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Data Model Structure

Because Ad Revenue Insights is a product delivered through Workspaces, your key reporting needs should be satisfied through the boards detailed above. However, as you get more familiar with the tool, you have the option to leverage the data model underlying this reporting.

Most commonly, you will want to inject particular properties or metrics into existing tiles while in full-screen mode in order to provide additional granularity and insights. The documentation below details the Ad Revenue Insights data model so you are able to perform such operations.

Ad Revenue Insights data, like all Piano Analytics data, is classified in three categories:

Events: Events are the primary data points ingested into Piano Analytics. A pageview or an ad impression firing or a conversion are examples of events (an event, by nature, is a data point associated with a timestamp).

Properties: An event can have hundreds of pieces of metadata attached to it (for example, think of all the rich device, referrer, and geography data a pageview contains). Each piece of event metadata is a property.

Metrics: Piano uses the combination of events, properties, other metrics, and computational formulas (division, addition, multiplication, etc) to calculate out-of-the-box metrics. Examples of metrics include conversion rate and CPM.

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Ad Revenue Insights is always activated with Activation Insights. Details on the Activation Insights Data Model can be found here.

Events

The following events are critical to Ad Revenue Insights:

Event

Description

Page.display

Event indicating a page has been displayed on-site or on a mobile/App screen. This event is essential to measure traffic correctly and is the origin of the "Page views" metric and associated properties.

Ad.impression

Event capturing all ad impressions on a given page, which is the key ad event in order to properly calculate advertising revenue and compute all associated metrics.

Widget.impression

Event used for Native Advertising Platforms. A widget is an interactive content unit that is integrated into a website or mobile app. This module can contain various ads in articles or videos formats personalized for each user based on interests and behavior.

Properties

The following properties are implemented as part of the Ad Revenue Insights dataset. Properties should be seen as metadata that provide contextual information on your events.

Property Name

Property Key

Format

Description

Ad revenue

ad_revenue

DECIMAL

The revenue attributed to a specific event for a given campaign.

Ad slot code

ad_slot_code

STRING

User-defined ad container identifier.

Ad slot ID

ad_slot_id

STRING

Unique ad container identifier automatically attributed by the SSP.

Advertiser name

ad_advertiser_name

STRING

The advertiser shown on the ad.

Line item ID

ad_line_item_id

STRING

Line item identifier automatically attributed by the SSP (Supply-side platform). Line Items are specific sets of parameters that dictate how an ad campaign will run on a publisher's website.

Line item name

ad_line_item_name

STRING

User-defined line item label in the SSP (Supply-side platform).

Line item type

ad_line_item_type

STRING

Line item information defining how inventory will be sold and prioritized for the given campaign.

Creative ID

ad_creative_id

STRING

Creative identifier automatically attributed by the SSP to the creative.

Creative name

ad_creative_name

STRING

User-defined creative name.

Creative size

ad_creative_size

STRING

Dimensions of the creative displayed.

Creative type

ad_creative_type

STRING

Technical category of the displayed creative (Third-Party, Image, Custom Template...).

Header bidding

header_bidding

BOOLEAN

Information (yes/no) to know whether an ad impression was sold using header bidding.

Order name

ad_order_name

STRING

User-defined order label containing high level information about an ad campaign.

Pricing model

pricing_model

STRING

The unit of measurement of the transaction used for a specific campaign between an advertiser and publisher.

Target segments

ad_target_segments

ARRAY STRING

Custom Key-value targeting criteria that enabled the ad to be shown to a specific audience. These segments can be created based on various criteria, such as demographic information, user behavior, interests, or contextual targeting. Target segments help advertisers to precisely define and target their desired audience for their advertising campaigns.

ID Vendors

id_vendors

ARRAY STRING

ID Solutions present during the bid request when an ad was sold programmatically.

Ad Platform

ad_platform

STRING

Advertising platform used to place ads.

Ad inventory category

ad_inventory_category

STRING

The ad inventory category (Direct, Programmatic/Indirect, House) based on the type of line item.

Page title

page_title_html

STRING

HTML title tag of the measured page.

User ID

user_id

STRING

Identifier of the visitor who has logged on to your site (user). This ID can be numeric or alphanumeric. Information within "visit" scope (only 1 value per visit)

Pageview ID

pageview_id

STRING

Identifier of page view. Information within the “event” scope (several possible values per visit).

Content author

content_authors

ARRAY STRING

Person who wrote the article.

Content publication date

content_publication_date

DATE

Article publication date.

Content section

content_section

STRING

Section is a collection of pages defined on the publisher structure under the content of the article.

Tags

tags_array

ARRAY STRING

Freely definable tags for the page, as provided by the publisher.

Page content type

page_content_type

STRING

Information on the measured page’s content. The main values are “article”, “website”, “video” taken from the HTML “og:type” tag within the page.

Metrics

Here is a list of metrics included in the current Ad Revenue Insights analyses.

Source

Name

Key

Description

Calculation

Formula

Ad Revenue Insights

Ad revenue

m_ad_revenue

Revenue generated by on-site ads.

Sum of ad revenue.

m_ad_revenue_cpm + m_ad_revenue_cpd + m_ad_revenue_cpc

Ad Revenue Insights

Ad impressions

m_ad_impressions

Number of ad impressions.

Count of the number of ad.impression and widget.impression events.

COUNT ad.impression + COUNT widget.impression

Ad Revenue Insights

Ad impressions / pageview Ids

m_ad_impressions_per_pageviewid

Number of ad impressions per pageview IDs.

Ad impressions / distinct pageview IDs

m_ad_impressions / m_pageview_ids

Ad Revenue Insights

CPM

m_cpm

Revenue per 1000 ad impressions. Ad revenue / ad impressions * 1000.

Ad revenue / ad impressions * 1000

m_ad_revenue / (m_ad_impressions + m_widget_impressions) *1000

Ad Revenue Insights

RPM

m_rpm

Revenue per 1000 pageview IDs. Ad revenue / distinct pageview IDs * 1000.

Ad revenue / distinct pageview IDs * 1000

m_ad_revenue / m_pageview_ids *1000

Ad Revenue Insights

RPS

m_rps

Revenue per 1000 visits. Ad revenue / visits * 1000.

Ad revenue / visits * 1000

m_ad_revenue / m_visits *1000

Ad Revenue Insights

Ad and new subscription revenue

m_ad_new_subscription_revenue

Revenue from ads and new subscriptions. Ad revenue + Experience turnover.

Ad revenue + new VX turnover

m_ad_revenue + m_experience_turnover

Ad Revenue Insights

Subscription RPM

m_subscription_rpm

New subscriptions per 1000 pageview IDs. Experience Turnover / distinct pageview IDs * 1000.

New VX turnover / distinct pageview IDs * 1000

m_experience_turnover / m_pageview_ids *1000

Ad Revenue Insights

Articles

m_articles

Number of pages where page content type is “article”. Distinct pages where page_content_type = “article”.

Distinct pages where page_content_type = “article”.

COUNT DISTINCT page WHERE page_content_type = “article”.

Ad Revenue Insights

Page views / article

m_pageviews_per_article

Number of pageview IDs per article. Distinct pageview IDs / articles.

Distinct pageview IDs / articles

m_pageview_ids / m_articles

Ad Revenue Insights

Ad revenue / article

m_ad_revenue_per_article

Revenue from ads per article. Ad revenue / articles.

Ad revenue / articles

m_ad_revenue / m_articles

Ad Revenue Insights

New subscription revenue / article

m_new_subscription_revenue_per_article

Revenue from new subscriptions per article. Experience turnover / articles.

New VX turnover / articles

m_experience_turnover / m_articles

Ad Revenue Insights

VX payments / article

m_vx_payment_per_article

Visits with VX paid conversion(s) per article.

VX payments / articles

m_vx_payments / m_articles

Ad Revenue Insights

Widget impressions

m_widget_impressions

Number of Widget impressions. A widget is an interactive content unit that is integrated into a website or mobile app. This module can contain various ads in articles or videos formats personalized for each user based on interests and behavior

Count of the number of widget.impression events.

COUNT widget.impression

Ad Revenue Insights

Direct sell-through rate

m_direct_sell_through_rate

The direct sell through rate represents of available ad inventory that has been sold to advertisers.

Ad impression for direct ads / Line item impressions

SUM of ad.impression WHERE line_item_type = STANDARD OR SPONSORSHIP OR PREFERED_DEAL DIVIDED BY Line item impression

Ad Revenue Insights

ARPU

m_rpv

Average Revenue Per Users : standard metric that divides advertising revenue and subscription revenue by the number of visitors multipled by one thousand. 

(Ad revenue + New subscription turnover) / Visitors * 1000

(m_ad_new_subscription_revenue/m_unique_visitors) * 1000

Ad Revenue Insights

Ad ARPU

m_ad_rpv

Average Advertising Revenue Per Users : standard metric that divides advertising revenue by the number of visitors multipled by one thousand.

(Ad revenue) / Visitors * 1000

(m_ad_revenue/m_unique_visitors)*1000

Ad Revenue Insights

Subscription ARPU

m_subscription_rpv

Average New Subscription Revenue Per Users : standard metric that divides new subscription revenue by the number of visitors multipled by one thousand. Calculation:

(New subscription revenue) / Visitors * 1000

(m_experience_turnover/m_unique_visitors)*1000

VX

VX payments

m_vx_payments

Visits with VX paid conversion(s).

Count of visits where goal type = “Payment Term Converted”.

count distinct visit_ID WHERE Goal Type = “Payment Term Converted”

VX

VX payment rate

m_vx_payment_rate

Proportion of visits with VX paid conversion(s).

VX payments / visits

(m_vx_payments / m_visits )

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