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This article addresses frequently asked questions (FAQs) 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 your 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:
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):
How do I (use the POS coverage report) to increase coverage 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 result in large numbers of missed opportunities:
To reduce the number of missed opportunities, add Points of Sale that match these segments. Increased Points of Sale 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.
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.
For additional questions about Points of Sale, see APIs and feed troubleshooting or talk to a representative using Chat.