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Campaign Estimations overview
The Campaign Estimations forecasting feature takes place directly from a campaign. This tool generates projections for the campaign’s Reach, Impressions, and Audience Size based on the targeting parameters that you add to it. You'll use this information to evaluate the potential performance of your campaigns before investing ad budgets, and learn which targeting rules will have the greatest restriction on your campaign’s ability to scale.
We recommend refreshing the Campaign Estimations panel after you complete each applicable section of your campaign. You can also run forecasts for in-flight campaigns before you apply changes to them.
Refer to Run Campaign Estimations to get started, or continue reading to learn more about the Campaign Estimations feature and how it works.
Eligibility requirements
All advertisers are eligible to generate Campaign Estimations while they create a campaign or while it’s in flight. However, you’ll need to complete certain fields before those forecasts populate for your campaign. Refer to Forecasts to learn more about the minimum required fields for each Campaign Estimation metric.
Campaign parameters affecting calculation
Campaign Estimations are available for certain campaign targeting parameters. Refer to the table below to determine which of these parameters impacts each forecasting metric. Note that Campaign Estimations don’t account for campaign fields that aren’t included in this table, such as frequency capping.
Parameter | Targetable Audience | Reach & Impression | Bid Landscape |
Location | Yes | Yes | Yes |
Device Type | Yes | Yes | Yes |
Traffic Type | No | Yes | Yes |
Age | Yes | No | No |
Gender | Yes | No | No |
Income | Yes | No | No |
Ethnicity | Yes | No | No |
Deal ID | No | Yes | Yes |
Inventory Group | No | Yes | Yes |
Exchange | No | Yes | Yes |
Site & App | No | Yes | Yes |
Creative Type | No | Yes | Yes |
Audiences* | No | Yes | Yes |
*Audiences: All audience types, with the exception of third-party Segmented audiences, affect forecasting metric calculations.
Forecasts
Forecasting notice: Provided forecasts are available for US campaigns, and represent estimates based on the last seven days of data across the IQM bid landscape. The bid landscape is variable based on changes in available impressions, market seasonality, and other dynamic factors. |
The Campaign Estimator tool generates Targetable Audience, Reach & Impressions, and Bid Landscape forecasts.
Targetable Audience
| The Targetable Audience section displays your campaign’s estimated audience size based on your audience targeting selections and other campaign targeting rules. It compares this targetable audience size to the total addressable audience to determine whether it’s Broad, Moderate, or Specific.
Targetable Audience size descriptions:
At minimum, location targeting settings must be added to a campaign for Targetable Audience insights to generate. |
Reach & Impressions
| The Reach & Impressions section displays your campaign’s estimated reach and impressions based on your audience targeting selections and other campaign targeting rules. It includes two metrics:
You can also enter your preferred unique reach and total impressions. The system will automatically display a recommended total budget and maximum bid that would help you achieve those results. Refer to Run Campaign Estimations to learn more.
At minimum, the campaign’s Start Date, End Date, Total Budget, and Max Bid fields must be completed for reach and impression insights to generate. |
Bid Landscape
The Bid Landscape section displays the estimated number of impressions that you can expect your campaign to win at different bid prices.
You can hover your cursor over each Max Bid price to review the associated Impressions.
At minimum, the campaign’s Total Budget and Max Bid fields must be completed for bid landscape-related insights to generate.
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Other forecasting and reporting tools
The IQM platform offers more pre-campaign, during-campaign, and post-campaign tools to help you forecast and report on performance. Leverage your preferred tools in the Planner, Reports, and Insights apps to help right-size your campaigns’ strategies:
Planner app: Refer to Create or manage a Planner proposal to learn how to add your targeting criteria to a new media plan.
Reports app: Refer to Generate, manage, or send a report to get started with adding Performance reporting metrics to custom reports.
Insights app: Refer to Generate and interpret a Campaign Bidding Insights report to pinpoint the factors that are causing the biggest drop off in your campaign’s available bid requests.
Locate additional Campaign Estimations resources