PubGuru Dashboard Metrics Explained

PubGuru Dashboard Metrics Explained

As our PubGuru Ad Optimization platform has grown over the past year, we’d like to help publishers understand the metrics used within PubGuru.

In this post, we’ll go over all the metrics used in PubGuru and explain each so that publishers can understand the key differences across their ad reports.

Please keep in mind that each platform has a slightly different way of counting Revenue, Pageviews, and Sessions. PubGuru stats are not reflective of a publisher’s entire ad server as some publishers may be running PubGuru on a certain percentage of their traffic.

Revenue & Impression Metrics

  • Network Revenue & Impressions: revenue and impressions as reported by individual ad network interfaces whose impressions ran
    • This is usually the “controlling metric” (the IAB term for the payable amount).
    • Many networks do not have data breakdowns for various dimensions available, so this may be estimated.
    • These numbers tend to change several times after the particular day is done. It tends to not be final until 7 – 10 days after the month-end. This comes from reconciliation and invalid traffic (IVT) analysis.
  • Google Ad Manager (GAM) Revenue & Impressions: revenue and impressions as reported by GAM
    • Direct campaigns are included here, and this is usually not the controlling metric for anything other than some direct campaigns.
    • Often but not always higher than the ad network, PubGuru, and PubGuru Header Bidding revenue.
  • PubGuru Revenue & Impressions: all GAM revenue and impressions where PubGuru technology ran (m2_config as KVP)
    • This counts all impressions and revenue for all advertisers, all programmatic, and even direct/house campaigns.
    • This is never the controlling metric, but still useful for other reasons.
    • If a publisher is only running PubGuru technology on a percentage of traffic or inventory, then this is just a subsection of GAM Revenue & Impressions.
  • PubGuru Header Bidding Revenue & Impressions: all GAM revenue and impressions where PubGuru Header Bidding won the impression (MonetizeMore as advertiser)
    • GAM only supports limited data breakdowns for various dimensions available so this may be estimated.
    • As this is only header bidding revenue, direct campaigns are never included in this metric.
    • This is never the controlling metric, but still useful for other reasons.

Information regarding data refreshing

Except for PubGuru Analytics (PGA), every revenue source/analytics source has the following data refresh schedule:

  • Everyday – Fetch stats for yesterday and day before yesterday
  • Every Saturday – Last 7 days
  • Every 3rd of the Month – Last 45 days

Pageviews & Sessions Metrics

  • GA Pageviews: pageviews as measured by Google Analytics.
    • Often but not always a close match with other pageview metrics. This is because the publisher may be running GA on pages that have no ads and no MonetizeMore technologies.
    • This is usually the first pageview event to fire on a new page load.
  • GA Sessions: sessions as measured by Google Analytics.
    • Often but not always a close match with other session metrics. This is because the publisher may be running GA on pages that have no ads and no MonetizeMore technologies.
    • This is usually the first session event to fire on a new session.
  • GAM Pageviews: pageviews as measured by PubGuru’s GAM key-value pair (KVP) for pageviews.
    • This is not fired when the publisher is not running MonetizeMore tech on the page.
    • This is also not fired when the user leaves the page before the impression comes back. At least one ad impression must successfully fire for a pageview to count here.
  • GAM Sessions: sessions as measured by PubGuru’s GAM KVP for sessions.
    • This is not fired when the publisher is not running MonetizeMore tech on the page
    • This is also not fired when the user leaves the page before the first impression in the session and comes back. At least one ad impression must successfully fire for a session to count here.
    • Because some browsers hold onto sessions indefinitely, we cut off a session and count a new session if the UTMs change during the session to new non-empty values, or if session inactivity lasts over an hour.
  • PGA (PubGuru Analytics): tracks pageviews and sessions via the PubGuru JS tag on-page and displays these stats on the PubGuru Platform.
    • PGA is not able to track pageviews or sessions on webpages that it’s not implemented on.
  • PGA (PubGuru Analytics) Pageviews: pageviews as measured by PubGuru Analytics
    • This fires very early in the pageview and the packet may be updated throughout the pageview.
    • This is not fired when the publisher is not running MonetizeMore tech on the page
  • PGA (PubGuru Analytics) Sessions: sessions as measured by PubGuru Analytics
    • This is not fired when the publisher is not running MonetizeMore tech on the page.
    • There is no actual event fired into PubGuru Analytics for this. It is imputed from the pageview data.
    • Because some browsers hold onto sessions indefinitely, we cut off a session and count a new session if the UTMs change during the session to new non-empty values, or if session inactivity lasts over an hour.

Conclusion

You should now have a better understanding of how PubGuru metrics work alongside your ad server & web analytics providers. If you have any additional questions regarding metrics used in PubGuru, please reach out to our support team at support@monetizemore.com.

Kean Graham

CEO and Founder at MonetizeMore

Kean is the resident expert in Ad Optimization covering areas like AdSense Optimization, DFP Management, and third-party ad network partnerships. Kean believes in the supremacy of direct publisher deals and holistic optimization as keys to effective and consistent ad revenue increases.

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