On February 4, 2025, Google will be changing the default behavior for certain unique reach fields, both within the Instant reporting/UI and the API.
Right now, unique reach fields return "higher confidence" data by default, meaning that data with low statistical significance was removed from the reach data. However, on February 4, this will change so that the reach fields will default to "lower confidence". This change affects both the UI reporting and the API.
Users can, with a filter setting, change this behavior back if they wish.
For more details about the change itself and how to use the settings in Google Display & Video 360's native reporting, please see the following articles in Google's documentation:
What does this change mean for Supermetrics?
Supermetrics will be setting our Google Display & Video 360 data source to match the default behavior of Google Display & Video 360's native reporting. This means that before February 4, 2025, the reach fields we support will continue to return "higher confidence" data. On February 4, the reach fields will start to return "lower confidence" data and should align with Google Display & Video 360's native reporting if no action is taken.
Reach fields that are affected:
- Unique reach: average impression frequency
- Unique reach total reach
- Unique reach impression reach
We'll also be adding a new advanced setting called Use high confidence reach data, which will allow users to opt for the older behavior after the change. We'll work to reveal this setting before the February 4 change so that users who want to maintain continuity with the "higher confidence" values can turn the setting on in advance. With this setting pre-emptively enabled, the data will automatically continue using the "higher confidence" values after the change.
Note that this setting won't do anything until February 4, as the current default behavior is already to fetch "higher confidence" reach data.
We're here for you
If you have any questions or concerns about this change, contact our support team.