Also see Analytics: Full Overview and Automated Reporting
GENERAL METRICS
Total Impressions: Number of times an ad was rendered on the page.
Unique Impressions: Number of unique users to whom impressions were delivered.
Clicks: Number of clicks on a target URL (includes backup image clicks).
Unique Clickthroughs: Number of unique users that clicked on a target URL.
CTR (Clickthrough Rate): Ratio of clicks to impressions - ratio of users who click on a specific link to the # of total users who view the ad.
Engagement: User-initiated event - in banner action that does not result in a clickthrough. Includes hovers, video plays, expansions, Tweets, etc.
Total Engagements: Total number of user-initiated events.
Unique Engagements: Number of impressions with a user-initiated event.
ER (Engagement Rate): Ratio of unique engagements to total impressions.
Overview Report
Provides a consolidated view of campaign performance, including impression, clickthrough data and engagements.
- Impressions – total number of times an ad was rendered on the page. At Adventive, we log an impression once the ad is called from the 1stparty ad server
- Click Throughs – number of users that clicked on a target URL
- Engagements – user-initiated events, in banner actions that do not result in a clickthrough (includes hovers, video plays, expansions, tweets, etc.)
- CTR% - percentage of clicks to impressions (ratio of users who click on a specific link to the # of total users who view the ad)
- ER% - percentage of unique engagements to total impressions
- Viewable Impressions – number of impressions served and viewed (ad was on 50% of the site for 1+seconds). *Ad units with videosneed to be in view for 2+ seconds before counted as viewed
- Viewable Rate – Viewable Impressions divided by Total Impressions
Engagements Report
Provides a comprehensive look at how users are engaging with your ads. Engagements include any in-banner user-initiated actions that don't click-through to a landing page, such as expansions, form submissions, hovering, and twitter.
- Engagement Overview: displays all engagements broken down by engagement type
- Type – lists the type of engagement
- Engagements – number of user-initiated events for each type of engagement
- Percentage – % of user-initiated events for each type of engagement
- Engagement: Data Capture: includes creatives containing forms, polls or PDF download capture methods or polling components
- Ad Name – the name of the creative built in the builder/running in the campaign with a capture method or polling component
- Total – total number of viewers of the specific ad’s capture method or polling component
- Polling – number of viewers that engaged with the specific ad’s poll
- Forms – number of viewers that engaged with the specific ad’s form
- PDF – number of viewers that viewed the specific ad’s PDF
- Engagement: Intent: displays the number of times users hovered over an ad unit
- Ad Name – the name of the creative built in the builder/running in the campaign
- Total – total number of viewers of the specific ad
- Hover Intent – number of viewers that hovered over specific ad
- Engagement Navigation: includes ad expansions, closes and actions that open another screen within the ad
- Ad Name – the name of the creative built in the builder/running in the campaign
- Total – total number of viewers of the specific ad
- Expand – number of viewers that expanded the specific ad
- Collapse – number of viewers that collapsed the specific ad
- Advance – number of viewers that advanced through/scrolled, etc.
- Engagement Social: includes Twitter engagements (shares, follows, mentions)
- Ad Name – the name of the creative build in the builder/running in the campaign
- Total – total number of viewers of the specific ad
- Twitter – number of viewers of the specific ad’s Twitter elements
Conversions Report
Shows total clicks, CTR, and corresponding click URL for all ad units.
- Ad Name – the name of the creative build in the builder/running in the campaign
- Label - if a report label was entered in the Builder, it will populate here
- URL – the corresponding click url for the specific ad
- Clicks – number of viewers that clicked on the url for the specific ad
- CTR – percentage of clicks to impressions (ratio of users who clicked on the specific link to the # of total users who viewed the ad)
Location Report
A deep dive of campaign performance by geolocation (country, state/province or city).
- Location – lists the name of the country, state/province or city
- Impressions – total number of viewers in the specific location whom impressions were delivered
- Clicks – total number of clicks in the specific location
- CTR – percentage of clicks to impressions (ratio of users who clicked in the specific location to the # of total users who viewed the ad in the specific location)
- Engagements – number of user-initiated events in the specific location
- ER – ration of unique engagements to total impressions in the specific location
Video Report
Metrics include views, average view length, and total video play time as well as control engagements like replays, mutes and seeks.
- Video Completion Rate (VRC%) – Percentage of times the video played to the end. (100% column divided by the Total Plays column)
- Average View Rate (AVR%) – Percentage of the video watched by users. (i.e., if users watch an average of 20 seconds of a 30 second ad, then the average view rate is reported as 66.66%)
- Average Interaction Rate (AIR%) – Number of user interactions with a video, on average, such as Pause, Full Screen, Mute, etc. (it's the Video tabs columns for Play, Replay, Pause, Mute, Unmute, and Hover Sound added up and divided by the Total Plays column). Must be user-initiated (if they click for replay/not auto)
Video Overview
- Ad Name –the name of the creative build in the builder/running in the campaign
- Source – the video source/type (custom video, Youtube, VAST)
- File/ID – video file name or youtube id
- Impressions – total number of times the ad was rendered on the page
- CTR – percentage of clicks to impressions (ratio of users who clicked on the video to the # of total users who viewed the ad)
- ER – ratio of unique engagements to total impressions
- Views – number of video views
- Ave View Length – average view length in seconds
Video Average View Length
- Ad Name –the name of the creative build in the builder/running in the campaign
- Source – the video source/type (custom video, Youtube, VAST)
- File/ID – video file name or youtube id
- Views – total number of video views
- Ave View – average view length in seconds
- 0-25% - number of viewers that viewed first portion of the video (up to 25%)
- 25-50% - number of viewers that viewed up to second portion of the video (up to 50%)
- 50-75% - number of viewers that viewed up to the third portion of the video (up to 75%)
- 75-100% - number of viewers that viewed up to the end of the video (up to 100%)
- 100% - number of viewers that viewed the entire video (100%)
- Total Play Time – total play time of video in days/hours/min/seconds
Video Engagements
- Ad Name –the name of the creative build in the builder/running in the campaign
- Source – the video source/type (custom video, Youtube, VAST)
- File/ID – video file name or youtube id
- Play – number of viewers that clicked on the video play button
- Replay – number of viewers that clicked on the video replay button
- Pause – number of viewers that clicked on the video pause button
- Mute – number of viewers that clicked on the video mute button
- Unmute – number of viewers that clicked on the video unmute button
- Volume – number of viewers that clicked on the video volume button
- Seek – number of viewers that clicked on the video seek (forward/rewind) button
Site Report
Campaign KPI’s by site, down to the page level URLs.
- Site – the site url of where the ad is running
- Ad Name –the name of the creative build in the builder/running in the campaign
- Impressions – total number of times the ad was rendered on the specific site
- Clicks – the number of clicks on the specific site
- CTR – percentage of clicks to impressions (ratio of users who click on the specific link to the # of total users who view the ad)
- Engagements – total number of user-initiated events by site url
- ER - percentage of unique engagements to total impressions by site url
Slideshow Report
If utilizing the Slideshow component, this report shows which slides were clicked and viewed by asset name.
- Ad Name –the name of the creative build in the builder/running in the campaign
- Slideshow – slideshow number (slideshow 1 could have 10 slides in it/refer to asset name – see below)
- Asset Name – name given in the builder to the individual slides (handbag, belt, wallet, etc.)
- Ave Views Per Day – number of slideshow views per day per specific slideshow/asset
- Views – total number of slideshow views per specific slideshow/asset
- Clicks – the number of clicks on the specific slideshow/asset
Feed Parser Carousel Report
If utilizing the Feed Parser Carousel component, this report will show which slides were clicked and viewed by slide name.
- Ad Name –the name of the creative build in the builder/running in the campaign
- Feed Carousel – slideshow number
- Slide Name – name given in the builder to the slide (i.e. url from XML feed)
- Total Views – total number of slide views per specific slide (both auto and user-initiated = total)
- Auto Views – total number of slide views auto-initiated
- User Initiated Views – total number of slide views user-initiated (clicked on)
- Pagination Clicks – total number of user-initiated clicks on thumbnails
- Clickthroughs – the number of clicks on the specific slide
Technology Profile Report
Provides insight on the Platform OS, Browser, and Language of users
- Platform – device: mobile, desktop, or tablet
- OS - operating system: Mac OS, Windows, iOS, Android, Windows Mobile, Linux, Chrome OS, Other/Unknown
- Count - number of times an ad was rendered on the platform/OS
- Percentage - the count divided by the total impressions
OS Browse
- OS - operating system: Mac OS, Windows, iOS, Android, Windows Mobile, Linux, Chrome OS, Other/Unknown
- Browser - internet browser: Safari, Chrome, IE, Firefox, Other/Unknown
- Count - number of times an ad was rendered on the OS/Browser
- Percentage - the count divided by the total impressions
Language
- Language - user's language
- Count - number of times an ad was rendered for the language
- Percentage - the count divided by the total impressions