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.
Warning: This report only applies to implementations using Universal Tracking Tag or Page Load API on landing pages. If you conditionally execute impact.com's tracking implementations on your landing pages, this measure will likely be negatively affected.
From the left navigation bar, select Reports → More Reports.
Under More Reports, select Tracking as the category filter next to the search bar.
Scroll through the list, find and select Tracking Efficacy Benchmark.
Adjust filters to suit your needs and select
[Search].See the Filter reference section below for more information on the filters.
Filter
Description
Date range
Filter for a specific date range of data. Select a minimum of 30 days to get statistically significant insights.
Group By: Select a metric by which to group the data.
Group
Description
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.
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.
You can view the report data as a trend graph or table.
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.
Select the
[Drop-down menu] in the upper-right corner, then, choose a specific metric.Alternate between the line, bar, and treemap views by selecting the view icon.
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.
Column | Description | ||||||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
Publisher Id | The | ||||||||||||||
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.
| ||||||||||||||
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. |
