Brand awareness
Reach Estimator allows you to forecast your total reach and impression results for advertisers using the reach and video view objectives. Reach Estimator forecasts are based on your ad group's budget, campaign settings, targeting parameters, optimization, and bidding strategy. The forecast range updates dynamically as you select or modify campaign settings.
Before getting started
The total reach forecast is only available for campaigns targeting reach and video view objectives, and requires the use of the cost cap bidding strategy. Learn more about various bidding strategies.
Note: The accuracy of the forecast may vary compared to the actual audience size and may vary over time. By using the Reach Estimator, you agree and understand that any reliance by you on the forecast is at your own risk, with no guarantees of any specific audience size, results, or outcomes. For more predictable results, please see our Reach & Frequency buying type.
How Reach Estimator works
To initially see the Reach Estimator forecast, you must have an ad group within a new campaign with the location, budget, bid, and campaign start date filled in. Reach Estimator is not available for modifying an existing campaign.
The Reach Estimator forecast shows impression and reach forecast ranges over a maximum duration of 90 days and only for campaigns ending less than or equal to 225 days out. If no end date is added, we show forecasts assuming a 30 day campaign.
Once active, Reach Estimator then updates its forecast when supported campaign parameters are adjusted. We do not show forecasts when budgets are too high, too low, or when your ad group meets certain conditions.
The table below represents the list of ad group parameters that will not adjust the forecast and will remove the forecast. For example, if your campaign meets the above minimum criteria but uses a non-TikTok placement, the reach forecast will not adjust for incremental audience reach from that selection. However, if your campaign specifically selects the "13-17" age demographic, the forecast will be removed.
Conditions that will not change the forecast | Conditions that will remove the forecast | |
|---|---|---|
Targeting | - Age: using the "All" selection, whose forecast will exclude 13-17 | - Age: specifically selecting the "13-17" demographic - DMP targeting - High Spending Power Targeting - Household income - Location: zip code and multi-country targeting - Interests targeting tags, i.e., interest targeting without keywords |
Brand safety and Inventory Filter solutions | - Inventory Filter: Content Exclusion - Third-party brand safety solutions | Not applicable |
Placement | - Non-TikTok placements (such as CapCut) | Not applicable |
Flight dates and dayparting | Not applicable | - Ad group end date: more than or equal to 225 days from current date - Ad group duration: greater than 90 days -Dayparting |
Bidding and budgets | Not applicable | - Budget: extremely high or low - Bid entered is much lower than the suggested bid - CBO-enabled campaign: any ad group created after the first ad group for a CBO-enabled campaign - Delivery type: Accelerated |
If conditions prevent an estimate forecast, Reach Estimator will show guidance for adjustments to re-enable forecasts.
Availability
Bidding strategy: Cost cap
Objectives: Reach and video views
Regions:
Asia-Pacific: Cambodia, Indonesia, Japan, Malaysia, Pakistan, Philippines, Singapore, South Korea, Taiwan, Thailand, Vietnam
Europe: Austria, Belgium, Czech Republic, Denmark, Finland, France, Germany, Greece, Hungary, Ireland, Italy, Netherlands, Norway, Poland, Portugal, Romania, Spain, Sweden, Switzerland, United Kingdom
Middle East & Africa: Bahrain, Egypt, Iraq, Israel, Kazakhstan, Kuwait, Lebanon, Morocco, Oman, Qatar, Saudi Arabia, South Africa, Turkey, United Arab Emirates
North and South America: Argentina, Brazil, Canada, Chile, Colombia, Ecuador, Mexico, Peru, United States, Uruguay
Oceania: Australia, New Zealand
Learn about how the reach objective drives brand awareness and how the video views objective drives attention to your content.
Difference between Reach Estimator and Audience Size Estimation
Audience Size Estimation, located above Reach Estimator in TikTok Ads Manager, gives you an estimate of your potential audience size based on the ad targeting and placement you choose. Audience Size Estimation tool is designed to represent user accounts and should not be used as a means of measuring population size. Unlike Reach Estimator, it does not forecast Reach or the number of people your campaign is estimated to reach. Learn more about the Audience Size Estimation tool.