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January 13, 2021

Campaign Monitoring and Reporting

Taryn Syratt

Monitoring and reporting on

Now that you’ve set your CAASie campaign up and pressed go – that’s it! Well, actually – maybe not?

Whilst you don’t have to watch your campaign every single day, you probably want to keep an eye on the performance of your campaign. There are two things to cover.

1. Is your campaign functional?
2. Is your campaign performing well?

If you had a read of “starting a new campaign”, you’ll know that you can toggle between the tabs at the top of your dashboard to check different things.

Campaign Dashboard Tabs

Overview and spend, Performance, Schedule and max CPP, and Artworks and boards tabs all have elements of reporting – areas where you can monitor and adjust the campaign’s function and performance.

I’m not going to run through troubleshooting in this article, but let’s take a speedy look at the main areas of reporting under each of these tabs.

Dashboard tabs & reporting

Overview and spend – this tab is fairly self-explanatory – it’s just an overview. It’s going to tell you how much money you’re spending and how many people (approximately) you may have reached.

You’ll use this to determine whether you’ll run out of budget before the end of the campaign or are not spending enough. But since it’s only an overview you’re not going to get a lot of info from it.  

Performance – This is where CAASie will report the number of ad plays and impressions across your entire campaign. You’ll likely do most of your monitoring from this tab – visually with a graph and (if you choose to) analytically with a CSV download of all impressions. We’ll dive further into this a bit later.

Schedule and max CPP – This tab is mainly for making adjustments to your campaign rules/settings to improve the performance. The only element of reporting here is your win-rate. This is the numbers of times your ads entered an auction vs. the number of times it actually played.

If your bid is too low, you’ll have a low win rate. The type of campaign you run will determine what kind of win rate you’d want – but anything under 20% may indicate a problem with your campaign.

Artworks and boards – you can skip past the artworks part, there’s no reporting there. Scroll down the board section and toggle to the “table view” for troubleshooting and reporting.

In the performance tab your graph will show what’s happening across your entire campaign, however in the board table, you’ll see a break down per screen. It’s a quick way to see if any specific screens are not (or rarely) showing your ads, and possibly why – e.g. a low bid or no availability.

You can see how many times ads played there and roughly how many people were reached. But if you want very granular info, you should go back to the performance tab and download every impression your campaign ever made.  

Now that you know where to look, let’s get down to business.

What kind of reporting do you get?

We briefly covered some of the tabs, but the way CAASie reports to you is in the form of recording “impressions”. In the online world – an impression is your ad being shown, usually to one browser with one viewer. In the case of CAASie – it’s also means the showing of the ad on one digital device, however out-of-home media isn’t usually one-to-one. There could be anywhere from 1 to 1000 people present when your ad comes up. It’s completely dependant on location and time of day.

So, when CAASie records an impression, this the information she has for you:

1. Which exact device/set of boards the ad played on,
2. What the time was when the ad played,
3. The max possible play duration on that screen (in seconds),
4. Which ad/creative/artwork was delivered,
5. How many people were estimated to be around at the time, and;
6. How much that play cost you.

All of this information constitutes what we refer to as a “play” – it’s why we price on a per-play basis instead of per impression like Facebook or Google do.

Although CAASie builds the report for you – she communicates with 2 or sometimes 3 other softwares, so it’s not just her word.

What does the reporting look like?  

In the interest of beauty and simplicity, your performance dashboard itself mostly consists of pretty graphs. You’ll see number of ads delivered as green bars and estimated audience numbers as green dots.

Note: Your graph will default to the past 14 days but you can enter a custom date range.

Results Across Campaign

You can click into any day to see the breakdown by hour, as well. Alternatively, if you hit the venue button, you’ll be able to see the spread of ad plays across each venue type.

Results by Hour of the Day

Results by Venue Type

This shows your entire campaign, though. You can’t see the distribution across each screen within the campaign.

The board table

To see each screen at a quick glance, you can head to the board table in the “Artworks & Boards” tab. Here you’ll see number of ads and audience reached on a per-screen basis.

Results by Screen

This is also a total across your campaign. If you want to dive deeper to look at days and times across screens you need to download your impressions.

The CSV/results download.

If you export your results (from the performance tab) you’ll have all the data for your campaign.

With this document you can choose to display results in whichever fashion suits your needs/your clients’ needs. At first it looks something like this:

Results by Ad-play

Because it’s an Excel (spread)sheet, you can sort, filter and calculate whatever you need to. If you’re feeling particularly fancy you can even build your own graphs.

Note: All play times are recorded in UTC time. Australia ranges from UTC+8 on the West Coast, to UTC+10 on the East Coast. You should adjust times based on the location of the screens/boards, not your own location.

What should you be monitoring?

Now that you understand the reports – you should use them to monitor your campaign’s performance. As I said at the beginning, you want to know; 1. if your campaign is functional and 2. if your campaign is performing well.

Prior to a campaign kick-off you want to make sure that you have no errors or warning on any of the dashboard tabs. But if that all good – you still want to make sure that you campaign actually starts. We recommend that you check your campaign at the start date – but it’s also a good idea to keep an eye out throughout the campaign.

Because the availability and price of screens can change throughout your campaign, you should check it every 3-7 days to make sure that nothing unexpected has happened. but you should also keep an eye on the overall performance of the campaign.

When we talk about performance, there are a few things to consider.

1. What times of day they should be running,
2. How frequently your ads should be playing, and;
3. How quickly or slowly the budget should be spent.

In all these cases you want to check the shape of your graph – both daily and hourly. If you’re not getting enough impressions, or they’re not happening at the expected times, you might not use up your budget - but more importantly - it might not be as effective.

We’ll cover troubleshooting in another article – but what you want to see is a that you have no “random” blank spaces across hours when your ads should be running, that the ad plays are not either very low across a large number of screens, or very high at specific points in time, and that your budget is pacing at the rate you’d expected when you set your campaign rules up.

The biggest reason that a campaign will perform poorly is if it contains too many screens that are not available or if your budget (either overall budget or custom pacing settings) is too low for the number of screens you’ve targeted. Budgets may also be too low for the campaign duration.

But there are some ‘easy to change’ options like changing your max CPP, increasing your pacing settings and either removing excess or choosing additional locations. Remember that you can change any of your campaign’s rules or settings at any time.

Taryn Syratt
A scientist-turned-CAASie-ist. Taryn is a natural-born introvert with no fear of awkwardness. She writes about all things CAASie, strategy and other interesting bits.
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