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On-target precision (OTP)
from Google Ads
Metrics type
Units of measure
Percent / Ratio
More - better
Check frequency
When the demographic label assigned to a person who views your ad matches the demographic of a campaign’s targeted audience, it’s defined as On-target.

On-target precision (OTP) is the percentage of impressions in your campaign that were served to users who are On-target for your campaign. OTP is based on the age and gender of your target audience. It’s useful when evaluating the targeting performance and efficiency of your campaigns.
Why it is important
Tracking the 'On-target precision (OTP)' metric in a Google ad account is important as it provides insights into the accuracy of your campaign's demographic targeting.

By measuring the percentage of impressions served to users who match the specified age and gender criteria, advertisers can assess the precision and efficiency of their targeting strategy.

Monitoring OTP helps advertisers make informed decisions about refining their demographic targeting approach to enhance campaign performance and increase the likelihood of reaching the intended audience with greater precision.
The number of on-target impressions / The total number of impressions
Calculation example
Suppose you run a campaign targeting males 18-34. Your ad is shown 5 times on single-viewer devices, such as smartphones and tablets. The users include:

1 Male 35-39
2 Males 25-29
2 Females 25-29
The total number of impressions is 5, which includes 2 impressions that are on-target.

The OTP is 2 / 5 = 40%.
Affected metrics
Affecting metrics
Connecting metrics
Clickthrough rate (CTR)
On-target reach
Unique Reach

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Suggested slices for dashboards
by Geographic
by Device Type
by Ad Format
by Time Period
by Audience Segment
by Competitor Benchmarking
The revenue impact pathway
Available in JetMetrics Lite only
Questions to be Answered
1. Are there demographic groups that exhibit higher or lower on-target precision percentages, and can an analysis of this metric provide insights into the effectiveness of demographic targeting strategies?
2. How does the on-target precision metric align with the overall marketing goals of the e-commerce company, and what correlations exist between precision and other key performance indicators?
3. Are there seasonal or regional variations in on-target precision, and how can this information guide the development of targeted advertising campaigns?
4. Can a historical analysis of on-target precision identify trends or patterns that inform the timing and frequency of ad campaigns?
5. How does the on-target precision metric compare to industry benchmarks, and are there opportunities to enhance competitive positioning by optimizing precision?
6. What strategies can be employed to increase on-target precision without sacrificing ad reach or engagement, and how can creative elements be adjusted to resonate more effectively with different demographic segments?
Possible causes of worsening
Tactics to improve this metric
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