Campaign hierarchy

Mathias Freudendahl Updated by Mathias Freudendahl

In AudienceReport, you will have your report view organised by three different levels: channels, reporting items, and sub-items. Your view will always start on the channel level, but you will have the option to drill down on each level. Since channels are the top-level for your reporting, we always recommend assigning channels to your reporting items. 

The hierarchy of your reporting is created once the campaign is set up and you move forward to create your report. Let’s walk through each level 


Channels are the top level of your reporting. Using channels will allow you to report on activity or multiple campaigns coming from the same channel in one view. For example, you might have multiple Youtube or Facebook campaigns running at the same time that you want to report as one channel. You can assign reporting items and sub-items to a specific channel. 

Reporting Items

Reporting items are the campaign level of your reports. You can see these as the ‘building blocks’ when creating a new report. Reporting items can e.g. be a campaign from your DSP, a campaign from Facebook or Youtube. Each of your reporting items can contain one or multiple sub-items. Reporting items are organized by channel on your main reporting screen.

DSP: this term stands for Demand Side Platform. A demand-side platform (DSP) is a type of software that allows an advertiser to buy advertising with the help of automation. Because they allow mobile advertisers to buy high-quality traffic at scale with minimal friction, DSPs are a powerful marketing automation tool.

There are two important stages to how a demand-side platform works. First, the advertiser uploads the creative, sets up the targeting, and then puts down a budget for their campaigns. This can all be done via the dashboard. Once the campaign creative is uploaded, the DSP scours through its network of publishers for sites and mobile apps that fit the advertiser’s criteria and makes a bid for placement. After this, the DSP resolves the bid, places the ad, and manages payment – all in a matter of milliseconds.

Source: (link)


The sub-items are the most granular level in your report. This will be comparable to placement, IO, or line item level in your campaigns. Remember that each sub-item belongs to a specific campaign, also known as a reporting item.

The reporting hierarchy 

When you have assigned your reporting items and sub-items to a channel, you will be able to see this structure in your reports. This will allow you to report on each hierarchical level. The top level will be the channel level - in this case, ‘Programmatic’. On this level the total key metrics for the channel will be displayed, i.e. how much reach did you get from the programmatic channel as a whole. Under each of your channels, you will have a list of reporting items that are included - in this case, 'Campaign 1'. If you expand the reporting item, you will be able to see the sub-items that your reporting item consists of and the key metrics for each sub-item. 

Assigning and editing channels

You can assign your items to a channel from the items tab. If you are using one of our integrations, we will populate the channel with the information we can get from the connected platform. You can manually change the channel assigned from an integration in the items list*.

When you are at the items list, click the ‘channels dropdown’ next to the item name, and select the channel you want to assign to your item.

Note, that if you are changing the channel for an item that is already a part of a report, the change will also apply to the existing report. You can only change channels for 2 items, to ensure that our methodology is consistent. Therefore, we recommend double-checking which item is assigned to which channel before moving forward. If you decide to add more than 2 open web channels, then we cannot report the contributed reach metric for those channels.

In the case, that your item contains activity from different channels (e.g. a programmatic track and some IOs) you can also adjust the channel of the sub-items of your reporting item. Simply expand the reporting item box, and change the channel for the sub-item from the dropdown. 

*Items automatically assigned to Facebook and Youtube channels can’t be changed.

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