If you’re running a Google video campaign and you want to measure how many people were served your ads and how many times they were each served across devices and formats, what measurement solution should you use, in addition to fundamental video metrics like ‘Video played to?’

Unique reach and frequency directly measure the number of unique users who saw your ads and the average number of times each user saw them, across different devices and formats. This metric is essential for understanding how widely your message is distributed without overcounting individuals. Brand Lift measures the impact of your ads on brand perception (e.g., awareness, consideration), not how many unique people saw them. Viewability with Active View measures whether an ad was actually seen, but not the unique user count or frequency. Reach Planner estimates potential reach and frequency for future campaigns, rather than measuring actual performance of a running campaign.