Understanding the Ads Report

1. Overview
2. Ad Group / Account / Creative Table
3. What to Look For

Overview

The Ads Report provides insight into traditional ad metrics for your ad campaigns. These metrics include clicks, impressions, spend, and CTR. This is most useful for monitoring and optimizing your ad campaigns.

Navigate to the Metrics  tab in Triblio and click on "Ads Report".

You will be able to filter your report by Orchestrations, Timeline Range, and/or tags associated with your ad groups.

Here are definitions for the metrics listed in the summary view at the top of the Ads report:

• Spending: The total amount of ad budget spent for all ad groups over the set date range.
• Impressions: The number of served ad impressions by all ad groups over the set date range.
• Clicks: The number of clicks generated by the ad impressions for all ad groups over the set date range.
  • Triblio's click metric is defined as completing two activities: 1. The creative image was clicked on and 2. A pageview is tracked on the landing page. Note: Cookie opt-ins may affect click metrics.
    
    Note: The toggle on the upper right hand side of the report "show unfiltered traffic" will show you the raw data on your ads. By default, Triblio excludes detected bot activity, test traffic, and accidental clicks without a corresponding pageview. If this is toggled to "true" you will be able to see the unfiltered metrics, which includes the activities mentioned above and will naturally inflate the metrics.
    

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Ad Groups / Accounts / Creatives Table

At the bottom of the Ads Report, you will find a table with metrics broken out by ad groups, accounts and creatives.


Ad Groups

Note: You can click the "Download CSV" button on the right to export the current view of your table. Here are definitions for the metrics listed on the 'Ad Groups' and 'Creatives' tabs:

• Audience: The audience/accounts that the ad groups are attached to.
• Impressions: The number of served ad impressions by all ad groups over the set date range.
• Clicks: The number of clicks generated by the ad impressions for all ad groups over the set date range.
  • Note: Triblio's click metric is defined as completing two activities: 1. The creative image was clicked on and 2. A view is tracked on the creative's landing page. Cookie opt-ins may affect click metrics.
• CTR: The rate at which the ad impressions converted to clicks for all ad groups over the set date range.
• Viewthroughs: The number of people who saw an ad impression and then navigated to your website without clicking on an ad within 24 hours for all ad groups over the set date range
• VTR: The rate at which the ad impressions converted to viewthroughs for each ad group.
• aCPM: The calculated cost per 1,000 impressions for all ad groups over the set date range.
• CPC: The calculated cost per each click for each ad group over the set date range.
• Spend: The total amount of spend for all ad groups over the set date range.

Creatives

Here are definitions for the metrics listed on the 'Creatives' tab:

• Audience: The audience/accounts that the ad groups are attached to.
• Impressions: The number of served ad impressions by all ad groups over the set date range.
• Clicks: The number of clicks generated by the ad impressions for all ad groups over the set date range.
  • Note: Triblio's click metric is defined as completing two activities: 1. The creative image was clicked on and 2. A view is tracked on the creative's landing page. Cookie opt-ins may affect click metrics.
• CTR: The rate at which the ad impressions converted to clicks for all ad groups over the set date range
• Viewthroughs: The number of people who saw an ad impression and then navigated to your website without clicking on an ad within 24 hours for all ad groups over the set date range
• VTR: The rate at which the ad impressions converted to viewthroughs for each ad group.
• Age (Days): The number of days in which the ad creative has been running.

What to Look For

The ads report gives you both a high level view of how your ads are doing and a more narrow, detailed look into how individual campaigns are performing.

• In the top spend graph, look for a plateau in daily ad spend on the overall or campaign level:
  • This can be a sign that there is more potential for reach within the accounts you are targeting. This will often be associated with a lower CPM due to the scale of the inventory available. 
• In the bottom Ad Groups table, look for ad groups that are seeing a lot of ad clicks and viewthroughs:
  • This will show you which ad groups are performing best on the ads side of things. This can signal which accounts to dig into further to assess their overall engagement. 
• In the bottom Creatives table, look for the creatives that are delivering the strongest CTR or VTR:
  • This could tell you which creatives are performing the best. You should let creatives serve for at least 3 weeks before you start removing/optimizing the creatives. At that point, if there are underperforming creatives/sizes, you can deactivate them on the corresponding ad group level. Triblio's benchmark CTR average is 0.16% for display ads.