What just happened? Part 3

Analytics is a huge topic. So much so that we have broken this blog post into three.

  1. Introduction
  2. Analytics overview
  3. Individual script delivery (this post)

Individual script delivery

Below the overall campaign data, the analytics page reports individual script delivery. You can choose which script from the drop down menu. The panels show the Impressions / Complete / LTR and CTR data for that script, as the overall campaign data above did.


Next to that is a breakdown of the Top 3 operating systems (OS Types) and Device Types that have requested this script. 

The OS options include Android, iOS, Windows, Mac OS, Linux and Other (whoich accounts for any other operating system that we do not recognise or device / app that does not report its OS). Device types include Mobile, Tablet, Desktop, Appliance (such as home speakers or TVs) and, again, Other (for devices that we don't recognise or don't report).

Traffic breakdown: the Flow diagram

Depending on the complexity of a script, there can be thousands, if not millions of different versions of the audio. Showing all of these potential versions in one comprehensible way is difficult so we designed the flow diagram to try to show the many different routes through a script.

The flow diagram goes from left to right: zero seconds on the far left through to 30 seconds (or however long the script is) on the right. The width of each line represents the relative proportion of impressions flowing through each branch of the script.

Use the Zoom tool to see the whole chart, or focus in on the area you are interested in.

Rolling over a line in the chart shows the number and proportion of impressions that flowed through that line (101.5k (22.2%) impressions for the line "Get down to your local B&Q" as shown in the diagram above).

The rules that have been set in the script dictate how the impressions flow through that script. These are shown in the bar above the flow line. Click on a branch, or the rule at the top to see further detail for that rule.

Flow diagram zoom in

The overview charts that pop up on the right will depend on the type of rule.

 Overview for location rule

Overview for location rule

 Overview for weather rule

Overview for weather rule

 Overview for random rule

Overview for random rule

These diagrams will depict the data that was served across your selected time frame, allowing you to see which data has been used through the script. These charts include Ignored and Default:

Default: Using weather as an example, where there are four possible choices (Sun, Rain, Cloud, Snow), if the script only contains lines for, say, Sun and Cloud, and a default line for the other conditions, then the chart will only show Sun, Cloud and Default (even though the default line might have been served to users whose weather condition was Rain or Snow).

Ignored shows that data was ignored to choose this route through the script. See the blog post on ignoring here.

Below the charts is a data table that can be sorted by number of impressions.


The blue star shows which line is the default.


  • Measure the default condition separately from the rules you have created by duplicating a line to serve as a default setting, and using the same audio.