Disclaimer: The reach forecast is an estimated range and its accuracy is based on your ad group's budget, campaign settings, targeting parameters, optimization, and bidding strategy. The accuracy of the forecast may vary by a wide margin as compared to the actual audience size, and may also vary with the size of our user base and over time. The estimated daily reach range is also not a guarantee of any specific audience size, results, or outcomes. By using the Reach Estimator, you agree and understand that any reliance by you on the forecast is at your own risk.
In addition, the forecast shown is based on your current ad group settings and does not account for other ad groups within your campaign. The total unique reach for your campaign may be smaller than the sum of its ad groups' reach forecasts.
Reach Estimator is a feature within Brand Auction that will enable advertisers to gauge their estimated daily reach results based on their Ad Group Settings, Budget, and Bid.
Reach Estimator is currently available for the Reach Objective and will roll out to other Brand Auction objectives soon.
What is Reach Estimator?
Reach Estimator is a section that shows the estimated reach at the ad group level during pre-campaign planning. This estimated range will update dynamically as you select or modify campaign settings.
How does Reach Estimator Work?
The Reach Estimator shows an estimated daily reach range based on your ad group settings and bid.
The forecast shown will be an estimated range, not a guaranteed reach.
For more predictable results, you can still use our Reach and Frequency product.
The forecast will be based on the ad group settings, and will not account for the campaign budget or campaign-level settings (including CBO).
To ensure you can get a forecast, you must meet the following minimum criteria:
Only available for new campaigns (not for modifications to existing campaigns)
Minimum Requirements:
Location
Budget
Bid
Campaign Start Date
Full Conditions for Reach Estimator
At launch, only certain conditions will be supported and these are able to adjust the forecast range shown once selected. In addition, some conditions will remove the forecast entirely.
Supported: Will adjust the forecast
Location: Single region, Multi-location within a single region, Budget (daily and lifetime)
Note: location is a minimum requirement
Dates: No dayparting, Start date less than or equal to 120d + now
Bid
Age (more than or equal to 18)
Gender
Language
Interests
Device: Device versions are supported but not OS versions
Frequency
Delivery type: Standard
Unsupported: Will not adjust the forecast
Audience (DMP) targeting
Behavior targeting
Dayparting
Delivery type = Accelerated
Inventory Filter (Content exclusion)
OS Versions
Restricted: Will remove the forecast
Age includes 13-17
Ad group start date more than 4 months + now
Budget is extremely low or extremely high: This is a rare scenario; if it occurs there will be clear guidance in TikTok Ads Manager.
Reach Estimator Scenarios & Demos
Below are the scenarios and outputs that you can get from Reach Estimator.
Scenario: Normal
Daily estimated reach: "Xx - xx" (reach will be a range, not an exact number)
Error message if any: N/A
Scenario: Calculating results
Daily estimated reach: "Calculating"
Error message if any: N/A
Scenario: Missing Minimum requirements
Daily estimated reach: --
Error message if any: To see your estimated daily reach forecast, enter the following:
Country (only one)
Budget
Bid
Campaign Start date
Scenario: Any of the Unsupported conditions are present
Daily estimated reach: "xx-xx" (reach will be a range, not an exact number)
Error message if any: One or more of your settings are not supported in our forecast, so the number shown may vary from the supported range. Will link to a full list of supported settings in the Help Center.
Scenario: Any of the Restricted conditions are present
Daily estimated reach: -
Error message if any: Based on your budget and settings, we cannot provide a reach estimate. Will link to a full list of supported settings in the Help Center.
Demo: TBD
Scenario: Low Reach (Lower bound less than 5000 AND more than upper bound 5000)
Daily estimated reach: "Lower than X"
Error message if any:
Scenario: Extremely Low Reach (Lower bound AND upper bound less than or equal to 5000)
Daily estimated reach: "Very Low"
Error message if any: Estimated daily reach is too small to forecast. We recommend increasing your budget or bid for better results.
Scenario: High Reach (Lower bound less than 90% DAU and Upper bound more than or equal to 90% DAU)
Daily estimated reach: "Greater than X"
Error message if any:
Scenario: Extremely High Reach (Lower bound more than or equal to 90% DAU)
Daily estimated reach: "Very High"
Error message if any: Based on your budget and settings, we cannot provide a reach estimate.
Scenario: Backend Error
Daily estimated reach: --
Error message if any: We are unable to calculate the reach forecast at this time. Please try again later.
Demo: TBD
FAQs
How does the Reach Estimator for Brand Auction differ from Reach and Frequency?
The Reach Estimator for Brand Auction is based on your ad group settings, user behaviors, and auction dynamics. It is not a guarantee of results and may vary greatly, whereas Reach and Frequency offer a more predictable and reliable reach curve.
Why can we not show reach at extreme budget levels?
Our reach prediction model is heavily dependent on user behavior and who is available at the time. To avoid misleading you when planning your campaigns, we have added buffers into our model to allow for this.
Why isn't Age less than 18 supported?
Due to compliance reasons, we do not report data on users aged 13-17. This will not have a negative impact on your ability to reach those audiences.
Why aren’t more settings supported?
We are in the early stages of this product and are developing more features for future support.