Microsoft Invest - Buyer Reach and Frequency report

  • Article

The Buyer Reach and Frequency Report holds two parameters as reach which is the number of unique devices or persons exposed to ads and frequency which is the average number of times each unique device or person was exposed to advertisements. It helps to draw meaningful conclusions about the impact of cross device on conversion use cases. In short, buyers can have an insight on how cross device impacted the number of times a single person saw their ads across all their devices using this report.

Time frame

All dates and times are given in UTC.

Time ranges

Time ranges define the time period of the data extracted for the report. The following is a complete list of time ranges available for reports.

However, all time ranges are not available for every report.

  • Custom
  • Current Hour
  • Last Available Day
  • Last Hour
  • Today
  • Last 24 Hours
  • Last 48 Hours
  • Yesterday
  • Last 2 Days
  • Last 7 Days
  • Last 7 Available Days
  • Last 14 Days
  • Last 14 Available Days
  • Last 30 Days
  • Last 30 Available Days
  • Last Month
  • Last 100 Days
  • Last 365 Days
  • Quarter to Date
  • Month to Date
  • Month to Yesterday
  • Lifetime

Intervals

Intervals determine how your data is grouped together into rows in the report response. The following is a complete list of intervals available for reports. However, all intervals are not available for every report.

  • Hourly: Data is grouped into rows by the hour.
  • Daily: Data is grouped into rows by the day.
  • Monthly: Data is grouped into rows by the month.
  • Cumulative: Data is grouped together in one figure, covering the entire selected time range.

Dimensions

Column Filter? Description
Advertiser Yes The advertiser for which impression was purchased.
Insertion Order Yes The insertion order under which the impression was purchased.
Billing Period No The insertion order's billing period.
Line Item Yes The line item under which the impression was purchased. For more information about line items, see Working with Line Items.
Flight No The start and end date of flight in a billing period under an insertion order.
Split Yes The name and ID of the split that purchased the impressions in this data set. Splits are only applicable to augmented line items. For any rows with a campaign name, the Split column (if included) will be null.
Creative Yes The creative for which we're reporting on frequency and/or recency.
Media Type Yes The media type is the general display style of the creative.
Device Type Yes The device type on which creative is displayed to the end users such as mobiles, laptops, tablets etc.
Supply Type Yes The supply type is the method of rendering the creative on a device. For example, for mobiles or tablets the supply type is mobile app, whereas for laptops or desktops it is web app.
Country Yes The targeted country of the advertisement
Frequency Cap Type No The type of frequency cap used to limit overdelivery to individual users. When an ID is available in the request, Classical is the default frequency cap type. Advanced refers to the Advanced Frequency Management feature.

Metrics

Note

When values of a metric are displayed as percentages in the UI, they will be displayed as decimals when you export the report.

Column Description
Imps The total number of impressions.
Unique Devices The total number of unique cookies, mobile or other devices reached by the impressions.
Average Impressions per Device The number of impressions viewed per unique device.
Cross Device Incremental Device Reach The number of unique devices reached due to cross-device audience extension. This metric represents the number of unique devices that are not a part of the targeted segment, but on which impressions were delivered due to a cross device graph being applied, extending the reach to more devices owned by a consumer.
Cross Device Incremental Imps The number of impressions transacted due to cross-device audience extension. This metric represents the number of impressions that were delivered on devices outside the targeted segment(s) for which a cross-device graph was applied, extending the reach to more devices owned by a consumer.
Identified Imps The total number of impressions that included a cookie, device id, or other identifier as part of the ad request.
Unidentified Imps The total number of impressions (i.e. those impressions that did not include a cookie, device id, or other identifier as part of the ad request).
Average Impressions Per Identified Device The number of identified impressions viewed per unique user.
Estimated People (currently available in the US only) The estimated number of people reached, deduplicated across the user-specified dimensions.
Note: Microsoft Advertising has built a probabilistic data science model to estimate people reach, which is a new metric available in this report. This model considers the unique devices reached at the zip code level, and utilizes publicly available US census data for the total population of each zip code, in order to estimate the number of people reached for that zip code. This zip code level data is then aggregated when a report is pulled in Microsoft Invest so that the buyer can view it at any level of granularity that is provided by the existing dimensions in the report.

Note

Advanced Frequency Management (AFM), which is currently in beta, does not take universal identifier (Universal ID) into account. This is subject to change as the feature would move into GA. Line items utilising Universal ID targeting should avoid using AFM until this is completely adapted.

Run your report

Follow these steps to run your report.

  1. Select Reporting from the appropriate top menu (depending on how your account has been configured).

    1. Or, from the Publishers top menu, select Prebid Server Premium > Analytics > Prebid Server Analytics

  2. Select the relevant report from the list. The Report screen shows the available filters, dimensions, and delivery options for the report. The selections you make here will determine what report data is delivered to you, and how.

    Important

    For an explanation of how grouping and filtering work, see Dimensions, Metrics, Filtering, and Grouping.

  3. Select the relevant filters to limit the data displayed to just the information you want. For example, rather than running a report that shows impressions for all inventory sources, you may want to list results for just a select few. When you select a filter (by selecting Edit), a selection panel appears. Select items in the Available list (left), then select Add to include them in the Chosen list (right).

  4. Group by Dimension. Grouping allows you to display rows of data in the order you prefer.

    Warning

    The more dimensions you group by, the larger the data set that is returned. Larger data sets can take substantially longer to process. Be sure to group using only the dimensions you need.

  5. Choose a delivery option. Once you've selected your filters and grouped by your chosen dimensions, you need to choose a delivery method. Available delivery methods include:

    • Run now, show results in screen: For smaller amounts of data, you may want to view the report as soon as possible in your browser. You can download the report in XLSX, CSV, Excel/TSV and JSON format. However, there is a limit of 100,000 rows per report when downloading as XLSX and Excel file.

    • Run in background, notify me when results are ready to view: A popup notification will let you know when the report is ready to view or download.

      Tip

      The maximum size of the report that can be downloaded from the UI is 100 MB. Also, there is a limit of 100,000 rows per report when downloading as XLSX and Excel file. If the size of the report is more than that, you can try to download it using the API for that reporting service (The limit here is 10 million rows).

    • Export, send results via email: Run the report in the background and email the results to one or more email addresses.

    • Save as report template: Save your selected report settings so that you can run this report again in the future. You can name this template using the text entry field under Name this report (its checkbox is auto-selected when you choose this option). A saved report can be rerun from the Your Reports screen.

    • Add to scheduled reports: Run this report automatically at specified times and have it sent to one or more email addresses.

    • Name this report: Give this report with its current settings a name for future reference.

  6. Select Run report to send your report request.