Impressions and Clickthroughs

Medialets Ad Reports is an integral part of your campaign management process. Medialets Ad Reports aids these analytical efforts by providing you with rich ad data support delivered to you in graphs, charts, and downloadable Excel, or csv, documents.

In this section, we will focus on Impressions and Clickthroughs reporting. To view reporting details on Impressions and Engagements, click here.

To access your report on Impressions and Clickthroughs:

• From Primary Menu, scroll over Reports > Ad Reports > Click Impressions & Clicks in Tertiary Menu

In this Section:

Common Terminology

Common terminology used in this ad report include:

• Impressions:

  An ad reporting metric noting a single ad view; the delivery of ad creative to an ad slot in an app.

• Clickthroughs: aka 'clicks'

  An ad reporting metric defined as the number of clicks from the creative through to an embedded browser/landing page or an external website.

• Clickthrough Rate (CTR):

  An ad reporting metric defined as the ratio of click-throughs to impressions delivered.

Anatomy of your Impression and Clickthrough Report

To Access your Impression and Clickthrough Report:

• From Primary Menu, scroll over Reports > Ad Reports > Click Impressions & Clicks in Tertiary Menu

Your Impression and Clickthrough Report includes:

• a search toolbar used to customize your report - view more ...
• analytical graphs noting Impression and Clickthrough counts and their relation to the Clickthrough Rate - view more ...
• a numerical summary representing the data shown in the graphs - view more ...
• an analytical chart itemizing the Impressions, Clickthroughs, and the corresponding CTR for each ad running - view more ...
• downloadable reports - view more ...

Viewing the Filter Toolbar

Through the use of the filter toolbar, you will be able to customize reports in order to receive ad data specific to your needs. Data can be filtered on any of an ad's attributes during a desired timeframe. Specifically, you can restrict ad reports based on specific ad attributes and/or during a particular timeframe. View tutorial...

Figure: The Search Bar used to customize reports

Viewing Analytical Graphs

The analytical graphs show Impression and Clickthrough counts and their relation to the Clickthrough Rate for ads matching the search criteria you select.

Specifically, the Impression and Clickthrough graphs display total impressions, total clickthroughs, and average CTRs for ads running during a given period of time. By default, the report includes ads spanning all the campaigns to which you have rights based on all your team memberships.

To view more customized data, we suggest creating a filter. In our tutorial below, we will instruct you how to create a filter. View tutorial...

Figure: Analytical Graphs for Impressions, Clickthroughs, and CTR

• For each of the graphs, you will see a count on the left side of the chart. On the Impressions & CTR graph, this count represents an impressions count while on the Clickthroughs & CTR graph, it represents a clickthrough count.
• In some instances, you will see percentages on the right-hand side. These percentages reflect a CTR. Depending on your filter and search criteria, this percentage may not be visible.
• Along the bottom of the graph, you will see either daily or hourly time units, depending on your search criteria.
• To view a specific Impression Count (or Clickthrough Count) and the CTR for any time unit, simply hover over the desired time unit. You will be presented a pop-up noting a specific count, whether impressions or clickthroughs, and the CTR for that given period. See the Clicks and CTR graph above.

Viewing the Numerical Summary

Below the graphs, we provide a numerical summary for the average daily impressions, clickthroughs, and CTR matching the search criteria you select.

Figure: The Numerical Summary

Viewing the Analytical Chart

The analytical chart itemizing the Impressions, Clickthroughs, and the corresponding CTR matching the search criteria you select. This itemization segments data by ads, campaigns, and apps.

Figure: The Analytical Chart

Downloading Report Data

The data aggregated on the analytical graphs and chart can be downloaded as a .csv file which will open in Excel.

• The graphs' downloaded data includes Impression Counts, Clickthrough Counts, Engagement Counts, and Impression Durations. Notably, the data downloaded from either graph includes data from other other graph as well.
• The chart's downloaded data includes Impression Counts, Clickthrough Counts, Engagement Counts for each ad and is itemized by campaign and app.

Also, new ad data may be added to the downloaded report and may not reflect the graphs or charts.

Tutorial

Let's Build a Customized Report In this tutorial we will be customizing a report to view the impression, clickthroughs and CTR for all expandable ads occurring in all apps and campaigns during the month of February. We will also download the report's data.

Creating a Filter

By default, our reports return data for all your ads, across campaigns and apps. To customize your report, you must create a report filter.

Access the Custom Report Filter Builder
Navigate to the Impressions & Clicks page In the primary menu, click Ad Reports > Impressions & Clicks In the Impressions & Clicks Search Toolbar, expand the Show Filter dropdown. Select Create New Filter...

Set Criteria for the Filter

Notice that, when you first enter the Custom Report Filter Builder, the data displayed in the preview includes all the ads to which you have privileges. As you build your filter, the data displayed will update to reflect your filter settings.

Step 1) Set some criteria for your filter
Select a reporting variable on which to filter. For our example, choose Ad Format.
Select a variable's attribute. For our example, choose Type. Notice that more than one attribute may be available for your selection although a default selection is made for you.
Select a qualifier if the default selected qualifier is not what you need. For our example, the qualifier is was selected by default.
Select an attribute's value. For our example, choose Expandable. Notice that placing your cursor in the text field generates a list of possible values.
Step 2) Review the results of your filter
As you were building your filter, Medialets Ad Reports was updating the filter results for your preview. If the filtered results are not what you desire, simply edit filter. If the filtered results are still too broad, refine your filter by adding another criteria. For example, we could choose to ad a filter so that only expandable ads running on a particular campaign are returned.
Step 3) Name your filter
If you want to save your filter for use at a later date, create a name for your filter. If you will be using this filter to generate Scheduled Reports, you must name and save your filter. If you will not be saving your filter, skip to Step 5 and Apply Without Saving.
Step 4) Share your filter?
Select the teams with which you wish to share this filter. Team members will not be able to edit or delete your filters.
Step 5) Save your filter
Choose Save Filter to save and apply your filter OR choose to Apply Without Saving to apply your filter. You will be returned to Ad Reports to view report details.

Selecting a Timeframe

When you return to the Impressions & Clickthroughs report page after having created your filter, notice that the timeframe on the search toolbar is set to, either the default timeframe, or the last selected timeframe. To further customize your report, select a desired timeframe.

Setting a Timeframe
With your cursor in the Timeframe dropdown, select a timeframe from the available options. For our example, choose February 2010. Timeframe options include: monthly month-to-date (to view activity in the current month) date-range (to set a customized timeframe) daily (to view an hourly breakdown) select a day from a selection of last week's days or use the date-range to select a one day date-range
Click Apply to see a report reflecting your filter and timeframe

Interpreting the Analytical Graphs and Summary

The analytical graphs and summary that we created now reflect information for all expandable ads on active campaigns during the month of February 2010.

Analytical Graphs and Summary
Notice that, in our example, by highlighting one specific day in each graph, you can see the impressions or clickthroughs and the CTR for that given day. In our example, on February 13th, there were 106,422 impressions of expandable ads that led to 1,356 clickthroughs and resulted in a cumulative CTR of 1.27% for that day.
Below the graphs, you can see a summary of your CTR for the data shown in the graphs including average daily clickthroughs and impressions. In our example, the average CTR of 1.01% was determined by calculating the total clickthroughs and total impressions.

Downloading Graph Data

The data presented in the analytical graphs is available for download as .csv file which will open in Excel.

Downloading Data
To download data from the graphs, click the Download Data button next to desired graph. In the downloaded report, data from both the impressions and clickthrough graphs are combined into one report. However, the file name of the report will reflect the graph from which it was generated.

Interpreting the Analytical Chart

The analytical chart that we created now itemizes the Impressions, Clickthroughs, and the corresponding CTR for each expandable ad across all campaigns and apps during the month of February, 2010.

Analytical Chart
Use the analytical chart to view the Impressions, Clickthroughs, and the corresponding CTR occurring on each ad, campaign, or app.

Downloading Chart Data

The data presented in the analytical chart is available for download as a .csv file which will open up in Excel.

Downloading Data
To download data from the chart, click the chart's Download Data button. The download document reflects the chart and includes Impression Counts, Clickthrough Counts, and Engagement Counts. In our example, the downloaded document reflects all expandable ads across campaigns and apps during the month of February, 2010.

Why are the impression counts and the clickthrough counts so different? It is important to note that an impressions denotes any time the ad was presented to the user; while a clickthrough denotes when an ad was presented to the user and the user tapped on it. So, while an ad may have been viewed <100> times; a user may have only tapped on it 20 times. Thus, the impression count for that add would be 100 while the clickthrough count would be 20.