Line Insights

Line insights reports display line performance and line delivery metrics based on impressions, clicks, and conversions data in real time. Impressions, clicks, and conversions appear in reporting less than 20 seconds after they occur.

The Line Insights page enables you to identify the best performing audiences, exchanges, site domains and subdomains so that you can better target your digital campaigns and improve your return on investment.

All line insight reports are line-specific reports highlight the delivery and performance of a single line. The Insights page displays controls that enable you to understand and optimize line delivery and line performance.

line-insights-page

The Line Insights view is organized into five tabbed subpages that display line insight reports that show line delivery and line performance data for targeted audiences, exchanges, sites, and more.

Insight Description
Overview The Overview insight report displays general line performance and line delivery metrics for the specified reporting period.
Audiences The Audiences Insight report displays line delivery and line performance metrics by targeted audience.
Exchanges The Exchanges Insight report displays line delivery and line performance metrics by targeted exchange. Use the report to identify the best and worst performing exchanges.
Sites The Sites Insights report displays line delivery and line performance data by site domain and subdomain.
Bidding The Bidding Insight report displays impression, qualified bid, and win rate metrics for the report period. The report enables advertisers to better assess how line targeting, line pacing, and bidding strategies affect line delivery.
Deal Troubleshooting The Deal Troubleshooting report helps advertisers identify the cause of under-delivery of their deals. It provides transparency on why deals are either under-delivering or having no delivery at all so that they can troubleshoot and prevent line underdelivery in the DSP.

Get Started With Line Insights

Line insight reports enable you to compare line delivery and line performance during a specific reporting period.

The Overview report provides a generalized view of a line during a reporting period. The other reports enable you to view line delivery and line performance statistics against specific line targets: audiences, exchanges, and site domains.

You can customize line insight report to measure data using specific line delivery and line performance metrics and by reporting period.

Line Delivery Metrics

The Overview Insight, Audiences Insight, Exchanges Insight, and Site Insight reports enable you to measure line delivery by the number of impressions served or the ad spend.

Parameter Description
Impressions An impression (a.k.a. ad impression) occurs whenever an ad is loaded and displayed in a web page. An impression is registered whenever the web server responds to a page request from a consumer’s browser. Digital advertising is usually bought and sold in terms of cost per thousand impressions (CPM).
Spend Ad spend (a.k.a. spend) tracks the cost of a campaign or line. In line insight reports, ad spend representstotal expenditures for a line during the specified reporting period.

Line Performance Metrics

The Overview Insight, Audiences Insight, Exchanges Insight, and Site Insight reports enable you to view and compare line performance and line delivery metrics for the targeted areas.

Line performance can be measured in one of seven metrics:

Metric Description
CPC A metric that measures the cost per click, the average cost per click recorded: CPC = Ad Spend / Click.
CPA A metric that measures the cost per action, the average cost per conversion recorded: CPA = Ad Spend / Conversions.
CPM A metric that measures the cost per one thousand impressions (cost per mille): CPM = Ad Spend / (Impressions / 1000).
CTR A metric that measures the click-through rate, the average number of clicks generated per ad impression: CTR = Clicks / Impressions.
CNVR A metric that measures the conversion rate, the rate of conversions per one thousand impressions: CNVR = Conversions/1000.
Clicks A click occurs whenever a consumer responds to an impression by clicking the ad.
Conversions A conversion occurs whenever a consumer responds to an impression with an action that is defined by a conversion rule.

Report Period

All line insight reports are defined by a report date range.

To set the date range for an insight:

  1. Click the date picker button on the right side of the page.
  2. From the drop-down list, select a date range or enter a custom range. For example:

Overview Insights

An Overview Insight report display general line performance and line delivery performance metrics for the reporting period.

You may customize the reporting metric (ad spend or impressions served) and the metric used to measure performance during the report period.

pacing-performance-stats

Using controls in the Overview Insights report, you can specify the line delivery and line performance metrics displayed in the report as well as define the reporting period.

Metric Description
Line Delivery Line delivery determines the metric used to measure line delivery during the reporting period. Line delivery may be measured in terms of Spend (ad spend) or Impressions (impressions served). To learn more, see Line Delivery Metrics.
Line Performance The line performance metric determines the KPI that is used to measure line performance during the reporting period. To learn more, see Line Performance Metrics.
Report Period The report period determines the range of days included in the report. The report only includes data recorded within the specified date range. To learn more, see Report Period.

Overview Insights Chart

On the graph, hover over a data point for specific information about impressions or spend. Compare the data points to determine the optimal number of impressions or optimal spend for a given KPI.

The Overview Insights chart overlays two line charts that track line delivery and line performance over the specified reporting period. Line delivery is measured in terms of ad spend or impressions served. Line performance is measured in one of seven standard KPIs.

hover-over-a-data-point

The double line chart format enables you to compare line delivery and line performance on a daily basis so that you can better understand how adjustments to the line have affected both.

In addition to the daily comparisons, the report shows summary line delivery and line performance data for the reporting period.

Statistic Description
Current Spend Displays the ad spend for the specified reporting period.
Current Impressions Displays the impressions served for the specified reporting period.
Projected Spend Displays the projected ad spend in the remainder of the reporting period.
Projected Underspend Displays the projected ad underspend in the remainder of the reporting period.
Projected Goal Deviation Displays the projected deviation from the line’s goal target in the remainder of the reporting period.
Remaining Budget Displays the line’s remaining budget.
Remaining Days Displays the number of remaining days in the line’s flight.

Overview Insights Audit Logs

The audit logs display a tabular list of recent changes to the line properties, targeting, and ads.

For each change, the log displays the type (Line, Targeting, or Ads), the field updated, the action (Added, Changed, Removed), the old value, and the new value.

The audit logs can display data from the previous 90 days. You can specify the range of data displayed in the audit log by the day, week, month, or custom range.

Note

To export a line’s audit log to a CSV file, click the Export button on the right side.

overview-audit-log

Audiences Insights

The Audiences Insights report shows how targeted audiences are performing against ad spend.

Using Audience Insights charting tools, you can identify the best and worst performing audiences.

Audience Insights Chart

The Audience Insights report shows line delivery and line performance metrics by audience.

For each targeted audience the report charts line delivery (ad spend or impressions served) and line performance as measured by specified API.

audiences-graph

Audience Insights report data may be filtered by audience type (targeted or untargeted) and pixels.

Metric Description
Targeted Audience By default, the chart displays line delivery and line performance statistics for targeted audiences.
Untargeted Audience You may want to locate additional well-performing audiences that you are not currently targeting. To switch between targeted and untargeted audiences, select an option from the drop-down list on the right.
Pixels By default, the chart displays audiences targeted by all pixels. To filter the audiences by pixel, select a pixel from the Pixel drop-down list. To learn more about the Dot tag and pixels, see Pixels Overview.

Using controls in the Audience Insight report, you can specify the line delivery and line performance metrics displayed and the parameters of the reporting period.

Metric Description
Line Delivery Line delivery determines the metric used to measure line delivery during the reporting period. Line delivery may be measured in terms of Spend (ad spend) or Impressions (impressions served). To learn more, see Line Delivery Metrics.
Line Performance The line performance metric determines the KPI that is used to measure line performance during the reporting period. To learn more, see Line Performance Metrics.
Report Period The report period determines the range of days included in the report. The report only includes data recorded within the specified date range. To learn more, see Report Period.
Audience The Audience option determines whether data for targeted audiences or untargeted audiences is displayed in the Audience Insights report.
Pixels By default, the Audience Insight report displays audience data for all pixels. If you want to view audience data for a particular pixel, select that pixel in the Pixels drop-down list.

You can export your audience data to a CSV file by clicking the Export button in the upper-right corner of the Audiences insights page.

Audience Insights Table

The Audience Insights table displays summary statistics for the specified audience and pixels.

audience-insights-table

For each audience specified, the table displays the following metrics:

Metric Description
Audience Size Displays the size of the target audience during the reporting period.
Spend Displays the ad spend for the target audience during the reporting period.
Impressions Displays the number of impressions served the target audience during the reporting period.
Clicks Displays the number of clicks recorded for the target audience during the reporting period.
Conversions Displays the number of conversions recorded for the target audience during the reporting period.
eCPM Displays the effective CPM (the effective cost per thousand impressions) for the target audience during the report period.
CTR Displays the click-through rate for the target audience during the report period.

Exchanges Insights

The Exchanges Insight report displays line delivery and line performance metrics for targeted exchanges.

Using the Exchange Insights report, you can identify which exchanges are performing best and which exchanges are under-performing.

Exchanges Insights Chart

The Exchanges Insights chart shows exchange-specific line delivery and line performance data.

exchanges-graph

Using controls in the Exchanges Insight report, you can specify the metrics used to measure line delivery and line performance in the chart and to change the parameters of the reporting period.

Metric Description
Line Delivery Line delivery determines the metric used to measure line delivery during the reporting period. Line delivery may be measured in terms of Spend (ad spend) or Impressions (impressions served). To learn more, see Line Delivery Metrics.
Line Performance The line performance metric determines the metric that is used to measure line performance during the reporting period. To learn more, see Line Performance Metrics.
Report Period The report period determines the range of days included in the report. The report only includes data recorded within the specified date range. To learn more, see Report Period.

Exchanges Insights Table

The Exchanges Insights table displays summary statistics for the targeted exchanges.

exchanges-table

For each exchange, the table displays summary statistics for the following key performance indicators:

Metric Description
Spend Displays the ad spend for the exchange during the reporting period.
Impressions Displays the number of impressions served the exchange during the reporting period.
Clicks Displays the number of clicks recorded for the exchange during the reporting period.
Conversions Displays the number of conversions recorded for the exchange during the reporting period.
eCPM Displays the effective CPM (the effective cost per thousand impressions) for the exchange during the report period.
CTR Displays the click-through rate for the exchange during the report period.

Sites Insights

The Sites Insights report provides bid multiplier and targeting controls by domain or subdomain, real-time forecasting, and line performance metrics. Use the Sites insights to identify and target the best performing domains and subdomains, and remove targeting from poor performing ones.

The Sites Insights report compares line delivery (ad spend or impressions served) with line performance as measured by the specified KPI. In the chart, the horizontal x-axis represents line performance and the vertical y-axis represents line delivery. The chart shows the degree to which the line has exceeded or fall short of the its goal.

sites-chart

Site Insight reports can display line performance by domain or subdomain. To toggle between domains and subdomains, click the Domain or Subdomain buttons in the upper-right corner.

Using controls in the Sites Insight report, you can specify the line delivery and line performance metrics displayed and the parameters of the reporting period.

Metric Description
Line Delivery Line delivery determines the metric used to measure line delivery during the reporting period. Line delivery may be measured in terms of Spend (ad spend) or Impressions (impressions served). To learn more, see Line Delivery Metrics.
Line Performance The line performance metric determines the KPI that is used to measure line performance during the reporting period. To learn more, see Line Performance Metrics.
Report Period The report period determines the range of days included in the report. The report only includes data recorded within the specified date range. To learn more, see Report Period.

On the graph, hover over a data point for specific information about a particular site. Compare the data points to determine the site with the best performance for a given KPI.

hover-over-a-data-point

Update Site Bid Multipliers

On the Sites page, you can update the bid multipliers for any of the domains or subdomains in the list.

To update site bid multipliers:

  1. Type a new number in the bid multiplier text box for a particular domain or subdomain to increase or decrease the multiplier.
bid-multiplier control
  1. Check the forecasting area on the right side of the page to see how your change would impact impressions, cookies, bidding, eCPM and pricing. Compare the Baseline (before the bid multiplier change), and the Updated amounts (after the change).
bid-multiplier forecast
  1. When you are finished updating the site bid multipliers, scroll to the bottom of the page and click Save All Changes.

Note

Click Undo at any time to remove your unsaved changes.

Sites Insights Targeting Controls

On the Sites page, you can update the targeting for any of the domains or subdomains in the list.

To update site targeting:

  1. Move the Target slider left or right to add or remove targeting for a domain or subdomain.
targeting-control
  1. Check the forecasting area on the right side of the page to see how your change would impact impressions, cookies, bidding, eCPM and pricing. Compare the Baseline (before the targeting change), and the Updated amounts (after the change).
targeting-forecast
  1. When you are finished updating the site targeting, scroll to the bottom of the page and click Save All Changes.

Note

Click Undo at any time to remove your unsaved changes.

Sites Insights Data

The Sites Insights table displays a summary of line performance across the site domains served by the line during the report period.

the-sites-table

For each domain or subdomain, the table displays summary statistics for the following key performance indicators:

Metric Description
Spend Displays to total ad spend for the domain/subdomain during the report period.
Bid Multiplier Displays the current bid multiplier for each domain. You can change the bid multiplier and see how your change impacted the forecast on the right side of the page.
Target You can toggle the targeting on or off for each domain and subdomain, and see how your change impacted the forecast on the right side of the page.
Impressions Displays to total number of impressions served the domain/subdomain during the report period.
Clicks Displays to total number of clicks recorded for the domain/subdomain during the report period.
Conversions Displays to total number of conversions recorded for the domain/subdomain during the report period.
eCPM Displays the effective CPM (the effective cost per thousand impressions) for the domain/subdomain during the report period.
CTR Displays the click-through rate for the domain/subdomain during the report period.
CNVR Displays the conversion rate for the domain/subdomain during the report period.
CPC Displays the cost per click for the domain/subdomain during the report period.
CPA Displays the cost per action for the domain/subdomain during the report period.

Bidding Insights

The Bidding Insights report enables advertisers to identify and troubleshoot line delivery issues.

A line may fail to scale for a variety of reasons. The Bidding Insights report enables you to analyze the line’s ability to win auctions and serve ad impressions given its targeting, pacing, and bidding strategies.

Using controls in the page, you can identify line-level configurations (line targeting, line pacing, bidding strategies) that affect the line’s ability to compete and win auctions.

Bidding Insight Report

Data displayed in the Bidding Insights report may be filtered by date or day enabling you analyze performance by the date or by the day of the week. By default, the Bidding Insight report shows daily metrics for the previous seven days.

The Bidding Insight page is organized in four distinct areas:

Area Description
Bidding Insight Parameters The Bidding Insight Parameters area shows the internal auction success rate for targeting, pacing, performance, and bid price parameters.
Bidding Insight Metrics The Bidding Insight Metrics area shows key performance statistics and metrics for the reporting period including the number of qualified bids, the number of impressions attempted, the total impressions served, and the win rate percentage.
Bidding Line Chart The Bidding Insight line chart shows the line’s win rate, qualified bids, and impressions won by day or date for the specified reporting dates.
Bidding Line Highlights The Line Highlights audit logs display a tabular list of recent changes to the line properties, targeting, and ads.

Bidding Insight Parameters

The Bidding Line Insights area shows summary statistics for the line-level parameters that most affect the line’s ability to win auctions.

The line’s win rate measures the percentage of auctions won (Impressions Won) over the number of auctions (Qualified Bids). A qualified bid represents an instance in which the line has bid in an auction.

The Bidding Insights area shows the relative affect that line-level configurations have on the line’s win rate. The higher the percentage displayed, the greater the affect that a parameter has on the line’s win rate and the greater attention you should give to that parameter when you optimize for line delivery.

Parameter Description
Targeting Shows the impact of the line’s targeting parameters on its win rate. Subparameters include geo-targeting, deal exclusion, creative, contextual, and site/app targeting parameters.
Pacing Shows the impact of the line’s pacing configuration on its win rate.
Performance Shows the impact of the line’s configured goal its win rate.
Bid Price Shows the impact of the line’s bid price on its win rate.

Higher percentages indicate greater impact on overall win rate. For example, if the Targeting parameter equals 38%, the system is indicating that, within the internal auction, your overall selected Targeting for this line has excluded you 38% of the time from winning the internal auctions taking place.

Bidding Insight Metrics

The Bidding Insight Metrics area shows key performance statistics and metrics for the reporting period including the number of qualified bids, the number of impressions attempted, the total impressions served, and the win rate percentage.

Metrics Description
Qualified Bids Shows the number of bids that qualified for external auction. A qualified bid is a bid that has won the platform’s internal auction and qualified to bid on an ad placement opportunity in an external auction.
Total Impressions Attempted Shows the number of bids that participated in the external auction but failed to win.
Total Impressions Won Shows the number of impressions served after winning the external auction.
Average Win Rate % Shows the average rate of auctions won during the report period. The average win rate measures the average percentage of auctions won: Win Rate = [Impressions Won / Qualified Bids] * 100.

Bidding Line Charts

The Bidding Insight line chart shows the line’s win rate, qualified bids, and impressions won for the specified reporting dates.

Bidding Insight Chart

The vertical x-axis represents the number of impressions served (impressions won) and the win rate during the report period. The horizontally-axis represents time: either as a range of days or aggregate results for the day of the week.

For each date, the chart displays aggregate results. You can hover over the bars for additional parameter detail for that date.

Metric Description
Impressions Won The Impressions Won shows impressions served after winning the external auction.
Qualified Bids The Qualified Bid identifies all bids that qualified for the external auction.
Win Rate The Win Rate identifies the number of impressions divided by the is number of qualifed bids: Impressions Won / Qualified Bids.

Bidding Insights Audit Logs

The Line Highlights enable you to review an audit log of all changes relative to the selected date range. The audit logs display a tabular list of recent changes to the line properties, targeting, and ads.

For each change, the log displays the type (Line, Targeting, or Ads), the field updated, the action (Added, Changed, Removed), the old value, and the new value.

The audit logs can display data from the previous 90 days. You can specify the range of data displayed in the audit log by the day, week, month, or custom range.

Deal Troubleshooting

Deal Troubleshooting helps advertisers identify the cause of under-delivery of their deals. It provides transparency on why deals are either under-delivering or having no delivery at all so that they can troubleshoot and prevent line underdelivery in the DSP.

Note

  • The most recent data you can see is up to yesterday’s data.
  • The Deal Troubleshooting tab appears only if the line targets deals.

The report is presented as a funnel, with information displayed at the following levels:

  • Total Bid Requests - shows total requests, as well as percentage/number not bid on because of exclusion, filtering, or blocking.
Deal troubleshooting - total bid requests
  • Total Bid Requests Eligible for Auction - of all bid requests, shows the percentage/number excluded because of suspected bot traffic or demographic targeting, or lost in the auction due to a lower bid.
Deal troubleshooting - total bid requests
  • Total Bid Responses - shows the percentage/number of responses.
Deal troubleshooting - total bid requests
  • Impressions - of the total bid responses, the percentage/number that generated impressions.
Deal troubleshooting - total bid requests

To view troubleshooting information about a line that references a deal:

  1. Navigate to Advertisers > Campaign > Line > Deal Troubleshooting.
  2. The Deal Troubleshooting report covers all targeted deals in the selected line.
  3. Scroll down to identify the bottleneck.
  4. Use the [Show More] and [Show Less] commands to see/hide additional reasons for blocking, filtering, etc.