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 dimension 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
- Generate a Basic report and include "App/URL".
- If you view this in Google Sheets, then make a copy first
- Sort data by impressions, clicks, conversions descending, to find the sites that perform the best (or not).
- Identify best performing sites, and move this list to a new custom channel
- Target this channel to your line item, and set a higher bid to ensure you win these auctions.
- Generate a Basic report and include "Exchange".
- Sort data by impressions, clicks, conversion, to find the sites that perform the best (or not).
- 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.)
- 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.)
- Sort data by impressions, clicks, conversion, to find the days and times that perform the best (or not).
- In your new line item, set a higher bid for this period of time.
- Generate a Basic report and include "Creative" (to optimize by individual ad) or by "creative width" and "creative height" (to optimize by size).
- 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 YouTube & partners line items since this line item type doesn't use Display & Video 360 creatives.
- Create a Basic report and include a geographic dimension, such as "Region", "DMA" or "City", depending how granularly you want to target.
- In the report that's generated, build a pivot table and filter by the highest performing cities or DMAs.
- 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.
- 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".
- 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.
- Based on your advertiser’s goals, determine what frequency caps are most appropriate for the different insertion orders and/or line items.
- Create a Basic report.
- Select the Active View metrics under the Delivery section.