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Geo Analytics Report 

Metrics in this report are affected by the the release of partner fees from September 10 November 12, 2019. For a summary of the changes, see the Partner Fees Breaking Change Notice.

The Geo Analytics report allows you to break down campaign delivery and performance by geographic area. Sample use cases for this report include:

  • Buyers who would like to optimize their campaigns
  • Buyers who need to report to their client advertisers or agencies on campaign delivery

This report can break down campaign performance along the following geographic boundaries:

For more information on the available data fields and their definitions, see Dimensions and Metrics below.

For instructions on running this report, see the Example.

On the accuracy of determining user geography by IP address

There is a limitation to how accurate the geo data is, particularly on impressions bought from external supply partners. Since some external supply partners (such as Google AdX) truncate the last octet of the user's IP, we have a less precise IP to use when performing an IP geo-lookup. As a result, our geo data may not always be completely accurate at granular levels (such as region and DMA) for impressions bought from these supply sources.

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Time Frame

This report's data is retained for 45 days, and is available in hourly or whole day intervals. 

The report_interval field in the request can be set to one of the following:

  • "hourly"
  • "today"
  • "yesterday"
  • "last_7_days"

To run a report for a custom time frame, set the start_date and end_date fields in your report request. For more details about these fields, see Report Service.

Dimensions

Column

Type

Filter?

Description

month

date

Yes

The year and month in which the auction took place.

day

date

Yes

The year, month, and day in which the auction took place.

member_id

int

Yes

The ID of the member.

advertiser_currency

string

Yes

The type of currency used by the advertiser.

insertion_order_id

int

Yes

The insertion order ID.

campaign_id

int

Yes

The campaign ID.

campaign_name

string

No

The name of the campaign associated with the auction.

campaign

string

No

Deprecated.

advertiser_id

int

Yes

The advertiser ID. If the value is 0, either the impression was purchased by an external buyer, or a default or PSA was shown. For more information on defaults and PSAs, see Network Reporting (customer login required).

line_item_id

int

Yes

The line item ID.

advertiser_name

string

No

The name of the advertiser.

advertiser

string

No

Deprecated.

split_idintYesThe ID of the split that purchased the impressions in this data set. Splits are only applicable to augmented line items. For any reports that contain campaigns, the split_id (if included) will be null.
split_namestringYesThe name of the split that purchased the impressions in this data set. Splits are only applicable to augmented line items. For any reports that contain campaigns, the split_name (if included) will be null.

campaign_code

string

No

The user-assigned code used to identify the campaign.

advertiser_code

string

No

The user-assigned code associated with the advertiser.

geo_country_code

string

Yes

The country code of the user's location as defined by the Country Service.

geo_country_id

int

Yes

The country ID of the user's location as defined by the Country Service. 250 is shown in cases where we don't know the country or if the country doesn't map correctly to a location in our database.

geo_region_code

string

No

The region code of the user's location as defined by the Region Service.

geo_region_id

int

Yes

The region ID of the user's location as defined by the Region Service. 4291 is shown in cases where we don't know the region or if the region doesn't map correctly to a location in our database.

geo_dma_id

int

Yes

The ID of the user's designated market area location as defined by the Designated Market Area Service.

Why am I seeing a DMA ID of 1?

Our reporting derives DMA from the city logged for the auction. However, our geo provider is sometimes unable to determine a city from the IP address associated with the impression, even when DMA is determined. Therefore, there are cases where a campaign targeting a specific DMA has impressions in reporting showing a DMA of 1.

geo_dma_name

string

No

The name of the user's designated market area location as defined by the Designated Market Area Service.

geo_postal_codestringYesThe postal code of the user's location. For postal codes, see Postal Code Service.
geo_city_idintYesThe ID of the user's city location. For city IDs, see City Service.
geo_city_namestringYesThe name of the user's city location. For city names, see City Service.

insertion_order_name

string

No

The name of the insertion order.

insertion_order_code

string

No

The user-defined code associated with the insertion order.

line_item_name

string

No

The name of the line item.

line_item_code

string

No

The user-defined code associated with the line item.

geo_country_name

string

No

The name of the user's country, as defined by the Country Service.

geo_region_name

string

No

The name of the region of the user's location as defined by the Region Service.

insertion_order

string

No

Deprecated.

line_item

string

No

Deprecated.

geo_country

string

No

Deprecated.

geo_region

string

No

Deprecated.

geo_dma

string

No

Deprecated.

pixel_idintYesThe unique identification number of the conversion pixel.

Note: This dimension will return a maximum of 10 conversion pixels. Also, you can filter by no more than 10 conversion pixels. Although pixel_id is groupable, we do not recommend that you group by this dimension since doing so will cause conversion events to then be shown in separate rows from impression and click events. We generally assume you want to view all of these events in a single row so as to be able to retrieve accurate and aggregated values for conversion rate and cost-per-conversion calculations. As a result, we instead recommend that you filter by pixel_id so you can retrieve conversion counts and related metrics for your most relevant pixel ids.

Metrics

Column

 

Type

Formula

Description

imps

 

int

imps

The total number of impressions (served and resold).

clicks

 

int

clicks

The total number of clicks across all impressions.

cost

 

money

cost

The total cost of the inventory purchased.

booked_revenue

 

money

booked_revenue

The total revenue booked through direct advertisers (line item).

cpm

 

money

cpm

The cost per one thousand impressions.

total_convs

 

int

total_convs

The total number of post-view and post-click conversions.

convs_rate

 

double

total_convs / imps

The ratio of conversions to impressions.

post_view_convs

 

int

post_view_convs

The total number of recorded post-view conversions.

post_click_convs

 

int

post_click_convs

The total number of recorded post-click conversions.

profit

 

money

During the breaking change period: booked_revenue - media_cost
After the breaking change period: booked_revenue - total_cost

During the breaking change period: Booked revenue minus media cost.
After the breaking change period: Booked revenue minus total cost. 

click_thru_pct

 

double

(clicks / imps) x 100

The rate of clicks to impressions, expressed as a percentage.

external_imps

 

int

external_imps

The number of external (non-network) impressions.

external_clicks

 

int

external_clicks

The number of external (non-network) clicks.

booked_revenue_adv_curr

 

money

booked_revenue_adv_curr

The total revenue booked through a direct advertiser, expressed in the currency of that advertiser.

total_costmoney123.45

total_cost = media_cost + data_costs + partner_fees + commissions + serving_fees + publisher_revenue


The total amount of costs accrued over the reported period of time. This generally includes two types of costs, budgeted costs (media cost, data cost, partner fees, serving fees, commissions) and publisher revenue if you track publisher payouts on the platform.

Note: We have added logic to prevent double counting third-party fees during the breaking change period.

total_cost_ecpmmoney123.45(total_cost/imps) * 1,000 The total cost per 1,000 imps.
total_cost_ecpcmoney123.45total_cost/clicks The total cost per click.
total_cost_ecpamoney123.45total_cost/conversions The total cost per conversion.
profit_ecpmmoney123.45

((booked_revenue - total_cost)/imps) * 1,000

 Profit per 1,000 imps.

profit_ecpcmoney123.45

(booked_revenue - total_cost)/clicks

 Profit per click.

profit_ecpamoney123.45

(booked_revenue - total_cost)/conversions

 Profit per conversion.

profit_marginmoney123.45

(booked_revenue - total_cost)/booked_revenue

 Buyer profit margin.

video_skipsint10

The total number of times a user skipped the video. Use this metric for reporting when buying skippable inventory.

video_startsint11

The total number of times the first segment of the video creative was downloaded and started.

video_25_pctsint10

The total number of times the video creatives completed 25% of the entire duration.

video_50_pctsint10

The total number of times the video creatives completed 50% of the entire duration.

video_75_pctsint10

The total number of times the video creatives completed 75% of the entire duration.

video_completionsint12

The total number of times the video creatives played for the entire duration.

video_servedint10

The total number of video responses served to the player.An ad response occurs when the VAST document (XML) is served in response to a request.An ad response doesn't necessarily indicate a successful impression. For an impression, the first frame of the video must be served.

video_errorsint2

The total number of times a video error occurred.

revenue_per_video_completemoney

25.76


The revenue per video completion.

cost_per_video_completemoney22.76

The cost per video completion.

video_completion_rate

double

1.12359550561797%

(video completions/total impressions) x 100

The ratio of video completions to impressions, expressed as a percentage.
video_start_rate

double

1.12359550561797%


The percentage of times the first segment of the video creative was downloaded and started.
video_skip_rate

double

1.12359550561797%


The percentage of times the user opted to skip the video.

Example

Step 1. Create the JSON-formatted report request
Step 2. POST the request to the Report Service
Step 3. GET the report status from the Report Service
Step 4. GET the report data from the Report Download Service
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