Reach

About Reach Estimator

Last updated: May 2024

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.


About Reach Estimator - Estimated results

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.