How we count these numbers

Advertisers who ran campaigns

We count advertisers with a positive, recorded campaign spend during the stated period. Registering, creating an ad or adding funds alone does not qualify. The annual figure covers the full calendar year shown on its card.

Returning advertisers

Among advertisers with campaign spend in the current year up to the displayed date, we calculate the share that also had campaign spend before that year began. An older registration date alone does not count as previous use. “Year to date” means a partial year, not a forecast of the full year.

Connected accounts and exclusions

Accounts confirmed to belong to the same advertiser are counted together. The grouping reflects confirmed links at the time of review. Administrative accounts are excluded. Test activity is removed when identified; there is no automated classification of test accounts. Unconfirmed links are not treated as established relationships.

Why the numbers are rounded

Advertiser counts are rounded down to the nearest hundred. Returning shares are rounded down to the nearest ten percentage points. A plus sign indicates a lower bound. We publish aggregates, with groups of at least thirty advertisers, rather than individual account activity.

Dates and updates

We use calendar dates and exclude the current incomplete day. Each card identifies its own reporting period. Figures are reviewed manually and normally updated quarterly; confirmed errors are corrected sooner. Returning shares can go down as well as up. Until the next review, the site retains its last checked figures and their date.

Campaigns and successful deliveries

A campaign is a saved set of delivery settings for an ad. Creating it is different from completing its delivery limit. A completion event can occur more than once for the same campaign, so event totals are not campaign counts. We currently publish advertiser activity rather than an unverified total of created or completed campaigns.

A successful technical delivery records a message send. It does not establish a view, read, click, subscription, sale or conversion. The calculator’s estimate does not reserve an audience or guarantee a delivery deadline.