Advanced Analytics

Additional data

With Advanced Analytics additional data regarding your ad serving activity will be collected:

• Browser
• Browser Version
• OS
• OS Version
• Referrer
• Application Package Name
• Custom parameter
• Screen size
• Mobile Carrier
• Time zone
• Location
• Top Domain

Special Filters

Advanced Analytics contain special filters, which allow running reports for specific Custom Parameters, Cookies, Time Zone, Ref.domain and/or Package.

There are two view options in Advanced analytics: Simple and Extended. To switch view mode please go to User Preferences Interface in Preferences tab.

With the Simple view option enabled the following columns are added to the report:

• Requests — a total number of ad requests.
• Wasted requests — there was no ads to show and no default code from supply side
• Passbacks — number of valid passbacks received from the demand side
• Rejected conversions — conversions that were rejected by fraud protection module

Additional useful metrics are available with Extended view option:

• Direct requests — requests directly received from supply side
• Repeated requests — repeated requests to the same placement after the passback was called by the advertiser
• Filled requests — direct requests which ended up with an impression
• Wasted requests — there was no ads to show and no default code from supply side
• Returned requests — how many times passback from supply side was called
• No ads — there was no ad to display and no-impression pixel fired
• Opportunities — number of times there was a banner to deliver
• Deliveries — number of times a banner was actually delivered and rendered in the user browser
• Rejected impressions — impressions that were rejected by fraud protection mechanism or because they had invalid signature
• Lost opportunities — number of ad opportunities that were lost
• Lost opportunities, % — percentage of lost opportunities. Its normal value is below 0.5% and indicates good traffic quality, might raise up to 10–15% for bad quality traffic
• Valid passbacks — number of valid passbacks received from the demand side
• Rejected passbacks — number of invalid passbacks from demand side that were rejected
• Rejected passbacks,% — percentage of invalid passbacks
• Eligible impressions — impressions that were actually counted
• Fill rate, % — fill rate in terms of supply side: Eligible impressions / Direct requests
• Effective fill rate, % — fill rate in terms of demand side: Eligible impressions / Deliveries
• Eligible clicks — clicks that were actually counted
• Total clicks — sum of Eligible clicks and Rejected clicks
• Rejected clicks — clicks that were rejected by fraud protection module or because they had invalid signature
• CTR — CTR in terms of supply side: Eligible clicks / Filled requests
• Effective CTR — CTR in terms of demand side: Eligible clicks / Eligible impressions
• Rejected conversions — conversions that were rejected by fraud protection mechanism

When Extended option is selected, Columns Settings are displayed. It allows to choose predefined columns from the list and apply them for the report.

For Extended view:

• Default, group by demand
• Default, group by supply
• Detailed, group by demand with passbacks
• Detailed, group by supply with passbacks
• Custom