The IP Conversion Pixel: Conversion Rate report measures conversion performance by comparing attributed conversions against Impressions over the selected Reporting Interval.

Conversion Rate is calculated as: Conversions ÷ Impressions

This report can be used to evaluate conversion performance over time and across selected Advertisers, Campaigns, and Lines.

Conversion Counting by Line

When the Line ID Dimension is included, conversions are reported at the Line level and are not de-duplicated across Lines. This behavior aligns with the conversion metrics displayed in the Pontiac UI.

For example, if a user is served an Ad from two different Lines within the same Campaign and later completes one conversion, that conversion may be attributed to both Lines. In this case:

• Line 1 records 1 conversion.
• Line 2 records 1 conversion.
• The Campaign level total across those Lines may therefore show 2 conversions.

To report unique conversions across an Advertiser or Campaign for the selected date or dates, generate the report without the Line ID Dimension.

For unique conversion analysis across a full Campaign flight, use the IP Conversion Pixel: Path to Conversion report and de-duplicate the hashed IP address across the applicable dates.

Lookback Window

• The Lookback Window determines how far before each conversion Pontiac searches for eligible Impressions to attribute to that conversion.
• By default, IP Conversion Pixel reports use a 30-day lookback window. Enter a custom Lookback Window when needed. For assistance with a longer Lookback Window, contact your Account Manager or reach out through the Help Center.

Create an IP Conversion Pixel: Conversion Rate Report

1. Navigate to Reporting > Custom Reporting.
2. Select New Custom Report.
3. Select IP Conversion Pixel: Conversion Rate as the Type.
4. Select the applicable Advertisers, Campaigns, Lines, and Pixels.
5. Select the Start Date and End Date.
6. Configure the applicable report settings and Dimensions.
7. Select Save.
8. Once the report has processed, select Download next to the report name.
   • If Schedule Automated Report is enabled, the report will also be delivered using the configured delivery method.

Report Settings

• Name: Enter a name for the report.
• Schedule Automated Report: Enable this option to generate and deliver the report automatically on a recurring schedule. See Scheduled Reports for setup details.
• Advertiser ID: Select the Advertisers to include. By default, all Advertisers are included.
• Campaign ID: Select the Campaigns to include. By default, all Campaigns under the selected Advertisers are included.
• Line ID: Select the Lines to include. By default, all Lines under the selected Advertisers and Campaigns are included.
• Pixel ID: Select the Pixels to include. By default, all applicable Pixels are included.
• Start Date: Select the beginning of the Reporting Interval.
• End Date: Select the end of the Reporting Interval.
• Type: Select IP Conversion Pixel: Conversion Rate.
• Time Zone: Select the time zone used to generate the report.
• Lookback Window: Select how far before each conversion Pontiac should look for eligible attributed Impressions.
• Dimensions: Select how conversion activity is grouped in the report. Available options include Line Id, Line Name, and Home Or Business.

Dimensions

Available Dimensions include:

• Line Id: The unique Pontiac ID assigned to the Line associated with the attributed conversion.
• Line Name: The name of the Line associated with the attributed conversion.
• Home Or Business: Indicates whether the IP address associated with the conversion is classified as residential or business, when available.