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Reporting

All metrics are shown in downloaded reports. In the results area, toggle form Lite to Full to see the full report.

Dimension: Supply Tag

ColMetricDefinitionCalculationReporting ViewSupply Tag ViewTroubleshooting Notes
1Total CallsAll requests to supply tag - every time that SpringServe is pinged
Full

2RequestsUsable requests which match the supply tag targeting criteria
LiteLite
3BlockedUnusable requests which do not match the supply tag targeting criteria
Full
Lots of Blocked Requests mean that your supply partner is sending inventory that does not pass supply tag targeting. Confirm that they have targeting applied on their side.
4OpportunitiesNumber of times the supply tag VPAID unit is initialized
LiteLiteLow Opportunity numbers are indicative of being low on the waterfall of your Supply Partner.
5Missed OpportunitiesNumber of times the request passes supply tag targeting but does not pass targeting on any of demand tags on the waterfall
FullFullIf a tag has a lot of Missed Opportuntities, align more demand that meets supply tag targeting or add supply tag targeting to align better with existing demand. In the second case, make sure to share your targeting with your supply partner
6ImpressionsNumber of times an ad is served 
LiteLite
7Usable %Percentage of Requests that are usableRequests/Total CallsFull

8Blocked %Percentage of Requests that are blockedBlocked/Total CallsFull
If a tag has a high blocked rate, it is returning an empty VAST response to your Supply Partner and they may view your tag as a poor performer. Share your supply tag targeting with your supply partners to reduce this rate
9Opp % Percentage of Requests that result in an OpportunityOpportunies/RequestsFullFullIf a tag has a low opportunity rate, it is likely low on the waterfall of your supply partner. Ask what you can do to get higher on the waterfall; this may entail going on a white list or having request caps implemented on your tag to prove that your tag can fill if given more opportunities.
10Request FillPercentage of Requests that result in an ImpressionImpressions/RequestsliteLite
11Opp FillPercentage of Opportunities that result in an ImpressionsImpressions/OpportunitiesFullLiteThis metric is useful to show your supply partners when arguing for a higher spot on the waterfall.
12RevenueRevenue
liteLite
13Media CostCost
liteFull
14Third Party FeesFees based on Demand Partner settings
Full

15Total CostTotal Cost of Media and Third Party FeesMedia Cost + Third Party FeesFull

16Profit (Gross)Gross ProfitRevenue - Media CostFull

17Profit (Net)Profit Net Third Party FeesGross Profit - Third Party FeesliteFull
18Margin (Gross)Gross MarginGross Profit/RevenueFull

19Margin (Net)Margin Net Third Party FeesNet Profit/RevenueliteFull
20RPMRevenue per thousandRevenue/1,000lite

21CPMCost per thousandCost/1,000lite

22PPM (Gross)Gross Profit per thousandGross Profit/1,000Full

23PPM (Net)Profit per thousand net Third Party FeesNet Profit/1,000lite

24Opt OutsNumber of times that the waterfall is exhausted and there is no demand tag fillOpportunities - Impressions - Timeoutslite
If Opt Outs are high, reexamine your demand, because the request is going all the way down the waterfall without being filled.
25Opt Out %Percentage of Requests that result in an Opt OutOpt Outs/Requestslite

26Player LoadsNumber of times that a Player loads
Full

27Player Fill %Percentage of Requests that result in a Player LoadPlayer Loads/RequestsFull

27TimeoutsNumber of times the player closes after VPAID has initialized and no ad is returnedFull

If this number is high and the VPAID Window is high, your tag is given a long time to fill but never does; reexamine your demand. If this number is high and the VPAID Window is low, talk to your Supply Partner about why you are being timed out so quickly.
28Timeout %Percentage of Requests that result in a TimeoutTimeouts/RequestsFull

29VPAID WindowAverage number of seconds that the VPAID is open before timing out without monetizingFull


30ClicksNumber of times the view clicks on the ad
Full

31CTRClick through rateClicks/ImpressionsFull

3250% completesNumber of times the ad is viewed to 50%
Full

33100% CompletesNumber of times the ad is viewed to 100%
Full

34Completion %Average completion rate
Full

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Dimension: Demand Tag

These metrics are shown when including Demand Tag in the dimension field of a report, on the Demand Tag page, and the Waterfall tab of a Supply Tag.

ColMetricDefinitionCalculationReporting ViewDemand Tag ViewWaterfall Page ViewTroubleshooting Notes
1Ad RequestsNumber of times a Demand Tag receives a request
LiteLiteLite
2AdsNumber of times a Demand Tag returns a non-empty Vast response
Full

An impression cannot be served when there is no Ad returned. When the number of Ads is low, your demand partner is returning empty VAST responses. This usually happens when there is a misalignment in targeting or required macros are not being passed. Any demand tag macros must be implemented on the Supply Tag in order to be passed.
3OpportunitiesNumber of times the Demand Tag VPAID is initialized
Lite
Lite
4ImpressionsNumber of times the Ad Request results in an Impression
LiteLiteLite
5Opp RatePercentage of Ad Requests that result in an OpportunityOpportunities/Ad RequestsFull
Full
6Ad RatePercentage of Ad Requests that result in an AdAds/Ad RequestsFull
FullWhen the Ad % is low, check with your demand partner to find out what is required to get a non-empty VAST response from their tag. This could be due to targeting misalignment or missing macros.
7Request FillPercentage of Ad Requests that result in ImpressionsImpressions/Ad RequestsLiteLiteLite
8Opp FillPercentage of Ad requests that result in a demand tag opportunityImpressions/OpportunitiesFull
Full
9RevenueRevenue
LiteLiteFull
10Media CostMedia Cost
LiteFullFull
11Third Party FeesThird Party Fees
Full


12Total CostTotal Cost of Media and Third Party FeesMedia Cost + Third Party FeesFull


13Profit (Gross)Gross ProfitRevenue - Media CostFull


14Profit (Net)Net ProfitRevenue - Total CostLiteFullFull
15Margin (Gross)Gross MarginGross Profit/RevenueFull


16Margin (Net)Net MarginNet Profit/RevenueLiteFullFull
17RPMRevenue per thousand impressionsRevenue/1,000Lite
Full
18CPMCost per thousand impressionsCost/1,000Lite
Full
19PPM (Gross)Gross Profit per thousand impressionsGross Profit/1,000Full


20PPM (Net)Net Profit per thousand impressionsNet Profit/1,000Lite
Full
21ScoreNet Revenue per 1,000,000 requests.1,000,000*Profit/Ad RequestsLiteLiteLite
22Opt OutsNumber of times the demand tag errors - typically the demand tag does not have demand
Lite

Talk to your demand partners if Opt Outs are high
23Opt Out RatePercentage of Ad Requests which resulted in an Opt Out.Opt Outs/Ad RequestsLite


24TimeoutsNumber of times the demand tag is timed out by the VPAID
Full
LiteThe demand tag is taking longer than 20 seconds to respond.
25Timeout RatePercentage of Ad Requests that result in a TimeoutTimeouts/Ad RequestsFull


26Response TimeAverage number of seconds that a Demand tag takes to respond with an ad
FullFullLite
27ClicksNumber of times the viewer clicks on the ad
Full


28CTRClick through rateClicks/ImpressionsFull


2950% CompletesNumber of times the ad is viewed to 50%
Full


30100% CompletesNumber of times the ad is viewed to 100%
Full


31Completion RatePercentage of Impressions that are viewed to completion100% Completes/ImpressionsFull


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Traffic Quality

colMetricDefinitionReporting View
1Analyzed ImpressionsNumber of impressions filled by both human and bot trafficLite
2Human ImpressionNumber of impressions filled by human trafficFull
3Bot ImpressionsNumber of impressions filled by bot trafficFull
4Human %Percentage of impressions that were filled by a humanLite
5Bot %Percentage of impressions that were filled by a botLite
6Mismatched Domain %percentage of impressions where Declared Domain does not equal MOAT Detected DomainLite
7Viewability %Percentage of impressions that were viewabilty-related metrics were measuredLite
8Visible on Complete %percentage of measurable impressions where the ad played to completion and was visible on-screenFull
9Audible and Visible on Complete %percentage of measurable impressions where the ad played to completion and was both visible on-screen and audible on complete (AVOC %)Full

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