Digital Advertising Guide

The Complete Guide for Today's Digital Marketer

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Page 65 of 73
 

ROI & Optimization

Overview

Ad Server Reporting

Ad servers provide extensive tracking data, which media managers rely on to optimize campaigns. Metrics such as spend, impressions served, clicks, visits to landing pages, and conversions are collected by the ad server and delivered as raw data or pre-formatted reports.

The optimization process occurs when media managers use tracking data to make real-time changes to digital campaigns. Ad servers offer media dashboards and reports that include information such as topline reports, detailed reports, and creative reports.

Sample Topline Report

Topline reports provide a bird's-eye view of media campaigns. These reports show site-level activity and are often used to check in on active campaigns to ensure that everything is running smoothly or quickly spot media that is not performing. The ease of compiling topline reports during a campaign also facilitates rapid adjustments to optimize the campaign.

Page 65 of 73
 

Digital Advertising Guide

The Complete Guide for Today's Digital Marketer

Download Now
 

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