AdOps KPI Definitions
Three relevant dimensions of the Ad Serving cycle will provide you with a broad overview to ensure strategic control and maximum yield of your ad inventory.
Scalability: The full potential of your traffic is consistently and systematically exploited.
Performance: Engagement your site visitors have with your ad products and the rate at which advertisers purchase your ad inventory.
Profitability: Ensures that your site is generating the highest possible revenue from of the delivered ad impressions.
TOP-LEVEL KPIs AT EACH STAGE OF THE AD SERVING CYCLE
Active Users: Traffic effectively driven to your site.
Page Views: Provides you an indication of the “raw potential” of your ad Inventory.
Available impressions: Indicates the quantity of your total available inventory to sell.
Avg. session duration: Helps you determine the “untapped potential” of your ad Inventory.
Untapped Inventory: Area of opportunity to maximize the value of each user session on your site.
Ad Requests: The number of times your adserver was contacted to show an advertisement.
Delivered impressions: Effectively delivered (rendered) ads.
Fill rate: Delivered impressions v.s. total ad requests.
Viewability: % of viewable impressions generated by your site.
Avg. CTR: Indicates the level of engagement of your visitors with your Advertising products, enabling you to make decisions regarding the quality of your supply sources and value of your audiences.
Active Users: User activity numbers should be analyzed to consider any possible impact ads may have on user growth.
Average eCPM: The average revenue obtained per every thousand impressions delivered. Reveals important information for the assessment of your opportunity cost.
Sales through rate: Uncovers revenue opportunities on unsold inventory where you can conduct price adjustments, last minute offers, etc.
Get your KPIs Ready
Define your Reciepients
Depending on the level of involvement and interaction of the different stakeholders, KPIs should report different levels of granularity:
Top- Level KPis
Head of Dept.
Mid-Long Term Decisions
Identify your Data Sources
A centralized business intelligence tool that collects and pulls automated reports from all data sources within the ad serving cycle is highly recommended. If you prefer to utilize your own inhouse setup to review performance here are some sources to identify for your KPIs.
Internal B.I. Tool
Unique Visitors, Page Views
Delivery and performance of ads delivered via adserver
Delivery and performance of ads delivered via your webserver
Delivery and performance of ads delivered via Ad Exchanges
Number of campaigns and booked impressions
Automate Data Collection (Reports)
Creating automated reports has the purposes of saving time and producing consistent data while avoiding discrepancies as much as possible.
When juggling with multiple data sources, creating manual reports can lead to pulling different criteria from the same metric every time and therefore obtain inaccurate data. Here are some things to consider while creating automated reports:
Reports on metrics are always pulled from the same data source.
Always use the same criteria while creating/updating reports.
Ad Inventory needs to be properly labeled and segmented into placements that mirror your products and
Compare results of metrics that could be obtained from more than 1 source to double-check their accuracy.
Interpret Data to Take Action
Wrong assumptions can lead to wrong decisions. For example - decreases in delivery will not necessarily result in a decrease in revenue and vice-versa.
Avoid weak assumptions by linking your Macro-data (metrics typically reported on High-level KPIs) to your Micro-data (metrics typically reported on the bottom line KPIs) to identify meaningful correlations between your data points.
Keeping two different sets of KPIs might allow you to keep a clearer perspective.