Geo Analytics report

Artigo
03/06/2024

The Geo Analytics report allows you to break down campaign delivery and performance by geographic area. Sample use cases for this report include:

Buyers who would like to optimize their campaigns
Buyers who need to report to their client advertisers or agencies on campaign delivery

This report can break down campaign performance along the following geographic boundaries:

Country: The user's country location.
Region: The user's regional location.
DMA: The user's designated market area.

For more information on the available data fields and their definitions, see Dimensions and Metrics below.

For instructions on running this report, see the Examples.

Note

On the accuracy of determining user geography by IP address

There is a limitation to how accurate the geo data is, particularly on impressions bought from external supply partners. Since some external supply partners (such as Google Ad Manager) truncate the last octet of the user's IP, we have a less precise IP to use when performing an IP geo-lookup. As a result, our geo data may not always be completely accurate at granular levels (such as region and DMA) for impressions bought from these supply sources.

Time frame

The report_interval field in the request can be set to one of the following:

today
yesterday
last_7_days

Data retention period

Data retention period for this report is 45 days.

Note

To run a report for a custom time frame, set the start_date and end_date fields in your report request. For more details about these fields, see Report Service.

Dimensions

Column	Type	Filter?	Description
`month`	date	Yes	The year and month in which the auction took place.
`day`	date	Yes	The year, month, and day in which the auction took place.
`hourly`	date	Yes	The hour at which the auction took place.
`member_id`	int	Yes	The ID of the member.
`advertiser_currency`	string	Yes	The type of currency used by the advertiser.
`insertion_order_id`	int	Yes	The insertion order ID.
`campaign_id`	int	Yes	The campaign ID.
`campaign_name`	string	No	The name of the campaign associated with the auction.
`campaign`	string	No	Deprecated.
`advertiser_id`	int	Yes	The advertiser ID. If the value is `0`, either the impression was purchased by an external buyer, or a default or PSA was shown.
`line_item_id`	int	Yes	The line item ID.
`advertiser_name`	string	No	The name of the advertiser.
`advertiser`	string	No	Deprecated.
`split_id`	int	Yes	The ID of the split that purchased the impressions in this data set. Splits are only applicable to augmented line items. For any reports that contain campaigns, the `split_id` (if included) will be `null`.
`split_name`	string	Yes	The name of the split that purchased the impressions in this data set. Splits are only applicable to augmented line items. For any reports that contain campaigns, the `split_name` (if included) will be `null`.
`campaign_code`	string	No	The user-assigned code used to identify the campaign.
`advertiser_code`	string	No	The user-assigned code associated with the advertiser.
`geo_country_code`	string	Yes	The country code of the user's location as defined by the Country Service.
`geo_country_id`	int	Yes	The country ID of the user's location as defined by the Country Service. `250` is shown in cases where we don't know the country or if the country doesn't map correctly to a location in our database.
`geo_region_code`	string	No	The region code of the user's location as defined by the Region Service.
`geo_region_id`	int	Yes	The region ID of the user's location as defined by the Region Service. `4291` is shown in cases where we don't know the region or if the region doesn't map correctly to a location in our database.
`geo_dma_id`	int	Yes	The ID of the user's designated market area location as defined by the Designated Market Area Service. Note: Why am I seeing a DMA ID of `1`? Our reporting derives DMA from the city logged for the auction. However, our geo provider is sometimes unable to determine a city from the IP address associated with the impression, even when DMA is determined. Therefore, there are cases where a campaign targeting a specific DMA has impressions in reporting showing a DMA of `1`.
`geo_dma_name`	string	No	The name of the user's designated market area location as defined by the Designated Market Area Service.
`geo_postal_code`	string	Yes	The postal code of the user's location. For postal codes, see Postal Code Service.
`geo_city_id`	int	Yes	The ID of the user's city location. For city IDs, see City Service.
`geo_city_name`	string	Yes	The name of the user's city location. For city names, see City Service.
`insertion_order_name`	string	No	The name of the insertion order.
`insertion_order_code`	string	No	The user-defined code associated with the insertion order.
`line_item_name`	string	No	The name of the line item.
`line_item_code`	string	No	The user-defined code associated with the line item.
`geo_country_name`	string	No	The name of the user's country, as defined by the Country Service.
`geo_region_name`	string	No	The name of the region of the user's location as defined by the Region Service.
`insertion_order`	string	No	Deprecated.
`line_item`	string	No	Deprecated.
`geo_country`	string	No	Deprecated.
`geo_region`	string	No	Deprecated.
`geo_dma`	string	No	Deprecated.
`pixel_id`	int	Yes	The unique identification number of the conversion pixel. Note: This dimension will return a maximum of 10 conversion pixels. Also, you can filter by no more than 10 conversion pixels. Although `pixel_id` is groupable, we do not recommend that you group by this dimension since doing so will cause conversion events to then be shown in separate rows from impression and click events. We generally assume you want to view all of these events in a single row so as to be able to retrieve accurate and aggregated values for conversion rate and cost-per-conversion calculations. As a result, we instead recommend that you filter by `pixel_id` so you can retrieve conversion counts and related metrics for your most relevant pixel IDs.
`buying_currency`	string	Yes	The transaction currency used by the buyer to purchase this impression.
`uk_constituent_country`	string	No	The constituent country of the user. This is applicable for United Kingdom. Possible values include: - `England` - `Scotland` - `Wales` - `Northern Ireland`
`congressional_district_id`	int	Yes	The ID of the congressional district
`congressional_district_name`	string	No	The name of the congressional district
`state_house_district_id`	int	Yes	The ID of the state house district
`state_senate_district_id`	int	Yes	The ID of the state senate district
`state_house_district_name`	string	No	The name of the state house district
`state_senate_district_name`	string	No	The ID of the state senate district

Metrics

Column	Type	Example	Formula	Description
`imps`	int		imps	The total number of impressions (served and resold).
`clicks`	int		clicks	The total number of clicks across all impressions.
`cost`	money		cost	The total cost of the inventory purchased.
`booked_revenue`	money		booked_revenue	The total revenue booked through direct advertisers (line item).
`cpm`	money		cpm	The cost per one thousand impressions.
`total_convs`	int		total_convs	The total number of post-view and post-click conversions.
`convs_rate`	double		total_convs / imps	The ratio of conversions to impressions.
`post_view_convs`	int		post_view_convs	The total number of recorded post-view conversions.
`post_click_convs`	int		post_click_convs	The total number of recorded post-click conversions.
`profit`	money		booked_revenue - total_cost	Booked revenue minus total cost.
`click_thru_pct`	double		(clicks / imps) x 100	The rate of clicks to impressions, expressed as a percentage.
`external_imps`	int		external_imps	The number of external (non-network) impressions.
`external_clicks`	int		external_clicks	The number of external (non-network) clicks.
`booked_revenue_adv_curr`	money		booked_revenue_adv_curr	The total revenue booked through a direct advertiser, expressed in the currency of that advertiser.
`total_cost`	money	`123.45`	total_cost = media_cost + data_costs + partner_fees + commissions + serving_fees + publisher_revenue	The total amount of costs accrued over the reported period of time. This generally includes two types of costs, budgeted costs (media cost, data cost, partner fees, serving fees, commissions) and publisher revenue if you track publisher payouts on the platform. Note: We have added logic to prevent double counting third-party fees during the breaking change period.
`total_cost_ecpm`	money	`123.45`	(total_cost/imps) * 1,000	The total cost per 1,000 imps.
`total_cost_ecpc`	money	`123.45`	total_cost/clicks	The total cost per click.
`total_cost_ecpa`	money	`123.45`	total_cost/conversions	The total cost per conversion.
`profit_ecpm`	money	`123.45`	((booked_revenue - total_cost)/imps) * 1,000	Profit per 1,000 imps.
`profit_ecpc`	money	`123.45`	(booked_revenue - total_cost)/clicks	Profit per click.
`profit_ecpa`	money	`123.45`	(booked_revenue - total_cost)/conversions	Profit per conversion.
`profit_margin`	money	`123.45`	(booked_revenue - total_cost)/booked_revenue	Buyer profit margin.
`video_skips`	int	`10`		The total number of times a user skipped the video. Use this metric for reporting when buying skippable inventory.
`video_starts`	int	`11`		The total number of times the first segment of the video creative was downloaded and started.
`video_25_pcts`	int	`10`		The total number of times the video creatives completed 25% of the entire duration.
`video_50_pcts`	int	`10`		The total number of times the video creatives completed 50% of the entire duration.
`video_75_pcts`	int	`10`		The total number of times the video creatives completed 75% of the entire duration.
`video_completions`	int	`12`		The total number of times the video creatives played for the entire duration.
`video_served`	int	`10`		The total number of video responses served to the player.An ad response occurs when the VAST document (XML) is served in response to a request.An ad response doesn't necessarily indicate a successful impression. For an impression, the first frame of the video must be served.
`video_errors`	int	`2`		The total number of times a video error occurred.
`revenue_per_video_complete`	money	`25.76`		The revenue per video completion.
`cost_per_video_complete`	money	`22.76`		The cost per video completion.
`video_completion_rate`	double	`1.12359550561797%`	(video completions/total impressions) x 100	The ratio of video completions to impressions, expressed as a percentage.
`video_start_rate`	double	`1.12359550561797%`		The percentage of times the first segment of the video creative was downloaded and started.
`video_skip_rate`	double	`1.12359550561797%`		The percentage of times the user opted to skip the video.
`booked_revenue_buying_currency`	money			The revenue booked by the buyer to purchase this impression.
`cost_buying_currency`	money			The amount of media cost for direct publisher and purchased real-time inventory in the currency the buyer used to purchase the inventory. Note: Exchange rates are not yet available in reporting.
`cpm_buying_currency`	money			The cost per 1000 impressions in the currency the buyer used to purchase the inventory. Note: Exchange rates are not yet available in reporting.
`cost_ecpa_buying_currency`	money			The cost per acquisition/conversion in the currency the buyer used to purchase the inventory.
`cost_ecpc_buying_currency`	money			The cost per click in the currency the buyer used to purchase the inventory.
`revenue_ecpm_buying_currency`	money			The revenue per 1,000 impressions in the buying currency.
`revenue_ecpc_buying_currency`	money			The revenue per click in the buying currency.
`revenue_ecpa_buying_currency`	money			The revenue per conversion in the buying currency.
`total_cost_buying_currency`	money			The total sum of media costs, data costs and partner fees in buying (advertiser) currency

Examples

Create a JSON-formatted report request

The file should contain the report_type of "geo_analytics" as well as the columns and report_interval that you want to retrieve. For a full explanation of the fields that can be included in the file, see the Report Service.

Note that the more dimensions you group by, the larger the data set being returned will be. Larger data sets may take substantially longer to process, so be sure to group by only those dimensions you require.

$ cat geo_analytics

{
    "report":{
        "report_type":"geo_analytics",
        "timezone":"EST5EDT",
        "report_interval":"last_7_days",
        "groups":[
            "advertiser_id"
        ],
        "columns":[
            "advertiser_id",
            "imps",
            "clicks",
            "click_thru_pct",
            "total_convs",
            "convs_rate",
            "booked_revenue",
            "cost",
            "profit",
            "cpm"
        ],
        "orders":[
            "advertiser_id",
            "imps",
            "clicks",
            "click_thru_pct",
            "total_convs",
            "convs_rate",
            "booked_revenue",
            "cost",
            "profit",
            "cpm"
        ]
    }
}

`POST` the request to the report service

$ curl -b cookies -X POST -d @geo_analytics 'https://api.appnexus.com/report'
{
  "response": {
    "status": "OK",
    "report_id": "58e7a1db8d0ccf222e21ffc7c3cd01fb"
  }
}

`GET` the report status from the report service

Make a GET call with the report ID to retrieve the status of the report. Continue making this GET call periodically until the execution_status is "ready". Then use the report-download service to save the report data to a file as shown in the next step.

$ curl -b cookies "https://api.appnexus.com/report?id=58e7a1db8d0ccf222e21ffc7c3cd01fb"

{
    "response": {
        
        "execution_status": "ready",
        "report": {
            "url": "https://hb.nym1.sand-08.adnxs.net/report-download?id=58e7a1db8d0ccf222e21ffc7c3cd01fb",
            "query_time": "0",
            "finished_on": "2013-02-19 18:28:51",
            "started_on": "2013-02-19 18:28:48",
            "entity_id": "0",
            "user_id": "2027",
            "report_size": "93",
            "row_count": "0",
            "header_info": "Report ID:,58e7a1db8d0ccf222e21ffc7c3cd01fb
Run at:,2013-02-19 18:28:46
Start date:,2013-02-12 05:00:00
End date:,2013-02-19 05:00:00
Timezone:,EST5EDT
User:,Ursula Nimbus (2027)
",
            "json_request": "{"report":{"report_type":"geo_analytics","timezone":"EST5EDT","report_interval":"last_7_days","groups":["advertiser_id"],"columns":["advertiser_id","imps","clicks","click_thru_pct","total_convs","convs_rate","booked_revenue","cost","profit","cpm"],"pivot_report":false,"fixed_columns":[],"orders":["advertiser_id","imps","clicks","click_thru_pct","total_convs","convs_rate","booked_revenue","cost","profit","cpm"],"name":" Report - 02\/19\/2013","ui_columns":["advertiser_id","imps","clicks","click_thru_pct","total_convs","convs_rate","booked_revenue","cost","profit","cpm"]}}",
            "fact_cache_error": "did not find any cache table for 30,31,36,66,32,34",
            "fact_cache_hit": false,
            "cache_hit": false,
            "created_on": "2013-02-19 18:28:46",
            "name": " Report - 02/19/2013"
        },
        "status": "OK"
    }
}

`GET` the report data from the report download service

Use the report-download service to download your data to a file. The service name and report ID can be extracted from the url field in the response.

$ curl -b cookies "https://api.appnexus.com/report-download?id=58e7a1ddb80ccf222e21ffc7c3cd01fb" > /tmp/geo_analytics.csv

Note

There is a limit of 100,000 rows per report when you download them as XLSX and Excel file.

Partilhar via

Geo Analytics report

Time frame

Data retention period

Dimensions

Metrics

Examples

Create a JSON-formatted report request

`POST` the request to the report service

`GET` the report status from the report service

`GET` the report data from the report download service

Recursos adicionais

Partilhar via

Geo Analytics report

Time frame

Data retention period

Dimensions

Metrics

Examples

Create a JSON-formatted report request

POST the request to the report service

GET the report status from the report service

GET the report data from the report download service

Recursos adicionais

`POST` the request to the report service

`GET` the report status from the report service

`GET` the report data from the report download service