Unique Reach: Incremental Total Reach

For each time increment within a report — day, week or month  — the estimated number of additional new users who saw or clicked on an ad during each time period within a report, and who didn't click or see an ad during any previous increment. The total for all increments is the total reach for the full reporting period.

For example, if your report is broken down by week, incremental total reach will show how many unique users saw or clicked during Week 1, how many additional users saw or clicked during Week 2, and so on. Users are only counted once and attributed to a particular week.