Description: This article answers commonly asked questions when analyzing InnovidXP data.
Are custom reports available?
Yes, InnovidXP provides a selection of custom charts within the Analysis tab of the platform. If the chart you need is not there, email support-xp@innovid.com for assistance.
Why do sessions show as decimals?
Sometimes sessions display with decimal places instead of as whole numbers in the Pivot tables, for example:
This can happen because these results are based on probabilities since we do not know exactly who has landed on the website due to the TV ad. Our unique methodology attributes a probability score to each user who has landed on the site above the baseline.
For example, in the graph below, a total of 80 people landed on the site after the spot aired, but 20 of these fell within the baseline. We don’t know exactly who has fallen into the baseline and who has been driven to the site by the ad, so we apply a probability percentage to every visit. In this simple case, we would apply a probability of 60/80 or 75% to all visits:
See Linear Spike Model Campaigns for more details on our methodology and a full visual picture.
Why is my response lower than 1 and my cost per response extremely high?
Each attributed response is assigned a probability - a probability only exists between 0 and 1, therefore, it is often a number like 0.5. After each session has a probability assigned, we then sum those probabilities up to produce an overall attributed response number, and this is usually above 1.
In the case you have seen, the spots have received very little response, or, more accurately, the response after the spot has a very low probability of being attributed to the spot. This results in an overall response that is below 1, therefore, you will see a spot with 0.01 response attributed to it.
If the cost per response is high, this is due to basic mathematics rules of dividing a number by a decimal. Cost per response is worked out by taking cost and dividing it by response (cost/response). This works well when the response is 1 or above, but in a rare example like this, where the response is a decimal, we get something like the following:
CPR = (cost = 100 / response = (1 / 100))
To perform this calculation, we actually end up multiplying the cost by the denominator. Therefore, the formula actually looks like this:
CPR = (cost = 100 x inverted response = 100/1)
Why doesn't my spot count match my file?
This can happen either when there are errors or if the system identifies any duplicate spots. Your confirmation email should confirm the type of issue.
The system defines duplicate spots as spots that occur at the same time on the same channel. When duplicate spots are detected, they are merged; the cost and audience values in the spot value are added together, and the data from the topmost row is used for the merged spot.
Why is my audience multiplied by 1000?
This can happen if you selected thousands as the audience metric when configuring your file settings and your spot file contained individual numbers.
To fix this, re-upload the spot file and select individuals as the audience metric.
Why is it important to group and compare like-for-like inventory?
If you use the InnovidXP spike methodology, you will see immediate response only roughly ten minutes after the ad has aired. We recommend grouping similar channels together and optimizing within those groups.
Consider the following:
- Bigger brand channels & spots could provide more response in the long term
- Advertising is more expensive on brand channels or during peak, so expect a higher CPR
- Content on peak times and brand channels tends to be more engaging
- Peak time and brand channels provide much larger reach volumes
To ensure efficient inventory comparisons, we recommend creating groups of like-for-like inventory and benchmarks based on relevant KPIs within those groups.
For example, if you compare daytime vs peak inventory, you can expect different results. Daytime tends to look efficient, but peak is better for long-term reach. For daytime, you could optimize towards efficiency (cost per response) and, for peak, towards reach.
NOTE: Our recommendations are based on historical data in the InnovidXP platform.
Since we are unsure what the future holds, any changes in external factors are not known to the platform, for example, changes in (but not limited to) the following:
- Media landscape
- Industry
- Seasonality
- Inventory availability
- Inventory cost
How much data do I need before I can optimize?
The more, the better, but a week is a good start.
A week allows you to see some daypart or hourly trends across that week. Of course, two or three weeks allows you to spot better trends across your spot dimensions as you have two or three samples of each day of the week to gather insight.
Can I plug the data into a visualization platform like Tableau, Qlik, or MicroStrategy?
Yes, you can set up manual or automated exports, which can be sent via e-mail, SFTP, or into an Amazon S3 bucket. These exports will allow you to input the data into your desired visualization platform.
Please get in touch with support at support-xp@innovid.com for help with this task.
What is a Report in InnovidXP?
A Report is a customized chart from your Pivot table data that you can save and export. You can create and save customized charts of your Pivot table data to send in report format.
You can have multiple rows and columns, and column splits to show how the response details break down.
The Report view allows you to use a Pivot, create a more 'typical' table view, and reorder the metrics (in a Pivot, metrics appear only in the order added).
Where do I find advanced reports in InnovidXP?
The Analysis tab provides a complete range of predefined reports and lets you create your own outputs.
How to interpret your Results
How to change the date range
All data displayed in InnovidXP is determined by the selected date range, which you can find just beneath the main menu:
The date range that is set defines the data volume available for analysis, so within the date picker, you will also see a top-line summary of your spot and response data for the chosen date range.
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To see spot response and cost summary for your date range, click on the minimum date on the left and the maximum date on the right.
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To switch start/end month, click the listed month, then either select the month from the revised calendar menu or scroll using the keyboard back and forward arrows.
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To switch start/end year, select ‘month’ then select ‘year’ to expand, or click ‘month’ then use the keyboard back and forward arrows to select a year.
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There are two quick jump options available: select last active week or last active 4 weeks to view data in a specific time period.
Troubleshooting web response volume issues
Sometimes web response and action volumes displayed in the platform do not match the number recorded by a third-party analytics site (e.g., Google Analytics). We call this "response volume discrepancy," but it does not necessarily mean that InnovidXP is processing your data incorrectly.
This article outlines reasons that this can happen and ways to avoid it so that you can be confident that any discrepancies that may occur are not affecting your overall data quality.
NOTE
Our Javascript-based web tag measures total visits to a website. There is only one visit tag needed per website, and it must be implemented on all pages of your website to measure total visits.
The web and action tags fire on the page(s) they are placed, while obeying the required opt-in/opt-out mechanisms. Any comparison of web volumes and a third-party tool is on a like-for-like basis, as the tag is intended to interact in a consistent way with the consent criteria.
Web tags should be placed on the client's website by the web manager. We recommend installing tags two weeks before your campaign goes live to allow time for data QA.
If you have any questions, contact your Innovid representative.
Compare volumes
You can compare and validate web response volumes via the Raw Response Breakdown page; select Data>Responses>Raw Response Breakdown:
Daily: When you compare volumes by day, InnovidXP should be within 7-10% of the third-party analytics volumes. It is important that the lowest day in InnovidXP is the lowest day on your third-party analytics tool.
Hourly: It is also worth comparing volumes on an hourly basis for one or two days to check if the trends align, i.e., whether the data peaks and dips at the same time.
Volume discrepancy issues
There are several possible reasons why web visits and user action volumes are not exactly the same in other systems:
- Differences in the classification of a session between systems: Innovid defines a "session" as a user interacting with your website that expires after 30 minutes of inactivity. When a user arrives on your site, we record the time and calculate the session expiration time. If 30 minutes pass without any kind of user interaction, the session ends. However, every time the user interacts with an element with the website, we update the expiration time by adding 30 minutes to the time of that interaction.
- Note: To change any default referrer classifications, add one or more rules using regular expression (what is regex?). See Setting Web Traffic Classifications for more information.
- De-duplication of multiple instances of an action in the same session: Innovid measures the count of sessions containing an action, not the sum of actions.
- Differences in time zones between systems: The time zone for raw response is platform-specific. Check with your Innovid representative to confirm the time zone for volume comparison.
- The difference in geolocation: Innovid uses IP addresses to geolocate, and other systems may use the domain.
Low volume of actions
If the volume of actions appears significantly lower in Innovid, check the following:
- Whether there are multiple versions of the action page, for example, if the user can check out on different parts of the site, and if so, whether all appropriate pages have been tagged
- Whether there is a separate mobile site and if it has been tagged
- Whether the other system measures the sum of conversions rather than the count of sessions containing a conversion
Troubleshooting impression pixel volume issues
Sometimes impression volumes displayed on the platform do not match the number of impressions served by you or your ad server. We call this "impression pixel discrepancy," but it does not necessarily mean that InnovidXP processes your data incorrectly.
This article outlines reasons why this can happen and ways to avoid it so that you can be confident that any discrepancies that may occur are not affecting your overall data quality.
NOTE
Our Javascript-based web tag measures total visits to a website. There is only one visit tag needed per website, and it must be implemented on all website pages to measure total visits.
The web and action tags fire on the page(s) they are placed while obeying the required opt-in/opt-out mechanisms. Any comparison of web volumes and Google Analytics is on a like-for-like basis, as the tag is intended to interact consistently with the consent criteria.
Web tags should be placed on the client website by the web manager. We recommend installing tags two weeks before your campaign goes live to allow time for data QA.
Use this as a checklist to refer to pre-flight so you know what to expect. If you have any questions, contact your Innovid representative.
Reasons for impression pixel discrepancies between Innovid and ad server
- Impression counting differences: Ad servers have different methods for counting impressions and filtering valid impressions. InnovidXP counts an impression regardless of whether it was filtered.
- Ad blockers: Ad-blocking software can prevent the line item from being delivered; however, the impression pixel has fired, so InnovidXP counts the impressions.
- Different geography definitions: For RoW clients, other ad servers map IP address location data differently, which can lead to significant discrepancies.
- Latency: The lag between an initial line item request and the appearance of the creative can lead to different counts.
- Network connection and server reliability: An ad server may fail briefly or encounter an issue that prevents it from logging an impression.
NOTE: The acceptable difference between counts is 10%.
During XP Campaign Setup
While you are setting up your Campaign:
- Ensure the Campaign Start Date matches the date the impression pixel was implemented
- Ensure the pixel is appended to ALL creatives
- Check whether the pixel has been cut off during implementation
- Check whether your macros are hard-coded i.e., the dynamic value is not being passed
General OTT/CTV Limitations
Be aware of the following limitations for OTT/CTV data:
- Innovid can only capture video impressions (no display impressions will be reflected in the platform)
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For all OTT/CTV Partners, Innovid cannot do the following:
- Measure YouTube inventory
- Measure Sky (UK) and ITV (UK) inventory
- Measure set-top box/VOD inventory
- Track Facebook videos
- Track publisher-level data
- Track impressions in "walled garden" sites, such as Amazon, YouTube, Facebook
- Track impressions for IPV6 devices
Publisher-Specific Limitations
Be aware of the following limitations for each publisher listed:
| Publisher | Limitation details |
| Viacom / EyeQ | We cannot measure set-top box / VOD inventory. This partner's inventory tends to run on Charter Communications, and because of this limitation, we cannot measure their performance. |
| Roku | Creatives and Placement Groups come through with Base64 and, therefore, need to be decoded to do mappings. |
| Xandr | Cannot measure Roku inventory. |
| Disney | Cannot provide publisher-level data, so all publishers will display as "Disney". |
| Discovery / Warner | Include YouTube inventory in their OTT campaigns that InnovidXP cannot measure. |
| Extreme Reach | Some impressions are served in an environment that does not allow multiple trackers and only gives counts to Extreme Reach and InnovidXP, e.g., Google and YouTube. |
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