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Understanding the Reports Page

Overview

The AerServ 'Reports' page is designed to give you quick, at-a-glance insights, as well as deep and granular metrics.

Some useful components of the AerServ reporting page:

  1. Date Range Comparisons
  2. Metric trends on the graph
  3. Filter by apps, placements, ad sources
  4. Auction Metrics

 

 

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The reporting console is broken into two main sections:

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Default/Canned Reports


The default reporting view within AerServ allows you to view inventory delivery and performance trends by date. The default metrics include ad attempts, delivered impressions, fill rate %, click through rate (CTR), view through rate (VTR), revenue, and eCPM.  

    • Above the report graphs and data tables, you’ll find four drop downs that allow you to easily filter the reports:
      • (1) date range + comparison date range (optional)
      • (2) ad source
      • (3) app
      • (4) placement.
      • Make a selection within one or more of these drop downs and press "Run Report" to refresh the data and charts below. 
    • Below the filters, you’ll see a data table that aggregates metrics for the filters defined. Clicking on one of the metrics in this table will refresh the chart below to give you a quick visual of the trends. 
    • We included "Canned Reports" and "Saved Reports" in the top righthand corner for easy access to commonly viewed reports. These include reports by date, ad source, GEO, operating system, and placement (PLC).
    • From this view, you’ll also be able to export your report to a CSV file by clicking the button at the bottom of the page.

 

Here is more information regarding each of the metrics you’ll find in the reports.

 

Top KPI Bar:

METRIC
DEFINITION
Estimated Earnings

The total estimated earnings you've generated from impressions, in USD.

Auctions

The unique count of how many times an ad was requested from a Placement (PLC), i.e. how many unique opportunities were available to show an ad.

There can only be one auction for each opportunity to show an ad.

Ad Requests

The unique count of how many times an ad was requested from a buyer.

There can be zero, one, or many requests for each auction.

Impressions

The unique count of how many ads were displayed.

There can be zero, one or many impressions for each auction.

Publisher Fill Rate %

How often an ad was returned to the publisher for an ad request.

Publisher Fill Rate = Wins / Auctions

CTR

Defined as Click Through Rate, this is how often a user clicks on an ad.

Click Through Rate = Clicks / Impressions

VTR

Defined as View Through Rate, this is how often a video ad was watched to completion.

View Through Rate = Video Complete / Impressions.

eCPM

Defined as Effective Cost Per Mille (or thousand impressions), this is the average cost, in USD, for every thousand impressions, and is the average revenue paid out to the publisher per thousand impressions.

eCPM = Estimated Earnings / (Impressions/1000)

 
 
 

Bottom Table:

METRIC
DEFINITION

Estimated Earnings

The total estimated earnings you've generated from impressions, in USD.

Auctions

The unique count of how many times an ad was requested from a Placement (PLC), i.e. how many unique opportunities were available to show an ad.

There can only be one auction for each opportunity to show an ad.

Ad Requests

 The unique count of how many times an ad was requested from a buyer.

There can be zero, one, or many requests for each auction.

Bids

 The unique count of how many times a buyer returned an ad or bid on an ad request.

There can be zero, one, or many bids for each auction.

Bid Depth

 Average of how many buyers are bidding per auction.

Pre-Bid Failures

 The unique count of how many connection errors occurred, preventing us from establishing a connection with the buyer, in turn prohibiting us from being able to send the buyer an ad request.

There can be zero, one, or many pre-bid errors for each auction.

Pre-Bid Failure Rate

How often a connection error occured, which prevented us from being able to send the buyer an ad request.

Pre-Bid Failure Rate = Pre-Bid Failures / Auctions

Post-Bid Failures

The unique count of ads returned by the buyer that did not pass all validation checks (i.e. not returning a valid media file, or not returning a secure ad when requested).

Ads that do not pass all the validation checks on the ad server are never returned to the publisher and are not eligible to win the auction.

There can be zero, one, or many post-bid errors for each auction.

Post-Bid Failure Rate

How often an ad validation error occurred, which prevented us from being able to return the ad to the publisher.

Post-Bid Failure Rate = Post-Bid Failures / Auctions

Wins

 The unique count of how many times an ad was returned to the publisher, passing all the validation checks.

There can only be one win per auction.

Win Rate

How often an ad returned by a buyer wins the auction.

Win Rate = Wins / Bids

Failure to Show

The unique count of how many times our SDK attempted to display an ad, but was unable to for some reason, such as the media file URL being broken, or the ad taking too long to download, etc. When the SDK is unable to load an ad, it attempts to load a fail-over ad, if available.

There can be zero, one, or many Failure to Load errors for each auction.

Impressions

The unique count of how many ads were displayed.

There can be zero, one or many impressions for each auction.

Use Rate

How often an ad returned to the publisher, turned into an impression.

Use Rate = Impressions / Wins

Buyer Fill Rate (Only viewable in the canned report "By Ad Source")

This is how often an ad was returned by the buyer, for an ad request. Buyer Fill Rate = Bids / Requests.

Publisher Fill Rate

How often an ad was returned to the publisher for an ad request.

Publisher Fill Rate = Wins / Auctions

Average Bid Price

The average price, in USD, buyers bid in an auction, including both bids that do and do not win the auction.

The bid price used in the calculation is their initial bid price, and not any revised price based on second price auction mechanics.

Average Bid Price = Sum(Bid Price) / (Bids/1000)

Average Win Price

The average price, in USD, that won the auction. The price used in the calculation is the winning auction price and may include any revised prices based on second price auction mechanics.

Average Win Price = Sum(Winning Price) / (Wins/1000)

Clicks

How many times users have clicked on ads.

CTR

Defined as Click Through Rate, this is how often a user clicks on an ad.

Click Through Rate = Clicks / Impressions

eCPM

 Defined as Effective Cost Per Mille (or thousand impressions), this is the average cost, in USD, for every thousand impressions, and is the average revenue paid out to the publisher per thousand impressions.

eCPM = Estimated Earnings / (Impressions/1000)

Video Completes

The count of how many times a video ad has been viewed to completion

VTR

Defined as View Through Rate, this is how often a video ad was watched to completion.

View Through Rate = Video Complete / Impressions.

 
 

 

 

 

Saved/Custom Reports


You can also customize and save your own report by clicking on the “ADD NEW REPORT” button in the upper right hand corner.

This allows you to create a report specific to your needs, label it, and save it for easy, one-click access in the future. Within the New Report page, you will be able to select the date range, filters that are most relevant for your needs, and compare them to the performance metrics that you want to view. 

 

 

Here is more information regarding each of the filters and metrics you’ll find in the New Report section:

 

FILTER KEYS
DEFINITION

App

The name of the App that was defined by the publisher during the on-boarding process  

Placement

The name of the Placement that was defined by the publisher. These are placements associate to the app that has been defined by the publisher

Date

Month / Day / Year

Priority

This metric will only make sense in context with Ad Sources. This will determine which priority an ad source was in when it was able to fill the request.

Ad Source

The name of the mediated Ad Source

OS

The Operating System of the mobile device used: either iOS or Android

Device Type

This filter key will help differentiate activity derived from Mobile vs Desktop

Country

This filter key will help differentiate activity by countries 

Country Code

 This filter key will help differentiate activity by countries using the two-digit country code

 

METRIC
DEFINITION

Opportunities

This is the unique count of how many times a placement ID (PLC) was requested 

Impressions

The total number of ads that were delivered

Revenue

The total NET revenue for all ads in USD

Requests

The total number of attempts to an ad source to retrieve an ad opportunity.

Video Complete

The total number of video ads that were viewed to completion

Video Terminated

The total number of videos that were started but never viewed to completion (calculation: Video Complete - Video Started)

Fill Rate %

A calculation of your "fill rate" for ads. Fill rate is an important metric to measure advertising performance and calculates the percentage of delivered ads against the number of ad opportunities. A simple calculation: ad impressions / ad opportunities

CTR %

Click through rate, or CTR, measures the percentage of users that click on an ad. The calculation for CTR is: clicks / ad impressions

Video VTR %

View through rate, or VTR, measures the percentage of users that view the entire video ad, or 100% completion of the ad. The calculation for VTR is: 100% views / ad impressions

CPM

Cost per Mille or cost per thousand impressions. The CPM shows you the set US dollar amount per thousand impressions delivered

eCPM

eCPM stands for "effective cost per mille", or cost per thousand impressions. The eCPM shows you the US dollar amount earned per thousand impressions delivered

Timezone

 The timezone we report in is UTC

 

 

Update Regarding Our Reporting Service

AerServ has recently implemented a throttling mechanism to the reporting service that powers the platform dashboard page, platform reporting console, and reporting APIs. To help with the overall stability of our platform AerServ implemented a threshold for each publisher account on how much data can be extracted in a 10 second duration. If there are too many simultaneous reporting queries coming from the platform or the API that exceeds our threshold during that 10 second interval, the UI will alert the publisher to try again shortly. Within the API, you will receive an error message that would look like the following:

{"error": "Request has been throttled. Publisher 214 has requested to use 30 of maximum 20 RSUs in the time range of 10s"} A status code of "429" will be returned as a response from the reporting API if the publisher has reached their reporting threshold.

 

 

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