> ## Documentation Index
> Fetch the complete documentation index at: https://docs.aiderx.io/llms.txt
> Use this file to discover all available pages before exploring further.

# Analytics and Reports

> Learn how to analyze performance by Placement and monitor revenue.

## Who is this guide for?

This guide is for anyone analyzing ad performance with a **Retailer** or **Admin** account.

* You want to check Impressions, Clicks, and revenue by Placement
* You want to compare ad performance across periods
* You need to make data-driven decisions for Yield Optimization

***

## Before you begin

<Note>
  The following requirements must be met:

  * Access to the A2 admin console (Analytics read permission)
  * At least **one Placement** to analyze
  * Ads must have been served before any data appears
</Note>

***

## Dashboard overview

The analytics Dashboard lets you see the overall performance of your Placements at a glance.

### Key metrics

| Metric | English | Meaning | Use |
| - | - | - | - |
| **Impressions** | Impression | Number of times the ad was displayed on screen | Understand Placement traffic volume |
| **Clicks** | Click | Number of times users clicked the ad | Gauge ad appeal |
| **Conversions** | Conversion | Purchases, sign-ups, etc. driven by the ad | Measure ad effectiveness |
| **Reach** | Reach | Number of unique users who saw the ad | Understand actual reach |
| **Revenue** | Revenue | Retailer revenue generated by ads | Track revenue |

***

## Understanding efficiency metrics

Efficiency metrics are calculated from the basic metrics.

### Click-through rate (CTR)

**Clicks ÷ Impressions × 100**

| CTR | Rating | Meaning |
| - | - | - |
| 2% or higher | Good | Ads are capturing users' attention well |
| 1–2% | Average | Average level |
| Below 1% | Needs improvement | Review ad position or Creatives |

### eCPM (effective CPM)

**Revenue ÷ Impressions × 1,000**

Ad revenue generated per 1,000 Impressions. Useful for comparing Placement profitability.

### Fill Rate

**Actual Impressions ÷ Ad requests × 100**

The share of ad requests that were actually filled with an ad.

| Fill Rate | Status | Recommended action |
| - | - | - |
| 90% or higher | Healthy | Keep current settings |
| 70–90% | Average | Consider adding External Ad Sources |
| Below 70% | Needs improvement | Add External Ad Sources or set up Passback |

***

## Checking performance by Placement

### 1. From the Placement list

1. Go to the **Placement Management** menu.
2. Check the key metrics shown next to each Placement.
3. For more detail, click a Placement to open its detail page.

### 2. Placement detail analysis

On the Placement detail page, you can check the following:

| Tab | Content |
| - | - |
| **Overview** | Key metrics summary and trend chart |
| **Hourly** | Performance changes by time of day |
| **By Campaign** | Performance by allocated Campaign |
| **By device** | Analysis by device, such as desktop/mobile |

***

## Analyzing by period

### Selecting a period

You can view data for any period you choose.

| Preset | Description |
| - | - |
| **Today** | From midnight today until now |
| **Yesterday** | All of yesterday |
| **Last 7 days** | 7 days including today |
| **Last 30 days** | 30 days including today |
| **This month** | From the 1st of this month until now |
| **Last month** | All of last month |
| **Custom** | Select any start date to end date |

### Comparing periods

You can compare performance between two periods.

1. Click the **Compare periods** button.
2. Select the period to compare against.
3. Check the rate of change and the difference.

Example: Compare "this week vs. last week" to understand performance trends

***

## Using reports

### Automatic reports

Depending on your settings, you can receive reports on a regular schedule.

| Report | Sent | Content |
| - | - | - |
| **Daily report** | Every morning | Summary of the previous day's performance |
| **Weekly report** | Every Monday | Last week's performance and trends |
| **Monthly report** | Start of each month | Last month's performance and expected Settlement amount |

### Exporting reports

You can download analytics data as a file.

1. Select the period and Placements you want.
2. Click the **Export** button to download a CSV file.

<Tip>
  Download reports regularly and use them in your own analysis for deeper insights.
</Tip>

***

## Sharing performance data with Advertisers

You can show performance data to Advertisers through the Placement Catalog.

### Shareable metrics

| Metric | Description | Recommended to share |
| - | - | - |
| **Impressions** | Placement traffic volume | ✅ |
| **Clicks** | User response | ✅ |
| **CTR** | Ad appeal | ✅ |
| **Revenue** | Retailer revenue | ⚠️ Optional |

### How to set it up

→ [Placement Catalog](/guides/for-retailers/en/placement-catalog) - See "Include performance data setting"

***

## Operations checklist

A checklist to help you carry out analysis work efficiently.

### Daily analysis

| What to check | Details |
| - | - |
| **Traffic trend** | Check that Impressions are in line with usual levels (anomaly detection) |
| **Fill Rate** | Ratio of actual Impressions to ad requests |
| **Unusual patterns** | Sudden CTR changes, click spikes, etc. |

### Weekly analysis

| What to check | Details |
| - | - |
| **Compare Placements** | Identify high-performing Placements and those needing improvement |
| **Revenue trend** | Weekly revenue trend and change from the previous week |
| **Campaign review** | Analyze which Campaign types perform well |

### Monthly analysis

| What to check | Details |
| - | - |
| **Overall performance review** | Check achievement against monthly goals |
| **Yield Optimization** | Consider ways to improve eCPM and adjust target prices |
| **Settlement check** | Compare expected Settlement amount with actual performance |

<Tip>
  Set up **Notifications** for key metrics to detect anomalies quickly.
</Tip>

***

## Troubleshooting

<AccordionGroup>
  <Accordion title="Data isn't showing in real time">
    Basic metrics (Impressions, Clicks) are reflected in real time. Hourly aggregated data is updated at the top of every hour. Please check again in a moment.
  </Accordion>

  <Accordion title="How far back can I see data?">
    Hourly detailed data is retained for **90 days**, and daily aggregated data for **2 years**.
  </Accordion>

  <Accordion title="My Fill Rate is low">
    Check the following:

    1. Whether there are enough allocated Campaigns
    2. Whether Targeting conditions are too narrow
    3. Whether External Ad Sources are set up → See [External Ad Sources](/guides/for-retailers/en/ad-sources)
  </Accordion>

  <Accordion title="I want to see performance for a specific Campaign only">
    You can check individual Campaign performance in the **By Campaign** tab on the Placement detail page.
  </Accordion>
</AccordionGroup>


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