Data is useless without interpretation. This guide decodes the key metrics found in the GaiaAds reporting dashboard and explains how to use them to make informed decisions.
1. Key Metrics Defined
Understanding the vocabulary of programmatic advertising is the first step to analysis.
| Metric | Formula | Description |
|---|---|---|
| Impressions | Count | The total number of times your ad was served. This does not guarantee it was seen. |
| eCPM | (Spend / Imps) * 1000 | Advertiser effective cost per thousand counted impressions: an average derived from spend and delivery, rather than the bid required to win any individual auction. Publisher impression eCPM instead uses publisher revenue as the numerator. |
| CTR | (Clicks / Imps) * 100 | Click-Through Rate. The company guide uses < 0.10% for banners as a review trigger. Compare it with the relevant format, placement and campaign baseline; it is not a universal threshold or proof of creative fatigue. |
| CPA | Spend / Conversions | Cost Per Action. The holy grail of performance. The total cost to acquire one customer or lead. |
| ROAS | Revenue / Spend | Return On Ad Spend. Requires passing revenue values in your conversion pixel. |
2. Dimensions & Breakdowns
Aggregate numbers hide the truth. Use "Breakdowns" to find where your budget is being wasted.
Inventory Source (Publisher)
You may find that 80% of your conversions come from just 5% of the websites you run on. Action: Run an "Exchange/App" report. Sort by CPA (ascending). Whitelist the top performers.
Device & OS
User behavior varies wildly by device. Example: iOS users might have a higher purchase intent but cost 2x more to reach than Android users. If the ROAS holds up, keep bidding. If not, bid down on iOS.
Geo Location
Drill down to the City or DMA level. You might discover that "New York" converts at 5% while "Chicago" converts at 1%. Action: Exclude low-performing cities or apply a negative bid modifier (-50%).
3. Attribution Models
GaiaAds uses a standard Post-Click + Post-View attribution model.
- Click Attribution: Standard window is 7 days. If a user clicks your ad and converts within 7 days, we count it.
- View Attribution: Standard window is 1 day (24 hours). If a user sees your ad (measurable view) but doesn't click, then converts later that day, we count it.
Note: You can adjust these windows in your Campaign Settings if you have a longer sales cycle (e.g., B2B software).
4. Automated Reporting
Don't log in every day just to export a CSV. Use our Scheduled Reports feature.
- Navigate to Reports > Scheduler.
- Select your template (e.g., "Daily Performance by Campaign").
- Choose frequency (Daily, Weekly, Monthly).
- Add email recipients.
The report will arrive in your inbox at 8:00 AM UTC automatically.