Once traffic to your account picks up, you can keep an eye on your performance by using the stats report. This report is a robust tool that lets you view data from an aggregate (account-wide) perspective. You can choose the metrics you want to see in the report, group by selected fields, and show statistics for each group.
To access your default stats report, click Reports in the main menu bar. You can also access this report by clicking the View in Stats Report link at the bottom of the Snapshot chart.
Selecting Data Fields
The stats report uses impressions, clicks, and conversions to track the performance of offers, partners, and more. For example, when the “Partner” option is selected, this report displays stats for partners in separate rows for the set timeframe:
For each additional data option selected, this report pivots and groups the data. For example, further selecting the “Offer” data option in the first example results in a report with rows of stats for each offer and partner pairing:
Offer and partner pairings with no stats are omitted because this report only shows stats for data sets with some reportable data.
Note: If you have multiple currencies enabled in your platform, select the “Currencies” filter to group selected monetary columns (like cost, revenue, and sales) by currency. If this filter is not selected, currency stats are converted to the default platform currency.
Statistics
With each data field, there are associated stats. Metrics used in the statistics are aggregated data for each grouped set in each row. The following metrics can be displayed for your statistics:
- Impressions: Total times an impression pixel saw page loads
- Gross Clicks: Total number of clicks. Duplicate clicks by a user are registered as gross clicks.
- Unique Clicks: Number of unique clicks. Excludes clicks by each user after their first.
- Clicks: Baseline click metric used in your reports. It can either be gross or unique, depending on platform-wide tracking settings.
- Rejected Clicks: Number of clicks rejected due to fraud. Rejected clicks are not redirected to the offer URL but are still included in other click counts and click-based calculations like conversion rate.
- Suspicious Clicks: Number of clicks marked as suspicious due to fraud (including rejected clicks). Non-rejected suspicious clicks are treated as normal clicks for click counts and click-based calculations like conversion rate.
- Conversions: Total number of approved conversions
- Cost: Total payout to partners for the data set
- Revenue: Total revenue for your platform for the data set
- Sales: Total amount of sales passed on conversion
- Profit: Difference between the cost and revenue for the data set
When a statistic is selected, that metric adds another column to the table and shows the count for that metric. If no stats are present for the selected data, then “0” is displayed.
Gross vs. Unique Clicks
Gross clicks are the total number of clicks you’ve received from tracking links, and unique clicks indicate the number of unique users clicking through. One user clicking the tracking link two times counts as two gross clicks but only one unique click.
In TUNE, the “Click” metric often appears as a table column. But does it represent gross or unique clicks? The type of click displayed throughout your platform is determined by the Click Metric setting in your platform-wide tracking settings. You can always see the other type of click metric in a report by changing report options to include it as a metric.
Our ad server uses TUNE cookies placed in the user’s browser to determine click uniqueness. When a user clicks a tracking link for the first time, two cookies are placed: aff_conversions and enc_aff_session_X (where X is the offer ID). A unique click is counted when the enc_aff_session_X cookie is placed for the first time. If that user clicks the tracking link again, a gross click is counted, and the enc_aff_session_X cookie is refreshed with new session information.
Note: Click, gross click and unique click counts exclude any clicks rejected due to fraud. Fraudulent clicks are aggregated as rejected clicks.
Calculations
There are many ways you can measure the performance of your campaigns, offers, and partners. In the Calculations section of the report, you can generate a variety of metrics:
- CTR (click-through rate): A percentage value that divides impressions by clicks to show what percentage of people saw the ad/link and clicked through. CTR is only accurate if impressions are tracked and may show values over 100% when impressions aren’t tracked.
- CR (conversion rate): Portion of incoming clicks that result in conversions.
- CPM (cost per mille): Cost/payout to partners across your platform divided by every 1,000 impressions they served.
- CPC (cost per click): Cost/payout to partners across your system divided by the number of clicks. Shows what cost your company pays out to partners on average from a click.
- CPA (cost per action): Cost/payout to partners across your platform divided by the number of approved conversions. Shows what cost your company pays out to partners on average from a conversion.
- RPM (revenue per mille): Revenue across your platform divided by every 1,000 impressions served.
- RPC (revenue per click): Revenue across your platform divided by the number of clicks. Shows what revenue your company earns on average from a click.
- RPA (revenue per action): Revenue across your platform divided by the number of approved conversions. Shows what revenue your company earns on average from a conversion.
- Rejected Click Rate: A portion of incoming clicks is marked as rejected due to fraud. Calculated based on gross clicks and rejected clicks.
- Unique Click Rate: Portion of incoming clicks from unique users. Calculated based on gross clicks and unique clicks.
These numbers come from aggregate totals, and stats for these calculations may not match the offer’s payout method. For example, if a calculation is to show CPM while the offer is set to CPA payouts.
Time Intervals
To further group data in the selected timeframe by a date interval, select the interval type in the Interval section. You can group stats by the following interval types:
- Year
- Month
- Week (starts from the beginning of the calendar year. Jan 1 will be in week 1, Dec. 31 will be in week 52)
- Date
- Hour (uses military time: 0-23 hours)
You can also group stats to multiple date intervals. For example, if both “year” and “month” are selected, your stats will be grouped by each year and each month in each year.
Filters
Sometimes, you may only want to see stats for specific partners, offers, or campaigns. To do this, use the Filters section to select only the stats you’re interested in. Once you select an option, an autocomplete field appears below it. Start typing into the field, and relevant options will appear:
For most filter options, you can filter on multiple values. Two additional options appear at the bottom of the Filters section:
- Only show stats for default offer goals: Filter out any results linked to other offer goals. If you select various goals in the filters above, this option isn’t selectable.
- Only show stats for non-zero revenue: Filter out any results that have no revenue
Drilling Down Into Aggregate Data
As an alternative way to use filters, you can use the drill-down feature to explore data already in the table. Click on a row in the report and select additional metrics to the group using the menu that appears. This functionality only works with aggregate data.
You can also view Event Tracer log data to investigate detailed event data corresponding to your aggregates. If you click the drill-through icon in the Clicks and Conversions columns, you can see the corresponding Events Logs filtered by that particular row and action (click or conversion).
Timezones & Timeframes
Timezones
Your platform-wide stats are set to the default time zone of your platform tracking settings. If you’re trying to match up your stats with another system or want to see how the same data set is viewed in another timezone, use the Timezone dropdown menu.
Note that when working with stats across different time zones, your daily totals vary depending on your time zone. For example, let’s say your default time is Greenwich Mean Time (GMT), and you want to see what your stats look like in Western Europe (GMT+1). If you display stats by the hour using the “Hour” interval option and you have 3,755 clicks for hour 15 (3:00 pm), changing the timezone to GMT+1 makes those same 3,755 clicks show up in hour 14 (2:00 pm) of new time zone. In a more drastic example, switching your report to PST (GMT-8) means the same 3,755 clicks will appear in hour 5 (5:00 am).
Using the timezone tool can ultimately lead to different stats for each time day/month/year interval, as the stats in the default timezone could show on the previous/next day in another timezone.
Timeframes
With timeframes, you can select what date range you want to view stats for. One option is to use a preset timeframe from the dropdown menu in the Timeframe section:
- Today
- Yesterday
- Last 7 Days
- This month (starting on the 1st)
- Last month (1st -30/31st)
- Last six months
- All-time (starting Jan. 1, 2007)
You can also select a beginning date and an ending date using the date selectors. After selecting a date range, run the report to see stats for the newly selected range.
Note: When generating a report that contains partner sub ID, partner source, or fraud-related fields (like suspicious or rejected clicks), you can only view data up to 18 months in the past (548 days).
Trends Chart
The Trends chart complements the stats data table and helps you spot relevant, actionable trends in your data. If any of the time Intervals are selected, the chart will be minimized, and, instead, the data table will be sliced by time interval. You can expand or collapse the table as needed.
You can select the time interval for the chart’s x-axis. You can also select the metric to display on the chart. The metric dropdown will include all the Statistics and Calculation fields selected under Options and displayed as columns in the data table.
Period-over-period Comparison
This feature allows you to compare two time periods against each other to easily see how performance has changed across all of your key metrics.
To enable period-over-period comparison mode, tick the box labeled Compare with another Time Range below the Time Range selector, then choose a Comparison Time Range from the second selector that appears.
Once you click Run Report, you will see period-over-period highlights within the data table. For most metrics, a period-over-period increase is highlighted as positive (green). Exceptions are fraud indicators such as suspicious or rejected clicks and cost metrics starting with CP (cost per click, cost per action). For these metrics, an increase is highlighted as negative (red).
Saving & Scheduling Reports
Once you’ve compiled a report, you can save the report to run again later. You can also have TUNE generate a similar report for you regularly. You can get more details in our Saving & Scheduling Reports article.
Exporting Stats
To export the report that you generated, click Export to CSV in the top right corner of the report. This downloads a copy of the report data to a CSV file.
If you do not see the Export to CSV button on these reports, then your account does not have stats exporting enabled.
Preset Stats Reports
Your system comes with several different preset reports in the Reports section of the main navigation. Each report provides a view of aggregate data in your platform with a different goal in mind:
- Daily Report: Stats for the last 7 days, broken down by day.
- Hourly Report: Today’s stats, broken into hourly intervals
- Partner Report: Today’s stats, broken down by each partner with traffic
- Advertisers Report: Today’s stats, broken down by each advertiser with traffic
- Offers Report: Today’s stats, broken down by each offer with traffic
- Ad Campaigns Report: Today’s stats, broken down by ad campaign (if you’re using them for your creatives)
- Traffic Fraud Report: Stats for the last 7 days, broken down by partner and focused on surfacing portions of your click traffic marked as suspicious due to fraud
Tip: You can configure, schedule, and export all preset reports.