Summary
On-target reach is the Reach Planner metric that estimates the number of unique people within the defined target demographic and location that the plan is expected to reach. Total reach counts everyone the media touches, while on-target reach filters that down to the audience you actually bought. Use on-target reach when you commit reach numbers to a client.
Nitin Batra is a Google Video Ads certified professional who plans and buys YouTube campaigns using Reach Planner for demographic-based reach and frequency goals.
Last updated: August 23, 2026
In a Reach Planner forecast, on-target reach is the metric that shows the estimated number of unique people inside your defined age, gender and location target that the plan is expected to reach.
- Conversion rate
- On-target reach
- Target rating point
- Average frequency
The correct answer is: On-target reach
Key Takeaways
- – On-target reach is the Reach Planner metric that estimates the number of unique people within the defined target demographic and location that the plan will reach.
- – On-target reach is always lower than total reach because it excludes unique users who see the ads but sit outside your age, gender or location definition.
- – Reach Planner forecasts are built on Google’s reach curves and are refreshed weekly, so a plan built weeks ago should be re-run before you present it.
- – A common mistake is quoting total reach in a client deck and then reporting on-target reach after the campaign, which makes delivery look like underperformance.
What is the difference between on-target reach and total reach in Reach Planner?
Total reach counts every unique person the plan is forecast to reach, including people outside your target definition. On-target reach counts only the unique people who match the age, gender, location and audience settings you entered. Since YouTube inventory always spills beyond a narrow demographic, on-target reach is the number you should commit to in a plan.
Where do I see on-target reach inside Reach Planner?
Open Reach Planner from the Tools menu in your Google Ads account, create a plan with your country or region, dates, budget and audience, then look at the forecast output. On-target reach appears in the summary metrics alongside impressions, average frequency, CPM and TRP, and it updates live as you shift budget between formats or change the reach curve point.
Why is average frequency not the right answer to this question?
Average frequency tells you how many times, on average, each person who was reached will see your ad. It is a depth metric, not a people count. The question asks for unique people inside the target definition, and that is on-target reach.
How accurate are Reach Planner on-target reach forecasts compared to actual delivery?
Reach Planner forecasts are modelled on Google’s own reach and frequency data and are generally close for standard demographic targets in large markets. Accuracy drops when you use very narrow custom audiences, small geographies or heavy exclusions, because the forecast has less signal to work with. Always validate the plan against the delivered on-target reach in the campaign reports and adjust future plans accordingly.