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Reporting

Select desired metrics for your reports in the Metrics section of the reporting UI.

Dimension: Supply Tag

ColMetricDefinitionCalculationSupply Index ViewTroubleshooting Notes
1Total CallsAll requests to supply tag - every time that SpringServe is pinged


2Billable RequestsUnmonetized requests not blocked by Supply Tag targetingTotal Calls - Blocked (Targeting) - Impressions

3RequestsRequests which pass Supply Tag targeting and were not blocked by Pre-Bid IVTTotal Calls - Blocked (Targeting) - Blocked (Pre-Bid IVT)Lite
4Blocked (Total)All unusable requests blocked by Supply Tag targeting and Pre-Bid IVT BlockingBlocked (Targeting) + Blocked (Pre-Bid IVT)
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.
5Blocked (Targeting)Unusable requests blocked by Supply Tag, Partner, and Account level targeting


6Blocked (Pre-Bid WhiteOps)Unusable requests blocked by WhiteOps. This data is delayed by 72 hours and this can lead to initial zeros in this column. Total calls, Billable requests, and Blocked (Total) will be updated as the WhiteOps data becomes available.


7Blocked (Pre-Bid SpringServe)Unusable requests blocked because they were deemed to be IVT using SpringServe's proprietary algorithm


8OpportunitiesNumber of times the supply tag VPAID unit is initialized
LiteLow Opportunity numbers are indicative of being low on the waterfall of your Supply Partner.
9Missed OpportunitiesNumber of times the request passes supply tag targeting but does not pass targeting on any of demand tags on the waterfall
FullIf 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
10ImpressionsNumber of times an ad is served
Lite
11Usable %Percentage of Requests that pass supply tag targeting criteria and are not blocked by Pre-Bid IVT blockingRequests/Total Calls

12Blocked % (Total)Percentage of requests blocked by IVT and Supply Tag targetingBlocked (Total) / Total Calls
If a tag has a high blocked %, 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 %
13Blocked % (Targeting)Percentage of requests blocked by Supply Tag targetingBlocked (Targeting) / Total Calls

14Blocked % (Pre-Bid WhiteOps)Percentage of requests blocked by WhiteOps pre-bid IVTBlocked (Pre-bid WhiteOps) / Total Calls

15Blocked % (Pre-Bid SpringServe)Percentage of requests blocked by Pre-Bid IVTBlocked (Pre-bid SpringServe) / Total Calls

16Opp %Percentage of Requests that result in an OpportunityOpportunities/RequestsFullIf a tag has a low opportunity %, 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.
17Request Fill %Percentage of Requests that result in an ImpressionImpressions/RequestsLite
18Opp Fill %Percentage of Opportunities that result in an ImpressionsImpressions/OpportunitiesLiteThis metric is useful to show your supply partners when arguing for a higher spot on the waterfall.
19RevenueRevenue
Lite
20Media CostMedia Cost
Full
21Third Party FeesThird Party Fees


22Total CostTotal Cost of media and third party feesMedia Cost + Third Party Fees

23Profit (Gross)Gross ProfitRevenue - Media Cost

24Profit (Net)Net ProfitRevenue - Total CostFull
25Margin (Gross)Gross MarginGross Profit/Revenue

26Margin (Net)Net MarginNet Profit/Revenuefull
27RPMRevenue per thousand impressionsRevenue/1,000

28CPMCost per thousand impressionsCost/1,000

29PPM (Gross)Gross Profit per thousand impressionsProfit/1,000

30PPM (Net)Net Profit per thousand impressionsNet Profit/1,000

31ErrorsNumber of times that there is no demand tag fill in the waterfall

If Errors are high, reexamine your demand, because the request is going all the way down the waterfall without being filled.
32Error %Percentage of Requests that result in an ErrorErrors/Requests

33Player LoadsNumber of times that a Player loads


34Player Fill %Percentage of Requests which result in a Player LoadPlayer Loads/Requests

35TimeoutsNumber of times the player closes after VPAID has initialized and no ad is returned

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.
36Timeout %Percentage of usable requests that result in a timeoutTimeouts/Requests

37VPAID WindowAverage number of seconds that the VPAID is open before timing out without monetizing
Full
38Supply Response TimeAverage number of seconds before an impression is served
Full
39ClicksNumber of times the viewer clicks on the ad


40CTRClick through %Clicks/Impressions

4150% CompletesNumber of times the ad is viewed to 50%


42100% CompletesNumber of times the ad is viewed to 100%


43Completion %Percentage of Impressions that are viewed to 100%100% Completes/Impressions

44Moat ImpsNumber of Impressions analyzed by Moat


45Moat Human ImpsNumber of Moat Impressions filled by Humans


46Moat Bot ImpsNumber of Moat Impressions filled by Bots


47Moat Human %Percentage of Moat Impressions filled by Humans


48Moat Bot %Percentage of Moat Impressions filled by Bots


49Moat Viewability %Percentage of Moat impressions that were viewable for any amount of time


50Moat AVoC %Percentage of Moat impressions where the ad played to completion and was both visible on-screen and audible on complete (AVOC %)


51Moat GroupM Viewability %Percentage of Moat measurable impressions where the video player is 100% in view, with the sound on, and the for the video to run for at least half of the duration (cumulative) of the video length


52IAS ImpsNumber of impressions that were analyzed by IAS


53IAS IVT ImpsNumber of IAS impressions that were deemed to be IVT


54IAS IVT %Percentage of IAS impressions that were deemed to be IVT


55IAS MRC Viewability %Percentage of IAS impressions that were viewable for any amount of time


56IAS GroupM Viewability %Percentage of IAS impressions where the video player is 100% in view, with the sound on, and the for the video to run for at least half of the duration (cumulative) of the video length


57Forensiq ImpsNumber of impressions that were analyzed by Forensiq


58Forensiq IVT ImpsNumber of Forensiq impressions that were deemed to be IVTIf a Forensiq risk score of over 65 assigned, it is counted as IVT.
A risk score of 65 means that the impression has potential IVT but doesn't necessarily mean it is fraud. 
59Forensiq IVT %Percentage of Forensiq impressions that were deemed to be IVT

A high percentage of IVT imps means you could look into the source.

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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.

ColMetricDefinitionCalculationDemand Tag ViewWaterfall Page ViewTroubleshooting Notes
1Ad RequestsNumber of times a Demand Tag receives a request
LiteLite
2AdsNumber of times a Demand Tag returns a non-empty Vast response


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
4ImpressionsNumber of times the Ad Request results in an Impression
LiteLite
5Ad %Percentage of Ad Requests that result in an AdAds/Ad Requests
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.
6Opp %Percentage of Ad Requests that result in an OpportunityOpportunities/Ad Requests
Full
7Request Fill %Percentage of Ad Requests that result in ImpressionsImpressions/Ad RequestsLiteLite
8Opp Fill %Percentage of Ad requests that result in a demand tag opportunityImpressions/Opportunities
Full
9RevenueRevenue
LiteFull
10Media CostMedia Cost
FullFull
11Third Party FeesThird Party Fees



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


13Profit (Gross)Gross ProfitRevenue - Media Cost


14Profit (Net)Net ProfitRevenue - Total CostFullFull
15Margin (Gross)Gross MarginGross Profit/Revenue


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


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


Run a VAST Error Code report to see what kinds of Errors are occurring. Talk to your demand partners if Errors are high.
23Errors %Percentage of requests that lead to an errorErrors /  Ad Requests


24TimeoutsNumber of times the demand tag is timed out by the VPAID

LiteThe demand tag is taking longer than 20 seconds to respond.
25Timeout %Percentage of Ad Requests that result in a TimeoutTimeouts/Ad Requests


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



28CTRClick through %Clicks/Impressions


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



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



31Completion %Percentage of Impressions that are viewed to completionCompletes/Impressions


32Moat ImpsNumber of Impressions analyzed by Moat



33Moat Human ImpsNumber of Moat Impressions filled by Humans



34Moat Bot ImpsNumber of Moat Impressions filled by Bots



35Moat Human %Percentage of Moat Impressions filled by Humans



36Moat Bot %Percentage of Moat Impressions filled by Bots



37Moat Viewability %Percentage of Moat impressions that were viewable for any amount of time



38Moat AVoC %Percentage of Moat impressions where the ad played to completion and was both visible on-screen and audible on complete (AVOC %)



39Moat GroupM Viewability %Percentage of Moat measurable impressions where the video player is 100% in view, with the sound on, and the for the video to run for at least half of the duration (cumulative) of the video length



40IAS ImpsNumber of impressions that were analyzed by IAS



41IAS IVT ImpsNumber of IAS impressions that were deemed to be IVT



42IAS IVT %Percentage of IAS impressions that were deemed to be IVT



43IAS MRC Viewability %Percentage of IAS impressions that were viewable for any amount of time



44IAS GroupM Viewability %Percentage of IAS impressions where the video player is 100% in view, with the sound on, and the for the video to run for at least half of the duration (cumulative) of the video length



45Forensiq ImpsNumber of impressions that were analyzed by Forensiq



46Forensiq IVT ImpsNumber of Forensiq impressions that were deemed to be IVTIf a Forensiq risk score of over 65 assigned, it is counted as IVT.

A risk score of 65 means that the impression has potential IVT but doesn't necessarily mean it is fraud. 
47Forensiq IVT %Percentage of Forensiq impressions that were deemed to be IVT


A high percentage of IVT imps means you could look into the source.

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