Creative Report

Overview

The Creative Report offers detailed insights into the performance of individual creatives within line items. It provides key metrics that help you evaluate how different creatives (such as images or videos) are performing and optimize their effectiveness. Below are the metrics included in the Creative Report, along with explanations for each:

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Metrics in the Creative Report

1. Campaign ID Definition: The unique identifier of the campaign in which the creative is being used. Purpose: Helps track which campaign the creative is associated with.

2. Campaign Name Definition: The name of the campaign using the creative. Purpose: Provides context and helps identify the campaign related to the creative.

3. Creative ID Definition: A unique identifier for each creative asset used in the campaign. Purpose: Allows for the tracking and differentiation of creatives within a campaign.

4. Creative Name Definition: The name given to the creative asset. Purpose: Helps in easily recognizing and referencing specific creatives in the report.

5. Media Type Definition: The type of media used in the creative, such as image or video. Purpose: Provides insight into which media types are being used and their respective performance.

6. Format Definition: The format of the creative asset, header, footer, interstitial, thumbnail, ... Purpose: Helps in understanding the structure of the creative and its display format.

7. Impressions Definition: The number of times the creative was displayed to users. Purpose: Measures the visibility and reach of the creative within the campaign.

8. Clicks Definition: The number of times users clicked on the creative. Purpose: Indicates user engagement with the creative content.

9. Click-Through Rate (CTR) Definition: The percentage of impressions that resulted in clicks. Formula: (Clicks ÷ Impressions) × 100 Purpose: Assesses the effectiveness of the creative in driving user interaction.

10. Video Completes Definition: The number of times users watched a video creative to completion. Purpose: Shows how engaging your video content is, providing insight into audience interest.

11. View-Through Rate (VTR) Definition: The percentage of video impressions where the video was watched to completion. Formula: (Video Completes ÷ Video Impressions) × 100 Purpose: Helps evaluate how well your video content holds audience attention.

12. Video Duration Definition: The length of the video creative, measured in seconds. Purpose: Provides context for understanding viewer engagement, especially in relation to Video Completes and VTR.

13. Spend Definition: The total amount spent on the creative. Purpose: Helps monitor the financial investment in each creative and assess cost efficiency.

14. Currency Definition: The currency in which the spend is measured. Purpose: Ensures accurate financial reporting, particularly for campaigns that run across different regions.

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How to Use the Creative Report

By reviewing the Creative Report, you can:

• Compare the performance of different creatives within the same campaign or across campaigns.

• Analyze which media types and formats are driving the most engagement.

• Optimize creatives that are underperforming by adjusting content, format, or media type.

• Track the efficiency of spend for each creative to ensure cost-effective performance.