Analytics is a huge topic. So much so that we have broken this blog post into three.
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.
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.
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.
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.
The analytics system uses the campaign start and end dates and the impressions totals for each script.
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.