Optimize line items
Overview
The Performance page provides performance data based on the supply and inventory criteria set in the line item targeting. It presents this data as graphs and tables, letting users monitor metrics in real time, compare performance across those criteria, and make optimizations without leaving the line item page.
The following metrics are available on the Performance page:
- Impressions: the number of times an ad was shown to an end user, as a result of a won auction.
- Clicks: the number of clicks on an ad.
- Buyer spend: the gross spend of DSPs working with Equativ, that is, Equativ’s gross revenue before paying third parties.
- Paid eCPM: the paid effective CPM in the DSP, including data and platform fees.
- Paid eCPC: the paid effective CPC in the DSP, including data and platform fees in the currency specified at company level.
- Viewability rate: the rate at which ads were viewable by the user. It is calculated with the formula: Viewable impressions / (Viewable impressions + Not viewable impressions).
- Completion rate: the ratio of video completes to video starts.
- Click rate: the ratio of clicks on an ad to ad impressions.
For more information about metrics, see Report metrics.
Access
To access the Performance tab, go to Campaigns, select a campaign, and click a line item. Then, open the Performance tab from the top left of the page.
The Performance tab isn’t available during line item creation. However, once the line item is saved, the tab becomes visible in edit mode.
Optimize line items with chart
A chart displays the performance of each metric over time, along with the total value. You can select a date range using the date picker and hover over the chart to view the metric’s value for a specific day.
To view all charts, scroll to the right.
Optimize line items with table
You can display a table based on either inventory or supply criteria. Each table shows the relevant performance metrics, letting you review delivery data, analyze statistics, and compare performance across different targeting criteria. You can also deactivate underperforming items directly from the table.
To display a table:
- Click Select a dimension.
- Choose either Inventory or Supply.
- Then select one of the available options:
- For inventory, select Environment, Device, or Supply Path Optimization (SPO).
- For supply, select Domains, Apps, or Publishers.
To deactivate an item, select it from the table and click Deactivate. You can select and deactivate multiple items at once.
Monitor performance against goals
When you set goals for a campaign or line item, the Performance page displays how each metric compares to its goal.
Performance status is highlighted based on the metric type:
- Cost-based metrics (Paid eCPC, Paid eCPM): a metric is below target if its value is higher than the goal, indicated by a warning icon, and on target if its value is less than or equal to the goal, indicated by a flag icon.
- Percentage-based metrics (CTR, Viewability, Completion): a metric is below target if its value is lower than the goal, indicated by a warning icon, and on target if its value is greater than or equal to the goal, indicated by a flag icon.
Metrics with no value are not highlighted, even if a goal is configured.
To see the configured goal (for example, Goal: CTR ≥ 1.5%) and the current status, hover over the metric value or its icon to view the tooltip.