The data used for reports

Last update: 2023-11-07
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Search, Social, & Commerce includes a comprehensive set of performance reports based on click and conversion data. You can view basic performance data for the various components of a portfolio or ad account from the Portfolios and Campaigns views as well as by generating various basic and advanced reports.

Advertisers who use the Adobe Advertising conversion tracking service also can identify the number of clicks for a geographical location or domain name of a referring website, how ads in each channel and the various events leading to a conversion contribute to the overall conversion rate, and the distribution of conversions for a single conversion metric by marketing channel. The reports available vary by user account type. The Adobe Account Team has access to all reports.

Most reports can be customized to display only the information you want to see. The following standard metrics are available in most reports and are calculated at the ad level:

  • Standard performance metrics:

    • Impressions: The total number of times the ad was placed.

    • Clicks: The total number of times a link in the ad was clicked.

    • Cost: The total cost of the ad. The cost for pay-per-click (PPC) advertising is always the number of clicks multiplied by the cost per click.

    • Cost per Click: The average cost for one click for an ad, which is the cost of the ad divided by the total number of clicks for the ad. For example, if you spend 100 USD for an ad impression and the ad generates 10 clicks, then the cost per click is 100 USD/10=10 USD per click.

    • Average Position: (When applicable) The average position of an ad that has been placed, weighted by the number of impressions.

    • Estimated Clicks: (Included in advanced reports for advertisers with the Adobe Advertising conversion tracking service only) The total number of estimated clicks for a city or domain name of a referring website. This may include data for ad networks for which an advertiser doesn’t have an advertising account.

  • Conversion metrics: The total number of conversions for each of the advertiser’s conversion metrics, or transaction data tracked toward a conversion metric. This can include conversion and site engagement metrics, but not calculated metrics and advanced calculated metrics, that are synced from Adobe Analytics.

    This also may include Google Ads-tracked conversions and Google Analytics-tracked conversions that are synced for the advertiser account.

  • Custom metrics: Your own metrics, which you derive by creating formulas based on existing metrics (such as the cost per order).

Data availability

When you generate reports, you can choose how to attribute conversion data in a series of events that lead to a conversion. For example, you can choose to attribute the entire conversion to the last event or to weight the last event more than the others. By default, conversions are attributed to the last event.

Depending on the attribution rule you specify for the report, data for each report type is available for the following dates.

Report Group Report Dates for Which Data Is Available
Basic Reports Campaign Hourly Report Beginning on 15 May 2021.

Exception: Prominence metrics data is available beginning on 8 September 2022.
All other Basic Reports The previous 36 months.

Exception: Prominence metrics data is available beginning on 8 September 2022.
Advanced Reports Transaction Report The previous 45 days.
Domain Referral Report, Geo Distribution Report The previous two (2) months plus the current month.
Assist Reports All The previous 18 months.
Specialty Reports AdWords Audience Target Report The previous year.
RSA Assets Report Beginning on 10 August 2022.
MSA Ad Extension by Ad Report, MSA Ad Extension by Keyword Report, MSA Ad Extension Detail Report, MSA Network Impression Share Report, MSA Network Performance Report The last 180 days.
All other Specialty Reports The previous two (2) months.
Model Accuracy Reports Forecast Accuracy Report The previous 18 months.
Change History Report The previous 31 days.

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