Campaign Analytics

Overview#

Once your campaigns are live, Tap provides analytics to help you understand how they're performing. The analytics dashboard brings together delivery data, performance metrics, and spending across all your active and completed campaigns in one place.

This guide covers how to access your analytics, what the key metrics mean, how to generate reports, and how to use performance data to make better decisions for future campaigns.

Accessing the Analytics Dashboard#

Navigate to Analytics from your main dashboard. The analytics view is organized into three sections:

• Overview — A high-level summary of all your campaigns, showing total spend, delivery progress, and key performance indicators
• Campaign Detail — Drill into individual campaigns to see line-item-level performance
• Reports — Generate and download custom reports for sharing with stakeholders

Filtering and Date Ranges#

Use the controls at the top of the dashboard to narrow your view:

• Date range — Select a preset range (last 7 days, last 30 days, this quarter) or set custom dates
• Campaign — Filter to a specific campaign or view all campaigns together
• Platform — Focus on a particular media type (radio, TV, podcast, digital)
• Market — Filter by geographic market to see regional performance

Key Metrics#

Understanding what each metric measures helps you evaluate campaign performance accurately.

Understanding Delivery Tracking#

Delivery tracking shows whether your campaign is running on schedule relative to what was booked. This is one of the most important things to monitor during a campaign.

Delivery Status Indicators#

• On Track — Delivery is pacing within 5% of the expected rate based on elapsed flight dates. No action needed.
• Under-Delivering — Delivery is more than 5% below the expected pace. The publisher may need to adjust scheduling to catch up. Consider reaching out if the gap is significant.
• Over-Delivering — Delivery is ahead of schedule. This typically happens when a publisher has extra inventory and is delivering bonus spots or impressions.
• Completed — All booked spots or impressions have been delivered.

Pacing Chart#

The delivery detail view includes a pacing chart that plots:

• Expected delivery — A straight line showing where delivery should be based on even pacing across the flight
• Actual delivery — The real delivery curve based on publisher reports

If actual delivery falls significantly below the expected line, it may indicate a problem worth investigating. Common causes include:

• Publisher scheduling delays
• Creative assets not delivered on time
• Inventory shortages during high-demand periods
• Technical issues with ad serving (digital)

What to Do About Under-Delivery#

1. Check the gap — A small variance (under 5%) is normal and usually corrects itself. Larger gaps warrant attention.
2. Contact the publisher — Use the messaging feature to ask about the delivery shortfall and whether make-goods are planned.
3. Request a make-good — Publishers typically offer make-good spots or bonus impressions to compensate for under-delivery. These are tracked separately in your analytics.
4. Adjust future plans — If a platform consistently under-delivers, factor that into your planning for future campaigns.

Performance Reports#

Tap lets you generate detailed reports for internal review, client presentations, or record-keeping.

Available Report Types#

• Campaign Summary — A one-page overview of a campaign's key metrics, delivery status, and spend. Good for quick stakeholder updates.
• Line Item Detail — A granular breakdown of every line item in a campaign, including delivery, spend, and creative details. Useful for post-campaign analysis.
• Cross-Campaign Comparison — Compare performance across multiple campaigns side by side. Helpful for identifying trends and benchmarking.
• Market Performance — Aggregate performance by geographic market to see which regions are delivering the strongest results.
• Publisher Performance — See how each publisher is performing across your campaigns, including delivery rates and cost efficiency.

Generating a Report#

Scheduled Reports#

For ongoing campaigns, you can set up automated reports that are generated and emailed on a regular cadence:

• Weekly digest — A summary of the past week's delivery and spend, sent every Monday morning
• Monthly report — A comprehensive monthly performance review
• End-of-flight report — Automatically generated when a campaign's flight dates conclude

To set up a scheduled report, go to Reports > Scheduled and configure the frequency, recipients, and report type.

Comparing Across Campaigns#

The cross-campaign comparison view helps you identify what's working and what isn't across your advertising efforts.

What You Can Compare#

• Delivery efficiency — Which campaigns or platforms are delivering closest to plan?
• Cost efficiency — Where are you getting the best value per impression or per spot?
• Market performance — Which geographic markets are generating the strongest results?
• Format performance — Are :30 spots outperforming :60 spots? Is digital delivering better CPMs than broadcast?

Using the Comparison View#

Select two or more campaigns from the analytics overview, then click Compare. Tap displays the key metrics side by side with percentage differences highlighted. You can also overlay delivery curves to see pacing differences visually.

Using Analytics to Optimize Future Campaigns#

Historical analytics are one of your most valuable planning tools. Here's how to use past performance to improve future campaigns.

Identify High-Performing Platforms#

Look at delivery rates and cost efficiency across publishers. Platforms that consistently deliver on schedule at competitive rates are worth prioritizing in future media plans.

Optimize Your Media Mix#

Compare performance across media types to understand which channels are delivering the most value for your brand. You might find that podcast mid-rolls deliver higher engagement than radio spots, or that digital display in certain markets outperforms broadcast.

Refine Your Budget Allocation#

Use cost-per-spot and CPM data to allocate budget more efficiently. Shift spend toward placements that deliver strong results and reduce investment in underperforming areas.

Learn From Timing Patterns#

Analyze delivery patterns to understand when your ads perform best. This can inform daypart preferences, flight date selection, and seasonal planning for future campaigns.

Benchmark Against Industry Standards#

Tap provides anonymized benchmark data for common metrics by media type and market. Compare your campaign performance against these benchmarks to understand where you're performing above or below average.

Data Export and Integrations#

For teams that need campaign data in external tools, Tap supports several export options:

• CSV export — Download raw metric data for analysis in Excel, Google Sheets, or BI tools
• API access — Pull campaign analytics programmatically via the Tap API for integration with your own dashboards or reporting systems
• Scheduled email reports — Automated delivery of formatted reports to your team and stakeholders

Next Steps#