will follow the primary metric in the dropdown list.
Select a specific campaign at the report level or via a widget filter to display its value.
Table Pacing Widget
Display Reach and Frequency alongside other metrics in a table format. The table is organized by campaign name, with each row representing a campaign's values.
To configure the widget, follow these steps:
Select the Table (Lifetime, Pacing & Goals) option.
Give the widget a title.
Configure the columns.
(Optional) Enable the option to associate campaigns with goals based on their name.
(Optional) Apply filters to display specific data in the widget.
How to select a specific campaign?
There are two ways to select a campaign:
Using the Widget Filter in Report Builder
Allows you to display the values of a specific campaign directly within the widget.
You can see the campaign name by hovering over the filter icon (funnel).
Using the Report Filter when viewing a report
If no campaign is selected in the widget, it is normal that the values will not be displayed in the preview.
Make sure to select a campaign using the report filter, located at the top of the screen.
Combining a report-level filter with a widget-level filter
You can filter your whole report on several campaigns at once (for example, to show combined/global figures for 3 campaigns elsewhere in the report), while still using a Lifetime widget to zoom into the Reach or Frequency detail of just one of them.
The campaign selected in the widget filter must be included in the report-level filter's campaign list, otherwise the widget will not display any data:
Report filter (top of screen) | Widget filter | Result |
Campaigns A, B, C | Campaign D | ❌ No data displayed in the widget — D isn't part of the report filter |
Campaigns A, B, C | Campaign C | ✅ Data displayed in the widget — C is included in the report filter |
Important information⚠️
spyne only displays data for a single campaign in line charts and big number widgets.
It is not possible to aggregate Lifetime Reach or Lifetime Frequency data from multiple campaigns.
When a report-level campaign filter is applied, the widget's own campaign filter only works if it points to a campaign already included in that report-level filter (see above).