# Tracking Efficacy Report
The Tracking Efficacy Report gives you a view of the effectiveness of your tracking and can help you identify areas that can be improved. *Initiated clicks* occur when a user clicks on an ad with a tracking link and *attributable clicks* are recorded when tracking loads on the landing page, and those clicks become attributable with first-party tracking. The difference between the number of *initiated* and *attributable* clicks shows the overall tracking efficacy.
Any discrepancy between initiated to attributable clicks is a missed tracking opportunity, but there can be multiple reasons, some of which can be identified and controlled for by intervention, and some of which are expected but should still be acknowledged. Learn more about the [causes of tracking loss](https://help.impact.com/brand/what-would-you-like-to-learn-about/platform-features/tracking/tracking-efficacy/causes-of-tracking-loss).
{% hint style="warning" %}
**Warning:** This report only applies to implementations using [Universal Tracking Tag](https://integrations.impact.com/impact-brand/docs/javascript-utt-tracking-integration) or [Page Load API](https://integrations.impact.com/impact-brand/reference/create-a-pageload) on landing pages. If you conditionally execute impact.com's tracking implementations on your landing pages, this measure will likely be negatively affected.
{% endhint %}
1. From the left navigation bar, select  **\[Engage]** → **Reports** → **More Reports**.
2. Under *More Reports*, select **Tracking** as the category filter next to the search bar.
3. Scroll through the list, find and select **Tracking Efficacy Benchmark**.
4. Adjust filters to suit your needs and select  **\[Search]**.
* See the *Filter reference* section below for more information on the filters.
Filter reference
| Filter | Description |
| ------------------------------ | ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- |
| Date range | Filter for a specific date range of data. Select a minimum of 30 days to get statistically significant insights. |
| Include Datacenter Clicks | Select **Yes** or **No** to include *datacenter click* data. Select **No** to filter out clicks originating from datacenters to help remove non-human traffic and provide a more accurate view of tracking loss. |
| Include Mobile Fallback Clicks | Select **Yes** or **No** to include *mobile fallback* data. If you are promoting web and mobile events there will be no page load event to measure, so selecting **No** will give you a more accurate measure. However, if you are tracking a mobile app with the *Page Load API*, you can select **Yes**. |
| Minimum Initiated Click Count | Select **All** or enter a numeric value, in which case your report will only contain the selected values. |
| Partner | Select **All** or select a partner, in which case your report will only contain data for the selected partner. |
| Tracking Loss | Select **All** or select specific tracking loss levels to include data for the selected tracking loss levels in your report. |
| Country | Select **All** or enter a country name, in which case your report will only contain data for the selected country. |
| Ad | Select **All** or select an ad, in which case your report will only contain data for the selected ad. |
**Group By:** Select a metric by which to group the data.
| None | Select **None** to see tracking efficacy for the program as a whole. |
| ---------------- | ------------------------------------------------------------------------------------------------------------------------------- |
| Ad | Select **Ad** to see the efficacy variations by an ad. |
| Partner | Select **Partner** to look for variations in efficacy by partner to isolate potential integration or quality issues. |
| Shared Id | Look for variations in efficacy by **Shared Id** to isolate potential integration or quality issues within a partner’s sources. |
| Referring Domain | Review efficacy by **domain** to aid partner conversations. |
| Country | See which **countries** track most effectively to aid optimization decisions. |
| Platform | See which **platforms** provide the highest tracking opportunities. |
| Browser | Isolate **browsers** where tracking may not be performing optimally. |
| Landing Page | Identify **landing pages** on your website that may have tracking implementation issues. |
#### Access the report data
You can view the report data as a trend graph or table.
{% tabs %}
{% tab title="Trend graph" %}
The trend graph enables you to filter your report according to the core group of metrics that drive the highest value. This view provides the selected metric’s daily trends over a specific date range.
1. Select the  **\[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.
Report column reference
| Column | Description |
| -------------------------- | ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- |
| Publisher Id | The `Id` of the publisher whose efficacy data is displayed in the row. |
| Publisher Name | Name of the publisher whose efficacy data is displayed in the row. |
| Initiated Clicks | An *initiated click* is recorded when a user clicks on an impact.com tracking link or advert. |
| Attributable Clicks | An *attributable click* is eligible for attribution with first-party tracking. This occurs when tracking scripts are loaded on the landing page for the user and a page load API call is made for the user. |
| Page Load API call | The number of times a Page Load API request was seen on a page or app you own following a click on a tracking link by a user. |
| UTT Page Load | The number of times that the Universal Tracking Tag script loaded on a page or app you own following a click on a tracking link by a user. |
| Program Efficacy Benchmark | The *program efficacy benchmark* is calculated daily as *total attributable clicks / total initiated clicks* for a program. |
| Tracking Efficacy | *Tracking efficacy* is calculated as the *efficacy for the grouping* compared to the *program efficacy benchmark* for a given timeframe. |
| Tracking Loss |
The tracking loss level indicator allows you to compare tracking loss in your program vs ideal ranges.
Tracking Loss/Description Very High — Less than 10% Efficacy
High — 10-20% Efficacy
Elevated — 20-50% Efficacy
Moderate — 50-70% Efficacy
Low — 50-70% Efficacy
Very Low — 90%+ Efficacy
|
| Efficacy vs Benchmark | This measure shows how the grouping compares to the program average in terms of a percentage difference. This can help you to identify areas that skew from your program's expectations. |
