Advertiser Performance Report

Last updated on November 1, 2018

Attributes

Metrics

Overview

You can configure a Performance Report to show as many or as few columns of information as needed. To run an Advertiser Performance Report, navigate to Reports > My Reports > Create Report > Performance Report.

Listed below are definitions for the metrics you can include.

Attributes

You can select one or more of the following attributes to appear as columns within your report. You must select at least one attribute.

Inventory

Order

Attribute Description
Order Name

Name of the order.

Order ID

OpenX ID for the order.

Order Start Date

Start date (in UTC format) for the order.

Order End Date

End date (in UTC format) for the order.

Line Item

Attribute Description
Line ItemThe primary unit of execution for an order, which represents a specific inventory purchase and the required conditions for ad delivery. Name

Name of the line item.

Line Item ID

OpenX ID for the line item.

Line Item Start Date

Start date (in UTC format) for the line item.

Line Item End Date

End date (in UTC format) for the line item.

Line Item Status

Status of the line item, such as active, paused, or expired.

Line Item Type

Type of inventory on which the line item is intended to run, such as Web, Mobile, Linear VideoA video ad or ad unit that typically appears in a video player before (pre-roll), after (post-roll), or during a break (mid-roll) in the streamed content. In addition to the in-stream format, linear video ad units may include interstitial, out-stream, and opt-in formats. They may also be accompanied by companion ads and include interactive components..

Buying ModelFor Publishers: The terms under which a specific inventory purchase is made, as well as the priority order in which OpenX considers a line item for selection, including: 1. Guaranteed – exclusive; 2. Guaranteed – share of voice; 3. Guaranteed – volume goal; 4. Non-guaranteed – preferred access; 5. Non-guaranteed; 6. House. For Demand Partners: A framework for purchasing inventory. All Demand Partners can buy on open auctions that are accessible to any members of the OpenX Ad Exchange. If enabled by OpenX to use the Programmatic Direct framework, Demand Partners can also buy in private marketplaces from publishers with whom they have purchasing deals.

Buying model for the line item, such as Guaranteed - Exclusive or Non-guaranteed.

PriorityIndicates which deal traffic set should take precedence in the case that multiple deals or line items are eligible to serve for a given ad request.

Indicates which deal traffic sets should take precedence in the case that multiple deals or line items are eligible to serve for a given ad requestCommunication from a web browser or app to an ad server to display an ad..

Pricing ModelThe method for assigning a value to a line item, such as cost per mille (CPM) or cost per click (CPC).

Pricing model for the line item, such as CPMCost per mille, a pricing method which calculates cost based on the number of impressions (per 1000)., CPACost per action, a pricing method which calculates cost based on the number of times a user takes action based on an ad (conversions)., CPCCost per click, a pricing method which calculates cost based on the number of times a user clicks on an ad., or CPDCost per day, a pricing model where advertisers pay on a daily basis for their ads to be displayed on a particular website..

Pricing Rate

Pricing rate for the line item.

Line Item Delivery MediumThe manner in which an end-user is exposed to ad inventory, such as web or mobile.

Ad delivery modeSpecifies how OpenX selects the ads in a line item for delivery when a line item wins an impression. OpenX can evenly distribute impressions between ads in the line item (equal weighting), distribute impressions between ads in the line item based on each ads’ ad weight setting (manual weighting), or deliver ads together to a predefined ad unit group (companion), according to the selected fill method. for the line item, such as companion, CTR OptimizedAn ad delivery mode that enables you to serve higher performing (based on click-through-rate) creatives more often., Equal WeightingAn ad delivery method for which the Ad Server evenly distributes impressions between ads in the line item. See ad delivery mode., and Manual WeightingAn ad delivery method for which the ad server distributes impressions between ads in a line item based on the Ad Weight setting for each of the ads in the line item..

Delivery Mode

Ad delivery mode for the line item, such as companion.

Daily Impression GoalThe maximum number of impressions to deliver for a line item in a single day (per day) or over the duration of the line item’s flight (total). When a line item reaches a daily impression goal, it is temporarily ineligible for ad selection. For example, if you set the daily impression goal to 5 and the line item reaches 5 impressions in a single day (e.g., on day 5 of a 20 day flight), then the line item is not available for ad serving for the rest of the day. However, the line item becomes eligible again for ad serving on day 6. When a line item reaches its total impression goal, no matter which day of the flight, it is no longer available for ad serving.

Total number of impressions the line item may generate for a specified time frame.

Lifetime ImpressionA single display of an ad on a web page, mobile app, or other delivery medium. For deals, impression is a metric to relay the total number of ads that have served. See also billable impression, forecasted impressions. Goal

Total number of impressions the line item may generate over the duration of its flight.

Ad

Attribute Description
Ad Name

Name of the ad.

Ad ID

OpenX ID for the ad.

Ad Type

Type of the ad, such as image, linear video, native, and so on.

User

Attribute Description
Country

Country of the end-user viewing the inventory.

Device Category

Type of electronic device on which the impression is being displayed.

Possible values are:

  • connected device
  • connected tv
  • desktop
  • mobile/tablet
  • phone
  • set-top-box
  • tablet
  • text

Note: "Phone" refers to a smartphone. "Text" refers to any other feature phone or an unknown device.

Time

Attribute Description
Month

Data summarized by month.

Week

Data summarized by week.

Date

Data summarized by date.

Hour

Data summarized by hour.

External Identifiers

Attribute Description

External Publisher ID

Free-form reference identifier for a publisher.

External Site ID

Free-form publisher reference identifier for a site.

External Ad Unit ID

Free-form publisher reference identifier for an ad unit.

External Demand PartnerA company which purchases ad inventory on OpenX Ad Exchange. ID

Free-form publisher reference identifier for a demand partner.

External Order ID

Free-form publisher reference identifier for an order.

External Line Item ID

Free-form publisher reference identifier for a line item.

External Ad ID

Free-form publisher reference identifier for an ad.

Metrics

Delivery

Metric Description
Impressions Delivered The total number of impressions delivered

Line Item Pacing

Metric Description
% Of Impression Goal Delivered Percentage of the line item impression goal that has been reached. For example, if the impression goal is 1000, and 250 impressions have been delivered, this value would be 25%.
Impressions Remaining Number of impressions remaining before the goal is reached for the line item
% Of Flight Completed The percentage of the flight duration that has passed. For example, if the flight is set to 10 days and 6 days have passed, this value would be 60%.
Days Remaining in Flight Number of days left until the line item completes its flight (expires)
On Schedule Indicator Percentage that indicates the pacing of delivery of impressions against flight duration. For example, 100% indicates on-track pacing; 90% indicates under-pacing.

Revenue

Metric Description
Spend Total advertiser spend
Net CPM Net spend per thousand impressions

CTR

Metric Description
Clicks Total number of clicks generated
Clicks Remaining Number of clicks remaining until reaching a click goal
CTRClick-through rate, the percentage of impressions that results in a click through. For example if a banner was clicked on 87 times after being shown 1000 times, it would have a CTR or click-through rate of .087 or 8.7% (87/1000 = 0.087×100 = 8.7). Click-through-rate = number of times an ad is clicked/impressions for the ad

Conversions

Metric Description
Click-Through Conversions Total number of conversions generated from clicking on the selected ads
View-Through Conversions Total number of conversions generated from viewing the selected ads
Conversions Generated Total conversions, including both click-through and view-through
Conversion RateThe percentage of visitors to a website who sign up for advertised offers or buy advertised products. Proven high conversion ratios (via web analytics) add value to a website’s inventory. by Clicks Conversion rate, considering only click-driven conversions
Conversion Rate by Impressions Conversion rate, considering only ad view-driven conversions

Device Category reporting

The Advertiser Performance Report has been updated with Device Category (new field) and breakout of Video Ads in existing Delivery Medium to provide more insight into revenue and performance for this specific type of inventory. With this updated report, you can better analyze both your Direct and Exchange business.

In Device Category reporting, "phone" is smart phone, and "text" is any other feature phone or an unknown device.

   

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