Some Terminus customers, depending on their subscription or services agreement, may have access to custom reporting options outside of what is readily available to them in the Terminus platform.
Custom manual reporting run by the Terminus team on behalf of a customer runs at the account domain level within each advertising tactic in a campaign. This level of reporting will exclude "un-attributable data".
Tactic-level reporting within Terminus is designed to mirror what customers actually spent (impressions) and the clicks that occurred, regardless if we can tie back to the account that we served the ad to. The typical tactic may contain 2-6% un-attributable data. We include the unattributed data within the summary stats of a tactic or campaign.
Attributed vs. Unattributed Data in the Terminus Platform
In addition to custom reporting, this can also occur within a few areas of the Terminus platform. Account-level reporting will only include attributable data:
Account-level reporting in the Tactic Details page:
If you are looking to report at the individual account-level, this view will be the most accurate.
Where as campaign or tactic-level metrics will include unattributable data:
Campaign Overview Page:
If you are looking to report on the overall performance of your advertising campaigns/tactics, these are the best numbers to use, as they will reflect the total impressions, clicks, and spend tied to a specific tactic or campaign.