This report can be used to pull detailed metrics from the IP Conversion Pixel, including the dates when the conversions took place and the dates when the impressions were served to those users. There are three types of reports that can be pulled from IP Conversion Pixel data, the ‘Path to Conversion’ report, the ‘Conversion Only’ report and the ‘Conversion Rate’ report.

Path to Conversion Report

The ‘Path to Conversion’ report provides data on the IP conversions registered as well as on the impressions served through Pontiac campaigns to those users that converted. This report can be utilized to see the entire pathway to conversion from each impression the user viewed to the action they completed on your website.

The column ‘imp_time’ will indicate when the impression was served through Pontiac to a user that visited or converted on the site where the pixel is placed. The total number of ‘imp_times’ indicates the number of impressions that were served to users that then converted, this will correspond to the ‘Attributed Imps’ field in the IP Conversion Pixel metrics under the Advertiser.

The ‘conv_time’ column will indicate the time the action or conversion took place on the site. The total number of unique ‘conv_times’ is the total number of unique conversions or visits that were driven by your campaign. This will correspond to the ‘Total Convs’ field in the IP Conversion Pixel metrics under the Advertiser.

IP conversion pixels have a standard lookback of 30 days in the metrics that are displayed under the Advertiser. This means that the user must complete the desired action within 30 days of seeing the ad for it to count as a conversion. If you would like to pull reporting with a custom lookback window, this can be done in this report. Select from ‘5’, ‘7’, ’15’ or ’30’ from the ‘Lookback window’ dropdown .

Report Dimensions:

• Pontiac pixel Id
• Conversion time
• Imp Time
• IP Address
• Zip Code
• Site Domain
• Exchange
• Region/State
• Auction id
• User id
• Advertiser
• Line
• Device Type
• Date
• Creative Id
• Order ID*
• Order Value*

*(work with your web developer to dynamically pass these values on IP pixel)

Page Visits Report

The ‘Page visits’ report will only provide data on ALL page visits or loads for this pixel. ‘Visit Time’ indicates the time of the page visit. This is not a Conversion event attributed to your campaign, it is total page visits independent of media served.

Report Dimensions:

• Pontiac pixel Id
• Page visit – A page visit registered by the IP pixel. This is independent of media served and is not attributed to Pontiac campaigns.
• IP Address
• Zip Code
• Region/State
• Advertiser
• Date (yyyyMMdd)
• Date (M/d/yyyy)

Conversion Rate Report

Analyze conversion rate day over day to track the effectiveness of your ads with the ‘Conversion Rate Report’. To calculate conversion rate for each day, divide ‘Conversions’ by ‘Imps’.

Report Dimensions:

• Date
• Imps
• Unique site visitors
• Conversions
• Pixel Id
• Line Id