Frequency Report FAQ

What is the use case for the Frequency Report?

Frequency Reports help users gain insight into what percentage of your audience has seen your ad. This allows you to assess how to improve conversion and opportunities to reallocate campaign budget to under-delivered users on the right sites. They also allow you to more effectively and quickly identify frequency issues, assess where you should apply suppression segments, and quantify the resulting cost savings. 

Very high frequency is typically a sign of waste, and as such, a source of cost-saving. Very low frequency can suggest the audience isn’t seeing the campaign enough to spur conversion, in which case it too is wasteful.

Use case for Marketers: To show a client the value of Global Frequency Management (GFM) and to track success of GTM over time. It provides the ability to optimize reach and frequency across campaigns and within a campaign across sites.

Use case for Publishers: To provide campaign-level reporting to an advertising or marketing team. Also provides the ability to up sell advertisers on additional placements to target under-delivered users.

What is the source of the data?

Data comes from ad_impression.gif (pixel) or DT2.0.

Can the two data sources be combined?

No, we do not currently run across both sources simultaneously. SFDMP does not have a way to dedupe the impressions coming from both sources.

 Can we pull data from DFP?

We do not currently pull data from DFP via API like we do with Yield Analytics.

Are the reports at the people or device level?

Reporting is at the device level.

Can the date range be more granular than monthly?

No, however, this is a feature on our roadmap.

Do I need to enter a CPM into the report?

No, however, adding an estimated CPM will help calculate under- and over-delivery spend.

What is the Frequency Plot report?

Shows a high level view of frequency across all campaigns and sites. In this report you will be able to view a monthly snapshot of portfolio metrics, under-targeted frequency and over-targeted frequency. You are able to dynamically select the ‘sweet spot’ of the lower and upper limits of your frequency analysis.

Further analysis on specific campaigns and sites can be done within this report by selecting a campaign name or site name.

What is the Delivery Trend report?

Shows frequency management over time to track downward trends of over-delivery and upward trends of under-delivery.

What is the Frequency Breakdown report?

Shows a broad view of all campaigns and all sites along with over- and under-delivery of each. Further insights can be seen by changing the Frequency Breakdown Granularity and Top Sites Granularity.

What is the Portfolio Across Sites report (found within Frequency Breakdown)?

Enables you to see the breakdown of partners/sites. The report will help to determine what sites you may want to increase delivery or alternatively, apply a suppression segment on.

The Site Target Frequency Breakdown graph shows the percentage of over- or under-delivery specific to the site. The Top Under Target Sites shows a percentage of overall under-delivered impressions.

What is the Portfolio Across Campaigns report (found within Frequency Breakdown)?

This will provide a quick snapshot to determine if over- or under-delivery is occurring for a specific campaign. This report can be used as a tool to fine tune campaign delivery.

What is the Campaign Across Sites report (found within Frequency Breakdown)?

The report is used to see a campaign’s frequency across all sites. This report can be used to optimize the reach for a specific campaign.

What is the look back of the report?

The reports are not determined by a specific look back. 9-12 months worth of data is generally available. 

Can the data be exported?

Yes, first you will need to click on the chart desired. Tableau does not recognize what type of data to download without clicking into the report itself, especially if there are multiple charts and reports on one page. From there, you can choose which format to export your report too.

Is this available at the brand level?
Yes, however, this is a custom report that will require enablement. Please reach out to your account owner for more information.

What are some of the reasons for discrepancies in the Frequency Report?

Campaigns and sites with dashes (-) will not appear in the frequency analysis. They will appear under Marketing Performance. If there is a discrepancy, search Marketing Performance for any campaigns or sites that may be included in that view.

What channels are included in the reports?

The report will show all channels – mobile, display, email, etc.

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