analytics

Analytics 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.

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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 (which 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.

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The blue star shows which line is the default.

Tips

  • 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.

 

Analytics part 2

This is part 2 of the Analytics blog series. The other posts are here:

  1. Introduction

  2. Analytics overview (this post)

  3. Individual script delivery

Analytics overview

On the main analytics page, the top bar shows campaign delivery: the overall delivery of all scripts in the campaign.

From left to right:

  1. The first number shows the number of impressions served and the blue wheel around that number indicates how far through the total that is, which is the number shown by Complete.

  2. Unique is the total number of impressions from unique identifiers that we have seen for this campaign (which can be made up of many scripts) divided by the total number of impressions. 34.4% means that each user has heard this campaign just under 3 times each.

  3. Listen Through Rate (LTR) is the total number of End tracking pings we receive divided by the number of Start pings.

  4. Click Through Rate (CTR) is the total number of clicks divided by the total number of impressions.

  5. The impression targets delivery chart shows how the campaign is delivering over time compared to the average number of impressions per day (calculated by dividing the total number of impression in the campaign by the total number of days between the campaign start and end dates). This chart is useful to quickly see if a campaign is over or under-delivering. Note, the delivery chart is not shown after the campaign end date.

The next chart shows how the different scripts in the campaign have delivered over the selected time.

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If you have multiple live scripts in a campaign or have re-published scripts within a campaign (either under the same publication key or multiple publication keys) then you can see how each of those scripts has contributed to the overall delivery.

You can choose to show delivery by Campaign, Week, Day or Hour until the present moment.

timeSelector.png

The next section of data is all based on the script that you choose from this campaign.

By default, the script that has delivered the most impressions in this campaign is selected.

Our next blog post covers how we provide analytics for an individual in more detail.


The analytics story continues over at part 3, here.

 

Analytics part 1

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

  1. Introduction (this post)

  2. Analytics overview

  3. Individual script delivery

Analytics Part 1: Introduction

We provide a comprehensive set of analytics tools to show you exactly how a campaign is being delivered from the moment it starts. The general principal is that the our analytics shows delivery - how impressions for that campaign or script have been served. Today we don't measure anything other than delivery as the only metrics we have are impressions (and a few clicks) - see audio measurement side bar.

There are three places to get to the data:

1. Dashboard. The dashboard card for each live script shows how many impressions have been served relative to the total impressions target and provides a quick reference impressions chart as a shadow in the background of the card.

dashboardView.png

2. The Analytics button from the main toolbar. This takes you to the analytics overview page that shows the delivery of all of the scripts currently running that your user group has access to.

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Each frame contains a chart that shows delivery of impressions over time, total impressions served relative to the total impressions target of that campaign and the proportion of unique users.

Clicking the blue chart icon will take you to the individual page for that script.

3. Script icons.

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Clicking the chart icon from anywhere in the interface will take you to the analytics view for that campaign or script. If a script has not been published or no impressions have been tracked then the analytics page will be blank or unavailable.

Key settings

The analytics system uses the campaign start and end dates and the impressions totals for each script.

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campaignDates.png

Note: these settings in our system are purely to power the analytics: A Million Ads does not control campaign delivery. Campaign start and end dates, number of impressions, frequency capping, front/back loading, targeting and segmenting is all done at the ad server / SSP / DSP level - we simply obey the requests that come our way.

Many of the charts here will be replicating charts that you can find in other systems. We hope that our eye for nice design and usability make is preferable to use our tools over others you may have access to.

Audio measurement side bar

Audio is a hard medium to measure because it is typically consumed in a passive way: on the radio in the corner of the room, in the car, on your headphones plugged in to your mobile ... that is in your pocket. So, unlike other digital media, there are very few signals from users to measure performance (video has view-through-rate, display has click-through, desktop has cookies for attribution etc). Some audio ads are delivered with companion images that can be clicked on, and the click can be measured, but click have been widely discredited as useless, as they don't stay on beyond the audio, if there is an exit or cancel button, most clicks are false positives as people go for the cancel button and miss! We track impressions, clicks, when the ad starts playing and when playback is complete, and we display these data points in the analytics page, but it all comes with this "health warning"!

The future of audio measurement

In time, voice activation will prove to be a useful interface for users to interact with ads, but for the moment, impressions is all we have.


This is just the start of the post on analytics. Continue the story in part 2, here.