Campaign planning

Creating a forecast

1. In the campaign creation interface, go to Define your audience.
2. Configure the display region and audience targeting parameters.
3. Enter a campaign budget and choose a strategy. They also affect the forecast results.
4. On the right, in the Forecast pop-up, click Calculate.

If you change the placement parameters, campaign budget, or strategy settings, the forecast should be re-calculated.

To download the forecast in XLS format, click .

Forecast results

• Impressions: The predicted number of impressions for the campaign.
• Reach: The predicted number of unique users (within the budget).

  User profile settings, uploaded banner settings, display regions set for the ad group, and ad inventory adjustments are included in the calculation.

• SOV by impressions: The ratio between predicted impressions and the market capacity. The market capacity depends on the display regions you selected in the campaign settings.

  The forecast shows how many impressions a campaign can bring within the budget and CPM limit.

  For example, the audience of an ad platform for a certain period of time is 1000 users. 10 impressions can be counted for each user. The market's impression capacity is equal to 1000 × 10 = 10,000 impressions.

  Each impression costs 1 ruble. It means that at a budget of 1000 rubles, a campaign may expect 1000 impressions.

  SOV by impressions would be 1000 : 10,000 × 100% = 10%

• SOV by reach: The ratio of the predicted reach to the total number of users. The number depends on the display regions you selected, list of blocked sites, and ad inventory adjustments. The forecast shows the expected campaign reach for the given budget and CPM limit.

  For example, the total number of users is 1000 people. 100 impressions of the campaign will bring 50 unique users. In this case, SOV by reach would be 50 : 1000 × 100% = 5%

Actual indicators may differ from the forecast.