Overview
With the Insertion follow-up, you can monitor the delivery behavior of insertions. For instance, you can see if an insertion may not meet its impression goal.
Access
To access the Insertion follow-up, go to Campaigns > Insertion follow-up.
Set filters
You can apply Main filters and Advanced filters to generate a list of insertions. For example, you can get a list of insertions that currently have the status Online and the Delivery State Late and that have an End date within the next 5 days. The list of insertions obtained by setting the appropriate filters contains various columns you can further use for insertion monitoring.
Monitor progress with the progress bar
The Delivery column shows the delivered volume versus the booked volume, such as impressions, clicks or grouped volume.
Hold the pointer over the progress bar to show the following additional information:
- a hashed bar (blue/grey stripes) - the volume expected to be delivered at the end of the insertion's lifetime, as calculated by the forecast).
- a cursor - the cursor position indicates the desired delivery as calculated by the pacing algorithm (see Note "Cursor versus Trend" below)
- a Trend column showing the current delivery trend (see Note Cursor versus Trend below)
- a black Tooltip with explanations and percentages
Cursor versus Trend
Both the cursor and the trend illustrate, to which degree the insertion is late. However, the trend (arrow) shows short term tendencies, while the cursor reflects the overall situation.
Example for illustration:
Assume you remove many placements from our insertion. This causes an instant decline in traffic: the insertion becomes late.
You check the insertion 10 hours later. The trend indicator has probably turned red already, while you may see the gap between the cursor and the blue bar only 2 days later.
Insertions without delivery control
Insertions without delivery control are insertions on the priority levels Exclusive and Very low. Such insertions support a minimum/maximum volume, displayed as Volume Max. / Volume Min. with a green bar.
The Volume Max. / Volume Min. values for insertions without delivery control are not considered as goal volumes to be achieved through the pacing algorithm. They function only as maximum or minimum values.
Insertions without volume
An insertion is displayed as No volume booked when it has no delivery control—Exclusive and Very low insertions—and when it has no minimum or maximum volume.
Trend column
The Trend column's indicator is calculated using the formula:
Its ideal value is 100%. The arrow indicator has 3 states:
| Icon color | Value |
|---|
| green | > 90% |
| orange | 70% - 90% |
| red | 0% - 70% |
The Trend column displays the delivery rate since the last time the insertion has been put online.
The Delivery state Late filters insertions where the indicator is orange or red.
Forecast column
The Forecast column's icons indicate the likelihood that the given insertion will reach its booked volume.
| Icon color | Description |
|---|
| green | insertion will reach between 98% and 100% of its volume (Note: the thumb turns green at 98% already in order to avoid "false alarms"; this is done because the forecast's level of precision is rarely better than 2% anyway) |
| orange | insertion will reach between 80% and 98% of its volume |
| red | insertion is seriously under-delivering; it will reach less than 80 % percent of its volume |
| grey | a grey thumb indicates that the forecast data is not up to date due to a recent change in the insertion (e. g. increasing the volume or adding a criterion); the time until the thumb turns back green/orange/red depends on the forecast version you are using;
- in the free forecast version you need to wait until the following morning to get updated forecast data (calculation is done once a day, over night);
- in the premium version, any change to any insertion triggers an immediate forecast update (on average, the update becomes visible after approx. 5 minutes)
|
Hold the pointer over the icons to see a tooltip providing the absolute numbers.
Interpreting the indicators
For insertion follow-up, Equativ recommends focusing on the forecast indicator (thumb).
The forecast takes an insertion's parameters into account even of the insertion was not put online yet. In contrast, the trend indicator uses the parameters of the insertion which have been put online.
Thus, when an insertion is not online yet, the forecast (thumb) may be available, while the delivery and trend columns are empty.
Trend green, forecast green
The insertion delivers according to its plan. It will deliver its booked volume if there are no major changes to the parameters of competing insertions.
Trend red, forecast green
The insertion is currently late. However, it will catch up if there are no major changes to the parameters of competing insertions.
Typically, this situation occurs if a competing insertion occupies a big part of the inventory for a few days but will stop soon and will free up inventory for your insertion.
Trend green, forecast red
The insertion delivers according to its plan. It will not deliver its booked volume if parameters of competing insertions are not changed to free up inventory.
This situation typically occurs if another insertion hasn't started yet and will soon occupy a big part of the inventory of your insertion. This is what is referred to as overbooking.
A red thumb should be considered as a call to action (ignoring it means that under-delivery will result). You should check the situation and adapt competing insertions or change your insertion's parameters.
Trend red, forecast red
The insertion is currently late. If competing insertions are not changed to free up inventory, it will not deliver its booked volume. This is what is referred to as overbooking.
A red thumb should be considered as a call to action (ignoring it means that under-delivery will result). You should check the situation and adapt competing insertions or change your insertion's parameters.
