Which ads your target group actually sees. Yours and your competitors'.
Platform reports show your own campaign, ad libraries show what is running. We measure what actually appears on smartphones: for all brands, counted the same way across the major platforms and with the context in which the ad was seen.
- Reach and exposures per person, counted the same way across platforms
- Competitor campaigns and their overlap with your target group
- The context: when and to whom the ad appeared, with signals from the category before and after
- free of charge
- reply within 48 hours
- no presentation meeting needed
- 5 platforms plus ChatGPT
- All brands, counted the same way
- Your campaign and your competitors'
- Traceable to the purchase
See which ads really get through, across platforms and brands.
Our panel shows which ads actually appear on participants' smartphones: from all brands, on Facebook, Instagram, TikTok, YouTube and Pinterest, counted the same way.
Questions this answers
“Does our campaign actually reach the target group?”
Reach and exposures, measured on the devices, by age and gender.
In the example: Groceries“How often does the same person see our ad, and where?”
Exposures per person, platform mix and overlap.
In the example: Fast food“What are our competitors doing right now?”
Timeline and reach of competitor campaigns.
In the example: Drugstore & beauty“Does the campaign lead all the way to a purchase?”
Combined with Customer Journey: from the ad to the receipt.
Go to Customer JourneyWe also capture ads in ChatGPT: ads in the chat and product cards. Learn more on the AI Conversations page.
Four real campaigns over time.
As it reached the participants, one campaign per category: launch, platforms, peak, competitors, end. All figures are people and exposures in the panel, not projections. When you work with us, the specific touchpoints, brands and companies in each case are named.
Real campaign · brands anonymized
Fast-food chain: campaign vs. campaign
An eleven-week campaign by a fast-food chain on top of an ongoing baseline presence. A second chain advertises at the same time; within the campaign period, both have their strongest week at the same time.
Spring 2026 · 231 people reached
Six stations in eleven weeks: start, platforms, competition, peak, frequency and end. Go through the campaign week by week.
Tip: use the arrow keys ← → to step through
Campaign weeks
Start
Peak
Guided walkthrough
Go through the campaign week by week.
For each station, we explain what happened and what it tells us.
- 6 stations
- Period: 11 weeks
- approx. 1 minute
What this case shows
- A campaign can be clearly separated even from an ongoing baseline presence: 71 people in the six weeks before, 62 after, 231 in the eleven campaign weeks.
- The platforms played different roles: Facebook brought 54% of the people reached, TikTok 61% of the exposures.
- 96 of the 231 people, or 42%, also saw ads from competitor B in the same period.
What it does not show
- Whether the ads led to visits or purchases.
Real campaign · brands anonymized
Ice cream brand: two waves, two platform mixes
An ice cream brand launches without a lead-in, pauses for a week and returns with new channels. The second wave reaches many people who were not yet part of the first.
Spring 2026 · 487 people reached
Seven stations in twelve weeks, with a break in between. Go through the campaign week by week.
Tip: use the arrow keys ← → to step through
Campaign weeks
Wave 1
Wave 2
Across both waves
Guided walkthrough
Go through the campaign week by week.
For each station, we explain what happened and what it tells us.
- 7 stations
- Period: 12 weeks
- approx. 1 minute
What this case shows
- The campaign frame is clear: no exposures since the start of the year and none afterwards until the end of August; in between, 487 people with 2,317 exposures in twelve weeks.
- The two waves had different platform mixes: in the first, 66% of the people came via Facebook; in the second, 84% of the exposures came via TikTok and Pinterest.
- The second wave reached 184 people who had not been part of the first. 112 people saw both waves.
What it does not show
- Whether the ads triggered purchases.
Real campaign · brands anonymized
Cosmetics brand: a break, and the competitor steps up
Two waves with a three-week break in between. Instagram opens, YouTube delivers the peaks, and during the break a skincare brand has its strongest weeks.
Spring 2026 · 501 people reached
Seven stations in twelve weeks, two waves and a break. Go through the campaign week by week.
Tip: use the arrow keys ← → to step through
Campaign weeks
Wave 1
Break
Wave 2
Guided walkthrough
Go through the campaign week by week.
For each station, we explain what happened and what it tells us.
- 7 stations
- Period: 12 weeks
- approx. 1 minute
What this case shows
- Two waves, clearly separated by a three-week break: 501 people with 2,909 exposures in total.
- The channels have fixed roles: Instagram opens the campaign, YouTube delivers both peaks, with 47% of the people and 48.5% of the exposures.
- 198 people, or 40%, also saw competitor B in the same period. Its strongest weeks fell into brand A's break.
What it does not show
- Whether competitor B reacted to the break. The data only show that both happened at the same time.
Real campaign · brands anonymized
Household brand: steady all winter
After a strong kickoff, a household brand advertises steadily for 13 weeks, mainly via Facebook, and switches to YouTube at the end.
Winter 2025/26 · 284 people reached
Seven stations in 20 weeks: kickoff, always-on phase, final phase. Go through the campaign week by week.
Tip: use the arrow keys ← → to step through
Campaign weeks
Kickoff
Always-on phase
Final phase
Guided walkthrough
Go through the campaign week by week.
For each station, we explain what happened and what it tells us.
- 7 stations
- Period: 20 weeks
- approx. 1 minute
What this case shows
- After the kickoff, no single spike but a steady always-on phase: twelve active weeks with 39 to 59 people each. Across all 20 weeks, 284 people with 1,249 exposures.
- The platform mix changes: in the always-on phase, 59% of the people and 61% of the exposures came via Facebook; YouTube only plays a role in the final phase.
- 64 people, or 23%, also saw ads from competitor B in the same period.
What it does not show
- Whether the ads triggered purchases.
The cases show how campaigns become visible in the panel. Reach refers to the participants, not the population. We only show aggregated values, never individual people.
Measured, not asked.
Murmuras passively measures what actually happens on the smartphone. Around 3,000 participants in Germany have voluntarily installed the Murmuras app for this purpose. They were recruited with quotas for age, gender and region, and are compensated for the digital measurement. In Switzerland, we run a similar digital measurement with around 1,000 participants through our partner Media Focus. Our on-screen technology mainly captures consumer-relevant content directly from the phone screen, as it appears in everyday life. Participants have given their explicit consent and can withdraw it at any time. We process the data on servers in Germany.
All sources come from the same people. That is why they can be linked into one path and analyzed by age, gender and other characteristics.
What we measure
- AI conversationsChatGPT, Gemini, AI Mode in Google Search
- Ads in ChatGPTAds in the chat and product cards
- Social media adsFacebook, Instagram, TikTok, YouTube, Pinterest
- Coupons and offers in retailer appsLidl Plus, REWE, PENNY, EDEKA, Netto, Kaufland, Mein dm, Rossmann, Müller
- Online shoppingUse of shopping apps such as Amazon
- ReceiptsIn-store purchases, digital or as a photo
- OtherApp usage, web and search
Who is advertising in your category?
Tell us a category or brand. You will receive a free extract with your competitors' campaigns.
or write directly to info@murmuras.com
From ad to receipt
Advertising, AI conversation, coupon and receipt as one sequence, all the way to a verified purchase.
Learn more