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Point of Sale Coverage Report

The Point of Sale (POS) Coverage Report can help you understand the how your ad impressions performed, and where your largest opportunities to improve exist.

This section includes the following topics:

Overview of the Coverage Report

To understand the Point of Sale Coverage Report, you must understand the concepts of impressions, opportunities, and coverage.

About coverage and opportunities

Hotel Ads matches end-users to your Point of Sale (POS) definitions to determine which ads can participate in the auction. If an eligible hotel does not have a matching POS, then ads for that hotel do not participate in the auction. If an ad is displayed, it is considered an impression. If an ad is not displayed, then it is considered a missed impression or missed opportunity.

A segment is the combination of dimension values that define the end-user. For example, a general segment can be "all mobile users" or "all users whose currency is USD". A more specific segment can be "mobile users in France" or "all Americans whose currency is USD". The Coverage Report displays all segments by default: all possible combinations of country, language, currency, google site, and device.

Point of Sale coverage refers to the percent of impressions for each segment, based on POS matches. If you have POS coverage of 80% for a segment, then your ad was shown 80% of the time to end-users in that segment. 20% of the time, your ad was not shown because there were no matching POSes.

For example, if you have a single POS definition that specifies English-only speakers, then all of your ads are excluded from being shown to end-users that speak Spanish, French, German, or any other language. In some cases, this is OK — you might be a US-only hotel-finding service. But you might want to expand your reach by defining other Points of Sale that can match end-users who speak other languages.

The POS matching rules describe how end-users are matched to POSes, and how unmatched users result in these missed impressions.

About the report

The Point of Sale Coverage Report shows data on the following tabs:

  • COVERAGE INSPECTOR: A list of segments, and the covered impressions for those segments, for the last 7 days.
  • COVERAGE OPPORTUNITIES: A list of segments, and the missed impressions for those segments, for the last 7 days.

When added together, the data on both tabs represents 100% of the total impressions during the last 7 days. The only difference in the tabs is that the COVERAGE INSPECTOR focuses on how many ads were displayed (the covered impressions), and the COVERAGE OPPORTUNITIES focuses on how many ads were not displayed (the missed impressions).

When working with the Coverage Report tool, you can:

  • Filter by specific values for the segments (Country, Language, Currency, Google Site, Device, or Matched POS Name). For more information, see Filtering By Specific Values.
  • Roll up data by one or more of the segment dimensions. For more information, see Grouping By Dimension.
  • Download the current POS file with the Download Live POS File button. For information about adding, editing, reordering, or removing POSes from your Points of Sale file, see Using the Point of Sale Editor.
  • Sort the results in ascending or descending order by clicking the header of each column.

The default settings for the Coverage Report is to show you the numbers of impressions, broken out for all segments and all dimensions.

Viewing Point of Sale coverage

Use the Coverage Report's COVERAGE INSPECTOR tab to impressions that were covered by your Points of Sale (POSes). For example, you can view the POS coverage for impressions on mobile devices, or find out which segments, such as country/language or country/language/device, have the most impressions.

To view your Point of Sale coverage:

  1. In a browser, open the Hotel Ads Center.
  2. Select Tools > Point of Sale > Coverage Report. The Point of Sale Coverage Report displays.
  3. Select the COVERAGE INSPECTOR tab (the default). The Coverage Inspector view displays:

     

    The Coverage Inspector view shows the following:

    • Segment Definitions: Each row represents a unique combination of dimension values (such as German-speaking users in Germany, with EUR currency, using Google Maps on a mobile device).
    • Covered Impressions: Details about how many impressions your ad had for each segment for the last 7 days.
    • Filter Bar: Use the Filter Bar to customize your segment definitions.
    • Tabs: Select either the Coverage Inspector (the default) or Coverage Opportunities tab.
    • Totals: View the percent of total impressions.

    The following table describes the columns in the Coverage Report:

    Column Description
    Segment Definitions
    COUNTRY The end-user's country.
    LANGUAGE The end-user's language.
    CURRENCY The three-letter code that represents the end-user's currency. For example, "USD" for US Dollar.
    GOOGLE SITE The Google site on which the end-user searched. Possible values are:
    • "Local Universal": The user found the ad through organic search, typically by searching on google.com.
    • "Map Results": The user found the ad through maps.google.com.
    • "Place Page": The user found the ad through a G+ place page.
    DEVICE The type of device on which the end-user searched. Possible values are "mobile", "desktop", and "tablet".
    Coverage Details
    IMPRESSIONS The number of your ads that could have been shown for the current segment. If this value is greater than IMPRESSIONS COVERED, then you did not have a Point of Sale definition for some segments.

     

    For tips on how to maximize your reach, see Tips for Increasing Covered Impressions.

    IMPRESSIONS COVERED The number of your ads that were shown because they matched your Point of Sale definitions.
    % OF SEGMENT COVERED The number of covered impressions for each segment, divided by the number of impressions for that segment:

     

    The following example shows 3 segments:

    In this example, the first and third segments' impressions were covered at 100%.

    The second segment's impressions were only 68.86% covered. This indicates that the Point of Sale definitions did not match end-user searches, so nearly a third of eligible impressions were not shown for that segment.

    For tips on how to maximize your reach and decrease these missed opportunities, see Tips for Increasing Covered Impressions.

    % OF TOTAL COVERED The amount of covered impressions for each segment, divided by the total number of covered impressions for all segments:

    This value indicates the relative importance of a segment's covered impressions among other segments' covered impressions. It tells you which segments represent the greatest share of your ad spend.

    The following example shows 3 segments:

    In this example, the first segment's covered impressions make up nearly 16% of all covered impressions; this is a segment that represents a large portion of the ad spend. The remaining segments make up 8% each, which also represent significant numbers for this account.

  4. (Optional) Filter the results by specific values, as described in Filtering By Specific Values.
  5. (Optional) Group the results by dimension, reducing the number of segments, as described in Grouping By Dimension.

For ideas on how you can increase the number of impressions and reduce missed impressions, see Tips for Increasing Impressions.

Identifying Point of Sale opportunities

Use the Coverage Report's COVERAGE OPPORTUNITIES tab to see what impressions you could have had with an all-encompassing Points of Sale file. For any dimension, you can can see how many impressions you missed because your POS definitions were not comprehensive enough.

To view your Point of Sale missed opportunities:

  1. In a browser, open the Hotel Ads Center.
  2. Select Tools > Point of Sale > Coverage Report. The POS Coverage Report displays.
  3. Select the COVERAGE OPPORTUNITIES tab. The Coverage Opportunities view displays:

     

    The Coverage Opportunities view shows the following:

    • Segment Definitions: Each row represents a unique combination of dimension values (such as German-speaking users in Germany, with EUR currency, using Google Maps on a mobile device).
    • Missed Opportunities: Details about impressions that your ad could have had if your Points of Sale definitions file covered the segment.

    The Segment Definition fields in the Coverage Opportunities view are the same as their Coverage Inspector counterparts. The following table describes the fields that are unique to the Coverage Opportunities view:

    Column Description
    IMPRESSIONS MISSED The number of your ads that were not shown because they did not match Points of Sale definitions.

     

    This is the inverse of IMPRESSIONS COVERED, described above.

    % OF SEGMENT MISSED The amount of missed opportunities (or impressions) for each segment, divided by the total number of impressions for that segment:

     

    This is the inverse of % OF SEGMENT COVERED, described above.

    % OF TOTAL MISSED The amount of missed opportunities (or impressions) for each segment, divided by the total number of missed impressions for all segments.

    This is the inverse of % OF TOTAL COVERED, described above.

  4. (Optional) Filter the results by specific dimension values, as described in Filtering By Specific Values.
  5. (Optional) Group the results by dimension, as described in Grouping By Dimension.

For ideas on how you can increase the number of impressions and reduce missed impressions, see Tips for Increasing Impressions.

Grouping and filtering impressions

This section describes the following topics:

Grouping by dimension

You can group users by dimension to reduce the number of segments and combine individual values of dimensions that are not meaningful to you.

The default report displays a separate line for each unique combination of dimension values (segments). De-select a dimension to remove that column from the report (grouping its values) and display combinations of the remaining dimensions.

To group users by dimension, use the Select Granularity drop-down list:

The default is to show all dimensions except "Matched POS Name".

For example, the report displays impressions for end-users in the United Arab Emirates who speak Arabic, German, English, Russian, and Dutch. Each language is represented by its own line in the report:

De-select the Language dimension in the Select Granularity drop-down:

The report then groups all languages together (and removes the Language column from the report):

Note that the granularity of the dimensions and filters both apply when displaying results.

Filtering by specific values

You can filter the Coverage Report by specific values so that you can drill down into areas of particular interest.

For example, you can show only impressions for "French-speaking Canadian mobile users" by selecting "Canada" for Country, "French (Canada)" for Language, and "Mobile" for Device.

After you select values for your filters, click the Apply Filters button to apply your changes. The Coverage Report displays only the dimensions that match the values you selected:

When applying filters, select any number of specific values to include. For example, you can use a filter to include not just Canadian users, or you can select additional values to include all users in North America.

Note that the granularity of the dimensions and filters both apply when displaying results.

Tips for increasing covered impressions

This section describes some techniques for improving your Hotel Ads performance through increasing covered impressions (and reducing missed impressions).

Add new Points of Sale

To increase coverage, try adding more Points of Sale that match segments in your opportunities report.

The following example shows several segments of users (UK/English/Local Universal and US/English/Local Universal) that results in large numbers of missed opportunities:

To reduce the number of missed opportunities, add Points of Sale that match these segments. This will result in higher POS coverage.

Create a fall-back POS

End-users are matched to POS definitions based on criteria such as their language, country, currency, device, or the Google site that they are using. If your POS definitions do not match an end-user, then your hotel does not participate in the auction for that user's searches. The possible impressions are considered missed.

To reduce the number of missed impressions, define a fall-back POS that matches segments not already defined in your existing POSes. A more general Point of Sale that does not specify as many end-user specific values will catch more non-matching (or missed) impressions.

For example, create a POS that defines a single dimension only, such as Country. This POS matches all users in the specified country, regardless of their language, Google site, device, or currency.

Remove dimensions

To make one or more of your Points of Sale apply to more segments, try removing dimensions in the POS definition. Dimensions that are not specified match all end-user values. If you remove the currency dimension from a POS, for example, then the POS matches all currencies.

Removing specific dimensions from a POS can result in a less-desireable user experience because the POS's URL then applies to users of all types for that dimension. Be sure to consider the user experience when modifying your POS definitions.

Frequently Asked Questions

This section answers some frequently asked questions related to the Point of Sale Coverage Report.

Which segments represent the greatest portion of my ad spend?

Segments that have a high number of covered impressions represent large portions of you ad spend; it is important to know which segments these are when choosing where to spend your ad budget and determining the success of your auctions.

To view your highest-value segments, use the COVERAGE INSPECTOR tab. The value of the % OF TOTAL COVERED column indicates the size of each covered segment in relation to all covered segments.

In the following example, the first 4 segments make up nearly 50% of all covered segments:

Covered Segments

Which segments are performing poorly?

Segments are performing poorly when their coverage numbers are low.

To determine which segments have low or no coverage, use the COVERAGE OPPORTUNITIES tab. The value of the % OF SEGMENT COVERED column indicates the amount of coverage you have for that segment.

The following example shows multiple segments that make up a high percent of total impressions are performing poorly (100% missed):

For tips on how to maximize your reach, see Tips for Increasing Covered Impressions.

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