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How Reporting Works in OpenX


Last updated on November 7, 2019

OpenX calculates and maintains data for your ad serving events and transactions, and allows you to access it through various reports, which you can generate for a specific timeframe. This timeframe can be fixed, where you specify exact start and end dates for the report, or relative, where you select an option such as Today, Last Month, or Year to Date. Then you can either download the report, or view it within the OpenX user interface.

OpenX is IAB certified for ad impressions, clicks, rich media, and video measurements. Some of the reports that you generate include unfiltered real-time data, which is then corrected with clean IAB-certified data if needed, while other reports only ever contain clean IAB-certified data.

In most cases, the “close of books” for reporting data (total numbers for a day or month) should be complete and ready to use after the last hour of that day or month is published from trued-up data. Generally, this is about 4-6 hours after midnight in the instance time zone. To confirm the availability of the reporting data, check the Data Lag field located on the Analyze dashboard of the Reporting in the Cloud tool.

At a minimum, only OpenX users with the Reporting Delivery user capability can access reports. Reporting is part of most of the default roles included with OpenX. In addition, a user’s primary account type dictates the types of reports that they can generate, and the columns within the reports that they may see.

What About Currency Differences?

Any Ad Exchange revenue that originates in a different currency is converted to U.S. dollars (USD) at the time of the auction, and is reported in USD. OpenX obtains exchange rates from a third party service that updates exchange rates daily. Those exchange rates are used by the OpenX Ad Exchange until the next update.

How to Determine Data Availability?

The Reporting in the Cloud tool allows you to generate reports that help you analyze and evaluate performance. However, performing an accurate analysis or evaluation requires an understanding of the completeness of your data set.

On the Analyze dashboard, the Data Lag field located on the top menu indicates the latest availability of reporting data. If new data is available, the refresh icon blinks. Click Refresh to get the latest data.

How Long Does OpenX Retain Report Data?

OpenX enforces the following data retention policies for reports. This includes:

  • Reports with detailed geolocation data (no geo or just country geo).
  • Reports without detailed geolocation data (no geo or just country geo).
  • Reports with detailed geolocation data, such as state, designated market area (DMA), and city.
Data typeInterval stored forOpenX retains
Aggregated hourly14 month sliding windowPrevious 14 months in their entirety
Aggregated daily14 month sliding windowPrevious 14 months in their entirety
Aggregated monthly14 month sliding windowPrevious 14 months in their entirety