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Understand your Ad Exchange report

Now that you have selected your report criteria (in other words, date ranges, filters, report dimensions, and report metrics), generated query results, and viewed the output on screen, it is important to understand the report content.

On your report results page, you might notice that some of the fields show a "--". This means that the requested benchmark couldn't be generated due to an insufficient sample size of the peer or peer set.

At the top of the report page, you can perform tasks that allow you to update the report data, and export the report.


Metrics are displayed in a scorecard (appears by default) across the top of your report graph. The metrics that you see depend on which metrics were selected in your query. The scorecard displays the total of each metric for the date range selected. Therefore, if you add all values in the query tree table for each metric column, the value matches that of the scorecard.

If you select any of the rows in the table, the values of the metrics in the scorecard adjust in real-time to reflect the totals of the selected items. You also have the choice to change the time unit for the metrics selected. If you click on the menu to the right of the line chart icon, a pop-up reveals the option to report by day, week or month. Click Apply to execute your changes.

Each metric in the scorecard is color-coded. Therefore, when a line graph is in use, it is easy to identify which line belongs to which metric.


To provide a visualization of key data points in the Query Tool, use the charting option. Charts allow you to quickly gain a high-level understanding of your advertising performance. These graphs also represent multiple data elements and identify their trends over time. There are two types of charts: a) line charts, and b) bar charts. 

  • A line chart shows performance trends over periods of time. 

    Benchmark reports only support bar charts, except when a query includes the date dimension, then the bar chart is not supported.

  • A bar charts shows performance comparisons over time.
    For Benchmark reports, bar charts show the publisher's data compared to the peer set's data.  

Learn more about charts.

Table structures

When you defined your query, you had the option to select either a hierarchical table view (functions like a tree table) or a flat table view (functions like a spreadsheet). From these tables, you could explore and analyze the performance of metrics. Learn more about your table structure options.

Benchmark report table structure is only displayed as flat tables.

Query results

In the reports list page, when you mouseover a report name, a hover card displays all of the report details.  

For more information about reporting, watch this video: Understand Your Report (5:12)
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