Basic report

Use the Basic report to identify performance across many dimensions.

What can I measure?

The Basic report is useful when you want to see changes in your campaigns' performance.

For example, if you wanted to troubleshoot a significant drop in impression volume, try creating a Basic report with the reporting interval set to "Day" and include the "Exchange" dimension (to find if the drop is related to an individual exchange). This could indicate an issue with a creative being disapproved on a particular exchange.

Ways to use the Basic report to optimize for better performance:

Site performance
  1. Generate a Basic report and include "App/URL".
  2. If you view this in Google Sheets, then make a copy first
  3. Sort data by impressions, clicks, conversions descending, to find the sites that perform the best (or not).
  4. Identify best performing sites, and move this list to a new custom channel
  5. Target this channel to your line item, and set a higher bid to ensure you win these auctions.
Build a channel for the higher performing sites to easily target and evaluate in reports. And move the worst performers to your blacklist channel.
Exchange performance
  1. Generate a Basic report and include "Exchange".
  2. Sort data by impressions, clicks, conversion, to find the sites that perform the best (or not).
  3. Once you've determined your best performing exchanges, move these exchanges to a new line item and bid higher. (Alternatively, you can optimize by excluding poor performing exchanges or bidding lower.)
Since excluding exchanges may dramatically reduce your reach, try first excluding individual sites before you exclude an entire exchange.
Time of day performance
  1. Generate a Basic report and include "Time of Day" or "Day of Week", (it may be easier to use two reports rather than a single report with both of these dimensions.)
  2. Sort data by impressions, clicks, conversion, to find the days and times that perform the best (or not).
  3. In your new line item, set a higher bid for this period of time.
Creative performance
  1. Generate a Basic report and include "Creative" (to optimize by individual ad) or by "creative width" and "creative height" (to optimize by size).
  2. In the report that's generated, see if certain creatives or sizes perform better or worse. If a creative size performs better than others, move that size into a separate line item and bid higher.

Note: Creative and Creative ID will show as "Unknown" if you include TrueView line items since this line item type doesn't use Display & Video 360 creatives. 

Geography performance
  1. Create a Basic report and include a geographic dimension, such as "Region", "DMA" or "City", depending how granularly you want to target.
  2. In the report that's generated, build a pivot table and filter by the highest performing cities or DMAs.
  3. Once you've found the highest performing locations, exclude the poor performing locations, or group the high performing locations into unique line items with higher bids.
Determine appropriate frequency caps
  1. After selecting the appropriate metrics (i.e. clicks, impressions, conversions, costs, etc), select to filter by "Insertion Order Daily Frequency" or "Line Item Daily Frequency".
  2. In the report that's generated, please note that frequency buckets are mutually exclusive based on the number of times each user saw your ad.
  3. Based on your advertiser’s goals, determine what frequency caps are most appropriate for the different insertion orders and/or line items.
Determine the viewability of your ads using Active View
  1. Create a Basic report.
  2. Select the Active View metrics under the Delivery section.
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