Campaign Analytics
Tracking campaign delivery, performance, and post-campaign reports on Tap.
Overview#
Once a campaign is live, Tap surfaces its delivery and performance data inside the campaign view. There's no separate dashboard — open the campaign on the Plans page and the analytics live alongside the line items.
This guide covers what you'll see, what each metric means, and how to use the data to plan better.
Where to find analytics#
Open Plans in the sidebar, switch the filter to Campaigns (or All), then click into any active or completed campaign. The campaign view shows:
- Line item delivery — current delivered impressions / spots vs. booked
- Pacing — how delivery is tracking against the schedule
- Spend — committed vs. delivered to date
- Post-Campaign Reports (PCRs) — supplier-submitted reports as they come in
Key metrics#
| Metric | What it measures | Applies to |
|---|---|---|
| Impressions | Times your ad was served or aired | All formats |
| Reach | Estimated unique people who saw or heard the ad | TV (and other broadcast/digital as launched) |
| Frequency | Average exposures per reached person | TV (and broadcast/digital) |
| Spots delivered | Individual spots that aired | TV, radio (when live) |
| Delivery % | Booked spots/impressions delivered so far | All |
| Spend | Total spent to date | All |
| Budget utilisation | % of total budget spent | All |
| CPM | Cost per thousand impressions | Digital / podcast / streaming audio (when live) |
| Cost per spot | Average cost of each spot aired | Broadcast |
Update cadence varies by media type. TV delivery data is updated as suppliers submit PCRs (typically weekly). Digital metrics, when those channels launch, will refresh more frequently.
Delivery tracking#
This is the most important thing to watch during a campaign.
Delivery status#
- On track — within ~5% of expected pace; no action needed
- Under-delivering — more than ~5% behind; supplier may need to catch up
- Over-delivering — ahead of schedule (often bonus inventory)
- Completed — fully delivered
Pacing chart#
The campaign view plots:
- Expected — even pacing across the flight
- Actual — real delivery from supplier reports
Significant gaps usually mean: supplier scheduling delays, creative not delivered on time, inventory shortages in peak periods, or technical issues.
What to do about under-delivery#
- Check the gap — under 5% is usually noise and corrects itself
- Message the supplier — use the campaign chat to flag the shortfall and ask how they plan to recover delivery
- Factor into future plans — consistent under-deliverers should weight lower in future media plans
Post-Campaign Reports#
Suppliers submit PCRs through Tap once the campaign is in or out of flight. PCRs include:
- Delivered impressions
- Delivery percentage
- Reach and frequency
- Affidavit / proof-of-performance details where applicable
PCRs are visible inside the campaign and can be downloaded for your records or for sharing with stakeholders / clients.
Proposal analytics#
For shared proposals, the Plans view also shows:
- View rate — % of recipients who opened the proposal
- Approval rate — % approved vs. sent
- Planning vs. Book now conversion — how many lines moved from Planning rates to Book now at activation
- Time to approval — median time from sent to approved
These help you see which proposals land and which need follow-up.
Using analytics for the next campaign#
The AI planner factors in your historical data when making recommendations. Patterns to watch:
- Suppliers who consistently deliver on plan — weight these higher
- Cost efficiency — cost per reach / per spot across markets and dayparts
- Format performance — :30s vs :60s vs sponsorship returns
- Market patterns — which DMAs perform strongest for your brand
The more campaigns you run on Tap, the sharper the planner gets at modelling your specific business.
Data export#
- CSV — download raw metric data for analysis or BI tools
- API — pull campaign analytics programmatically (see "Using the Tap API")
- PCR PDFs — supplier-formatted reports for client decks or compliance records