Table of Contents
Overview
This page serves as a resource to review useful information pertaining to the available reports in Buyer Cloud. Each report is unique in function; important details and considerations for using individual reports are provided in the below sections. For reference information on a report's available dimensions and measures, see the Analytics Data Dictionary.
All reports in the UI are also available through the Reporting API.
App Report
Lookback Range: 6 months
The App Report shows inventory performance of campaign or line items that are served on mobile apps only by providing details about apps, including App Bundle and App Name.
When adding fields to this report, both impression and conversion data are broken down by event-level information. However, any measure related to an impression event (such as impressions, video activities, and associated clicks) has the potential to be duplicated when grouping by Event Dimensions as overlapping data may be shown in more than one row.
Audience Report
This report is available for US audiences only
The Audience Report offers insights into audience demographics and their performance relative to campaign goals. To calculate person-level metrics, this report distributes impressions equally among all members of a household. For example, in a four-person household, each individual is assigned 0.25 impressions. Consequently, impression counts are rounded to two decimal places.
This report omits demographic data associated with fewer than five impressions. As a result, some rows may display null demographic data alongside measure counts. To mitigate this issue, it is recommended to select fewer dimensions when generating the report.
Additionally, due to the complexity of processing data from external sources, this report may have longer processing times compared to other reports.
Bid Decision Report
Lookback Range: 6 months
The Bid Decision Report enhances the ability to analyze bidding behavior across all active campaigns and line items. This diagnostic tool expands upon the Bid Decision Flow visualization, offering greater granularity and flexibility in examining bidding patterns. The report aggregates data at account, campaign, and line item levels, covering a lookback period of the last seven days.
The report provides insights into:
- Overall bidding behavior trends
- Specific factors influencing bid decisions
- Performance across different organizational levels
Drop Stages and Drop Reasons
Bid decisioning data is categorized into two levels:
- Drop stages: Groups of thematically related drop reasons.
- Drop reasons: Specific explanations for why a bid request was not converted into an actual bid during the bidding process.
The table below describes the available drop reasons:
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| Drop Stage | Drop Reason | Description |
|---|---|---|
| PRE_DISPATCH | SYSTEM_ERROR | The bid request was not considered for decisioning, before any other stages were reached. |
| TARGET_MATCH | CUSTOMER_ERROR | The bid request failed for an unspecified targeting-related reason. Contact support for more information. |
| TARGET_MATCH | MISSING_FROM_NBR | The bid request was not sampled for Bid Decision Flow logging. |
| TARGET_MATCH | NOT_SAMPLED | The bid request was sampled for Drop Stage logging but not for Drop Reason logging. |
| TARGET_MATCH | PG_FILTERED | The bid request was for a programmatic guaranteed deal that the line item is not configured to bid on. |
| TARGET_MATCH | TARGETING_APP_SITE_MISMATCH | The bid request did not match the app/site targeting of the line item. |
| TARGET_MATCH | TARGETING_CONTENT_MISMATCH | The bid request did not match the content targeting of the line item. |
| TARGET_MATCH | TARGETING_ENVIRONMENT_MISMATCH | The bid request did not match the environment targeting of the line item. |
| TARGET_MATCH | TARGETING_EXCHANGE_MISMATCH | The bid request did not match the exchange targeting of the line item. |
| TARGET_MATCH | TARGETING_GEO_MISMATCH | The bid request did not match the geo targeting of the line item. |
| TARGET_MATCH | TARGETING_PLATFORM_MISMATCH | The bid request did not match the platform targeting of the line item. |
| TARGET_MATCH | TARGETING_RANGE_TARGETING_MISMATCH | The bid request did not match the IP range targeting of the line item. |
| TARGET_MATCH | TARGETING_TIME_MISMATCH | The bid request did not match the time targeting of the line item. |
| TARGET_MATCH | TARGETING_UNKNOWN_MISMATCH | The bid request did not match some targeting on the line item, but the exact targeting type is unspecified. Contact support for more information. |
| TARGET_MATCH | TARGETING_USER_MISMATCH | The bid request did not match the user segment targeting of the line item. |
| TARGET_MATCH | TARGETING_VIDEO_MISMATCH | The bid request did not match the video targeting of the line item. |
| CREATIVE_MATCH | CUSTOMER_ERROR | The bid request did not match any creatives associated with the line item. |
| FREQUENCY_CAP | CUSTOMER_ERROR | The line item or campaign caps frequency on an identifier that was not included in the bid request. |
| FREQUENCY_CAP | FREQ_CAPPED | The frequency cap of the line item or campaign was reached. |
| FREQUENCY_CAP | SYSTEM_ERROR | The frequency cap configuration of the line item or campaign could not be found. |
| FREQUENCY_CAP | USER_ACCESS_DENIED | Due to privacy regulations, frequency capping could not be performed on the line item or campaign. |
| PACING | PACING_DATABASE_CORRUPT_VALUE | The pacing algorithm did not return a valid value. |
| PACING | PACING_DATABASE_ERROR | The pacing algorithm encountered an error, like a timeout. |
| PACING | PACING_DATABASE_KEY_NOT_FOUND | The line item was not fully initialized for pacing yet, likely because it was just created or recently updated. |
| PACING | PACING_DATABASE_ZERO_BID_PROBABILITY | The pacing algorithm returned a bid probability of 0, likely because the line item or campaign reached its budget cap. |
| PACING | PACING_INVENTORY_MAP_IS_EMPTY | The pacing algorithm was unable to process the line item, likely because the line item was just created or recently updated. |
| PACING | PACING_PACER_FILTERED | The pacing algorithm did not bid on this request, which typically indicates that the line item is pacing as expected to meet its budget and delivery goals. |
| PACING | SYSTEM_ERROR | An unspecified pacing-related error occurred. Contact support for more information. |
| BIDDING_AGENT | BIDDING_AGENT_BAD_RESPONSE | The bidding agent sent a response that could not be parsed. |
| BIDDING_AGENT | BIDDING_AGENT_FAILED | The bidding agent failed for an unspecified reason. Contact support for more information. |
| BIDDING_AGENT | BIDDING_AGENT_NO_BIDS | The bidding agent did not send any ad candidates for bidding. |
| BIDDING_AGENT | BIDDING_AGENT_NOT_SELECTED | The bidding agent did not send this ad candidate for bidding, but at least one other ad candidate was sent. |
| BIDDING_AGENT | BIDDING_AGENT_OK_NO_BODY | The bidding agent sent a 200 OK response with an empty body, even though a 200 OK response should contain ad candidates. |
| BIDDING_AGENT | BIDDING_AGENT_THROTTLED | The bidding agent failure rate exceeded a safe threshold and bid requests were temporarily throttled. |
| BIDDING_AGENT | BIDDING_AGENT_TIMEOUT | The bidding agent did not respond in time. |
| BIDDING_AGENT | CUSTOMER_ERROR | The bidding agent response was malformed in some way. |
| BIDDING_AGENT | EXCEED_MAX_BID_PRICE | The bidding agent responded with a bid price that exceeded the max bid price of the line item. |
| BIDDING_AGENT | NO_AGENT_BID | The bidding agent did not respond. |
| BIDDING_AGENT | WRONG_BID_CURRENCY | The bidding agent responded with a bid currency that does not match the line item currency. Reminder: Line items running in the US must use USD. |
| BIDDING_AGENT | ZERO_BID_PRICE | The bidding agent responded with a bid price of 0. |
| BUDGET | BUDGET_AUGMENT_FAIL | The budget of the line item or campaign could not be determined. |
| BUDGET | BUDGET_CAMP_DEBIT_FAIL | The campaign budget was not withheld by the system. |
| BUDGET | BUDGET_CAP_MET | The budget cap of the line item or campaign was reached. |
| BUDGET | BUDGET_LI_DEBIT_FAIL | The line item budget was not withheld by the system. |
| BUDGET | BUDGET_NOT_BIDDABLE | The bid price was greater than the budget available for the line item or campaign. The available budget is the allocated budget minus spend, delayed spend, and in-flight spend. |
| POST_PROCESSING | BID_FLOOR_FILTERED | The bid price was lower than the bid floor. |
| POST_PROCESSING | BID_FLOOR_PRE_ADJUST_FILTERED | The bid price that was going to be sent to the exchange (before any bid reductions or discrepancy allowance) was lower than the bid floor. |
| POST_PROCESSING | BID_PRICE_FILTERED | The bid price was lower than the bid price of the other ad candidate(s). |
| POST_PROCESSING | BID_SHADING_ERROR | The system failed to perform bid shading on the bid candidate. |
| POST_PROCESSING | BLOCKED_SEAT | The seat associated with the bid is blocked from bidding by the exchange. |
| POST_PROCESSING | BUILD_CREATIVE_FAIL | The creative failed to build. |
| POST_PROCESSING | CREATIVE_NURL_TOO_LONG | The creative failed to build because its nURL (win notice URL) exceeded the maximum length of 2000 characters. |
| POST_PROCESSING | DEAL_FILTERED | The bid request was for a private auction and the ad candidate is not eligible. |
| POST_PROCESSING | FES_SANDBOX | The bidding agent is in sandbox mode. |
| POST_PROCESSING | FIX_PRICE_FILTERED | For a fixed-price deal, the bid price was lower than the bid floor. |
| POST_PROCESSING | FIX_PRICE_PRE_ADJUST_FILTERED | For a fixed-price deal, the bid price that was going to be sent to the exchange (before any bid reductions or discrepancy allowance) was lower than the bid floor. |
| POST_PROCESSING | GHOST_BID | The bid candidate was a ghost bid candidate, and ghost bid candidates do not actually enter auctions. |
| POST_PROCESSING | MISSING_SEAT_INFO | The bid candidate was missing seat information. |
| POST_PROCESSING | MUL_VIDEO_ASSETS | The bid candidate included multiple video assets but the bid request was for a native video ad, which only accepts one video. |
| POST_PROCESSING | RENDER_FAIL | No bid was rendered from the ad candidate. |
| POST_PROCESSING | SEATID_FILTERED | The seat ID associated with the bid candidate was not considered eligible by the exchange. |
| POST_PROCESSING | SYSTEM_ERROR | An unspecified error occurred. Contact support for more information. |
| BID_OK | OK | The bid was successfully submitted to the exchange. |
Interpreting Report Data
The Bid Decision Report provides data for a 7-day lookback window. To access data for a longer period, utilize the report builder's scheduling feature to receive regular report copies.
When analyzing a Bid Decision Report for a specific line item, it's important to understand the logical hierarchy that represents how requests are received and subsequently dropped. The report displays the total number of auction requests for a line item, followed by the reasons for dropping requests in a hierarchical order. The mismatch data hierarchy is as follows:
- Targeting criteria
- Creative relevance
- Frequency cap parameters
- Pacing parameters
- Bidding agent parameters
- Budget parameters
- Relevant post-processing criteria
This hierarchy helps users understand the sequential process of request evaluation and the reasons for potential drops at each stage.
Bid Performance Report
Lookback Range: 6 months
The Bid Performance Report allows users to see information about their bids and win rates, broken down using similar dimensions to the Performance Report. It allows customers to answer questions like:
- What is the win rate for this Line Item, Campaign, or Advertiser?
- How often am I bidding?
- How did increasing or decreasing the bid price affect win rates?
The Bid Performance Report includes the following measures:
- Total Bids
- Average Bid Price (in CPM)
- Total Impressions
- Win Rate (impressions / bids)
Only bids submitted to the exchanges will be counted in the Bid Performance Report. These measures can be aggregated across most dimensions in other reports such as the advertiser, campaign, line item and creative levels.
Billing Report
The Billing Report is populated with all variable fees that a Buyer Cloud customer can be charged for. This information is broken out by Date, Account, Advertiser, Campaign and Line Item, and is shown in Eastern Time Zone. The Billing Report fees align with the invoice when pulled for a complete month.
The Billing Report has an 'Invoice Row' dimension that contains the following fees:
- Media paid to inventory source
- DSP Fee
- Professional Services Fee
- Bid Shading Fee
- Third party data Fee (Broken out by vendor)
- Small File Serving Fee
- Large File Serving Fee
- Cross Device Extension Fee (Broken out by vendor)
- Cross Device Frequency Capping Fee (Broken out by vendor)
- Cross Device Ghost Bidding Fee (Broken out by vendor)
The Billing Report will not include any reoccurring flat fees, or any other additional service fees outside of the fees listed above. This report also does not include details on any minimum spend thresholds that are applied on an invoice. If a minimum spend threshold is not reached, then the 'DSP Fee' and 'Professional Services Fee' rows will still show the calculated % of media, not the minimum threshold shown on the invoice.
This report will only be visible to 'Admin' roles by default. Admin users can grant permissions to this report to other roles. Multi-account Buyer Cloud clients can pull the Billing Report across all their accounts for a consolidated view by using Account Groups to manage access to all their accounts.
Conversion Report
Lookback Range: 24 months
The Conversion Report shows conversion details for campaigns or line items such including the amount of conversions, conversion type, and attribution method.
The Conversion Report is time-stamped by the conversion time. This differs from other reports, which show conversions time-stamped by impression.
Deal Report
Lookback Range: 6 months
The Deal Report simplifies troubleshooting and deal diagnostics to determine whether deals managed through the Deals Page are receiving bids and actively transacting.
By default, the Deal Report aggregates measures at the Deal level, but can also be split out by Account, Campaign, and Line Item. It reports on measures for a given Deal such as reports on measures such as spend, vendor fees, impressions, bids, and auctions. This also enables forecasting QPS for specific deals.
Deal Report relies on the Deals page to determine eligibility for this report. Only deals that are available on the Deals page can be aggregated, so deals created in a deal list are not included in the report. This report does not include location dimensions of the deal (such as platform and geo). However, it shows information about the associated:
- Account
- Advertiser
- Campaign
- Line Item
- Creative
Additionally, Deal Report focuses on a few other deal-specific fields that are derived from the Deal Object setup on the Deals page. These include:
- Deal Name
- Deal Alternative ID
- Exchange Handle for the Deal
- Deal Format
When using the Deal Report, there are some additional factors that will affect results:
- A deal can be eligible for multiple line items. Therefore, auctions can be duplicated across rows (a given Bid Request can contain multiple deals).
- For Bids/Impressions, only the targeted/matched deal gets reported.
- The Deal Report also shows deals with zero auctions.
- Based on the grouping in the report, auctions get de-duplicated.
- Auction data is based on an approximate 1% sample extrapolated to 100%.
Domain Report
Lookback Range: 6 months
The Domain Report monitors inventory performance of campaign or line items that serve on both web and app environments. This report helps monitor inventory performance across websites and specific domains by providing performance metrics broken down by domain and inventory source.
Events Report
Please note that these metrics show the total number of times the event tag was called. To only see attributed conversions, please use the ‘Conversions’ measure in alternative reports.
The Events Report allows quick monitoring of event tags that are placed to track conversions. It supports several use cases such as:
- Quickly verify that an Event tag is properly implemented on a customer's page and is correctly calling the DSP.
- Monitor the last time an Event tag fired to check the tag is still active on a customer’s site.
- Calculate an achievable KPI using organic conversions as a benchmark.
Geography Report
Lookback Range: 6 months
The Geography Report uses specific measures to show inventory performance of campaigns or line items that are served in different geographic locations such as in a city, metro-area, state, and other geo-representative attributes.
Incrementality Report
The Incrementality Report only supports line items that use attribution. Post-back attribution, including in-app, is not supported as Buyer Cloud receives pre-attributed conversion via this method. For more information on attribution, see Conversion and Attribution Setup (Non-postback).
Incrementality measures the increase in conversion rates caused by ad impressions. Ghost bidding is a free method used to measure incrementality without incurring the cost of control group impressions.
The Incrementality Report shows effectiveness of impressions that are shown to a Treatment Group compared to "Ghost Impressions" that are shown to a Control Group. It calculates the incremental lift and other key metrics across Treatment and Control groups, including impressions, conversion, conversion value, and conversion rate.
The "Incremental Lift" metric calculates the percentage difference between the conversion rates for the Treatment and Control groups. Incremental lift is calculated using the below formula:
(Treatment group conversion rate – Control group conversion rate) / Control group conversion rate
Within the Incrementality Report, incrementality can be tracked by the following User ID types:
- Standard (Cookies)
- IP Addresses
- FreeWheel ID Network Person
- FreeWheel ID Network Household
Inventory Report
Lookback Range: 6 months
The Inventory Report shows granular inventory details of campaign or line items and where they were served (i.e. where was it bid and won an impression).
Pacing Report
The Pacing Report provides insight into the performance of campaigns, line items, or flights relative to their set budgets over a specified time period. This tool enables users to monitor whether line items are under-pacing, over-pacing, or on track to meet their budget goals, ensuring campaign deliverables are fulfilled according to the intended timeline. Access to the Pacing Report is granted based on user roles.
Report Aggregation Details
The Pacing Report provides aggregated data at three levels: campaign, line item, and line item flight for each Buzz Key account. Unlike time-series reports, the Pacing Report does not offer historical data such as "Pacing Data for the last 30 days." Instead, it presents a snapshot of the current state of campaigns, similar to line item quick stats. For comparison purposes, you can access both Today's On-Schedule Indicator (OSI) and Yesterday's OSI within the report.
Pacing Report and On Schedule Indicator Metrics
When using the campaign, flight, and line item OSI measures within the report, the following metrics are available and displayed in a color-coded manner to represent the health of the pacing.
- OSI = 1 – Line item is 100% on pace as per its budget goal for the current time.
- OSI < 1 – Line item is under-pacing compared to where it should be at this point in its pacing lifetime. For example, an OSI of 0.8 indicates that the line item is 20% behind pace and only 80% of where it should be at this point in its pacing lifetime.
- OSI > 1 – An OSI can exceed 1 and indicates that a line item is over-pacing compared to where it should be in its pacing lifetime. For example, an OSI of 1.5 indicates that the line item is 50% ahead of pace and has spent 50% more than it should have at this point in its pacing lifetime.
The color codes indicate the health of pacing:
GREEN– OSI that are >0.95 and <1.25
YELLOW– OSI that are >0.9
RED– OSI that are >1.25 and <0.9
Notes:
- Pacing Report supports calculating OSI for Lifetime and Flight pacing. Currently it does not support daily pacing.
- Pacing Report calculates OSI in the native time zone of a given line item. This is relevant when you are setting queries across multiple accounts.
- When pulling in Flight ID, clients may see a row with Flight ID = 0. This is an invalid Flight ID and instead signifies Programmatic Guaranteed impressions. In this scenario, if clients also pull in the Flight Impressions measure, the report will calculate PG impressions across the entire buzzkey, despite any line item or account level filtering. Therefore, in this case, we suggest ignoring this measure.
Pacing Data in Other Interfaces
- Quickstats – You can see the On-Schedule Indicator (OSI) for a given line on the Line Item level. It shows only if the Line uses Lifetime Pacing.
Line Items API Endpoint – An OSI value is available in the API for `/line_item?view_name=line_item_stats`.
Performance Report
Lookback Range: 24 months
The Performance Report provides easy monitoring of bid performance. Users can optimize campaigns by viewing data on conversion attribution, reach and frequency, and video engagement to refine bidding strategies.
When adding fields to this report, both impression and conversion data are broken down by event-level information. However, any measure related to an impression event (such as impressions, video activities, and associated clicks) has the potential to be duplicated when grouping by Event Dimensions as overlapping data may be shown in more than one row.
Platform Report
Lookback Range: 6 months
The Platform Report provides detailed insights into the performance of campaigns and line items across various digital platforms. This report utilizes specific metrics to evaluate effectiveness. By running this report, granular information is available about campaigns or line items, including:
- Browser details (e.g., Chrome, Firefox, Safari).
- Operating systems (e.g., Windows, macOS, Android, iOS).
- Other platform-specific data (e.g., platform device type, platform OS version, platform browser).
Segment Delivery Report
Lookback Range: 6 months
The Segment Delivery Report allows users to see how impressions and performance metrics index across different targeted Segment IDs. An individual record in the Segment Delivery Report represents one impression delivered against a single segment. Since an impression can target and match against multiple segments, there can be multiple records for the same impression. Therefore, one should not expect the sum of records to match the total impressions served by that line item, as seen in other reports.
Vendor Report
Lookback Range: 24 months
The Vendor Report shows all the incurred vendor fees and the custom vendor fees that was added to your advertisers, campaigns, and/or line items.
Video Genre Report
Lookback Range: 6 months
The Video Genre Report provides detailed information on how video creatives are performing in different content genres, which assists users in optimizing video targeting to maximize engagement.
The Standardized Content Genre must always be included in the Video Genre Report, or impression data will be represented inaccurately. Line items do not have to be targeting genre in order to access this report.
Metrics related to impression events in this report may be duplicated because one impression can belong to multiple content genres. To view accurate impression sums, please use an impression-level report such as the Performance Report.