diff --git a/src/main/proto/wfa/measurement/reporting/v2alpha/BUILD.bazel b/src/main/proto/wfa/measurement/reporting/v2alpha/BUILD.bazel
index 09c17cf313c..34f5c5e4478 100644
--- a/src/main/proto/wfa/measurement/reporting/v2alpha/BUILD.bazel
+++ b/src/main/proto/wfa/measurement/reporting/v2alpha/BUILD.bazel
@@ -86,8 +86,8 @@ proto_library(
     deps = [
         ":event_filter_proto",
         ":media_type_proto",
-        "@com_google_googleapis//google/api:field_behavior_proto",
         "@com_google_protobuf//:duration_proto",
+        "@com_google_googleapis//google/api:field_behavior_proto",
     ],
 )
 
diff --git a/src/main/proto/wfa/measurement/reporting/v2alpha/advanced_report.proto b/src/main/proto/wfa/measurement/reporting/v2alpha/advanced_report.proto
new file mode 100644
index 00000000000..ff910d522f2
--- /dev/null
+++ b/src/main/proto/wfa/measurement/reporting/v2alpha/advanced_report.proto
@@ -0,0 +1,164 @@
+// Copyright 2024 The Cross-Media Measurement Authors
+//
+// Licensed under the Apache License, Version 2.0 (the "License");
+// you may not use this file except in compliance with the License.
+// You may obtain a copy of the License at
+//
+//      http://www.apache.org/licenses/LICENSE-2.0
+//
+// Unless required by applicable law or agreed to in writing, software
+// distributed under the License is distributed on an "AS IS" BASIS,
+// WITHOUT WARRANTIES OR CONDITIONS OF ANY KIND, either express or implied.
+// See the License for the specific language governing permissions and
+// limitations under the License.
+
+syntax = "proto3";
+
+package wfa.measurement.reporting.v2alpha;
+
+import "google/api/field_behavior.proto";
+import "google/api/resource.proto";
+import "google/protobuf/timestamp.proto";
+import "wfa/measurement/reporting/v2alpha/media_type.proto";
+import "wfa/measurement/reporting/v2alpha/metric_frequency_spec.proto";
+import "wfa/measurement/reporting/v2alpha/reporting_impression_qualification_filter.proto";
+import "wfa/measurement/reporting/v2alpha/reporting_interval.proto";
+
+option java_package = "org.wfanet.measurement.reporting.v2alpha";
+option java_multiple_files = true;
+option java_outer_classname = "AdvancedReportProto";
+
+// Resource representing a AdvancedReport.
+//
+// When an AdvancedReport is created a suite of metrics is precomputed.
+// Once complete these are made available via the Query method.
+message AdvancedReport {
+  option (google.api.resource) = {
+    type: "reporting.halo-cmm.org/AdvancedReport"
+    pattern: "measurementConsumers/{measurement_consumer}/advancedReports/{advanced_report}"
+    singular: "advancedReport"
+    plural: "advancedReports"
+  };
+
+  // Resource name.
+  string name = 1 [(google.api.field_behavior) = IDENTIFIER];
+
+  // Human readable title of the report.
+  string title = 2 [
+    (google.api.field_behavior) = IMMUTABLE,
+    (google.api.field_behavior) = OPTIONAL
+  ];
+
+  // The set of Reporting Sets for which the Advanced Report is
+  // created.
+  //
+  // The Reporting Sets must be either primitive or be a union of Reporting Sets
+  // that are either primitive or unions of other Reporting Sets. Filters may
+  // not be specified.
+  //
+  // Upon creation of the Advanced Report, any metric for any subset of these
+  // may be queried.
+  repeated string reporting_sets = 3 [
+    (google.api.resource_reference) = {
+      type: "reporting.halo-cmm.org/ReportingSet"
+    },
+    (google.api.field_behavior) = IMMUTABLE,
+    (google.api.field_behavior) = REQUIRED
+  ];
+
+  // The interval that the Report spans
+  //
+  // The report_end is extended for live reports as new data
+  // becomes available.
+  ReportingInterval reporting_interval = 4
+      [(google.api.field_behavior) = REQUIRED];
+
+  // Specifies how to calculate precomputed report metrics
+  //
+  // This spec places limits on how the report can be queried after
+  // it is created. For example if the metric_frequency_specs only
+  // includes `total` then no metrics are computed for any subinterval of
+  // the report.
+  message CalculationSpec {
+    // The set of Media Types to report on. If empty report on all
+    // MediaTypes.
+    repeated MediaType media_types = 1 [
+      (google.api.field_behavior) = REQUIRED,
+      (google.api.field_behavior) = IMMUTABLE,
+      (google.api.field_behavior) = UNORDERED_LIST
+    ];
+
+    // The set of impression qualification filters to be applied.
+    //
+    // Defaults are appended as the Measurement Policy requires.
+    repeated ReportingImpressionQualificationFilter
+        impression_qualification_filters = 2 [
+          (google.api.field_behavior) = OPTIONAL,
+          (google.api.field_behavior) = IMMUTABLE
+        ];
+
+    // The metric subintervals to include in the report
+    repeated MetricFrequencySpec metric_frequency_specs = 3
+        [(google.api.field_behavior) = IMMUTABLE];
+
+    // The maximum freuency to include in the report
+    int32 max_frequency = 4 [(google.api.field_behavior) = IMMUTABLE];
+  }
+  // Specifies how to precompute report metrics.
+  CalculationSpec calculation_spec = 5;
+
+  // Specifies whether and how the system tracks live campaigns.
+  //
+  // When live campaign tracking is enabled the system monitors the report's
+  // underlying Event Groups and appends new data as it becomes available.
+  message LiveCampaignTrackingSpec {
+    // Specifies whether and how to export data when new data arrives.
+    message ExportSpec {
+      // The PageTemplate to use for exporting results
+      //
+      // When instantiating the template, The ReportingUnit is taken to be
+      // the reporting_sets of the AdvancedReport.
+      string page_template = 1 [
+        (google.api.resource_reference) = {
+          type: "reporting.halo-cmm.org/PageTemplate"
+        },
+        (google.api.field_behavior) = IMMUTABLE,
+        (google.api.field_behavior) = REQUIRED
+      ];
+
+      // If true, the exported data set will include data from the
+      // report's reporting_interval.start_time to the present. If
+      // false only new data is exported.
+      bool include_history = 2 [
+        (google.api.field_behavior) = IMMUTABLE,
+        (google.api.field_behavior) = OPTIONAL
+      ];
+    }
+    // ExportSpec
+    ExportSpec export_spec = 1 [
+      (google.api.field_behavior) = IMMUTABLE,
+      (google.api.field_behavior) = OPTIONAL
+    ];
+  }
+  // Specifies that live campaign tracking is enabled and options for
+  // how to handle newly arriving data.
+  //
+  // When enabled, metrics are appended as they become available,
+  // and if an export spec is present they are automatically exported as well.
+  LiveCampaignTrackingSpec live_campaign_tracking_spec = 6 [
+    (google.api.field_behavior) = IMMUTABLE,
+    (google.api.field_behavior) = OPTIONAL
+  ];
+
+  // The time when the resource was created.
+  google.protobuf.Timestamp create_time = 7 [
+    (google.api.field_behavior) = IMMUTABLE,
+    (google.api.field_behavior) = OUTPUT_ONLY
+  ];
+
+  // The time when the resource was last updated.
+  google.protobuf.Timestamp update_time = 8 [
+    (google.api.field_behavior) = IMMUTABLE,
+    (google.api.field_behavior) = OUTPUT_ONLY
+  ];
+}
diff --git a/src/main/proto/wfa/measurement/reporting/v2alpha/advanced_reports_service.proto b/src/main/proto/wfa/measurement/reporting/v2alpha/advanced_reports_service.proto
new file mode 100644
index 00000000000..846c847907c
--- /dev/null
+++ b/src/main/proto/wfa/measurement/reporting/v2alpha/advanced_reports_service.proto
@@ -0,0 +1,250 @@
+// Copyright 2024 The Cross-Media Measurement Authors
+//
+// Licensed under the Apache License, Version 2.0 (the "License");
+// you may not use this file except in compliance with the License.
+// You may obtain a copy of the License at
+//
+//      http://www.apache.org/licenses/LICENSE-2.0
+//
+// Unless required by applicable law or agreed to in writing, software
+// distributed under the License is distributed on an "AS IS" BASIS,
+// WITHOUT WARRANTIES OR CONDITIONS OF ANY KIND, either express or implied.
+// See the License for the specific language governing permissions and
+// limitations under the License.
+
+syntax = "proto3";
+
+package wfa.measurement.reporting.v2alpha;
+
+import "google/api/annotations.proto";
+import "google/api/client.proto";
+import "google/api/field_behavior.proto";
+import "google/api/resource.proto";
+import "google/protobuf/field_mask.proto";
+import "google/protobuf/timestamp.proto";
+import "wfa/measurement/reporting/v2alpha/advanced_report.proto";
+import "wfa/measurement/reporting/v2alpha/operation.proto";
+import "wfa/measurement/reporting/v2alpha/page.proto";
+import "wfa/measurement/reporting/v2alpha/reporting_interval.proto";
+import "wfa/measurement/reporting/v2alpha/reporting_unit.proto";
+
+option java_package = "org.wfanet.measurement.reporting.v2alpha";
+option java_multiple_files = true;
+option java_outer_classname = "AdvancedReportsServiceProto";
+
+service AdvancedReports {
+  rpc CreateAdvancedReport(CreateAdvancedReportRequest) returns (Operation) {
+    option (google.api.http) = {
+      post: "/v2alpha/{parent=measurementConsumers/*}/advancedReports"
+      body: "advancedReport"
+    };
+    option (google.api.method_signature) = "parent,advancedReport";
+  }
+
+  // Returns the `AdvancedReport` with the given resource key.
+  rpc GetAdvancedReport(GetAdvancedReportRequest) returns (AdvancedReport) {
+    option (google.api.http) = {
+      get: "/v2alpha/{name=measurementConsumers/*/advancedReports/*}"
+    };
+    option (google.api.method_signature) = "name";
+  }
+
+  // Ordered by `create_time` ascending, `name` ascending.
+  rpc ListAdvancedReports(ListAdvancedReportsRequest)
+      returns (ListAdvancedReportsResponse) {
+    option (google.api.http) = {
+      get: "/v2alpha/{parent=measurementConsumers/*}/advancedReports"
+    };
+    option (google.api.method_signature) = "parent";
+  }
+
+  // Updates the `AdvancedReport` with the given resource key.
+  //
+  // Only one in-progress update Operation is allow to exist at a time.
+  // TODO(@kungfucraig): Discuss - should we add a custom method for extending
+  // report end time and leave this for simpler updates (e.g. the title)?
+  rpc UpdateAdvancedReport(UpdateAdvancedReportRequest) returns (Operation) {
+    option (google.api.http) = {
+      get: "/v2alpha/{advancedReport.name=measurementConsumers/*/advancedReports/*}"
+      body: "advancedReport"
+    };
+    option (google.api.method_signature) = "advancedReport,update_mask";
+  }
+
+  // Queries the `AdvancedReport` with the given resource key.
+  rpc QueryAdvancedReport(QueryAdvancedReportRequest)
+      returns (QueryAdvancedReportResponse) {
+    option (google.api.http) = {
+      get: "/v2alpha/{name=measurementConsumers/*/advancedReports/*}"
+    };
+    option (google.api.method_signature) = "name";
+  }
+
+  // Exports the `AdvancedReport` with the given resource key.
+  rpc ExportAdvancedReport(ExportAdvancedReportRequest) returns (Operation) {
+    option (google.api.http) = {
+      get: "/v2alpha/{name=measurementConsumers/*/advancedReports/*}"
+    };
+    option (google.api.method_signature) = "name";
+  }
+}
+
+// Specifies an AdvancedReport query using a PageTemplate and a ReportingUnit.
+message PageTemplateSpec {
+  // The PageTemplate to instantiate.
+  string name = 1 [
+    (google.api.field_behavior) = REQUIRED,
+    (google.api.resource_reference) = {
+      type: "reporting.halo-cmm.org/PageTemplate"
+    }
+  ];
+
+  // The reporting unit to parameterize the PageTempalte with.
+  ReportingUnit reporting_unit = 2 [(google.api.field_behavior) = REQUIRED];
+}
+
+// Specifies how to query an AdvancedReport
+message QuerySpec {
+  // The interval over which to query.
+  //
+  // If unspecified the entire interval associated with the Report is used.
+  // For Weekly metrics:
+  //  1) The start day must either be the start day of the report or be the
+  //     same day of the week as the windowing criteria specified during report
+  //     creation.
+  //  2) The end date must be either the end day of the report or be the same
+  //     day of the week as the windowing criteria specified during report
+  //     creation.
+  ReportingInterval reporting_interval = 1
+      [(google.api.field_behavior) = OPTIONAL];
+
+  // Required.
+  oneof query {
+    // The PageSpec that describes the query to be run.
+    PageSpec page_spec = 2 [(google.api.field_behavior) = OPTIONAL];
+    // A PageTemplateSpec that describes the query to be run.
+    PageTemplateSpec page_template_spec = 3
+        [(google.api.field_behavior) = OPTIONAL];
+  }
+}
+
+// Request message for `CreateAdvancedReport` method
+message CreateAdvancedReportRequest {
+  // The parent Measurement Consumer
+  string parent = 1 [
+    (google.api.field_behavior) = REQUIRED,
+    (google.api.resource_reference) = {
+      child_type: "reporting.halo-cmm.org/AdvancedReport"
+    }
+  ];
+
+  // The ID to use for the report, which will become the final component of
+  // the report's resource name.
+  //
+  // This must conform to RFC 1034, with the additional restriction that all
+  // letters must be lower-case.
+  string advanced_report_id = 2 [(google.api.field_behavior) = REQUIRED];
+
+  // The AdvancedReport to create.
+  AdvancedReport advanced_report = 3;
+
+  // A unique identifier for this request. Restricted to 36 ASCII characters.
+  // A random UUID is recommended.
+  // This request is only idempotent if a `request_id` is provided.
+  string request_id = 4;
+}
+
+// Request message for `GetAdvancedReport` method
+message GetAdvancedReportRequest {
+  // The name of the Advanced report to retrieve.
+  string name = 1 [
+    (google.api.field_behavior) = REQUIRED,
+    (google.api.resource_reference) = {
+      type: "reporting.halo-cmm.org/AdvancedReport"
+    }
+  ];
+}
+
+// Request message for `ListAdvancedReport` method
+message ListAdvancedReportsRequest {
+  // The parent Measurement Consumer
+  string parent = 1 [
+    (google.api.field_behavior) = REQUIRED,
+    (google.api.resource_reference) = {
+      child_type: "reporting.halo-cmm.org/AdvancedReport"
+    }
+  ];
+
+  // Filter criteria. Repeated fields are treated as logical ORs, and multiple
+  // fields are treated as logical ANDs.
+  message Filter {
+    // Return AdvancedReports that were created after this time.
+    // (-- api-linter: core::0140::prepositions=disabled
+    //  -- api-linter: core::0142::time-field-names=disabled
+    //     aip.dev/not-precedent: Structured filters are used instead of the
+    //     AIP-160 filtering language --)
+    google.protobuf.Timestamp create_time_after = 1
+        [(google.api.field_behavior) = REQUIRED];
+  }
+
+  // Filter for the list of AdvancedReports
+  // (-- api-linter: core::0132::request-field-types=disabled
+  //     aip.dev/not-precedent: Structured filters are used instead of the
+  //     AIP-160 filtering language --)
+  Filter filter = 2 [(google.api.field_behavior) = OPTIONAL];
+
+  // The maximum number of advanced reports to return. The service may return
+  // fewer than this value. If unspecified, at most 10 advanced reports will be
+  // returned. The maximum value is 25; values above 25 will be coerced to 25.
+  int32 page_size = 3 [(google.api.field_behavior) = OPTIONAL];
+
+  // A page token, received from a previous `ListAdvancedReports` call.
+  // Provide this to retrieve the subsequent page.
+  //
+  // When paginating, all other parameters provided to `ListAdvancedReports`
+  // must match the call that provided the page token.
+  string page_token = 4 [(google.api.field_behavior) = OPTIONAL];
+}
+
+// Response message for `ListAdvancedReports` method.
+message ListAdvancedReportsResponse {
+  // The Advanced Reports that met the filter criteria
+  repeated AdvancedReport advanced_reports = 1
+      [(google.api.field_behavior) = OPTIONAL];
+
+  // A token, which can be sent as `page_token` to retrieve the next page.
+  // If this field is omitted, there are no subsequent pages.
+  string next_page_token = 2 [(google.api.field_behavior) = OPTIONAL];
+}
+
+// Request message for `UpdateAdvancedReport` method
+message UpdateAdvancedReportRequest {
+  AdvancedReport advanced_report = 1 [(google.api.field_behavior) = REQUIRED];
+
+  // The list of fields to update.
+  google.protobuf.FieldMask update_mask = 2;
+}
+
+// Request message for `QueryAdvancedReport` method
+message QueryAdvancedReportRequest {
+  // Specifies the query to run.
+  QuerySpec query_spec = 1 [(google.api.field_behavior) = REQUIRED];
+}
+
+// Response message for `QueryAdvancedReport` method
+message QueryAdvancedReportResponse {
+  // The result of the query
+  PageResult page_result = 1;
+}
+
+// Request message for `ExportAdvancedReport` method
+message ExportAdvancedReportRequest {
+  QuerySpec query_spec = 1 [(google.api.field_behavior) = REQUIRED];
+}
+
+// Message used by the long running operation to provide the
+// real response to the `ExportAdvancedReport` method
+message ExportAdvancedReportResponse {
+  // TODO(@kungfucraig): Determine response parameters as part of the
+  // detailed design of export.
+}
diff --git a/src/main/proto/wfa/measurement/reporting/v2alpha/event_groups_service.proto b/src/main/proto/wfa/measurement/reporting/v2alpha/event_groups_service.proto
index 71ecab7695d..07ac9d457c8 100644
--- a/src/main/proto/wfa/measurement/reporting/v2alpha/event_groups_service.proto
+++ b/src/main/proto/wfa/measurement/reporting/v2alpha/event_groups_service.proto
@@ -16,9 +16,9 @@ syntax = "proto3";
 
 package wfa.measurement.reporting.v2alpha;
 
-import "google/api/annotations.proto";
 import "google/api/client.proto";
 import "google/api/field_behavior.proto";
+import "google/api/annotations.proto";
 import "google/api/resource.proto";
 import "wfa/measurement/reporting/v2alpha/event_group.proto";
 
diff --git a/src/main/proto/wfa/measurement/reporting/v2alpha/impression_qualification_filter_spec.proto b/src/main/proto/wfa/measurement/reporting/v2alpha/impression_qualification_filter_spec.proto
index 2ffbb3c5c35..51fbbd119ac 100644
--- a/src/main/proto/wfa/measurement/reporting/v2alpha/impression_qualification_filter_spec.proto
+++ b/src/main/proto/wfa/measurement/reporting/v2alpha/impression_qualification_filter_spec.proto
@@ -17,7 +17,6 @@ syntax = "proto3";
 package wfa.measurement.reporting.v2alpha;
 
 import "google/api/field_behavior.proto";
-import "google/protobuf/duration.proto";
 import "wfa/measurement/reporting/v2alpha/event_filter.proto";
 import "wfa/measurement/reporting/v2alpha/media_type.proto";
 
@@ -26,10 +25,6 @@ option java_multiple_files = true;
 option java_outer_classname = "ImpressionQualificationFilterSpecProto";
 
 // Specifies impression qualification filter criteria for a MediaType
-//
-// If particular filter values are not applicable to the media they
-// are applied to it is an error (e.g. DISPLAY cannot be filtered by
-// percent completion)
 message ImpressionQualificationFilterSpec {
   // The Media Type the filter is applicable to.
   MediaType media_type = 1 [
diff --git a/src/main/proto/wfa/measurement/reporting/v2alpha/metric_calculation_specs_service.proto b/src/main/proto/wfa/measurement/reporting/v2alpha/metric_calculation_specs_service.proto
index a1d09817c3c..7a82254e925 100644
--- a/src/main/proto/wfa/measurement/reporting/v2alpha/metric_calculation_specs_service.proto
+++ b/src/main/proto/wfa/measurement/reporting/v2alpha/metric_calculation_specs_service.proto
@@ -16,9 +16,9 @@ syntax = "proto3";
 
 package wfa.measurement.reporting.v2alpha;
 
-import "google/api/annotations.proto";
 import "google/api/client.proto";
 import "google/api/field_behavior.proto";
+import "google/api/annotations.proto";
 import "google/api/resource.proto";
 import "wfa/measurement/reporting/v2alpha/metric_calculation_spec.proto";
 
diff --git a/src/main/proto/wfa/measurement/reporting/v2alpha/metrics_service.proto b/src/main/proto/wfa/measurement/reporting/v2alpha/metrics_service.proto
index d4168279f6f..dcfe8826e95 100644
--- a/src/main/proto/wfa/measurement/reporting/v2alpha/metrics_service.proto
+++ b/src/main/proto/wfa/measurement/reporting/v2alpha/metrics_service.proto
@@ -16,9 +16,9 @@ syntax = "proto3";
 
 package wfa.measurement.reporting.v2alpha;
 
-import "google/api/annotations.proto";
 import "google/api/client.proto";
 import "google/api/field_behavior.proto";
+import "google/api/annotations.proto";
 import "google/api/resource.proto";
 import "wfa/measurement/reporting/v2alpha/metric.proto";
 
diff --git a/src/main/proto/wfa/measurement/reporting/v2alpha/operation.proto b/src/main/proto/wfa/measurement/reporting/v2alpha/operation.proto
new file mode 100644
index 00000000000..1f3ab73205a
--- /dev/null
+++ b/src/main/proto/wfa/measurement/reporting/v2alpha/operation.proto
@@ -0,0 +1,43 @@
+// Copyright 2024 The Cross-Media Measurement Authors
+//
+// Licensed under the Apache License, Version 2.0 (the "License");
+// you may not use this file except in compliance with the License.
+// You may obtain a copy of the License at
+//
+//      http://www.apache.org/licenses/LICENSE-2.0
+//
+// Unless required by applicable law or agreed to in writing, software
+// distributed under the License is distributed on an "AS IS" BASIS,
+// WITHOUT WARRANTIES OR CONDITIONS OF ANY KIND, either express or implied.
+// See the License for the specific language governing permissions and
+// limitations under the License.
+
+syntax = "proto3";
+
+package wfa.measurement.reporting.v2alpha;
+
+import "google/api/field_behavior.proto";
+import "google/api/resource.proto";
+import "google/protobuf/timestamp.proto";
+import "google/type/date.proto";
+import "google/type/datetime.proto";
+
+option java_package = "org.wfanet.measurement.reporting.v2alpha";
+option java_multiple_files = true;
+option java_outer_classname = "OperationProto";
+
+// Resource representing a Advanced Report.
+message Operation {
+  option (google.api.resource) = {
+    type: "reporting.halo-cmm.org/Operation"
+    pattern: "measurementConsumers/{measurement_consumer}/operations/{operation}"
+    singular: "operation"
+    plural: "operations"
+  };
+
+  // TODO(@kungfucraig): Discuss whether we should have a custom operation or
+  // use the one recommended by the AIP
+  //
+  // The custom operation would be a copy of the AIP one, but would use a oneof
+  // instead of an Any, any time an Any is used.
+}
diff --git a/src/main/proto/wfa/measurement/reporting/v2alpha/page.proto b/src/main/proto/wfa/measurement/reporting/v2alpha/page.proto
index 0108e88608d..7cbe1ac4a70 100644
--- a/src/main/proto/wfa/measurement/reporting/v2alpha/page.proto
+++ b/src/main/proto/wfa/measurement/reporting/v2alpha/page.proto
@@ -44,8 +44,9 @@ message WindowingSpec {
     // Non-cumulative metrics
     NON_CUMULATIVE = 2;
   }
-  // How to accumulate results.
+  // How to accumulate results. Not available for AdvancedReport.
   AccumulationOptions accumulation_options = 2 [
+    deprecated = true,
     (google.api.field_behavior) = REQUIRED,
     (google.api.field_behavior) = IMMUTABLE
   ];
@@ -86,9 +87,8 @@ message PageMetricSpec {
   // filters that are associated with calculation spec is reported.
   bool population_size = 1 [(google.api.field_behavior) = IMMUTABLE];
 
-  // The set of basic metrics that can be computed for any aspect of the
-  // reporting_unit (e.g. the whole thing, a single component, intersections,
-  // etc.)
+  // Reporting Unit (e.g. the whole thing, a single component, intersections,
+  // etc.), whether the metric is cumualtive or non-cumulative.
   message BasicMetricSetSpec {
     // The reach
     bool reach = 1 [(google.api.field_behavior) = IMMUTABLE];
@@ -108,6 +108,12 @@ message PageMetricSpec {
     // The average frequency
     bool average_frequency = 5 [(google.api.field_behavior) = IMMUTABLE];
 
+    // The maximum frequency for which to compute a frequency histogram.
+    //
+    // The last bin in the historgram will contain values for
+    // all requencies >= the value provided here.
+    int32 frequency_histogram = 8 [(google.api.field_behavior) = IMMUTABLE];
+
     // The impression count
     bool impressions = 6 [(google.api.field_behavior) = IMMUTABLE];
 
@@ -115,10 +121,33 @@ message PageMetricSpec {
     bool grps = 7 [(google.api.field_behavior) = IMMUTABLE];
   }
 
+  // A structure for specifying that new reach and new impressions be
+  // computed.
+  message NewReachMetricSetSpec {
+    // The new reach of all the unit(s) for the time period compared to
+    // all previous time encompassed by the reporting_interval
+    bool reach = 1 [(google.api.field_behavior) = IMMUTABLE];
+
+    // The impressions associated with the new reach
+    bool impressions = 2 [(google.api.field_behavior) = IMMUTABLE];
+  }
+
   // Metrics to be computed over the entire reporting_unit
   message ReportingUnitMetricSetSpec {
-    // Metrics for the union of the items in the reporting)unit
-    BasicMetricSetSpec basic = 1 [(google.api.field_behavior) = IMMUTABLE];
+    // Metrics for the union of the items in the reporting_unit
+    BasicMetricSetSpec basic = 1
+        [deprecated = true, (google.api.field_behavior) = IMMUTABLE];
+
+    // Non-cumulative metrics for the union of the reporting_unit components
+    BasicMetricSetSpec non_cumulative = 3
+        [(google.api.field_behavior) = IMMUTABLE];
+
+    // Cumulative metrics for the union of the reporting_unit components
+    BasicMetricSetSpec cumulative = 4 [(google.api.field_behavior) = IMMUTABLE];
+
+    // Reach and associated impressions that are new to the time period for all
+    // components of the reporing_unit
+    NewReachMetricSetSpec new = 5 [(google.api.field_behavior) = IMMUTABLE];
 
     // Compute a stacked incremental reach result for the reporting_unit
     //
@@ -146,6 +175,7 @@ message PageMetricSpec {
     // the components as [EDP3, EDP2, EDP1].
     bool stacked_incremental_reach = 2;
   }
+
   // The set of metrics to compute for the entire reporting_unit
   ReportingUnitMetricSetSpec reporting_unit = 2;
 
@@ -153,21 +183,41 @@ message PageMetricSpec {
   // with respect to all others.
   message ComponentMetricSetSpec {
     // The basic metrics for each ReportingUnit.unit
-    BasicMetricSetSpec basic = 1 [(google.api.field_behavior) = IMMUTABLE];
+    BasicMetricSetSpec basic = 1
+        [deprecated = true, (google.api.field_behavior) = IMMUTABLE];
+
+    // Non-cumulative metrics for each component of the reporting_unit
+    BasicMetricSetSpec non_cumulative = 3
+        [(google.api.field_behavior) = IMMUTABLE];
+
+    // Cumulative metrics for each component of the reporting_unit
+    BasicMetricSetSpec cumulative = 4 [(google.api.field_behavior) = IMMUTABLE];
 
-    // Compute the unique reach of each reporting unit in the
-    // reporting_unit_spec with respect to all other reporting units.
+    // The unique reach of each reporting unit in the
+    // reporting_unit with respect to all other reporting units.
     //
     // For example if reporting_sets=[RS1, RS2, RS3] the unique reach of
     // RS1, RS2, and RS3 are computed.
-    //
-    // It is an error to specify this if only a single reporting unit is
-    // specified since it is the same thing as requesting union.reach.
     bool unique_reach = 2 [(google.api.field_behavior) = IMMUTABLE];
+
+    // The impressions associated with the unique reach.
+    // Cannot be use in conjunction with component.
+    bool unique_reach_impressions = 5 [(google.api.field_behavior) = IMMUTABLE];
+
+    // Reach and associated impressions that are new to the time period for each
+    // component of the reporting_unit
+    NewReachMetricSetSpec new = 6 [(google.api.field_behavior) = IMMUTABLE];
+
+    // Reach and associated impressions that are new to the time period and
+    // uniquefor each component of the reporting_unit
+    NewReachMetricSetSpec new_unique = 7
+        [(google.api.field_behavior) = IMMUTABLE];
   }
-  // If reporting_unit.component is of size 1 the metrics computed for the
-  // component are identical to those computed for the union. Specifying this
-  // value is not recommended in this case.
+  // Metrics for each component of the reporting_unit.
+  //
+  // If the number of components is 1 the metrics computed for the component
+  // are identical to those computed for the entire reporting unit. Specifying
+  // this value is not recommended in that case.
   ComponentMetricSetSpec component = 3
       [(google.api.field_behavior) = IMMUTABLE];
 
@@ -189,9 +239,20 @@ message PageMetricSpec {
 
     // The set of metrics to be computed for each intersection
     BasicMetricSetSpec basic = 2 [
+      deprecated = true,
       (google.api.field_behavior) = IMMUTABLE,
       (google.api.field_behavior) = REQUIRED
     ];
+
+    // Non-cumulative metrics for the various intersections
+    BasicMetricSetSpec non_cumulative = 3
+        [(google.api.field_behavior) = IMMUTABLE];
+
+    // Cumulative metrics for the various intersections
+    BasicMetricSetSpec cumulative = 4 [(google.api.field_behavior) = IMMUTABLE];
+
+    // New reach metrics
+    NewReachMetricSetSpec new = 5 [(google.api.field_behavior) = IMMUTABLE];
   }
   // Compute n-way intersections
   ComponentIntersectionMetricSetSpec component_intersection = 4
@@ -251,6 +312,14 @@ message Page {
 
     // The time interval over which the metrics were computed
     google.type.Interval time_interval = 2
+        [deprecated = true, (google.api.field_behavior) = IMMUTABLE];
+
+    // The time interval over which non-cumulative results are computed.
+    google.type.Interval non_cumulative_time_interval = 6
+        [(google.api.field_behavior) = IMMUTABLE];
+
+    // The time interval over which cumulative results are computed.
+    google.type.Interval cumulative_time_interval = 7
         [(google.api.field_behavior) = IMMUTABLE];
 
     // The windowing spec that was applied
@@ -278,21 +347,44 @@ message Page {
       // The k+ reach where the index is frequency - 1.
       repeated int32 k_plus_reach = 3 [(google.api.field_behavior) = IMMUTABLE];
       // The percent k+ reach
-      repeated float percent_k_plus_reach = 4
-          [(google.api.field_behavior) = IMMUTABLE];
+      repeated float percent_k_plus_reach = 4;
       // The average frequency
       float average_frequency = 5 [(google.api.field_behavior) = IMMUTABLE];
+      // The frequency histogram where the index of the array is frequency-1
+      repeated float frequency_histogram = 8
+          [(google.api.field_behavior) = IMMUTABLE];
       // The impression count
       int32 impressions = 6 [(google.api.field_behavior) = IMMUTABLE];
       // The gross ratings points
       float grps = 7 [(google.api.field_behavior) = IMMUTABLE];
     }
+
+    // Metrics associated with the new reach of the reporting_unit
+    // or component thereof.
+    message NewReachMetricSet {
+      // The new reach
+      int32 reach = 1 [(google.api.field_behavior) = IMMUTABLE];
+      // The impressions associated with the new reach
+      int32 impressions = 2 [(google.api.field_behavior) = IMMUTABLE];
+    }
+
     // Metrics for the entire reporting_unit.
     message ReportingUnitMetricSet {
       // The metrics for the union of the reporting_unit components
-      BasicMetricSet basic = 1 [(google.api.field_behavior) = IMMUTABLE];
+      BasicMetricSet basic = 1
+          [deprecated = true, (google.api.field_behavior) = IMMUTABLE];
+
+      // The non-cumulative metrics for the union of the reporting_unit
+      // components.
+      BasicMetricSet non_cumulative = 3
+          [(google.api.field_behavior) = IMMUTABLE];
+
+      // The cumulative metrics for the union of the reporting_unit components.
+      BasicMetricSet cumulative = 4 [(google.api.field_behavior) = IMMUTABLE];
+      // The metrics associated with the new reach of the reporting_unit
+      NewReachMetricSet new = 5 [(google.api.field_behavior) = IMMUTABLE];
 
-      // The stacked incremental reach of the ReportingUnit.
+      // The stacked incremental reach of the Reporting Unit.
       //
       // For example if the units in the ReportingUnit were "rs1", "rs2",
       // "rs3" then the values in this array are as follows:
@@ -301,16 +393,37 @@ message Page {
       //  3. reach(rs1+rs2+rs3) - reach(rs1+rs2)
       repeated int32 stacked_incremental_reach = 2;
     }
-    // Metrics for the whole reporting_unit
+    // The results for the whole Reporting Unit
     ReportingUnitMetricSet reporting_unit = 2;
 
     // Metrics for a single component of the reporting_unit.
     message ComponentMetricSet {
-      // The basic metrics for this component
-      BasicMetricSet basic = 1 [(google.api.field_behavior) = IMMUTABLE];
+      // The basic metrics for a reporting_unit component
+      BasicMetricSet basic = 1
+          [deprecated = true, (google.api.field_behavior) = IMMUTABLE];
 
-      // The component's unique reach
+      // The non-cumulative basic metrics for a reporting_unit component
+      BasicMetricSet non_cumulative = 3
+          [(google.api.field_behavior) = IMMUTABLE];
+
+      // The cumulative basic metrics for a reporting_unit component
+      BasicMetricSet cumulative = 4 [(google.api.field_behavior) = IMMUTABLE];
+
+      // The unique reach of a reporting_unit component
       int32 unique_reach = 2 [(google.api.field_behavior) = IMMUTABLE];
+
+      // The count of impressions associated with the unique reach
+      // of a reporting_unit component
+      int32 unique_reach_impressions = 5
+          [(google.api.field_behavior) = IMMUTABLE];
+
+      // Metrics associated with the new reach of a reporting_unit component
+      NewReachMetricSet new = 6 [(google.api.field_behavior) = IMMUTABLE];
+
+      // Metrics associated with the new unique reach of a reporting_unit
+      // component
+      NewReachMetricSet new_unique = 7
+          [(google.api.field_behavior) = IMMUTABLE];
     }
     // Entry for `components` map.
     message ComponentMetricSetMapEntry {
@@ -342,7 +455,18 @@ message Page {
       // ReportingSet resource names when used with an AdvancedReport.
       repeated string components = 1 [(google.api.field_behavior) = IMMUTABLE];
       // Basic metrics for the intersection of the components
-      BasicMetricSet basic = 2 [(google.api.field_behavior) = IMMUTABLE];
+      BasicMetricSet basic = 2
+          [deprecated = true, (google.api.field_behavior) = IMMUTABLE];
+
+      // Non-cumulative metrics for the intersection of the components
+      BasicMetricSet non_cumulative = 3
+          [(google.api.field_behavior) = IMMUTABLE];
+
+      // Cumulative metrics for the intersection of the components
+      BasicMetricSet cumulative = 4 [(google.api.field_behavior) = IMMUTABLE];
+
+      // Metrics associated with the new reach of the components
+      NewReachMetricSet new = 5 [(google.api.field_behavior) = IMMUTABLE];
     }
     // The metrics for the requested intersections
     repeated ComponentIntersectionMetricSet component_intersections = 4
diff --git a/src/main/proto/wfa/measurement/reporting/v2alpha/page_template.proto b/src/main/proto/wfa/measurement/reporting/v2alpha/page_template.proto
new file mode 100644
index 00000000000..0a2cf5b45f0
--- /dev/null
+++ b/src/main/proto/wfa/measurement/reporting/v2alpha/page_template.proto
@@ -0,0 +1,65 @@
+// Copyright 2024 The Cross-Media Measurement Authors
+//
+// Licensed under the Apache License, Version 2.0 (the "License");
+// you may not use this file except in compliance with the License.
+// You may obtain a copy of the License at
+//
+//      http://www.apache.org/licenses/LICENSE-2.0
+//
+// Unless required by applicable law or agreed to in writing, software
+// distributed under the License is distributed on an "AS IS" BASIS,
+// WITHOUT WARRANTIES OR CONDITIONS OF ANY KIND, either express or implied.
+// See the License for the specific language governing permissions and
+// limitations under the License.
+
+syntax = "proto3";
+
+package wfa.measurement.reporting.v2alpha;
+
+import "google/api/field_behavior.proto";
+import "google/api/resource.proto";
+import "wfa/measurement/reporting/v2alpha/page.proto";
+
+option java_package = "org.wfanet.measurement.reporting.v2alpha";
+option java_multiple_files = true;
+option java_outer_classname = "PageTemplateProto";
+
+// Resource representing a Page Template
+//
+// A PageTempalte is essentially a PageSpec with an empty ReportingUnit. The
+// ReportingUnit is determined when the PageTemplate is instantiated.
+message PageTemplate {
+  option (google.api.resource) = {
+    type: "reporting.halo-cmm.org/PageTemplate"
+    // TODO(@kungfucraig): Make this multi-parented so that local markets and
+    // Halo can define built-in templates.
+    pattern: "measurementConsumers/{measurement_consumer}/pageTemplates/{page_template}"
+    singular: "pageTemplate"
+    plural: "pageTemplates"
+  };
+
+  // Resource name.
+  string name = 1 [(google.api.field_behavior) = IDENTIFIER];
+
+  // A user friendly display name for the template
+  string display_name = 2 [(google.api.field_behavior) = IMMUTABLE];
+
+  // Specifies the window over which metrics are computed
+  // and whether they are cumulative or not.
+  WindowingSpec windowing_spec = 3 [
+    (google.api.field_behavior) = REQUIRED,
+    (google.api.field_behavior) = IMMUTABLE
+  ];
+
+  // Specfies the dimensions over which the report is filtered and grouped.
+  DimensionSpec dimension_spec = 4 [
+    (google.api.field_behavior) = REQUIRED,
+    (google.api.field_behavior) = IMMUTABLE
+  ];
+
+  // Specifies the Metrics to compute.
+  PageMetricSpec metric_spec = 5 [
+    (google.api.field_behavior) = REQUIRED,
+    (google.api.field_behavior) = IMMUTABLE
+  ];
+}
diff --git a/src/main/proto/wfa/measurement/reporting/v2alpha/page_templates_service.proto b/src/main/proto/wfa/measurement/reporting/v2alpha/page_templates_service.proto
new file mode 100644
index 00000000000..67b2cf4df10
--- /dev/null
+++ b/src/main/proto/wfa/measurement/reporting/v2alpha/page_templates_service.proto
@@ -0,0 +1,167 @@
+// Copyright 2024 The Cross-Media Measurement Authors
+//
+// Licensed under the Apache License, Version 2.0 (the "License");
+// you may not use this file except in compliance with the License.
+// You may obtain a copy of the License at
+//
+//      http://www.apache.org/licenses/LICENSE-2.0
+//
+// Unless required by applicable law or agreed to in writing, software
+// distributed under the License is distributed on an "AS IS" BASIS,
+// WITHOUT WARRANTIES OR CONDITIONS OF ANY KIND, either express or implied.
+// See the License for the specific language governing permissions and
+// limitations under the License.
+
+syntax = "proto3";
+
+package wfa.measurement.reporting.v2alpha;
+
+import "google/api/annotations.proto";
+import "google/api/client.proto";
+import "google/api/field_behavior.proto";
+import "google/api/resource.proto";
+import "google/protobuf/timestamp.proto";
+import "wfa/measurement/reporting/v2alpha/page.proto";
+import "wfa/measurement/reporting/v2alpha/page_template.proto";
+import "wfa/measurement/reporting/v2alpha/reporting_unit.proto";
+
+option java_package = "org.wfanet.measurement.reporting.v2alpha";
+option java_multiple_files = true;
+option java_outer_classname = "PageTemplatesServiceProto";
+
+service PageTemplates {
+  rpc CreatePageTemplate(CreatePageTemplateRequest) returns (PageTemplate) {
+    option (google.api.http) = {
+      post: "/v2alpha/{parent=measurementConsumers/*}/pageTemplates"
+      body: "pageTemplate"
+    };
+    option (google.api.method_signature) = "parent,pageTemplate";
+  }
+
+  // Returns the `PageTemplate` with the given resource key.
+  rpc GetPageTemplate(GetPageTemplateRequest) returns (PageTemplate) {
+    option (google.api.http) = {
+      get: "/v2alpha/{name=measurementConsumers/*/pageTemplates/*}"
+    };
+    option (google.api.method_signature) = "name";
+  }
+
+  // Ordered by `name` ascending.
+  rpc ListPageTemplates(ListPageTemplatesRequest)
+      returns (ListPageTemplatesResponse) {
+    option (google.api.http) = {
+      get: "/v2alpha/{parent=measurementConsumers/*}/pageTemplates"
+    };
+    option (google.api.method_signature) = "parent";
+  }
+
+  // Creates a PageSpec from the PageTemplate.
+  // TODO(@kungfucraig): Discuss choice of verb.
+  rpc InstantiatePageSpec(InstantiatePageSpecRequest) returns (PageSpec) {
+    option (google.api.http) = {
+      get: "/v2alpha/{name=measurementConsumers/*/pageTemplates/*}"
+    };
+    option (google.api.method_signature) = "name";
+  }
+}
+
+// Request message for `CreatePageTemplate` method
+message CreatePageTemplateRequest {
+  // The parent Measurement Consumer
+  string parent = 1 [
+    (google.api.field_behavior) = REQUIRED,
+    (google.api.resource_reference) = {
+      child_type: "reporting.halo-cmm.org/PageTemplate"
+    }
+  ];
+
+  // The ID to use for the page template, which will become the final component
+  // of the page template's resource name.
+  //
+  // This must conform to RFC 1034, with the additional restriction that all
+  // letters must be lower-case.
+  string page_template_id = 2 [(google.api.field_behavior) = REQUIRED];
+
+  // The PageTemplate to create.
+  PageTemplate page_template = 3;
+
+  // A unique identifier for this request. Restricted to 36 ASCII characters.
+  // A random UUID is recommended.
+  // This request is only idempotent if a `request_id` is provided.
+  string request_id = 4;
+}
+
+// Request message for `GetPageTemplate` method
+message GetPageTemplateRequest {
+  // The name of the Page Template to retrieve.
+  string name = 1 [
+    (google.api.field_behavior) = REQUIRED,
+    (google.api.resource_reference) = {
+      type: "reporting.halo-cmm.org/PageTemplate"
+    }
+  ];
+}
+
+// Request message for `ListPageTemplate` method
+message ListPageTemplatesRequest {
+  // The parent Measurement Consumer
+  string parent = 1 [
+    (google.api.field_behavior) = REQUIRED,
+    (google.api.resource_reference) = {
+      child_type: "reporting.halo-cmm.org/PageTemplate"
+    }
+  ];
+
+  // Filter criteria. Repeated fields are treated as logical ORs, and multiple
+  // fields are treated as logical ANDs.
+  // TODO(@kungfucraig): Discuss - Do we need filters for this? Search by name or
+  // display name could be useful, but should postpone that until it is clear
+  // how these will be used via an UI.
+  message Filter {}
+
+  // Filter for the list of PageTemplates
+  // (-- api-linter: core::0132::request-field-types=disabled
+  //     aip.dev/not-precedent: Structured filters are used instead of the
+  //     AIP-160 filtering language --)
+  Filter filter = 2 [(google.api.field_behavior) = OPTIONAL];
+
+  // The maximum number of page templates to return. The service may return
+  // fewer than this value. If unspecified, at most 10 page templates reports
+  // will be returned. The maximum value is 25; values above 25 will be coerced
+  // to 25.
+  int32 page_size = 3 [(google.api.field_behavior) = OPTIONAL];
+
+  // A page token, received from a previous `ListPageTemplates` call.
+  // Provide this to retrieve the subsequent page.
+  //
+  // When paginating, all other parameters provided to `ListPageTemplates` must
+  // match the call that provided the page token.
+  string page_token = 4 [(google.api.field_behavior) = OPTIONAL];
+}
+
+// Response message for `ListPageTemplates` method.
+message ListPageTemplatesResponse {
+  // The Page Templates that met the filter criteria
+  repeated PageTemplate page_templates = 1
+      [(google.api.field_behavior) = OPTIONAL];
+
+  // A token, which can be sent as `page_token` to retrieve the next page.
+  // If this field is omitted, there are no subsequent pages.
+  string next_page_token = 2 [(google.api.field_behavior) = OPTIONAL];
+}
+
+// Request message for `InstantiatePageSpec`
+message InstantiatePageSpecRequest {
+  string name = 1 [
+    (google.api.field_behavior) = REQUIRED,
+    (google.api.resource_reference) = {
+      type: "reporting.halo-cmm.org/PageTemplate"
+    }
+  ];
+
+  // The reporting unit to include in the returned PageSpec.
+  ReportingUnit reporting_unit = 2 [
+    (google.api.field_behavior) = REQUIRED,
+    (google.api.field_behavior) = IMMUTABLE
+  ];
+}
diff --git a/src/main/proto/wfa/measurement/reporting/v2alpha/report_schedule_iterations_service.proto b/src/main/proto/wfa/measurement/reporting/v2alpha/report_schedule_iterations_service.proto
index 9f7f3319aaa..d1e50a59ab6 100644
--- a/src/main/proto/wfa/measurement/reporting/v2alpha/report_schedule_iterations_service.proto
+++ b/src/main/proto/wfa/measurement/reporting/v2alpha/report_schedule_iterations_service.proto
@@ -16,9 +16,9 @@ syntax = "proto3";
 
 package wfa.measurement.reporting.v2alpha;
 
-import "google/api/annotations.proto";
 import "google/api/client.proto";
 import "google/api/field_behavior.proto";
+import "google/api/annotations.proto";
 import "google/api/resource.proto";
 import "wfa/measurement/reporting/v2alpha/report_schedule_iteration.proto";
 
diff --git a/src/main/proto/wfa/measurement/reporting/v2alpha/report_schedules_service.proto b/src/main/proto/wfa/measurement/reporting/v2alpha/report_schedules_service.proto
index 59c6929fdae..040cfc4e3ab 100644
--- a/src/main/proto/wfa/measurement/reporting/v2alpha/report_schedules_service.proto
+++ b/src/main/proto/wfa/measurement/reporting/v2alpha/report_schedules_service.proto
@@ -16,9 +16,9 @@ syntax = "proto3";
 
 package wfa.measurement.reporting.v2alpha;
 
-import "google/api/annotations.proto";
 import "google/api/client.proto";
 import "google/api/field_behavior.proto";
+import "google/api/annotations.proto";
 import "google/api/resource.proto";
 import "wfa/measurement/reporting/v2alpha/report_schedule.proto";
 
diff --git a/src/main/proto/wfa/measurement/reporting/v2alpha/reporting_sets_service.proto b/src/main/proto/wfa/measurement/reporting/v2alpha/reporting_sets_service.proto
index 9ccfdd876bb..195dfedbdb5 100644
--- a/src/main/proto/wfa/measurement/reporting/v2alpha/reporting_sets_service.proto
+++ b/src/main/proto/wfa/measurement/reporting/v2alpha/reporting_sets_service.proto
@@ -16,9 +16,9 @@ syntax = "proto3";
 
 package wfa.measurement.reporting.v2alpha;
 
-import "google/api/annotations.proto";
 import "google/api/client.proto";
 import "google/api/field_behavior.proto";
+import "google/api/annotations.proto";
 import "google/api/resource.proto";
 import "wfa/measurement/reporting/v2alpha/reporting_set.proto";
 
diff --git a/src/main/proto/wfa/measurement/reporting/v2alpha/reports_service.proto b/src/main/proto/wfa/measurement/reporting/v2alpha/reports_service.proto
index bcbe24b12d2..3af93e58831 100644
--- a/src/main/proto/wfa/measurement/reporting/v2alpha/reports_service.proto
+++ b/src/main/proto/wfa/measurement/reporting/v2alpha/reports_service.proto
@@ -16,9 +16,9 @@ syntax = "proto3";
 
 package wfa.measurement.reporting.v2alpha;
 
-import "google/api/annotations.proto";
 import "google/api/client.proto";
 import "google/api/field_behavior.proto";
+import "google/api/annotations.proto";
 import "google/api/resource.proto";
 import "wfa/measurement/reporting/v2alpha/report.proto";