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.

Frequency

The number of times an ad is shown to the user.

Custom Metrics for Facebook Campaigns

  • Engagement time
  • Post
  • Like
  • Comment
  • Reaction
  • Link Click
  • Reach

 

  • Total time spent interacting with the ad
  • Total number of posts, likes, comments, reactions or link clicks an ad receives
  • Reach is the number of users the ad has been sent out to

 

Types of Report

There are 2 types of report that you can generate from XPO Media Broker

A) Insight Report

Providing you campaign performance data, e.g. total impressions, total clicks, click-through rate, etc.

From the Insight Report dashboard, select Insights

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You can select a campaign to analyze the detailed performance data.

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

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B) Attribution Report

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

The Attribution Report can be viewed 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

 Learn how to generate an attribution report.

Attribution Model

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

Different types of attribution models:

  • 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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C) My Report

XPO provides an option to create your custom reports via My Reports feature. You can customize your reports with multiple campaign selections and report schedules.

1. Under Reports menu, click My Reports and + REPORT

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2. Fill in the below details 

  • Report Name
  • Report Time Zone: set up the time zone you wish for your reports
  • Report Interval: You can set up an automated schedule to receive your reports. Set the Report Schedule by choosing how frequent you would like to receive your report:
    • Now
    • Specific Date / Time
    • Daily
    • Weekly
    • Monthly
  • Select Advertiser: select one or more from the dropdown list
  • Select Campaign: select one or more from the dropdown list
  • Schedule: schedule the report daily, weekly, etc.
  • Recipients: Multiple email address can be entered
  • Fields: select metrics for the report as per your requirement

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3. Click on Save. A download link for your customized report will be sent to the recipients.

 

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