Reporting

In the Pontiac platform all the information necessary to manage and evaluate your campaigns is made readily available in the ‘Reporting’ tab and the quick metrics at both the Advertiser and Line Item levels. You can schedule custom reports at regular intervals down to the log level and view detailed breakdowns of each optimization made to the campaign with full transparency of all data. 

For a video walkthrough of Pontiac Reporting: https://tinyurl.com/PontiacReporting

Reporting Time Zone – UTC
Reporting Lag
Quick Metrics
       Advertiser Level Metrics
       Line Item Level Metric
       Optimization Breakdowns
       Creatives Metrics
       Conversion Pixel Metrics
       Audience Metrics
       Line Item Flight Metrics
       Real Time Delivery
Standard Reporting Dashboard
       Summary
       Creatives Reporting
       Site Domain Reporting
       Exchange Reporting
       Device Type Reporting
       Segment Performance
       Geo Region Reporting
       Geo Country Reporting
       Latitude/Longitude Reporting
Custom Reporting
       Basic Custom Report
       Conversion Report
       Video Events Report
       Lifetime/Billing Report
       Age & Gender Report
       Reach/Frequency Report
Foot Traffic Attribution
Google Analytics & Other Third-Party Discrepancies

 

Reporting Time Zone- UTC

All Pontiac metrics and reports are displayed in Coordinated Universal Time (UTC). Ads are served to users based on the time zone of their location and then reported in UTC. The User Time Offset can be pulled in log level reports to determine the time that the ad was served in the user’s time zone. To change your reporting time zone, go to the ‘Admin’ tab and select the ‘Seat Settings’ button. Under the ‘Preferences’ section select the desired time zone from the dropdown list.

 

Reporting Lag

Most metrics displayed in the Pontiac platform are updated hourly with a 3 hour delay. The only metrics available in Real Time can be seen by clicking into a Line Item, below the Line Item Flight Metrics. Here you will see a Real Time breakdown of impressions served in 15 minute increments, allowing you to verify that your Line is serving.  If you require additional Real Time metrics, you can request these from your Account Manager.

 

Quick Metrics

The Pontiac platform is designed to make all of the data from your campaigns available at a quick glance. At both the Advertiser and Line Item levels, metrics are available next to the name of the Advertiser or Line. Optimization breakdowns are displayed under each Line Item. Certain metrics are also available for each Creative, Audience and Pixel. These metrics are updated hourly with a 3 hour delay.

 

Advertiser Level Metrics

Under the ‘Advertiser’ tab you will see a list of all of the ‘Active’ Advertisers in your seat with their associated quick metrics. To see ‘Inactive’ Advertisers filter status to ‘All’ or ‘Inactive’. These metrics are updated hourly with a 3 hour delay.

Choose your ‘Reporting Interval’ and evaluate the following metrics at a glance:

Lines: The number of lines under this Advertiser
Imps: Impressions served during the selected Reporting Interval
Total Spend: Dollar amount this Advertiser has spent across all Lines during the selected Reporting Interval
Click: Number of clicks across all Lines during the selected Reporting Interval
Convs: Number of conversions across all Lines during the selected Reporting Interval, this is a total of both post-view and post-click conversions

 

Line Item Level Metrics

In the ‘Advertiser’ tab each Advertiser can be expanded by clicking the arrow on the far left next to the green or red box. This will display all of the Line Items under the Advertiser and their associated quick metrics. These metrics are updated hourly with a 3 hour delay.

Choose your ‘Reporting Interval’ and evaluate the following metrics at a glance:

Budget Type: Either imps or spend
Daily Budget: This will display either the dollar amount or the number of impressions that the Line will attempt to spend each day
Total Budget: This will display either the dollar amount or the number of impressions that the Line will attempt to spend in the lifetime of the campaign
Start Date
End Date
Campaigns: The number of optimizations that has been made to the Line Item
Imps: impressions served during the selected Reporting Interval
Total Spend: Dollar amount this Line has spent during the selected Reporting Interval
Clicks: Number of clicks this Line has received during the selected Reporting Interval
Convs: Number of conversions this Line has received during the selected Reporting Interval. This is a total of both post-view and post-click conversions
CPM: Cost per 1,000 ads
CTR: Click through rate, this is the number of clicks divided by number of impressions during the selected Reporting Interval
CPC: Cost per click, this is the total spend divided by the number of clicks during the selected Reporting Interval
CPA: Cost per acquisition, this is the total spend divided by the number of conversions during the selected Reporting Interval

 

Optimization Breakdowns

The platform outlines all optimizations made, including all of the details that the AI more heavily targets or stops targeting, the dates that each change is made, and the amount of your Line’s budget that is reallocated toward the change. Users can see exactly when optimizations were made, including budget reallocation and details about the exchanges, locations, sellers, and placements that the sub-line exclusively targets or block lists. These metrics are updated hourly with a 3 hour delay.

Under the ‘Advertiser’ tab each Line Item can be expanded to display the optimization breakdown by clicking the arrow on the far left next to the green or red box. 

Choose your ‘Reporting Interval’ and evaluate the following metrics for each optimization:

Opt Base: This is the starting point for the campaign.
% Budget: For each optimization made to the campaign a % of the budget will be shown that is allocated to this change.
N_N_N_N:

  • N1 is Geo: Specific region this campaign targets (State/Province)
  • N2 is Domain: URL Domain. The domain(s) that the specific optimization is targeting
  • N3 is Exchange: Which exchanges this optimization is looking to buy through
  • N4 is Placement: The placement ID of where the campaign will serve on the specific domain

 

Creative Metrics

By clicking on the name and opening the specific page for an Advertiser or Line Item you can see quick metrics for each Creative. Creatives with a red box are inactive and Creatives with a green check-mark are active. By evaluating metrics at the Creative level, you can make decisions and optimize your campaign to serve the Creatives with the best performance. For example, if one Creative accounts for 70% of impressions, but only 10% of clicks, overall campaign performance may improve if you remove this Creative. These metrics are useful for A/B testing of different Creatives and provide valuable insight into the effectiveness of a Creative. These metrics are updated hourly with a 3 hour delay.

Choose your ‘Reporting Interval’ and evaluate the following metrics at a glance:

Audit Status: The audit status of each Creative will be displayed with a symbol. Hovering over this symbol will display a text box with additional details as to the status of this Creative, a yellow triangle for ‘audit pending’, a green check box for ‘passed audit’, a green triangle for ‘marked as sensitive’ and a red box for ‘rejected’. For more info on the audit process see here: Creative Audit.
Total Imps: Impressions this Creative has served during the selected Reporting Interval
Total Spend: Dollar amount spent to serve this Creative during the selected Reporting Interval
Total Clicks: The number of clicks this Creative has received during the selected Reporting Interval
Total PcConvs: The number of post-click conversions this Creative has driven during the selected Reporting Interval
Total PvConvs: The number of post-click conversions this Creative has driven during the selected Reporting Interval

 

Conversion Pixel Metrics

By clicking on the name and opening the specific page for an Advertiser or Line Item you can see quick metrics for your Conversion pixels. These metrics are updated hourly with a 3 hour delay.

Choose your ‘Reporting Interval’ and evaluate the following metrics at a glance:

Trigger Type: Depending on how the pixel was configured this will display whether this pixel is triggered by a view, a click or a hybrid of both.
Total Loads: The number of times the pixel has been triggered in the selected Reporting Interval, this includes conversions that were not driven by Pontiac
Total Convs: The number of conversions registered as a result of a Pontiac ad in the selected Reporting Interval
Total PcConvs: The number of post-click conversions registered as a result of a Pontiac ad in the selected Reporting Interval
Total PvConvs: The number of post-view conversions registered as a result of a Pontiac ad in the selected Reporting Interval

 

Audience Metrics

By clicking on the name and opening the specific page for an Advertiser or Line Item you can see quick metrics for your Audience segments. These metrics are updated hourly with a 3 hour delay.

Choose your ‘Reporting Interval’ and evaluate the following metrics at a glance:

Type: ‘First Party’ indicates an Audience housed in the Pontiac platform, ‘Third-Party’ indicates data from an external provider
Total Spend: The dollar amount spent to serve impressions to a user in this Audience during the selected Reporting Interval
Total Loads:  This is the number of times the Remarketing pixel has been triggered during the selected Reporting Interval. This indicates the number of times the page where the pixel is placed has been loaded/viewed.
Avg Daily Uniques: This will display the average number of daily unique visitors to the page where the pixel is placed within the selected Reporting Interval.
Avg Monthly Uniques: This will display the average number of monthly unique visitors to the page where the pixel is placed within the selected Reporting Interval.

 

Line Item Flight Metrics

Upon clicking on and opening a Line Item you will see a section called ‘Flight Metrics’ above the configuration menu. This section will display metrics for the line from start date to ‘yesterday’, changing the Reporting Interval will not change these metrics. These metrics are updated hourly with a 3 hour delay.

Clicks: Number of clicks in the lifetime of the Line
Budget Type: Either imps or spend depending on how the Line was configured
Daily Budget: This will display either the dollar amount or the number of impressions that the Line will attempt to spend each day
Campaign Count: The number of optimizations that have been made to the line
Pacing: This is the % of the Line’s budget that has been spent compared to the ideal pacing based on the set budget and flight dates. Ideally a Line should pace between 90-110%. For tips to improve pacing see here: Improving Pacing.
Total Imps Served: The total number of impressions that the Line has served to date
Spend: Total dollar amount the Line has spent to date
View Measured Imps: Number of impressions that are measured for viewability by the publisher
Viewable Imps: Number of impressions that were registered as viewable. This means that 50% of the Creative was viewable for at least 1 second. Edit the Line Targeting parameters to include a viewability threshold to improve viewability.
Post Click Convs: The total number of post-click conversions driven by this Line to date
Post View Convs: The total number of post-view conversions driven by this Line to date
Last Opt Date: This is the date of the most recent optimization made to the Line Item
Performance: This will display the performance of the Line Item in relation to the selected KPI. If you are optimizing to CTR, performance will display the lifetime CTR for the Line. If you are optimizing to CPA, performance will display the lifetime CPA in dollars

 

Real Time Delivery

The Real Time Delivery chart below the Line Item Flight Metrics displays impressions for the Line Item in Real Time. This chart breaks down delivery into 15 minute increments, allowing you monitor pacing throughout the day. (NOTE: This will only be available for Creatives uploaded AFTER Jan 25, 2021)

 

Standard Reporting Dashboard

The Pontiac Intelligence Reporting Dashboard allows you to evaluate a single Line Item, or all of the Line Items under an Advertiser across all important metrics for an interval of ‘today’, ‘yesterday’, ‘7 days’ or ‘30 days’. In the ‘Reporting’ tab select the Advertiser, Line Item and Reporting Interval, then select ‘Update Reporting’. These metrics are updated hourly with a 3 hour delay.

Summary

The first graph in the summary allows you to select 2 metrics and view a breakdown for each day in the lifetime of a campaign or Advertiser.

The ‘Volume by Hour (UTC)’ bar displays impressions on a scale from low volume in blue to high volume in red, displaying how impression volume and spend vary throughout the day. This information displays in Coordinated Universal Time (UTC).

Below the volume by hour chart you can see top apps, top sites and top exchanges by volume of impressions.

This summary also includes metrics for the top Creatives in your campaign for a quick comparison of impressions, clicks and spend.

The last section of the summary is an interactive map shaded by volume of impressions. Hover over a spot on the map to see metrics for a state or country.

 

Creatives

This section will display a chart with the number of impressions for each Creative and a second metric of your choice- Total Clicks, Total Pc Conversions, Total Pv Conversions or Total Spend. Metrics can be displayed for each Creative by name, or you can group the Creatives by size, to easily compare performance across all of your Creatives. Below the chart, all of the data is available in a table that can be downloaded as a CSV file by clicking the black down arrow next to the search bar.

 

Site Domain

This section will display a chart with the number of impressions on each site domain and a second metric of your choice- Total Clicks, Total Pc Conversions, Total Pv Conversions or Total Spend. Domain reporting can be used to determine high performing sites to create a new site list, or to identify and then anti-target inventory with low performance. Below the chart, all of the data is available in a table that can be downloaded as a CSV file by clicking the black down arrow next to the search bar.

 

Exchange Reporting

This section will display a chart with the number of impressions bought through each Exchange and a second metric of your choice- Total Clicks, Total Pc Conversions, Total Pv Conversions or Total Spend. This section is valuable for making manual optimizations to your campaigns by evaluating the performance across each Exchange and removing the Exchanges with poor performance. Below the chart, all of the data is available in a table that can be downloaded as a CSV file by clicking the black down arrow next to the search bar.

 

Device Type Reporting

This section will display a chart with the number of impressions by device type vs a second metric of your choice- Total Clicks, Total Pc Conversions, Total Pv Conversions or Total Spend. Below the chart, all of the data is available in a table that can be downloaded as a CSV file by clicking the black down arrow next to the search bar.

 

Segment Performance

This section will display a chart with the number of impressions by Audience segment vs a second metric of your choice- Total Clicks, Total Pc Conversions, Total Pv Conversions or Total Spend. Below the chart, all of the data is available in a table that can be downloaded as a CSV file by clicking the black down arrow next to the search bar. This provides insight into who your campaign is serving impressions to and which segments are converting.

 

Geo Region Reporting

This section can be shown as a map or as a graph. The map is only available for campaigns served in the United States and the Region will be by state. Metrics for regions in other countries will be shown in the table below the map. The graph will compare impressions by region vs a second metric of your choice – Total Clicks, Total Pc Conversions, Total Pv Conversions or Total Spend. Below the graph, all of the data is available in a table that can be downloaded as a CSV file by clicking the black down arrow next to the search bar.

 

Geo Country Reporting

This section can be shown as a map or as a graph and will break-out impressions by country vs a second metric of your choice – Total Clicks, Total Pc Conversions, Total Pv Conversions or Total Spend. Below the graph, all of the data is available in a table that can be downloaded as a CSV file by clicking the black down arrow next to the search bar.

Latitude/Longitude Reporting

This section will pin the exact location of each impression on a map. Click on the pin to see the exact latitude and longitude where the impression was served.

 

Custom Reports

Custom reports can be scheduled for automatic delivery at daily, weekly, or monthly intervals, to either an Email or FTP. These reports allow you to customize all the dimensions and metrics you wish to evaluate, but are limited to 500,000 rows. If you need to receive additional data, contact your Account Manager. The Lifetime/Billing report will match the metrics in the platform for spend and is the basis for billing. Daily spend in this report will match the amount charged to the account each day. All other custom reports are compiled using log files and may show slight variance in spend.

Choose between a basic custom report, a conversion report, log level , video events, or a lifetime report. Once you have selected the desired criteria, click save and allow the platform a few minutes to generate the report. This report will appear under the Custom Reporting dropdown for download, or for automated reports, will be sent to your email or FTP. Custom Reports will remain downloadable in the platform for 30 days. Expired reports must be ‘Rerun’ at a later date, however and it is possible that certain data points will no longer be available. 

Basic Custom Reports

The Basic Custom Report allows you to choose from any of the following Dimensions and Metrics to create a detailed customized report that meets your needs.

Dimensions:

  • Date
  • Advertiser
  • Line
  • Creative ID
  • Creative Size
  • Region/Date
  • DMA
  • Zip Code
  • Exchange
  • Browser
  • Operating System
  • Site Domain
  • App
  • Device Type 
  • Device MAke
  • Device Model 
  • Carrier

Metrics:

  • Impressions 
  • Clicks
  • Post-Click Conversions
  • Post-View Conversions
  • Spend
  • View Measured Impressions
  • View Confirmed Impressions

 

Conversions Report

A conversion report is great for Advertisers looking to track conversions and attributed revenue. If the query string macros for ‘Order Id’ and ‘Revenue’ were added at the time the conversion pixel was generated, this report can be used to view this information.

Dimensions:

  • Date
  • Pixel
  • Order Id (client populated)
  • Line

Metrics:

  • Post-Click Revenue
  • Post-View Revenue
  • Post-Click Conversions
  • Post-View Conversions
Video Events Report

For campaigns running video ads, the video events report provides detailed metrics for percent completion. Choose from the Dimensions and Metrics listed below to customize your report.

Dimensions:

  • Date
  • Line Item ID
  • Creative ID
  • Player Size
  • Advertiser
  • Exchange
  • Site Domain
  • App
  • Timestamp
  • Deal ID
  • Video Context
  • Supply Type

Metrics:

  • Video Started
  • Had Error
  • Hit 25 Percent
  • Hit 50 Percent
  • Hit 75 Percent
  • Completed 
  • Spend

 

Lifetime/Billing Report

The lifetime report will display the dimensions and metrics of your choosing for the lifetime of an Advertiser and Line Item. This report is the basis for Pontiac Billing and will match the amount charged to the account each day as ‘daily spend’. 

Dimensions:

  • Date
  • Advertiser
  • Advertiser Name
  • Line
  • Line Name
  • Creative Id (Creative reporting is only available going back to 12/11/2019)
  • Creative Name (Creative reporting is only available going back to 12/11/2019)
  • Hour of day (Hourly reporting is only available going back to 6/18/2020)

Metrics:

  • Impressions 
  • Clicks
  • Post-Click Conversions
  • Post-View Conversions
  • Spend
  • View Measured Impressions
  • View Confirmed Impressions

 

Age & Gender Report

The Age and Gender Custom Report will provide a demographic breakdown across age and gender as a percentage of impressions served.

Dimensions:

  • Age
  • Gender

Metrics:

  • Percentage

 

Reach/Frequency Report

The Reach/Frequency custom report can be used to pull data on the unique number of individuals that have been served your ad. The report can be pulled by Date, Advertiser and Line Item to view the number of unique User IDs, Device IDs, and IP addresses that were served ads compared to the number of Total Imps served. This provides information as to the reach of your campaign and the frequency that each device or user has seen an ad.

  • User ID – the number of unique User IDs that were served an ad.
  • Device ID – the number of unique Device IDs that were served an ad.
  • IP Address- the number of unique IP addresses that were served an ad.
  • Total Imps – the total number of impressions the selected Line or Advertiser has served.

 

Foot Traffic Attribution Reports

Foot Traffic Attribution Reports can be found in the Reporting tab in the ‘Foot Traffic Studies’ section. Foot Traffic Reports will generate daily for the flight dates of the campaign and for 30 days after the campaign ends. The attribution window is the Lifetime of the campaign or the last 30 days, whichever is shorter. The visitor count displayed in these reports is ‘unique’ visitors. Multiple visits by the same Device ID will only be registered once on a given day, but may be registered if they return on a different day. 

Reports will contain the following information:

  • Date
  • Line ID
  • Line Name
  • Location ID
  • Location Name
  • Visitors Count

A ‘visitor’ is counted as any mobile device that was served the ad and then the device was subsequently seen within a 165 meter radius of the commercial address you are tracking. For CTV and Web inventory this ‘visitor’ is a mobile device associated to a household of the device the ad was served on (ie. TV, Desktop etc). This ‘visitor’ count relies on mobile GPS tracking and is limited to the accuracy and precision of the device’s location services. It is possible that a visitor could be counted by walking by or driving by the location.

 

See more on setting up and receiving Foot Traffic Studies here: Foot Traffic Attribution.

 

Google Analytics & Other Third-Party Discrepancies

It is common to see discrepancies when comparing Pontiac metrics to Google Analytics or other third-party providers. This could occur for any of the following reasons:

Impression & Click Discrepancies:

  • Post View Activity: Google Analytics does not report any POST VIEW activity. Everything in Google Analytics is click based traffic. 
  • UTC: All Pontiac metrics are displayed in UTC. If you do not pull reporting from third-party sources in UTC, the metrics will differ. 

Pixel Load Discrepancies:

  • Firefox and Safari: pixels no longer work (they disallowed third-party pixels).  
  • Bounce Rate: pixels take a second to load and will not fire for people who bounce. The higher the bounce rate the bigger the discrepancy will be. To fix this, place the pixel in the header and use the secure.adnxs.com domain

Improving Bounce Rate

These are the recommended steps to decrease bounce rate and improve the quality of traffic: 

  1. Focus on Desktop traffic. Mobile In-App and Mobile Web tend to have higher bounce rates.
  2. Try targeting only the Google AdExchange.
  3. Add creative macros to your UTM source to run a report in Google Analytics and determine which sources of inventory have had the highest bounce rate. This will help to determine which exchanges are providing highest quality inventory, and which are contributing most to the bounce rate.
    First, add this to your URL: UTM_Medium=${SELLER_MEMBER_ID}The Click URL should look like: http://www.clientwebsite.com/UTM_Source=Pontiac&UTM_Medium=${SELLER_MEMBER_ID} Then you can run a report by Medium in Google Analytics to view bounce rate by Exchange, and remove the exchanges that are contributing most to the bounce rate. You will also need to use the mapping provided in Pontiac to know which SELLER_MEMBER_ID correlates with the Pontiac Exchange ID. See the Seller Id Mapping here: Pontiac_Seller_ID_Mapping
    For additional information on UTM Code implementation see here: UTM Code Implementation