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Household Reach overview
The Household Reach metric represents the number of unique households reached by a campaign. A household is identified by a shared IP address or a device-graph connection. In other words, Household Reach describes the number of distinct household IDs identified across all served impressions.
Decisions within a household are often shared. Grouping individuals by their home address is a critical step for reliable impact and attribution measurement and gauging household-level influence.
Household Reach is one of several Performance reporting metrics that you can add to custom reports in the Reports app. Refer to Performance reporting metrics overview for more ways to measure the breadth and effectiveness of a campaign.
Household Reach calculation
IQM takes four steps to calculate Household Reach for your campaigns:
Assign an IQM ID.
The IQM Identity Graph covers the US, with a scale of 250M+ US individuals (~75% of US population) and 102M+ US households (~78% of US households). It also covers ~70M US voters.
Each user is assigned an IQM ID, which is paired with demographic, geographic, and behavioral data, which includes their full residential address.
Refer to IQM Identity Graph overview for more information on our identity-linking methodology and other ID graph use cases.
Group addresses into Household IDs.
Users who share the same house number, street, city, and state are assigned a single, shared Household ID. While individual IQM IDs remain distinct, the Household ID acts as a common link between members of the same household.
Match served impressions back to IQM IDs.
When a campaign targeting a Matched audience serves an impression, the exact IQM ID is logged. After delivery, we look up the Household ID associated with each served IQM ID in the IQM Identity Graph.
Count unique household IDs as Household Reach.
The number of distinct Household IDs across all served impressions is calculated to determine the Household Reach for a given campaign.
Household Reach for Political advertisers
Household Reach is a vital metric for Political advertisers. Understanding Household Reach performance can help prevent campaigns from oversaturating the same voters, optimize limited budgets, and measure actual voter reach at the household level rather than across individual devices.
The IQM Identity Graph covers ~70M US voters. Because IQM's data partners provide comprehensive address information for political and voter data, you can trust that Household IDs are resolved and assigned with a high degree of accuracy.
Frequently asked questions (FAQ)
Q: Which apps support Household Reach reporting?
A: You can add the Household Reach metric to the custom reports you build in the Reports app.
Q: Which audiences support Household Reach reporting?
A: Household Reach reporting is currently available for campaigns targeting Matched audiences.
Q: What happens if my campaign targets multiple audience types?
A: Household Reach reporting is currently available for campaigns targeting Matched audiences. If your campaign targets multiple audience types (e.g., 20% Matched audience and 80% Contextual audience), the report's overall Reach will reflect all impressions, while Household Reach will account only for the Matched audience portion. For this reason, the two numbers aren't directly comparable in this scenario.
Q: Why is my campaign's Household Reach lower than its Reach?
A: Reach is at the user level, while Household Reach is at the household level. Multiple individuals in the same household share a single Household ID. For this reason, Reach will always exceed or equal Household Reach.
Q: Does Household Reach apply to frequency and recency calculations?
A: No, Household Reach doesn’t apply to frequency and recency calculations. Frequency and recency are calculated at the IQM ID level rather than the Household ID level. Household Reach is a separate, reach-only metric.
Q: What happens if two users at the same address are included in different Matched audiences?
A: If both users are served an impression, then they will contribute only one Household ID to the overall Household Reach count for the campaign. This is true regardless of how many individual IQM IDs are associated with the same household.
Location additional Performance reporting resources