Campaign Performance Reporting

Overview#

Accurate performance reporting is essential to maintaining advertiser trust and growing your revenue on Tap. As a publisher, you are responsible for tracking delivery against campaign commitments, generating reports for your advertisers, and using analytics to optimize your inventory. This guide covers the tools and best practices for campaign performance reporting on the platform.

Accessing the Publisher Analytics Dashboard#

Your analytics dashboard is available in the Ad Server under Analytics. The dashboard provides a high-level view of your platform's performance across all active and completed campaigns.

Dashboard Sections#

• Active Campaigns — Current campaigns with delivery progress, pacing, and upcoming milestones
• Delivery Summary — Aggregate delivery metrics across all campaigns for the selected time period
• Revenue — Total revenue, average rate, and revenue trends over time
• Inventory Utilization — Fill rate and availability across formats and dayparts
• Advertiser Activity — Recent proposals, accepted campaigns, and renewal rates

You can filter the dashboard by date range, campaign, advertiser, format, and daypart. Export any view to CSV or PDF for offline analysis.

Tracking Delivery Against Campaign Commitments#

Every accepted campaign on Tap includes specific delivery commitments — the number of spots, impressions, or placements you agreed to deliver during the flight dates. Tracking actual delivery against these commitments is the core of your reporting responsibility.

Delivery Tracking Methods#

Tap supports multiple methods for logging delivery:

• Manual entry — Log delivered spots and placements directly in the campaign detail view
• Traffic system integration — Connect your traffic or scheduling system to automatically sync delivery data
• Automated import — Upload delivery logs in CSV format on a daily or weekly basis

Pacing Indicators#

The dashboard shows pacing for each active campaign:

• On pace — Delivery is tracking to meet or exceed commitments by end of flight
• Under-pacing — Delivery is behind schedule; action may be needed
• Over-delivery — More spots or impressions delivered than contracted
• Complete — All committed delivery has been fulfilled

Key Publisher Metrics#

Understanding your core metrics helps you identify strengths, address issues, and communicate performance clearly to advertisers.

Interpreting Your Metrics#

• High delivery rate + low fill rate — You are reliable on booked campaigns but have unsold inventory. Consider adjusting pricing or running promotions.
• High fill rate + high makegood rate — You may be overbooking. Review your availability management and scheduling practices.
• Low renewal rate — Investigate advertiser satisfaction. Review report delivery timeliness and campaign results.

Generating Performance Reports for Advertisers#

Advertisers expect regular performance reports throughout and after a campaign. Tap provides tools to generate professional reports with minimal effort.

Report Types#

• In-Flight Report — Mid-campaign update showing delivery pacing, spots aired, and any adjustments
• Post-Campaign Report — Final report with complete delivery data, audience metrics, and performance summary
• Custom Report — Ad-hoc report with selected metrics and date ranges

Creating a Report#

To generate a report:

1. Navigate to Analytics > Reports
2. Select the campaign or campaigns to include
3. Choose a report template (in-flight, post-campaign, or custom)
4. Configure the metrics and sections to include
5. Add optional commentary or notes
6. Click Generate to create the report

Reports are generated as downloadable PDFs with your platform branding. You can also share reports directly with the advertiser through Tap — they receive a notification and can view the report in their dashboard.

What to Include in Reports#

A strong performance report covers:

• Executive summary — High-level results in 2-3 sentences
• Delivery details — Spots aired by daypart, date, and format
• Audience metrics — Estimated reach, frequency, and impressions (if available)
• Pacing vs. commitment — Visual comparison of contracted vs. delivered
• Makegoods — Any missed spots and how they were resolved
• Recommendations — Suggestions for the next campaign based on results

Scheduling Automated Reports#

For ongoing campaigns or long-flight deals, set up automated report delivery so advertisers receive updates without manual effort.

Setting Up Automated Reports#

1. Go to Analytics > Automated Reports
2. Click Create Schedule
3. Select the campaign and report template
4. Choose the frequency: Weekly, Bi-weekly, or Monthly
5. Set the delivery day and time
6. Add recipient email addresses (advertiser contacts are pre-populated from the campaign)
7. Click Activate

Automated reports are generated and delivered by email at the scheduled time. They include data through the most recent delivery log entry.

Managing Schedules#

You can pause, edit, or delete automated report schedules at any time. If a campaign ends, active schedules for that campaign are automatically paused and you receive a prompt to send the final post-campaign report.

Understanding Makegood Policies#

Makegoods are replacement spots or placements offered when you fail to deliver on a campaign commitment. They are a standard practice in media buying and a critical part of maintaining advertiser trust.

When Makegoods Apply#

Common situations that trigger makegoods:

• Pre-emption — A scheduled spot is bumped for breaking news, technical issues, or programming changes
• Missed airings — A spot fails to air as scheduled due to scheduling errors
• Technical failures — Audio or video quality issues that render the spot ineffective
• Under-delivery — Total delivered spots fall short of the contracted amount

Makegood Process on Tap#

1. Log the missed spot — Mark the affected line item in the campaign detail view with a reason
2. Propose a makegood — Offer replacement spots in comparable or better dayparts
3. Advertiser approval — The advertiser reviews and accepts or requests alternative makegoods
4. Deliver and log — Air the makegood spots and log them in the delivery tracker

Makegood Best Practices#

• Act quickly — Offer makegoods within 24 hours of a missed spot
• Offer equal or better value — Replace a morning drive miss with another morning drive spot, not an overnight slot
• Document everything — Log reasons, proposed makegoods, and approvals in Tap for a clear audit trail
• Track patterns — If makegoods are frequent, investigate the root cause in your scheduling workflow

Optimizing Inventory Utilization#

Your analytics dashboard provides the data you need to maximize the value of your inventory. Use these strategies to improve fill rates and revenue.

Identify Underperforming Inventory#

Review your fill rate by daypart and format. Inventory that consistently goes unsold may benefit from:

• Price adjustments — Lower the base rate or add promotional pricing
• Packaging — Bundle underperforming dayparts with premium inventory
• Audience targeting — Highlight unique audience segments that make the daypart valuable to specific advertiser categories

Analyze Advertiser Demand Patterns#

Use the Advertiser Activity section of your dashboard to understand:

• Which formats are most requested
• Which dayparts receive the most proposals
• Seasonal demand trends for your market
• Common budget ranges for your advertiser base

Optimize Pricing Based on Performance#

Cross-reference your rate card with actual sell-through data:

• High demand, low price — You may be leaving money on the table. Test incremental rate increases.
• Low demand, high price — Reduce rates or create packages to stimulate interest.
• Consistent sell-through — Your pricing is well-calibrated. Focus on maintaining service quality.

Capacity Planning#

Use historical delivery data to plan your inventory availability:

• Identify peak booking periods and ensure you have capacity reserved
• Set aside inventory for makegood fulfillment (typically 5-10% of total inventory)
• Plan staffing for creative services based on order volume trends

Next Steps#