6. Campaign Reporting vs. Inventory Reporting
MoPub returns two types of reports, campaign reports, known in our dashboard as “Reporting” and Inventory Reports known to us as “Inventory Reporting.”
- Campaign Reporting is where you’ll likely spend most of your time, this report will return the attributed performance of line items and segments (defined by MoPub as Campaign Level data).
- Inventory Reporting summarizes your data into MoPub ad units, and while you can see individual network performance, you cannot see performance by line item or ad-unit.
The main difference of these two types of reporting is Campaign reporting shows impression attempts while Inventory Reporting shows impression requests.
- An Impressions Request: is a request from the device to Mopub for an impression
- An Impression Attempt: is attempt made by MoPub to deliver an impression on a line item or to a specific segment
Therefore a single request for an ad can can generate multiple ad attempts to fill that ad request.
Why are there two types of reports?
Simply put, it’s not possible to tie a single ad request to multiple ad delivery attempts. Think of it this way, a single ad request is sent to MoPub, it travels through 6 line items before being filled. Which line item owns that request? Is it correct to assign 0 to the other line items? What do you do in the case of a lost (unanswered) attempt?
How to use each report
- Campaign Reports (Reporting) is most commonly used to determine network & line item performance. AdLibertas uses the campaign reporting to determine the optimal serving configuration.
- Inventory Reports (Inventory Reporting) is uniquely useful for the metric of Revenue per Thousand Ad Requests (Rev per AdReq) which shows the revenue generated by total device impression requests and can often be a more useful metric than CPM to judge performance.