How to understand your report - Funnel

Corina Alonso Updated by Corina Alonso

The funnel in AudienceReport, allows you to gain valuable insights into how your campaign is delivering on different ‘events’ in your campaign. When talking about events, we refer to different steps or KPIs down through your funnel, i.e. different video quartiles. 

When you created your report all the events that you want to measure should have tracking pixels to them. You can find more information on how to add and export tracking pixels for your events here. Once you have all tracking pixels set up, you can take a look at the event funnel.

To see your events funnel, you can go to the Reports section, select the report you want to look at, and then select the “Funnel” tab on the menu bar. There you have the option to see the display or the video funnel of your campaign.

The Display funnel shows ‘Impressions’, ‘In-view supported’, ‘In-view’, and ‘Clicks’. This overview shows, for example, the total amount of impressions and the percentage of all events that it represents. Remember that in the upper-right corner, you can choose to display different metrics for your funnel events. You can choose between total events, events in the target audience, total reach, and reach within the target audience.

The Video funnel shows ‘Impressions’, ‘Video starts’ and ‘all Video quartiles’, and ‘Video completed’. This overview helps you understand for example, how many people started watching the video ad and how many reached the 75% quartile. Again, results here are displayed as a total and as a percentage, as well as the drop in viewership percentage.  Here you can also choose between different options to display your results, in the upper-right corner, the same way as in the display funnel.

For example, if you choose to display the results in rates, you should know this:

Video quartiles (rates): measure the effectiveness of video ads by determining what percentage of a given video was viewed by users on average. Each viewing is reported in increments of 25% and averaged across users. For example, if five users viewed a video up to 50%, and five users viewed the video up to 75%, the average would appear as a 60% view rate.

If you scroll down, you can also see a table of the results displayed above. The best results are highlighted as a default, but in the upper-right corner, you can choose to display the worst results, so it is easier to find where you can optimize. These results are displayed by channel and by individual placement, so you can get a more detailed view of your campaign items.

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