Top Insights
Overview
Top Insights shows the lift, impact, and delivery of all behavioral and contextual attributes in your campaign. Top Insights measures the lift of each attribute against the campaign's baseline, not the feature's baseline, thus allowing you to evaluate the performance of attributes across data providers or feature categories. This report shows each attribute's lift as it delivers each individual day. With this report you can:
Slice the report by each Conversion pixel.
Slice the report by custom date ranges, going back 18 months.
New Incremental metrics that combine lift and delivery. Incremental metrics provide insights into each attribute's impact.
See the relationship between performance, delivery, and cost over time on the Trends report.
HOW IS THE BASELINE CALCULATED?
Campaign baseline is calculated with the following general formula:
The campaign baseline can clarify further for each available lift metrics:
Impression Conversion Rate Lift = Total attributed campaign conversions / Total campaign impressions
Alien Conversion Rate Lift = Total observed campaign conversions / Total bid opportunities
Click Through Rate Lift = Total campaign clicks / Total campaign impressions
CPA Lift = Total spend / Total attributed conversions
Opening Top Insights
Navigate to the Zeta DSP/DMP.
Select an Advertiser.
Select a Campaign.
Hover over Report Builder in either the breadcrumb menu or the in-page navigation to view the Campaign Analytics menu.
Select Top Insights in either the breadcrumb menu or the in-page navigation.
In-page menu:
Breadcrumb menu:
Adjust Top Insights' Data View
There are 5 ways to adjust your view of data reflected on the Top Insights page:
Adjust the Parameters.
Adjust the Lift Range.
Adjust the Data Visualization Options.
Adjust the Displayed Attributes.
Adjust the number of Rows Per Page.
Parameters
Click the 
to open the Parameters pane. Within the Parameters pane, set each field as described below. The report will update with fresh data shortly after you make your selections.
Parameters Metrics Table
Analyze | Select Converters or Clicks. This decision affects whether the report shows insights against converters or clickers. |
|---|---|
Who Fired | Select All or individual Conversion Pixels in your campaign. This decision affects which pixels are considered in the report. |
From | Select All Sources, Zeta Impressions or Zeta Spend. The data in the Top Insights report is derived from either from Zeta campaigns or All Sources. These data sources are:
|
For | Select the date range from which data in the report is derived. Custom Date Ranges can be set on a week-by-week basis. |
Against | Select the entire Campaign or specific Line-Items within the campaign. This decision allows you to choose whether to view data on specific lines in the campaign. |
Lift Range
Click the to open the Lift Range pane and input the minimum and maximum displayed values. Any attribute that falls outside the specified range will be hidden. If you wish to exclude rows, select Exclude Specified Lift Range and enter a minimum and maximum value.
INCLUDE OR EXCLUDE
Use the Exclude Specified Lift Range toggle to either include (
) or exclude (
) the min and max range specified.
Data Visualization
Click the to open the Data Visualization pane. The secondary metrics provide additional context to the chart by showing incremental and percentage values for each attribute and data source. Select the metrics displayed in the two right-most columns of the report.
When using Zeta Impressions data, the following options are available as secondary metrics: | |
|---|---|
Incremental Conversions (or Clicks) | This combines lift with delivery to illustrate the amount of additional converters or clickers that can be reached, assuming a fixed rate of response and impression delivery. |
% Impressions | The percentage of impressions served by this campaign to users with the attribute. |
% Conversions (or clicks) | The percentage of conversions completed by users with this attribute. |
When using data from All Sources, the following options are available as secondary metrics: | |
Incremental Alien Conversions | When the attribute is from a third-party, this combines lift with delivery to illustrate the amount of additional converters or clickers that can be reached by delivering to this attribute, assuming a fixed rate of response and impression delivery. |
% of Alien Views (bid views) | The percentage of bids made by this campaign in which the user had the attribute. |
% of Alien Conversions | The percentage of conversions completed by users with this third-party attribute. |
% of Spend | The percentage of campaign dollars spent on bids with this attribute. |
Displayed Attributes
Top Insights can display data for a large number of different attributes categorized into Features. Filter these attributes by Feature using the following process:
Click
located in the upper left-hand side of the screen.
Select a specific Feature of attributes to display. Select All Features to show all attributes in all Features.
Once you make a selection, the page will automatically update to show only attributes in the selected Feature.
When choosing a specific feature, the following attributes are available: | ||
|---|---|---|
Category: Context | Is this a Model Attribute? | |
Above the Fold | No. | True if an Ad is visible on the initial screen, but false if the ability to view the Ad depends on visitor activity such as scrolling a window. |
Ad Exchange | No. | The ad exchange that served the ad. |
Ad Size | No. | The Ad size, such as 160, 300 or 728 pixels. |
Content Category | Yes. | The lifestyle category related to the page. |
Language | No. | Lift by predicted language of the Ad visitor. |
Site | Yes. | Site that published the Ad. |
Netspeed | No. | Lift by method of user's Internet connection. |
User Agent Words | Yes. | Words parsed out of user agent from a bid opportunity that relate to device, browser, or operating system. |
Category: When | ||
Day of Week | Yes. | The day of the week the ad was served. |
Time of Day | Yes. | The time of day the ad was served. |
Category: Geography | ||
Country | Yes. | Lift by content category of the page where Ad was served, as reported by the Ad exchange. |
State | No. | The U.S. state the user was in. |
DMA | Yes. | The designated market area of the user. |
Geo Categories | No. | Zeta tracks the historical locations of bid requests for each user and ties them to nearby place categories, e.g. Sporting Goods shops, Electronics Retailers, Shopping Malls, etc. |
Geo Places | No. | Zeta tracks the historical locations of bid requests for each user and ties them to nearby place categories, e.g. AT&T, Starbucks Coffee, H&R Block, etc. |
Category: Media Activities | ||
Action Recency | Yes. | How much does a recent site visit influence campaign performance? This report captures the effectiveness and predictiveness of targeting visitors shortly after a site action or visit. Specifically, Zeta measures the time between completing an action and clicking or converting bia a subsequent impression from this campaign, and the lift created by each level of recency. Time periods tracked:
|
Ad Recency | Yes. | The time since we showed a user the prior Ad for this same campaign. |
Campaign Frequency | Yes. | What was the most effective number of Ad impressions to serve an individual to drive a click or conversion? This report displays the previous number of campaign impressions a user had seen they were served the Ad being analyzed. |
Click | Yes. | How much lift have we seen based on users' past click behavior? Zeta tracks whether individual users clicked on your campaign in the past month. For those who did not, Zeta checks whether they have clicked on any campaign in the Zeta network. Otherwise they are not known to have clicked on Ads in the past month. |
Click Recency | Yes. | How predictive is the recency of a prior click on your campaign? Users have either never clicked on your campaign or have clicked at some point in the last 28 or more days. Zeta tracks how effective it is to target users by how recently they clicked on your campaign, from 0-8 hours ago, to more than 28 days ago. |
Cookie Age | Yes. | How predictive is the age of Zeta's cookie for this campaign? Zeta tracks the length of time since Zeta first saw the user in our network and placed our cookie. Presumably, the longer Zeta has viewed a user, the more information has been collected on their interests and behavior. |
Media Condition | Yes. | Media Condition segments. |
Pixel | Yes. | Segments based on the campaign's Pixels. |
Category: Third-Party Data | ||
Acxiom - Adults | No. | Number of adults in the house as collected by Zeta partner Acxiom. |
Acxiom - Age | No. | Age of the user as collected by Zeta partner Acxiom. |
Acxiom - Children Ages | No. | Age of the children in the house as collected by Zeta partner Acxiom. |
Acxiom - Children Number | No. | Number of children in the house as collected by Zeta partner Acxiom. |
Acxiom - Gender | No. | Gender of the user as collected by Zeta partner Acxiom. |
Acxiom - Income | No. | Income of the user as collected by Zeta partner Acxiom. |
Acxiom - Marital Status | No. | Marital Status of the user as collected by Zeta partner Acxiom. |
Acxiom - Net Worth | No. | Net Worth of the user as collected by Zeta partner Acxiom. |
Acxiom - Personicx | No. | A third party data tool that is part of Acxiom. |
BlueKai | No. | A third-party data source. |
Datalogix - Age | No. | The age of the user, as collected by Zeta partner Datalogix. |
DLX - Lifestyle | No. | The lifestyle of the user, as collected by DLX. |
Epsilon - Buyer | No. | The buying habits of the user. When they buy, how often they buy, how much they spend or what they’re in the market to purchase; as collected by Zeta partner Epsilon. |
Epsilon - Ethnic Group | No. | The ethnic group of the user, as collected by Zeta partner Epsilon. |
Epsilon - Gender | No. | The gender of the user, as collected by Zeta partner Epsilon. |
Epsilon - Income | No. | The income of the user, as collected by Zeta partner Epsilon. |
Epsilon - Interest | No. | An interest of the user, as collected by Zeta partner Epsilon. |
Epsilon - Language Assimilation | No. | The level of language assimilation of the user, as collected by Zeta partner Epsilon. |
Epsilon - Life Stage | No. | The life stage of the user, as collected by Zeta partner Epsilon. |
Epsilon - Mailorder Purchase | No. | Whether the user has made mail order purchases, as collected by Zeta partner Epsilon. |
Epsilon - Occupation | No. | The occupation of the user, as collected by Zeta partner Epsilon. |
Epsilon - Political Party | No. | The political party of the user, as collected by Zeta partner Epsilon. |
Epsilon - Purchase Transaction Channel | No. | The purchase transaction channel or institution(s) that facilitate the transaction of the user, as collected by Zeta partner Epsilon. |
eXelate | No. | A third-party data source. |
eXelate - Age | No. | Age-based on data collected by Zeta partner eXelate. |
eXelate - Age EU | No. | The age of the user (in the EU), as collected by Zeta partner eXelate. |
eXelate - Career | No. | The career of the user, as collected by Zeta partner eXelate. |
eXelate - Children | No. | Whether the user has children, as collected by Zeta partner eXelate. |
eXelate - Children Presence | No. | The number of children in the household, as collected by Zeta partner eXelate. |
eXelate - Gender | No. | The gender of the user, as collected by Zeta partner eXelate. |
eXelate - Gender EU | No. | The gender of the user (in the EU), as collected by Zeta partner eXelate. |
eXelate - Home Ownership | No. | Whether the user is a homeowner, as collected by Zeta partner eXelate. |
eXelate - Household | No. | The household income of the user, as collected by Zeta partner eXelate. |
eXelate - Income | No. | The income of the user, as collected by Zeta partner eXelate. |
eXelate - Intent | No. | The intent of the user, as collected by Zeta partner eXelate. |
eXelate - Interest | No. | An interest of the user, as collected by Zeta partner eXelate. |
eXelate - Shopping | No. | Ther user's shopping patterns, as collected by Zeta partner eXelate. |
eXelate - Urbanicity | No. | The user's location on an urban/rural scale, as collected by Zeta partner eXelate. |
Eyeota | No. | A third-party data provider. |
Personicx - Digital | No. | The user’s digital activity, as collected by Zeta partner Personicx. |
Personicx - Digital Group | No. | Grouping users based on their digital activity, as collected by Zeta partner Personicx. |
Personicx - Financial | No. | The financial and investment behaviors of the user, as collected by Zeta partner Personicx. |
Personicx - Life Stage | No. | The life stage of the user, as collected by Zeta partner Personicx. |
Targus | No. | A third-party data provider. |
Targus - Age | No. | Age-based on data collected by Zeta partner Targus. |
Targus - Children | No. | Number of children in the household based on data collected by Zeta partner Targus. |
Targus - Gender | No. | Gender-based on data collected by Zeta partner Targus. |
Targus - HHI | No. | The household income, as collected by Zeta partner Targus. |
Targus - Home Ownership | No. | Homeownership status, as collected by Zeta partner Targus. |
Targus - Household | No. | The household size, as collected by Zeta partner Targus. |
Targus - Income | No. | The user's income, as collected by Zeta partner Targus. |
Targus - Net Worth | No. | The user's net worth, as collected by Zeta partner Targus. |
Targus - Profile | No. | The user's profile, as collected by Zeta partner Targus. |
Targus - Urbanicity | No. | The user's location, on an urban/rural scale. As collected by Zeta partner Targus. |
When choosing the "All Sources" feature, the following attributes are available: | ||
Category: Context | Is this a Model Attribute? | |
Ad Exchange | Yes. | The ad exchange that served the ad. |
Ad Size | No. | The Ad size, such as 160x600 , 300x250 or 728x90 pixels. |
Content Category | Yes. | The lifestyle category related to the page. |
Language | No. | Lift by predicted language of the Ad visitor. |
User Agent Words | Yes. | Words parsed out of user agent from a bid opportunity that relate to device, browser, or operating system. |
Net Speed | No. | The lift generated by the user's internet speed. |
Category: When | ||
Day of Week | Yes. | The day of the week the ad was served. |
Time of Day | Yes. | The time of day the ad was served. |
Category: Geography | ||
DMA | Yes. | The designated market area of the user. |
Country | Yes. | The country of the user. |
Category: Media Activities | ||
Cookie Age | Yes. | How predictive is the age of Zeta's cookie for this campaign? Zeta tracks the length of time since Zeta first saw the user in our network and placed our cookie. Presumably, the longer Zeta has viewed a user, the more information has been collected on their interests and behavior. |
Media Condition | Yes. | Media Condition segments. |
Pixel | Yes. | Segments based on the campaign's Pixels. |
Rows Per Page
Located in the bottom-right corner of the page, users can adjust the number of rows shown on a single page.
Options include viewing 25 per page, 50 per page, 100 per page, or All.
Views
There are two views within the Top Insights page: Visualization and Data. By default, Top Insights displays the Visualization View.
Visualization View
The Visualization View is centered around visualizing each attribute's lift relative to every other attribute.
Data Bar
Each row in Top Insights represents one attribute.
Top Insights is evaluating each attribute's performance against the campaign's objective. To do this, each attribute is assigned a Lift. Each row displays the Lift with a Data Bar, centered around a Dot and a Lift Percentage.
The Data Bar shows the potential range in the lift of a given attribute. Features of the Data Bar include:
The minimum and maximum values are derived by evaluating the lift values that fall within one standard deviation of the calculated (Dot) value.
The size of the Data Bar corresponds to the confidence we have in the prediction of the lift value. A small Data Bar indicates a narrow range and high level of confidence in our prediction of the lift value.
If there is no Data Bar, it is because the lift range is smaller than the width of the Dot.
Lift Percentage
The Lift Percentage shows how that attribute is providing lift compared to the campaign baseline. Lift Percentage is represented by a dot in the center of the Data Bar and corresponds to the lift percentage highlighted next to the Data Bar.
CONFIDENCE IS KEY
Each lift percentage is shown at an 85% confidence level.
Color
The color of the Data Bar, Dot, and Lift Percentage can be shown in red, green, or all green.
Red means the attribute provides less lift than the campaign baseline. Green means it provides more lift. All/Both indicates our confidence spread spans over the positive and negative threshold.
STOP SCROLLING!
Click Lift atop the chart to sort the chart by positive or negative lift.
Tooltip
Hover over any attribute's data bar to see a Tooltip for the attribute. The Tooltip shows the Feature and Attribute Name; along with the average lift, and lift range provided by the attribute.
DECODING ATTRIBUTE NAMES
Attributes are named with the following convention [Feature Name | Attribute] (e.g. "Ad Recency | 2-4 Weeks", "Age | 18-25", or "Gender | Male").
Key
This is a lot to remember, but don't worry, there is a Key on the page to remind users how to interpret the Data Bar.
To open the key, click 
located in the bottom-right corner of the page. To close the key, click 
Data View
The Data View shows the raw numbers associated with insights on an attribute.
In Data View users can:
Adjust all column widths.
Not remove the first 6 columns (Date Range, Campaign, Line Item, Conversion Pixel, Feature, attribute).
When analyzing Clickers, the Conversion Pixel column shows a cumulative count for each row.
Date Range | The time frame against which data is being evaluated and insights are being generated. Custom date ranges can be set. The custom dates used in this field are weekly. These weeks begin on Monday and end on Sunday. The report displays up to 18 months worth of data. |
|---|---|
Attribute | The name of the attribute, as passed from a third-party vendor or internally Zeta classified. |
Campaign | The name of the campaign against which insights are being generated. |
Line Item | The name of the line item against which insights are being generated. Line items live within campaigns. |
Conversion Pixel | The conversion pixel(s) against which insights are being generated. |
Spend | Actual U.S. dollars spent on the given attribute during the given time period. For example, say the campaign spent $100 and you spent $10 on "Men's Sites," $10 is shown. This number is within 5% of the actual value. For example, if you spent $100 espn.com, the Top Insights report may show that number as anywhere between $95 - $105. |
% of Spend | Percentage of campaign (or line item) total U.S. dollars spent on the given attribute during the given time period. For example, say the campaign spent $100 and you spent $10 on "Men's Sites," % of spend would surface as 10%. This number is within 5% of the actual Total Spend value. For example, if you spent $10 espn.com in a $100 total spend, Top Insights may show this number as anywhere between 9.5% and 10.5%. |
Impressions | The raw number of impressions served to users with a given attribute during the specified time period. |
% of Impressions | The percentage of the campaign and/or line item's impressions were served to users with a given attribute during the specified time period. |
Avg CPM | The average CPM paid to deliver impressions against users with a given attribute during the specified time period. |
Conversions | The raw number of conversions completed by users with a given attribute during the specified time period. |
% of Conversions | The percentage of the campaign/line item''s conversions that were completed by users with a given attribute during the specified time period. |
Imp Conversion Rate | The rate at which users with a given attribute subsequently carried out a conversion action relative to the impressions delivered to them. Calculate by dividing Conversions by Impressions. |
Imp CVR Lift | The ratio between the calculated response rate of an attribute and the baseline response rate. See Lift for details. |
Incremental Conversions | Number of conversions that can be generated by targeting the given attribute over an average replacement attribute, or the delivery potential behind each attribute. Calculated as (Imp CVR - Baseline CVR)*(Impressions). |
Alien Views | The raw number of bid opportunities associated with a given attribute that are leveraged for generating insights. |
% of Alien Views | The percentage of all bid opportunities associated with a given attribute relative to the campaign total. |
Alien Conversions | The raw number of conversions that were observed against the conversion pixel(s) assigned to the campaign. These include converters not reached by Zeta impressions. |
% of Alien Conversions | The percentage of non-campaign-attributable conversions that were completed by users with a given attribute. |
Alien Conversion Rate | The rate at which users with a given attribute fired a conversion action relative to the number of bid views they were seen in. Calculated by dividing Alien Conversions by Alien Views. |
Alien CVR Lift | The ratio between the calculated response rate of an attribute and the baseline response rate. Alien CVR Lift is based on bid views and all converting users as opposed to impressions and attributed conversions. See Lift for details. |
Incremental Alien Conversions | Number of all alien conversions that can be generated by targeting the given attribute over an average replacement attribute, or the delivery potential behind each attribute. |
Clicks | Raw number of clicks completed by users with a given attribute. |
% of Clicks | The percentage of the campaign and/or line item's clicks that were completed by users with a given attribute during the specified time period. |
Click-thru Rate | Number of clicks on ads divided by the number of Impressions delivered. Calculated as (Clicks/Impressions)*100. |
CTR Lift | The ratio between the calculated click-through rate of an attribute and the baseline click-through rate. See Lift for details. |
Incremental Clicks | Number of clicks that can be generated by targeting the given attribute over an average replacement attribute. |
Lift
The Top Insights Visualization View was designed to display Lift data. The selections within the parameters pane determines the type of lift displayed.
Lift Type | Description | How to Enable | Calculations |
|---|---|---|---|
Impression CVR Lift | The ratio between the calculated response rate of an attribute and the baseline response rate. | Select the following Parameters:
|
|
Alien CVR Lift | The ratio between the calculated response rate of an attribute and the baseline response rate. Alien CVR Lift is based on bid views and all converting users as opposed to impressions and attributed conversions. | Select the following Parameters:
|
|
CTR Lift | The ratio between the calculated click-through rate of an attribute and the baseline click-through rate. | Select the following Parameters:
|
|
CPA Lift | The ratio between the calculated CPA of an attribute and the baseline CPA. This lift type is only available for campaigns that are being run entirely on dCPM. | Select the following Parameters:
|
|
Geographic Attributes
Top Insights contains geographic data for 249 Countries and 353 DMAs from France, United States, and Great Britain. These locations will appear in the Attribute column via their unique identifier.
Two known exceptions are:
If the campaign currency is AUD (Australian Dollars):
WA = Western Australia
NS = New South Wales
If the campaign currency is ZAR (South African Rand), only South Africa (SA) will populate.
Settings & Trends
By clicking on any cell (via either view), users can see settings and data trends for every attribute over the last 18 months. Users can also compare trends across many metrics including impressions, spend, CVR lift, average CPM, and more.
To view Trends, click any cell to open the Settings & Trends pane.
Toggle the Trends tab to refine the trend data.
Select Metrics to compare in the graph.
Select the Time Range.
Sort
Click on the Column headers to sort the attributes based on these metrics. This can provide valuable insights, such as:
Sort by an “Incremental” column to see which attribute has most potential impact on conversion/click volume, as opposed to largest difference in response rate.
Sort by an “% of Impressions” column metric to see which attributes had the most/least delivery against them while simultaneously looking at additional metrics.
Sort by a “% of Alien Views” column to see which attributes had the most/least potential delivery against them (bid opportunities) while simultaneously looking at additional metrics.
Export
Click Export to create a CSV file of your report. To see a sample Top Insights export, click here.
NOTE
Currently, exporting is only available for Data View. We are working to add a Visualization View export in Q2 2020.
FAQ
There are a few quirks in the Top Insights page that we are addressing this year.
The first is the Feedback button: 
This button does not work. If you have feedback you'd like to share, please reach out to DSP Support.
The second is the +Insight button: 
This button does not work, but if you press it you will get an error.
Grid Column Selection button: 
This button does work, but the ability to refine selections is not complete.