Ad Reports

Ad reports are a great way to both gain insight into your ad campaign performance success and help you plan your ad strategy for the future. There are several standard reports available within DFP that you can configure based on your needs.

If you know how to work within DFP, you can work within the Reports tab yourself to run whatever type of reports you need.

If you are not comfortable working within DFP on your own and want assistance, TownNews can set up reports for you.

To request an ad report, see Advertising Production Requests »

Recommended Reports

Campaign Pacing

This report would include all your currently running advertisers, their orders and line items. You would use this to make sure everything is on track to reach their goals.

You can create your own campaign pacing reports or submit a request for TownNews to create reports for you.

Standard campaign pacing reports:

  • Currently Running Campaign report by Advertiser – Displays total impressions on all orders and their line items by advertisers which delivered yesterday. Commonly used filters are “Advertiser” to only show the data for one or a given set of advertisers or “Line Item Type” to limit the results for example for Sponsorship or Standard Line Items.
  • Currently Running Campaign report by Order – View total impressions for all line items and their creatives by orders which delivered yesterday. Commonly used filters are “Advertiser” or “Order” to only show the data for one or a given set of advertisers or orders as well as “Order Start” or “Order End Date”.

Ad hoc campaign pacing report:

If you want to capture specific dimensions or metrics not included in a standard report or if you want a one-time report for a specific advertiser, you can submit an ad hoc report request.

End of Campaign Report

This report could be sent to an an advertiser to show how their campaign performed. You pull this data from a standard performance report from a particular time frame or request an ad hoc report for a particular advertiser.

Standard performance report options include:

  • Monthly Performance Report – Shows delivered impressions, clicks and CTR by line item name for all active ads within the selected month.
  • Weekly Performance Report – Shows delivered impressions, clicks and CTR by line item name for all active ads within the selected week.

Ad hoc campaign reports:

Standard report options will require you to filter out advertiser-specific data from a full report of all of your campaigns. You may want to set up an ad hoc campaign or campaigns that only includes information for a particular advertiser or for a custom time frame.

Inventory Sell-Through Report

This report can show how your inventory is trending from a recent historical to future timeline. This report gives you a big picture overview of your inventory and will show forecasted, available, reserved, and sell through rate by section so you can see where you have the most inventory you can sell.

Standard Ad Report Options

At a minimum, we recommend that you generate the reports outlined above, but there are also several other ad reports that you can create or request to have created for you.

  • Currently Running Campaign report by Advertiser – Displays total impressions on all orders and their line items by advertisers which delivered yesterday. Commonly used filters are “Advertiser” to only show the data for one or a given set of advertisers or “Line Item Type” to limit the results for example for Sponsorship or Standard Line Items.
  • Currently Running Campaign report by Order – View total impressions for all line items and their creatives by orders which delivered yesterday. Commonly used filters are “Advertiser” or “Order” to only show the data for one or a given set of advertisers or orders as well as “Order Start” or “Order End Date”.
  • Creatives report – Displays total impressions for all creatives by advertiser which delivered in the last month. Commonly used filters are “Creative Type” to limit data for example to “Third-party”-creatives only or “Creative Size” to limit data to one or more specific sizes.
  • Monthly Network Performance report – Shows delivered impressions and revenue by total, as well as split by ad server, in your network for the last month.
  • Daily Network Performance report -Shows delivered impressions and revenue by total, as well as split by ad server, in your network broken down by day.
  • Network Geography report – Displays delivered impressions and revenue by total, as well as split by ad server, in your network for the last month but additionally broken down by country. Commonly used filter is “country” to limit results to one or a set of countries.
  • Monthly Ad Unit report – View delivered impressions against the active top level ad units in your network for last month. Commonly used filter is “ad unit” to limit results to one or a set of ad units.
  • Inventory sell-through report – Shows the forecasted, available, reserved and sell-through rate by section. Shows where and how much inventory you have available to sell next month.
  • Opportunity report – Shows the impressions by ad unit which were not eligible to compete via dynamic allocation in the last week.
  • Device and browser report – View impressions broken out by different targeting criteria such as browser and operating system for the last month. Commonly used filter is targeting.
  • Downloaded impressions – View data on downloaded impressions for your network broken down by date, inventory types, device category, and ad unit for the last 7 days.
  • Monthly Performance Report – Shows delivered impressions, clicks and CTR by line item name for all active ads within the selected month.
  • Weekly Performance Report – Shows delivered impressions, clicks and CTR by line item name for all active ads within the selected week.
  • Section Performance Report – Shows delivered impressions, clicks and CTR by line item name for all active ads in a specific section of the website within the selected timeframe. Example: All ads in the Sports section for the previous month.
  • Performance Report by Creative or Ad Slot – Shows total impressions, clicks and CTR by order name, creative name and/or ad slot id for all active ads within the selected timeframe.
  • Pre-Roll Report – Shows delivered impressions, clicks and CTR by order name for all pre-roll advertisements month to date.
  • Device Report -Shows total impressions, clicks and CTR by line item name and device category for all advertisements within the previous month.

Ad Hoc Reports

If you are trying to analyze some aspect of your sales strategy or a particular ad campaign that is not available in a standard report, or if you want any sort of one-off report created, you can request an ad hoc ad report.