Campaign Report

The Campaign Report provides a comprehensive set of campaign insights for a time period you specify. You can create a campaign report for an entire campaign, or for selected lines within a campaign.

Note

The report dates may be different from campaign flight dates. All the metrics are calculated for the report dates except the goals and campaign budget.

The Campaign Report Summary page provides a high-level overview of your campaign. At the top of the Campaign Report Summary page, you see a menu with additional insights you can view.

campaign-report-summary-page

The data in the Campaign Report comes from the DSP ad server, and third-party data providers.

Create a Campaign Report

Follow the steps in this section to run a campaign report from the Insights tab.

After the report generates, you can edit it and set it up for sharing with others.

To create a campaign report:

  1. From the DSP Insights tab, select the Campaign Report subtab.

    campaign-report-subtab

    Note

    You can also run the report from the dashboard. Check out run-reports-from-the-dashboard.

  2. From the Date Range drop-down list, select a date range.

    date-range-drop-down-list
  3. Start typing the name the campaign for which you want to run the report. When you see your campaign, select it from the list.

    campaign-name-field
  4. Click Run Report.

Share and Edit a Campaign Report

After you create a Campaign Report, you can set it up for sharing with your colleagues or advertisers. The people you share the report with do not need to have access to DSP.

On the read-only (advertiser-facing) version of the report, Yahoo recommends that you do the following:

  1. Customize the report by showing or hiding the insights that do not support your sales story.
  2. Show only one time range (daily, weekly, or monthly). If the report time range is:
  • Fewer than 30 days, show the time range in days.
  • Between 30-90 days, show the time range in weeks.
  • More than 90 days, show the time range in months.

To share and edit a campaign report:

  1. Create a new campaign report. If you need help, check out create-a-campaign-report.

  2. From the Campaign Report Summary page, click the “share” button next to the name of the campaign on the upper-left corner of the page. For example:

    report-share-button
  3. Optionally change the name of the advertiser or campaign. Do the following:

    • Click the pencil icon next to the name you want to change.
    pencil-icons
    • Type a new name in the text box.
    rename-the-report
    • Click the “check” to accept the change.
    • Click the “X” if you change your mind.
  4. At the top of the page, move the sliders to the left or right to exclude or include particular insights in the report.

    report-sliders
  5. Click Share Campaign Report.

    You see a window that contains a link to your report.

    link-for-sharing-the-report
  6. Copy the link in the text box, and share the link with others. Users who click the link can see the report, but will not have access to other pages on the DSP platform.

    Note

    The report is unique to the configuration (campaign or lines, naming, date, and selected insights) you set up in this procedure.

Export a Campaign Report

After you create a Campaign Report, you can export it in Microsoft Excel (.xls) format. You can then share campaign-level insights with clients and individuals outside the DSP in a templated report.

To export a campaign report:

  1. Generate a campaign report using any available dimensions, metrics and date range.

  2. Click on the Export button to initiate the download:

    export-progress
  3. Monitor the progress of the report being generated by looking at the progress bar under the Export button. (This feature is useful for users who need to download very large reports for their clients.) Reports with more lines or broader date ranges take longer to download.

Campaign report data is exported as a Microsoft Excel (.xls) file.

Note

The export feature intelligently suppresses non-video related columns for detected “display only” campaigns.

Interpreting the Results

The following sections provide example reports you can use to learn more about each of the insights.

  • summary
  • trending
  • demographics
  • cross-device
  • day-and-time
  • search-lift
  • viewer-frequency
  • lines
  • creatives

Summary

The Campaign Report Summary page provides a high-level view on how your campaign is doing against your goals. It provides performance statistics for delivery, reach, and your success metrics (impressions, conversions, clicks, or video completions).

example-summary-page

The line at the top of the page shows the campaign goal (CPC in this example) and actual performance.

You see the following additional information on the Summary page:

Field Description
Budget The total budget for the campaign.
Spend The amount spent on the campaign during the report period.
Impressions The number of impressions served during the report period.
Unique Viewers The number of unique users who viewed an impression during the report period.
Average Frequency The average number of times each user sees an impression during the report period. Average Frequency = Total Impressions / Number of Unique Users
Click Count The number of clicks that occurred during the report period.
Click-through Rate (CTR) The number of impressions that resulted in a click during the report period. Click-through Rate = (Click Count) / Impressions
Total Conversions The number of users that performed a conversion activity, such as creating an account, clicking a Buy button, or signing up for a mailing list.
Conversion Rate (CVR) The number of impressions that resulted in a conversion during the report period. Conversion Rate = (Conversion Count) / Impressions

Demographics

Use the Demographics insight to check if your ads are reaching the desired demographics using different metrics.

example-demographics-insight

You can display the demographic data in terms of impressions, clicks, conversions or video completions by selecting a metric from the dropdown list.

example-demographics-insight

The lighter and darker bars show how the age and gender data for the selected campaigns or lines compares to the general population, as measured by Yahoo, comScore or Nielsen.

example-demographics-insight

You can hover over any bar in the chart to find the percentage of the selected metric that reached that age and gender group.

example-demographics-insight

All U.S. desktop video, in-app video, and mobile web campaigns are automatically measured by Yahoo, comScore and Nielsen. To show comScore or Nielsen in-target verification data for a video campaign, run this report and click the comScore or Nielsen button.

Important

comScore verification data shows for one month at a time. If you select comScore, you are prompted to select the month for which you want comScore verification data to show.

Note

Nielsen in-target verification data is only available for impressions.

Cross Device

The Cross-Device Insight provides information about the conversion activities of users across devices.

Note

The cross-device insight only applies to campaigns with conversion goals. If your advertiser’s campaign is not set up for a conversion goal, it’s best to remove this insight before you share the report with a client.

DSP also has a standalone Cross-Device Report that provides the same information as the Cross-Device Insight in the Campaign Report. For more information, check out Cross Device Report.

example-cross-device-insight

Day and Time

Use the Day & Time insight to find any trends that occur on weekdays, on weekends, or during particular hours of the day or days of the week.

The Day & Time insight shows the activity of users exposed to a campaign (or lines) across the Hourly and Day of Week dimensions. Choose which performance metric you want to use to show the data (Clicks, Conversions, or video Completions).

On the left side of the Day & Time insight, the blue circles represent evening and nighttime hours, and the orange circles represent daylight hours. The circle size varies depending on the average number of instances of the selected metric that occurred during that hour (the larger the circle, the more clicks, conversions, or video completions). Hover over a circle to get an exact total.

On the right side of the Day & Time insight, you see the performance by the day of the week. The top chart shows the distribution of clicks, conversions, or video completion rates by the day of the week. The lower chart shows the click-through rate (CTR), conversion rate, or completion rate. Hover over any portion of the chart to see an exact count for a given day of the week.

day-and-time-insight

Search Lift

The Search Lift insight shows how much your display campaign has influenced users to search for your brand. The report predicts how much more likely users would be to search for your brand if they are exposed to your campaign than they would be if they never saw your ads. To generate the report, DSP uses advanced predictive modeling based on data from 70,000+ behavior targeting attributes from 165 billion daily user events.

search-lift-insight

Your Search Lift insight can include multiple campaigns, lines, and keywords. You can create a Search Lift report on any campaigns that have run within the past 90 days. The period of time that the report tracks can be up to 30 days. The campaigns and lines must have over 100K impressions, and at least 1000 searches within the report period.

To obtain a Search Lift report, contact your Yahoo Account Manager. Provide your Account Manager with the following details:

  • The name of the advertiser
  • The names of the campaigns and lines you want to report on
  • The date range you want to analyze
  • The list of key words you want to report on

Viewer Frequency

The Viewer Frequency insight helps you determine the ideal number of times to expose users to your ad. Deciding how often to show an ad can be tricky. If you don’t show the ad enough times, you may not be generating enough brand recognition. If you show it too many times, your ads may become annoying or overwhelming.

For detailed information on how the Viewer Frequency insight works, check out Viewer Frequency Report.

Lines

The Lines insight shows how the selected lines have performed in terms of delivery. You can compare lines to see which one performed best, and use that information to optimize your campaign.

For the left side (blue) you can choose if you want to show the delivery in terms of impressions or ad spend. For the right side (green), you can show the performance using the following metrics: completion rate, conversion rate, Cost Per Acquisition (CPA), Cost Per Click (CPC), or Click-through Rate (CTR).

lines-insight

Creatives

The Creatives insight provides statistics about the display and video creatives in a campaign. On the left side of the page, you see the total impressions, clicks, completed views, Average CTR and Average CVR for all of the campaign’s creatives.

Note

The total stats are cumulative. For example, if a creative is associated with more than one line, the graph shows delivery stats for all the lines.

example-creatives-insight

By default, the graph sorts creatives in descending order by impression volume, and shows stats for all creatives. You can sort and filter the graph as follows:

  • Select an option from the upper-left drop­down list to change the sort metric.
  • Click a button in the upper-right to show all creatives, only display creatives, or only video creatives.
example-creatives-insight

To show the stats for a single creative, hover that creative. You see a pop-up with that creative’s stats. Compare that creative’s stats in the popup to the overall stats on the left side of the page.

example-creatives-insight

To show only a specific creative’s stats on the left side of the page, click one of the bars for that creative.

Note

To change the focus back to all creatives, click anywhere on the graph.