1. Terminologies & Reporting Metrics

Metrics Definition
Budget Spend The total budget spent on impression (winning bid requests)
Impression The total number of times an ad is displayed 
Total Interactive Impressions

The number of times when a user interacts with the ad at least once. An interaction means a user has taken one of the actions below for more than 1 sec:

  • Click an exit link
  • Initiate an activity within the interactive ad
  • Expand the interactive ad
  • Hover over the interactive ad for at least one continuous second
Viewable Impression The number of times 50% of the display ad is visible to the audience for at least 1 continuous second
Win rate  The percentage of winning bids over the total number of bids
Click-through

The total number of interactions with the features in an interactive ad, which will take users to your website landing page

Click-through rate (CTR) is the percentage of click-through per impressions

Engagement

The total number of interactions with the features in an interactive ad without leaving the current website

Engagement rate (ER%) is the % of engagement per impression.

Average Engagement Time

The average amount of time a user spends interacting with an interactive ad during an interval of approximately 30 minutes.

Total Engagement Time

The total amount of time spent interacting with an interactive ad during an interval of approximately 30 minutes for all users.

Views 

The total number of counts that a video ad is viewed for at least 3 seconds.

Avg. CPV

It is the average amount you pay when a viewer watches 30 seconds of your video (or the whole duration if it is shorter than 30 seconds) or engages with your video, whichever comes first. Please note that your average CPV may not be the same as your maximum CPV. Your maximum CPV is the maximum amount that you are willing to pay for an ad view.

Conversions

The total number of Click-Through Conversions and View-Through Conversions.

Click-through conversions (CTC) 

The situation when a visitor sees your ad, he/she clicks on it and then converts.

View-through conversions (VTC)

The situation when a visitor sees your ad, he/she does not click on it but later returns to your site and converts.

View-through rate (VTR)

The number of completed views of skippable ad over the number of initial impressions.

Completed Views (video)

The number of times a video is played to its completion.

First-Quartile Views (video)

The number of times a video is played to 25% of its length.

Mid-Point Views (video)

The number of times a video is played until the middle points of its view length.

Third-Quartile Views (video)

The number of times that a video is played to 75% of its length.

 

2. Types of Report

There are 2 types of report that you can generate from XPO Media Broker: Insight Report and Attribution Report.

2.1 Insight Report

This report provides you with all the campaign performance data, e.g. total impressions, total clicks, Click-through rate, etc.

You can access Insight Report on the dashboard by going to Reports and clicking on Insights

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You can click into a campaign to see the associated performance funnel and campaign performance data.

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The Insight Report also helps to analyze the performance breakdown by different dimensions e.g. creatives, cities, platforms, devices, etc.

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Please refer to Generating Insight Report section to learn how to extract Insight Report.

2.2 Attribution Report

This report provides you with all the conversion-related data e.g. conversion, transaction value, etc.

The Attribution Report can be viewed or exported with the following parameters:

  • Advertiser: to display all the click-through or view-through conversions for a selected advertiser
  • Campaign: to display conversion of a selected campaign
  • Ad group: to display conversion of selected strategy under a campaign
  • Creative: to display the conversion of a selected creative

Please refer to Generating Attribution Report article to learn how to extract Attribution Report.

3. Attribution Model

We support 5 types of attribution model as per industry standards. An attribution model is a rule or set of rules that determine how credit for sales and conversions are assigned to the touch points along the conversion paths. The purpose is to provide a way for the advertiser to value the contribution from the different vendors who are involved in running campaigns and understand the value brought by those vendors. Attribution model can also be applied among channels or ad groups based on the need. Below are different types of attribution model:

  • First Touch: the first touch point would receive 100% of the credit for the transaction occurred
  • Last Touch: the last touch point would receive 100% of the credit for the transaction occurred
  • Linear: each touch point would share equal credit
  • Time Decay: the touch points which are closest in time to the sale or conversion get most of the credit
  • Position Based: 40% credit is assigned to each of the first and last interaction and the remaining 20% credit is distributed evenly to the middle interactions

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