Reports you can generate

This article is specific to the legacy reports tab, which has been replaced by the query tool.

Learn more about Types of query tool reports.

You can generate any of the following reports:

Delivery Reports:

  • Advertisers: Shows activity for a specific advertiser.

  • Orders: Shows the performance of orders including impressions, clicks, and revenue.

  • Line Items: Shows the performance of line items including impressions, clicks, and revenue

  • Creatives: Shows activity for a creative.

You can generate delivery reports for ad unit impressions broken out by creative size. However, there is no delivery data available prior to March 5, 2011 for this type of report (this data cannot be backfilled).

Report time zone

All reports use the network's timezone.

For example, let's say your network is set to US Eastern Time. If an ad is served to a San Francisco visitor at 3 PM local time (Pacific Time), that impression will actually be recorded as 6 PM Eastern Time, not 3 PM Pacific Time when you pull a report on that line item. Keep in mind that if line items are booked to serve in local time "relative to the user" you may see unexpected delivery times given the network time zone.

In the example above, if you used day parting to only serve a line item between 2 PM and 4 PM local time, the line item would have served correctly to the user in San Francisco, even though the report will show a range of times that the ad served in Eastern Time that may appear to be outside the targeted times.

 

Inventory Reports:

  • Geography: Shows the performance of a country, region, city, or metropolitan area, including delivered impressions, impressions percentages, clicks, clicks percentages, CTR, eCPM, and revenue for each type of line item.

  • Targeting Criteria: Shows activity for one or more targeting criteria.

  • Placements: Shows the performance of a placement, including delivered impressions, impressions percentages, clicks, clicks percentages, CTR, eCPM, and revenue for each type of line item.

  • Ad units: Shows the performance of an ad unit, including delivered impressions, impressions percentages, clicks, clicks percentages, CTR, eCPM, and revenue for each type of line item.

    When generating a report with custom targeting values, the report will not include a total value at the ad unit level. This is to account for instances when an ad call loads with multiple keys (and even multiple values per key).

    For example, an ad call contains the key-values car=sedan and pos=top. In the report, each key-value would show one impression; however, this does not imply that there were two impressions for the ad unit.
  • Whole Network: Shows overall status of ad network for a given period of time, including delivered impressions, clicks, CTR, average CPM, and revenue.

  • AdSense: Shows the performance of AdSense delivered through DoubleClick for Publishers, including AdSense impressions, clicks, and revenue.

  • Ad Exchange: Shows the performance of Ad Exchange delivered through DFP Premium, including Ad Exchange impressions and clicks.

  • Yield: Shows revenue and impression data for direct sales (standard and sponsorship) and house or remnant inventory.

 

Sales Reports:

  • Advertisers: Shows advertiser activity for orders, line items, dates or time of day.

  • Salespersons: Shows activity for one or more salespeople within your organization.

 

Merged reports: (only available to publishers who've upgraded from legacy DART for Publishers)

  • Merged delivery: Shows combined delivery data from your pre-upgrade DART for Publishers account and your current DoubleClick for Publishers Premium account.

  • Merged inventory: Shows combined inventory data from your pre-upgrade DART for Publishers account and your current DoubleClick for Publishers Premium account.

  • Merged sales: Shows combined sales data from your pre-upgrade DART for Publishers account and your current DoubleClick for Publishers Premium account.

 

Sell-through reports:

This feature might not be enabled in your DFP environment. For more details, talk to your manager or a DoubleClick representative.
  • Ad units: Shows forecasted performance data for ad units, including sell-through rate and forecasted, available, and reserved impressions.

 

Reach reports:

  • Advertisers: Shows the number of unique visitors exposed to advertisers within your network.

  • Orders: Shows the number of unique visitors exposed to orders within your network.

  • Line items: Shows the number of unique visitors exposed to line items within your network.

  • Ad units: Shows the number of unique visitors exposed to ad units within your network.

If you share an ad unit across multiple placements, all placements that contain that ad unit will show up in order and line item reports if any one of the placements is targeted.

Read an example
  • Placement A contains ad unit X and ad unit Y

  • Placement B contains ad unit X and ad unit Z

Line item 1 targets placement A, but not placement B.

When you run a report on line item 1, in addition to Placement A being included because it's targeted, placement B will also be included because it shares ad unit X with Placement A.

While the data for each placement is still technically correct, you’ll be unable to reconcile reporting numbers because one ad unit's metrics can be attributed to multiple placements.

Including the "Ad unit" dimension with placement reports

Inventory reports using only the "Placement" dimension will give you historical data pulled directly from placement statistics. If you include "Ad unit" as an additional dimension, the data will be based on the current mapping of the placement and ad unit. If there are changes to the placement and ad unit mapping during the time period designated in the report, the totals shown for these metrics will likely be different.