The delivery forecast display for standard or sponsorship line items provides you with the following:
- An intuitive summary of inventory availability. This summary includes an at-a-glance forecast bar that combines delivered impressions (for saved line items) with projected delivery, so you can quickly see whether a line item is likely to meet its delivery goal, and whether or not it’s likely to affect other line items along the way.
- A contending line items list divided into two parts: (1) equal- or higher-priority line items that share targeting with, and could potentially take inventory from, the prospective line item, and (2) lower-priority line items that share targeting with the prospective line item, and from which that line item could potentially take inventory.
- A criteria breakdown section that shows impression information for each value of targeted criteria. Not available in DFP Small Business.
The Forecast summary section (A in the image above) includes the forecast bar (B), which provides a quick look at whether a line item is likely to meet its delivery goal, if it’s likely to impact other line items along the way, and information about other impressions or clicks.
Here are the possible details that can be displayed above the bar.
|Summary above the bar||Description|
|Your goal is likely to deliver||The line item should fully deliver on its goal without causing any other line items to underdeliver.|
|Your goal is likely to deliver but may impact same-or-lower priority line items||The line item should fully deliver on its impression or click goal, but it might cause other line items to underdeliver.|
|Your goal is unlikely to deliver||The line item is unlikely to meet its goal because inventory is reserved for same- or higher-priority line items. Inventory might also be limited because of frequency capping, competitive exclusions, or other restrictions. This line item will also likely displace other line items as it serves.|
|Not enough matched impressions to reach goal||The total number of matched impressions or clicks is less than the impression or click goal, so it’s impossible to reach the goal.|
|Maximum of x are available for the selected targeting criteria||(For forecasts with a Max available goal) The percentage or number for x represents the impressions or clicks that match the line item’s targeting criteria and are currently free of obligations to other line items of any priority.|
Numbers below the forecast bar
Below the bar, the numbers (C) provide the details that are illustrated in the bar. The metrics (D) vary depending on the type of forecast. For example, “Available” appears only for forecasts with a “Max available” goal. Here are the possible forecasting metrics.
Line items will be displayed as contending (E) with the prospective line item if each of the following is true:
They compete for the same impressions (in other words, they have overlapping targeting criteria and campaign dates).
They’re forecasted to receive at least 100 impressions.
They're a standard or sponsorship line item.
Note that, because of the 100-impression minimum, not all line items that share targeting criteria and campaign dates will appear on the contending line items list. Therefore, if you disable, pause, or re-target line items from the list to clear some impressions for your prospective line item, there may be still be other line items that will take those impressions instead. Also, a maximum of 3000 contending line items can appear.
The list of contending line items is broken into two groups:
Higher- or equal-priority contending line items: These line items with matched or overlapping targeting criteria are likely to take impressions from the prospective line item. By adjusting the targeting criteria of these line items, you'll likely be able to free up inventory for the prospective line item.
Lower-priority contending line items: These line items with matched or overlapping targeting criteria are likely to have impressions taken from them by the prospective line item. By adjusting the targeting criteria of these line items, you'll likely be able to free up inventory for them.
The criteria breakdown section (F) shows impression information for each value of targeted criteria: how many impressions are "Available" and how many are "Matched". Each targeting selection (Geo, Inventory, Key-values, Ad size, etc.) is constrained by all the other selections. This means that if you’re viewing the criteria breakdown for a line item that’s targeting 5 ad units, those ad units are restricted by your choices for ad size, geo, and any other targeting criteria you select.
You can use the results in the breakdown section to help you adjust the targeting of a line item. If not enough impressions are available for the line item, check the Criteria breakdown section to see whether one of the targeting selections is the limiting factor (the targeting criterion that causes there to be too few impressions available to the line item). A criterion can be a limiting factor if the sum of impressions available for each targeted value of that category is less than the total number of impressions for which you want to book the line item.
The following criteria can appear in the criteria breakdown:
- Ad size
- Ad units, placements
- Countries, States/Provinces, Cities