All customers who have access to Ad Experiences as part of their Terminus subscription can access this view.
The page reviewed in this article is specific to the new Display Campaigns. Legacy Display Tactic details pages can be found here, and the details page for tactics launched via Terminus’s integration with the LinkedIn advertising network can be found here.
In Terminus, a Display Campaign allows you to define your unique advertising audience, delivers your creative set(s) to that audience, and allows you to set specific budgets and additional parameters for ad serving.
The Campaign Details page provides a more in-depth view of account-level advertising engagement, enables users to analyze and test their creative strategy, and allows for campaign editing post-launch.
In this article, we’ll review the main features and functionality of the Campaign Details page, including:
Campaign Details Overview
At the top of the campaign details page, you will see key campaign information:
- Campaign Name: the name assigned to the campaign at the time of creation
- Campaign Type: the type of campaign (in this case, display)
- Objective: the objective selected during campaign setup
- Segment: the name of the audience segment chosen for this campaign
Budget Remaining: the amount of total budget the campaign has remaining.
- if the campaign total budget was not set, this value will be some amount of $200k
- this data can take up to 48hrs to update
- End Date: the date at which the campaign is scheduled to end. If no end date was set, the system-default of 730 days post launch will be displayed.
Additionally, you will see a number of action buttons. These will change based on the status of your campaign.
- If your campaign is running, you will have the ability to pause it by clicking the "pause" button
- If your campaign is paused, you will be able to resume it by clicking "resume"
- Note: if your campaign has been paused by the system, you will not be able to click resume and will need to reach out to your account representative
- If your campaign is still active (paused or running), you will be able to edit it in one of two ways:
- Click the "Edit" button
- Click the ellipsis button and select the section of the campaign that you wish to edit
- To archive your campaign, you can click the ellipsis button and select "archive". Note that campaigns that have reached their end date will automatically archive.
Below the campaign name and key info, you will see a tab for Account Performance, Creative Performance, and Settings, all of which are described below.
The Account Performance tab is the default view on the campaign details page, and provides an overview of performance as it relates to accounts in the audience.
The reporting cohorts can be adjusted to show data based on fixed date ranges, such as “Week to date,” “Last 90 Days,” and “Last Full Month,” or a custom date range. This will adjust all metrics on the page.
Below the date selector, you will be able to specify whether to view the metrics for all accounts, or to only view them for one or more specific accounts:
You will also be able to choose to narrow down the results by whether accounts have been explicitly included or excluded from the bottom table.
By default, only accounts included in the audience segment are shown. You can use the drop down in the top left to change this to show only excluded accounts, or both included and excluded accounts:
Below the configuration options you will find a series of top level metrics designed to indicate overall health and effectiveness of your campaign:
Accounts Reached: The number of unique attributed CRM Accounts within the selected time window associated to the impressions served
Unique Devices: The number of identifiers (cookies, IPs, etc) associated with the accounts being retargeted from your tactic.
Impressions: The number of times an ad has been viewed by users associated with your targeted accounts
CPM: Cost-per-mille; the amount an advertiser is charged for serving 1,000 (mille) impressions. The Terminus Display Ad Network is optimized based on a CPM (cost-per-mille) model, and this is also how customers are billed for their media spend for display advertising tactics.
Clicks:The number of times users associated with your targeted accounts have clicked on your display ad from a web page
CTR: Click-thru rate; measures the number of times targeted users clicked on your ad, and is the ratio of clicks to impressions (clicks ÷ impressions).
Spend: The total amount you have spent to deliver ads through the Terminus platform
Next to each metric, you will see an indicator of whether the metric increased or decreased based on the previous date cohort (ex. last 90d vs previous 90d). If the campaign hasn't been running long enough to measure a delta, you will see a dash.
Under the summary metrics you will find the performance graph. The graph will plot daily spend, impressions, and clicks so users can easily monitor performance trends over time. Hovering over the plot points on the graph will review additional details, including the total spend, impressions, and clicks recorded for that day.
The graph view can be adjusted to show other metrics by clicking the "View in Chart" link to the right of the graph. A maximum of 3 metrics can be viewed at once.
To the right of the graph are two charts - top impressions by device and top impressions by dimension. These charts will update according to your date cohort and account selections.
Next you will find the account table, which shows you the accounts reached by the ad and breaks out the performance metrics for each individual account.
On the first tab, you will see accounts that have at least one recorded impression.
For each account you will see the associated metrics as defined above, as well as a State column. The values in this column will indicate whether an account is included in the segment (i.e. it is being targeted) or excluded (it will not be targeted).
By default, only accounts included in the audience segment are shown. You can use the drop down back at the top of the report to change this to show only excluded accounts, or both included and excluded accounts.
On the second tab you will see accounts that have not had any impressions:
This is helpful in identifying accounts that might not have enough reach, or might require more budget in order to be reached. As with impressed accounts, you can choose to exclude these from the campaign.
You can also search for a specific account using the search bar below the account selector. Additionally, you can refine which metrics are shown in the table using the column picker in the top right, or download a CSV of the results by clicking the download icon:
To exclude a specific account, simply click the ellipsis to the right of it and select "Exclude Account":
This will prevent the account from being targeted.
Clicking the Creative Performance tab will take you to an overview of key metrics as they relate to your campaign's creatives. Here, you can see performance for your ad creative set(s), and can easily sort by which variations have received the most impressions, or have the highest click-through rate.
On this page you will find the same graph as on the account performance tab, except this time you can narrow down results by creative groups, dimensions or creatives:
Below the chart is the creative table, with metrics broken out by creatives:
This table can be used to compare impressions, devices, CPM, clicks, CTR, CPC and spend across different ad groups and formats.
Additionally, you can preview your creatives (including HTML5) by clicking on the image icon:
As with other tables, you can add or remove columns using the column picker, or download a CSV of results.
On the settings tab you can edit your campaign post-launch.
Click the edit button on any of the sections you wish to edit:
- Campaign Information: here you can edit the name or objective
- Audience Selection: while you can't change the segment of a campaign post launch, you can make changes to the segment criteria itself directly in the segment builder.
- Audience Targeting: in this section you can edit the targeting rules, geo-targeting rules (unless you have selected custom geo-targeting), and time of day/week for displaying your ad. Note that any changes made here will override any custom changes made in the Trade Desk on the backend.
- Budget and Duration: both the total/daily budgets can be edited here, as well as the start and end times. Note that neither date will be editable once it has passed.
- Creatives: in this section you can add new creatives, edit, add or remove groups, or move creatives between groups.
Once you have completed editing your campaign, you can hit save to run validation. If it passes validation, your changes will be published within 24hrs.
Q: Why don't I see Reach, VTV and VTC metrics?
A: Reach, VTV and VTC metrics are cookie-only metrics. As Google plans to retire 3rd party cookies by 2024, we have focused on metrics that are supported across multiple targeting sources, such as devices, impressions and clicks. Additionally you can see "accounts reached", which tells you the number of matched accounts that have been impressed.
Q: Why do I see a pending changes notification on my campaign?
A: Changes can take up to 24hrs to sync with the Trade Desk. During the time that the campaign hasn't completed the sync, you may see this warning.
Q: Why do I see "unattributed" in my campaign reports?
A: In some cases an ad might generate traffic from an account that we are not able to identify. In this case the metrics will be marked as "Unattributed".