# Performance by Ad Report Take the PXA course The *Performance by Ad* report shows you a wide range of data related to the ads promoted by your partners. #### Manage the report 1. From the left navigation bar, select ![](https://4048883401-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FwMLlMoFBtKJa8ptd3zaw%2Fuploads%2Fgit-blob-230534471fef5f40808e921e41ee44e4a06ded03%2Fe6cb9548999afdc1ed3ce4942e4cb5b45b5cecbd323267aac2a7cd1915fccc09.svg?alt=media) **\[Engage] →** **Reports → More Reports**. 2. Under *More Reports*, select **Performance** as the filter next to the search bar. 3. Select [Performance by Ad](https://app.impact.com/secure/advertiser/engage/Adv_Performance_Report/r25/report/viewReport.report?handle=adv_performance_by_ad_pm_only). 4. Below *Performance by Ad*, you can filter for the data you want to view. Select ![](https://4048883401-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FwMLlMoFBtKJa8ptd3zaw%2Fuploads%2Fgit-blob-26956d35e17c61868ca8dba76097721fd6066ab4%2F69945c787eb2db89761c82e0cd32fb31d2fc690bfb8592d9a08b7e7983b7445b.svg?alt=media) **\[Search]** when you have the filters in place that you want. * View the *Filter reference* table below for more information. * You can use the icons at the top-right of the page to ![pin\_vnext.png](https://paligoapp-cdn-eu1.s3.eu-west-1.amazonaws.com/impact/attachments/f01cdffa431a4d75ff09c130b66974d4-aab0a3f6dfa09af685aabd8dbc9966d3.png) [**pin**](https://help.impact.com/brand/what-would-you-like-to-learn-about/platform-features/multi-program-reports/report-management/pin-a-report), ![\[Email\]](https://paligoapp-cdn-eu1.s3.eu-west-1.amazonaws.com/impact/attachments/f01cdffa431a4d75ff09c130b66974d4-cca31a241674dbbd001d8c49733cc0d9.svg) [**schedule**](https://help.impact.com/brand/what-would-you-like-to-learn-about/platform-features/multi-program-reports/data-lab-custom-reports/schedule-a-custom-report),![\[Download report\] vNext](https://paligoapp-cdn-eu1.s3.eu-west-1.amazonaws.com/impact/attachments/f01cdffa431a4d75ff09c130b66974d4-d86efd15651b5054fddb008ce5d1a1d6.svg)[**download**](https://help.impact.com/brand/what-would-you-like-to-learn-about/platform-features/multi-program-reports/report-management/download-a-report) (in PDF, Excel, or CSV format), or![\[Export report\] vNext](https://paligoapp-cdn-eu1.s3.eu-west-1.amazonaws.com/impact/attachments/f01cdffa431a4d75ff09c130b66974d4-fd77f03a4c5618018e59013607ed56bc.svg)[**export the report** ](https://integrations.impact.com/impact-brand/reference/export-reports)(via API). #### Access the report data You can view the report data as a trend graph or table and compare certain metrics. {% tabs %} {% tab title="Trend graph" %} The trend graph enables you to filter your report according to the core group of metrics that drives the highest value. This view provides the selected metric’s daily trends over a specific date range. 1. Select the ![](https://4048883401-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FwMLlMoFBtKJa8ptd3zaw%2Fuploads%2Fgit-blob-c2cb550b55c51ea1eeff0acbd6f437a03b621a2c%2F60d033ae8a04c14498d5229c3c0160ac05feea7f605dbd770741793c900469f0.svg?alt=media) **\[Drop-down menu]** in the upper-right corner, then, choose a specific metric. 2. Alternate between the line, bar, and treemap views by selecting the view icon.
{% endtab %} {% tab title="Data table" %} Below the trend graph is the data table. The data table provides different data points displayed in a column view. This view provides a detailed set of comparable numbers over the selected date range. * Refer to the *Report data column reference* below for more information on the columns found in the data table. * Add or remove columns from the report table using the ![](https://4048883401-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FwMLlMoFBtKJa8ptd3zaw%2Fuploads%2Fgit-blob-55f9a4ba17f1edde22510bc766728b311864c461%2Feaf620c7b74ff071d06c5e1b12bb1bd184361280cdc0ea896c3f8058c11b8532.svg?alt=media) **\[Columns]** icon at the top-right of the report.
{% endtab %} {% tab title="Comparison graph" %} The comparison graph compares the *ads* of selected rows in the data table based on the metric selected in the trend graph. This graph will show a daily trend of the selected ads over the selected date range. 1. Select the specific metric from the ![](https://4048883401-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FwMLlMoFBtKJa8ptd3zaw%2Fuploads%2Fgit-blob-c2cb550b55c51ea1eeff0acbd6f437a03b621a2c%2F60d033ae8a04c14498d5229c3c0160ac05feea7f605dbd770741793c900469f0.svg?alt=media) **\[Drop-down menu]** in the trend graph. 2. Select the empty checkbox next to the row in the data table for the metrics you want to compare. * Each selected checkbox will be displayed in a specific color that will reflect in the trend graph. 3. Select **Graph rows** to compare the selected rows. 4. Select **Clear compare** to clear the trend view.
{% endtab %} {% endtabs %}
Filter reference | Filter | Description | | ---------- | -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- | | Date Range |

Filter data by when it was created. You can also compare two periods of time against each other.

You can pull a maximum of 366 days of data. However, you can still perform Year-over-Year reporting by selecting [Unchecked box] \[Unchecked box] compare to {Previous year}.

If you want to pull more than 366 days of data, you will need to create multiple reports.

| | Network | Filter by data source. | | Ad Status | Choose if you want to view active, expired, or pending ads, or a combination of all three. | | Partner | Select which partners for which you want to view data. | | Ad Id | Enter the Ad Id for which you want to view data. | | Ad Type | Filter data by one or all of the [types of ads](https://help.impact.com/brand/what-would-you-like-to-learn-about/platform-features/ads/create-ads/introduction-to-asset-types). | | Group | Filter data by [partner groups](https://help.impact.com/brand/what-would-you-like-to-learn-about/platform-features/reach-out-to-partners/partner-groups/create-and-manage-partner-groups). | | Currency | Set the currency in which you want to view report data. impact.com will convert the amounts to your selected currency. | **Show:** Add data from a large selection of choices. These data points will get added to the table report under the graph after you select ![\[Search\] vNext](https://paligoapp-cdn-eu1.s3.eu-west-1.amazonaws.com/impact/attachments/f01cdffa431a4d75ff09c130b66974d4-378d7abd37e544e2e1a120594a46cf7a.svg) **\[Search]**. | Data point | Description | | --------------------------------------- | ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- | | Payable Clicks |

The number of unique clicks tracked, including clicks processed via CPCv2.

Select the amount under Payable Clicks (CPCv2) to access the Payable Clicks Data report.

| | Ad Version | The number of ad revisions since uploading the ad. | | Actions - Event Type | The number of conversions generated for this event type. | | Action Cost - Event Type | The total cost associated with driving the conversions for this event type. | | Gross Actions | The total number of actions (including **Reversed Actions**). | | Gross Actions - Event Type | The total number of actions (including **Reversed Actions**) by event type. | | Gross Action Cost | The total cost of **Locked** and **Open-Ended Actions** plus **Reversed Action Cost**. | | Gross Action Costs - Event Type | The total cost of **Locked** and **Open-Ended Actions** plus **Reversed Action Cost** by event type. | | Network | A [third-party network](https://help.impact.com/brand/what-would-you-like-to-learn-about/platform-features/cross-channel-performance-insights/configure-affiliate-networks-for-deduplication) that won actions during the period specified for this report. | | Cost per Action (CPA) | Total **Cost of Actions** divided by number of actions. | | Cost per Action (CPA) - Event Type | Total **Cost of Actions** divided by number of actions by event type. | | Imported Cost | The **Cost of Actions** imported from third-party tracking systems. | | Click Through Rate | The number of **Clicks** divided by the total number of **Impressions**. | | Conversion Rate | The number of actions divided by the total number of clicks across your programe. | | Conversion Rate - Event Type | The number of actions divided by the total number of clicks for this event type. | | Return on Ad Spend (ROAS) | This number represents **Revenue** divided by **Total Cost**. | | Return on Ad Spend (ROAS) - Event Type | This number represents **Revenue** divided by **Total Cost** by event type. | | Return on Investment (ROI) | This number represents **Revenue** divided by **Total Business Cost**. | | Return on Investment (ROI) - Event Type | This number represents **Revenue** divided by **Total Business Cost** by event type. | | Average Order Value (AOV) | The total revenue of sale actions divided by the number of sale actions. | | Average Order Value (AOV) - Event Type | The total revenue of sale actions divided by the number of sale actions by event type. | | Margin | This number represents **Revenue** minus **Goods Cost**. | | Margin - Event Type | This number represents **Revenue** minus **Goods Cost** by event type. | | Total Business Cost | The total **Cost of Goods** plus **Total Cost**. | | Total Business Cost - Event Type | The total **Cost of Goods** plus **Total Cost** by event type. | | Discount | The discounted amount captured at conversion. | | Client Cost | **Client Cost** charged by an Agency plus **Total Cost**. | | Discount Rate | The percentage discount calculated as **Discount** divided by **Revenue**. | | Discount Rate - Event Type | The percentage discount calculated as **Discount** divided by **Revenue** by event type. | | Item Count | The number of products in the basket captured at conversion. | | Goods Cost | The total cost of products in the basket captured at conversion. | | Goods Cost - Event Type | The total cost of products in the basket captured at conversion by event type. | | Revenue - Event Type | The total revenue per by event type. | | Reversed Revenue | The total revenue of **Reversed Actions**. | | Reversed Revenue - Event Type | The total revenue of **Reversed Actions** by event type. | | Reversed Actions | The number of conversions that have been [reversed](https://help.impact.com/brand/what-would-you-like-to-learn-about/platform-features/actions-and-payouts/payouts/approve-reverse-and-modify-pending-payouts-for-actions) across your program. | | Reversed Actions - Event Type | The number of conversions that have been [reversed](https://help.impact.com/brand/what-would-you-like-to-learn-about/platform-features/actions-and-payouts/payouts/approve-reverse-and-modify-pending-payouts-for-actions) by event type. | | Reversed Action Cost | The total **Action Cost** of **Reversed Actions**. | | Reversed Action Cost - Event Type | The total **Action Cost** of **Reversed Actions** by event type. | | Reversal Rate | The number of reversals divided by the number of **Total Actions**. | | Reversal Rate - Event Type | The number of reversals divided by the number of **Total Actions** by event type. | | Raw Impressions | The total number of times the ad was displayed on a user's screen. | | Raw Clicks | The total number of clicks tracked. | | Open-Ended Actions | The total number of [*pending*](https://help.impact.com/brand/what-would-you-like-to-learn-about/platform-features/actions-and-payouts/understand-the-action-life-cycle-and-finance) actions. | | Open-Ended Actions - Event Type | The total number of *pending* actions by event type. | | Confirmed Actions | The total number of [*approved*](https://help.impact.com/brand/what-would-you-like-to-learn-about/platform-features/actions-and-payouts/understand-the-action-life-cycle-and-finance) actions. | | Confirmed Actions - Event Type | The total number of *approved* actions by event type. | | Gross Revenue | The total *processing* and *locked* **Revenue** plus **Reversed Revenue**. | | Gross Revenue - Event Type | The total *processing* and *locked* **Revenue** plus **Reversed Revenue** by event type. | | Answered Calls | The number of tracked phone calls with a `CallStatus` of `ANSWERED`. |
Report data column reference | Column | Description | | ------------ | ----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- | | Ad Name | The name of the ad on which the data is based. | | Ad ID | The unique identifier of the ad on which the data is based. | | Ad Type | The [category of ad](https://help.impact.com/brand/what-would-you-like-to-learn-about/platform-features/ads/create-ads/introduction-to-asset-types) (E.g., Banner, Online Tracking Link, Promo Code). | | Landing Page | The URL to which the ad directs. | | Partners | The total number of partners running this ad. | | Impressions | The number of audience members that viewed content. | | Clicks | The total number of link clicks that took the partners' audience from the ad to your landing page. | | Actions | The total number of conversions (sales, app installs, etc.) tracked for a particular ad. This number excludes any reversed conversions. | | Revenue | This is the total amount of sales partners have generated for you from conversions for a particular ad. | | Action Cost | The amount of compensation paid to partners associated with a specific ad for driving the traffic that resulted in conversions. | | Click Cost | The aggregated value of the amount due to partners for driving clicks. | | Other Cost | Additional costs associated with performance bonuses, make-good payments, and placement fees. | | Total Cost | The total amount paid out for this ad over the selected period, i.e., the sum of your *Action Cost*, *Click Cost*, and *Other Cost*. | | CPC | The Cost Per Click. The total cost divided by the total number of clicks. | | Start Date | The day this ad started being used. | | End Date | The expiration date for this ad. |