Site & App


Overview

The Site & App page delivers data for the websites and mobile applications where a campaign has placed ads. The Site & App page was built to answer questions like:

  1. How many ads did the campaign place on Facebook?

  2. Which five websites displayed the most ads for the campaign?

  3. Which sites delivered the most conversions?

  4. On what sites are we seeing the most Impressions and/or Conversions?

  5. How well do these two correspond?

  6. Are there any particular sites that are receiving a lot of Impressions, but no Conversions?

  7. On the top sites, how are Clicks corresponding to Conversions?

  8. Which sites or apps have the highest conversion rates?

  9. Is the campaign performing better on sites or apps?

Opening Site & App

The Site & App page is available at the Campaign level within the Zeta DSP/DMP. 

1. Open the Zeta DSP/DMP. 

2. Navigate to the  in the upper left corner of the screen.

3. The DSP shows a menu for Advertisers and Admin.

4. Select the Account that contains your advertiser, and then select your Advertiser. Once you select an Advertiser, the platform will display the Campaign Grid for that Advertiser.

5. Within the Campaign Grid, select a Campaign.

6. From the breadcrumb menu on the top of the screen, hover over Manage Campaign and select Campaign Analytics.

5. From the breadcrumb menu on the top of the screen hover over Report Builder and select Site & App.

Top Breadcrumb Navigation:                                                       In Page Breadcrumb Navigation: 

           

Adjust Site & App

Date Selection

Use the date selection tool to narrow or expand the data shown on the Site & App page.  

By default, the dates are set to Campaign Lifetime or, if campaign is currently running, ‌campaign start date to today's date.

Columns

The Grid Column selection tool allows users to select which columns appear in the Grid.

Begin by clicking on the  icon in the top left corner of the Site & App page. Choose all or specific dimensions to view on the page.

As you select and/or deselect dimensions the grid will update in the background.  

In addition to the column Site & App, which is always displayed on the screen and indicates the name of the website or app, there are 15 additional columns that can be selected. 

Type

Indicates whether the entity is a website, an application, or unknown via icons. For websites:  For Applications:  For unknown: 

Impressions

Indicates the number of impressions served per website or app over the selected time period.

Conversions

Indicates the number of Zeta-tracked conversions attributed to the website or app over the selected time period.

Clicks

Indicates the number of clicks on Zeta ads attributed to the website or app over the selected time period.

CTR

Stands for Click-through Rate and indicates the click-through rate attributed to the website or app over the selected time period. Calculated by taking the number of clicks and dividing that by total impressions served for the site or app during the selected time period.   

Conversion Rate

Indicates the conversion rate attributed to the website or app over the selected time period. Calculated by taking the number of conversions and dividing by total impressions served for the site or app during the selected time period.   

Ad Sizes

 Indicates all sizes of ads that were served per website or app over the selected time period.

Ad Type

Indicates the type of ad that was served over the selected time period.

Video Clicks

Indicates the number of clicks on a video ad attributed to the website or app over the selected time period.

Video Completion Rate

indicates the rate at which videos were completed per website or app over the selected time period.

Video Completions

Indicates the number of times a video was completed per website or app over the selected time period.

Video CTR

Indicates the video click-through rate attributed to the website or app over the selected time period.

Video Views

Indicates the number of video views attributed to the website or app over the selected time period.

Targeted 

Indicates which apps or websites were used to target the campaign, line item or tactic. Output include:

which means that the site or app was targeted by campaign metadata for the whole time window.

which means that the site or app was not targeted by campaign metadata for the whole time window.

which means that the site and app were targeted for some period of time which is a subset of the time window.

Select All

Checking or unchecking this box will select or deselect all of the columns. 


APP IDS

Some apps may appear with the prefix "mob.app" followed by the app's name or its identifying code (app ID). An app ID is an alphanumeric string, for example: mob.app.346194763. For more info App IDs see the FAQ section. 

Report Options

Within the Report Options blade, there are three key components to refine: Line Item, Tactic, and Creative ID.

Line Item

All Line Items for the entire campaign.

Tactic

All Tactics for Line Items selected. 

Creative ID

Displays all Creative IDs for Line Item and/or Tactics selected.

IS SOMETHING MISSING?

Each dropdown will not show any archived Line Items, Tactics, or Creative IDs. If there is an item missing from any drop-down, submit a Programmatic Support request via the Service Desk

Export

Users can export Site & App data as a CSV file using the Export icon located in the top toolbar.

To view a sample export from the Site & App page, click here.

Reset

Users can reset the Site & App page to the default settings using the Reset icon located in the top toolbar.

The default date selection is either the campaign lifetime or, if the campaign is currently running, ‌campaign start date to today's date. Additionally, all columns and all Line Items, Tactics, and Creative IDs will be selected.

FAQ

Question

Answers

How do I figure out what app is behind the App ID displayed on the Site & App page?

Most of the time, an app will appear on the list with its full name declared. Sometimes, however, an app will appear on the list with just its Google Play or iTunes ID declared. When this happens, you can check to see what it is by opening up the  page under any of your companies or campaigns.

For Google Play IDs:

  • Go to the Android section

  • Paste in the text string after "mob.app." in the mobile app's ID into the Android window, and click  to add it to the list to the right 

  • The app's name should then appear in the list to the right.

For iTunes IDs:

  • Go to the iOS section

  • Paste in the number string at the end of the mobile app's ID into the IOS window, and click 

    to add it to the list to the right 

  • The app's name should then appear in the list to the right.

Once you're done checking what the apps are, you can click Cancel to exit the page without saving any changes to your campaign. For apps that don't return any results when checked this way, your best course of action is to run an internet search and then use the How to Find Mobile App IDs for Targeting article to target or anti-target the results as needed. 

Is there a minimum number of any metrics needed to surface the site or app on the Site & App page?

No

Why are my Site & App conversion numbers different than what I'm seeing in Report Builder?

The Site & App report is currently limited to reporting conversions that were attributed to an impression that was served on the same day as the conversion occurred. If a conversion occurred on a later date than when the attributed impression was served, it will not appear on the Site & App page.

For example, if on Day 1 we serve 4 impressions and see 3 conversions that we can attribute to those impressions, the Site & App page will display 4 impressions, 3 conversions for Day 1.

Then, if on Day 2 we see 6 impressions and 7 conversions where one of those conversions can be attributed back to the 4th impression from Day 1, the Site & App page will display 6 impressions, 6 conversions for Day 2. Since the 7th conversion occurred on a different date than the attributed impression, it will not appear.

Site & App conversions are taken from attribution data and computed based on attribution type of action as `clickThrough + viewThrough` or only `clickThrough.' This is the same as the DSP Conversions metric in the Report Builder.

Why do I see some sites and apps that are outside of the targeted area of my campaign?

For campaigns employing geo-targeting, some portion of inventory may appear to be outside of the target area(s). One example of this might be "Travelers who seek out destination sites for more information." Zeta employs the Digital Envoy™ Edge database to validate IP addresses.

Why do I see "Undisclosed" or "Masked" in the Site & App column?

Some sites may display as "Undisclosed" or "Masked". Some publishers do this intentionally to prevent third parties from commodifying their inventory. These sites are generally safe and have been validated by the exchange.