About insights

Last update: October 13, 2026

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High-level performance insights with visualizations give you the information you need to efficiently optimize your campaigns and discover new opportunities to scale performance. You can view data across campaigns for a specified advertiser or drill down to a lower level.

Use performance insights to:

Track long-term trends for strategic planning and informed decision making.
Identify opportunities to achieve better outcomes.
Improve efficiency by reducing the time between getting raw data and attaining actionable insights.

You can export all visualizations for a tab to a PDF file or download the data for a specific insight without visualizations in Microsoft Excel spreadsheet (XLSX) format.

You can also change the date range, configure the view, and save a custom view like you can for campaign management views.

Types of insights

Home tab

The Home tab provides key standard, performance, and viewability metrics across all of an advertiser’s campaigns. By default, cross-placement data for a specific advertiser and custom goal is shown. You can optionally configure filters to show data for a different advertiser, a different custom goal, or a specific placement. The insights include:

Trends: A trend chart for three customer-specified metrics (by default, Net Spend, Impressions, and Net CPM).
Delivery Breakdown: A breakdown of the data for specific metrics by three customer-specified dimensions, such as by campaign, publisher, and media type. For each dimensional breakdown, you can choose a different metric.

Household Reach tab

The Household Reach tab provides household reach metrics across all of an advertiser’s campaigns. By default, cross-campaign data is shown. You can optionally configure filters to show data for a different advertiser, for a specific campaign, across packages or placements, or for a specific package or placement. The insights include:

Trends: A trend chart by day or by week for three customer-specified metrics (by default, Net Spend, Unique Reach, and Net CPM).
Incremental Household Reach: A donut chart showing the incremental household reach by Media Type, Device Type, or Inventory Type. Incremental household reach is defined as a household reached exclusively through a single media, device, or inventory type.
Reach Breakdown: The incremental unique household reach vs. overlapping household reach by Media Type, Device Type, or Inventory Type.

Incremental household reach is defined as a household reached exclusively through a single media, device, or inventory type. Overlapping household reach is defined as a household that’s reached by multiple media, device, or inventory types.
Top Performers: The top-performing campaigns, placements, packages, publishers, sites/apps, media types, inventory types, or device types by Unique Reach, Net Spend, and Cost per Reach.
Performance Analysis: The Cost per Reach and Net Spend by package, publisher, or site/app. Use this insight to see which packages, publishers, or sites/apps show the potential for significant incremental reach.

The size of each bubble indicates the incremental reach score, with larger bubbles indicating a higher incremental reach on average. To see the full entity name and key metrics for any bubble, hold the cursor over the bubble.

The levels of impact include:
- High impact: Consider increasing the budget.
- Moderate impact
- Limited impact: Needs attention

Household Conversion tab

The Household Conversion tab provides household conversion metrics across all of an advertiser’s campaigns. By default, cross-campaign data for a specific advertiser and a specific conversion metric is shown. You can optionally configure filters to show data for a different advertiser or conversion metric, for a specific campaign, across packages or placements, or for a specific package or placement. The insights include:

Trends: A trend chart by day or by week for three customer-specified metrics (by default, Net Spend, Conversions, and Net CPM).
Conversion Participation Overview: A bar chart showing which media types, inventory types, and device types result in most household conversions.

Impressions delivered within the lookback period (30 days) are considered valid for conversion participation.
Top Performers: A table of the campaigns, packages, placements, publishers, sites/apps, media types, and inventory types that drive performance for three customer-specified metrics (by default, Net Spend, CPA, and Conversions). The top performer is listed first.
Performance Analysis: The CPA and Net Spend by package, publisher, or site/app. Use this insight to see which packages, publishers, or sites/apps show the potential for significant incremental reach.

The size of each bubble indicates the incremental reach score, with larger bubbles indicating a higher incremental reach on average. To see the full entity name and key metrics for any bubble, hold the cursor over the bubble.

The levels of impact include:
- High impact: Consider increasing the budget.
- Moderate impact
- Limited impact: Needs attention

Audience Analysis tab

The Audience Analysis tab provides real-time insights into the effective of your audience segment targeting at the placement level. It includes segment size trends over time and a daily bidding funnel breakdown. Use these insights to monitor the stability of your target audience pool and to identify where volume is being lost between audience matching and impression delivery. Data is available only for placements that target audience segments.

By default, data is shown for a specific advertiser and a specific placement. You can optionally configure filters to show data for a different advertiser or select a different placement.

The insights include:

Audience Segment Size Trends: A trend chart shows the daily count of unique users across all audience segments for a placement. Use this chart to monitor whether your target audience is growing, stable, or contracting over time. A sustained decline may indicate that segments are expiring or shrinking and may require refreshed segment data or expanded targeting.

To see the exact user count and date for a specific data point, hold the cursor over the point.
Audience Funnel Analysis: A daily time-series table that shows how your target audience narrows from the total available pool to actual impression wins after all targeting and eligibility filters are applied. Data is shown for the previous day. The funnel includes the following metrics, in order from broadest to narrowest:
- Total Target Audience: The total number of unique users in the aggregated audience.
- Reachable Audience (Last 24 Hours): The number of users from the target audience who were active in the bid stream during the previous 24-hour period. This count includes every user in scope, whether or not the placement bid on them. A decrease from the Total Target Audience to the Reachable Audience reflects the portion of the audience that wasn’t active in the bid stream during the reporting period, which is not a reflection of bidding performance.
- Eligible Ad Opportunities (Post filtering): The subset of reachable users that remain after geo, device type, operating system, and browser filters are applied. If this number is significantly lower than Reachable Audience, then consider reviewing whether your geo or device type targeting is too restrictive.
Devices/Ad Opportunities Bid On: The number of eligible opportunities for which the placement submitted a bid. A sharp drop at this stage may indicate budget or pacing constraints that are limiting bid volume.
- Impression Wins: The number of opportunities for which the placement won an impression. If wins are much lower than bids, then your bid price may be below the prevailing market rate for the targeted inventory.

Delivery Composition tab

Available to advertisers with Analytics for Advertising only

The Delivery Composition tab tells you how the DSP user model bids based on the likelihood of users converting. The insights use your Adobe Analytics organic converter data matched to users in the programmatic bid stream (the population of users observed in programmatic advertising opportunities). Use these insights to review a placement that is delivering.

By default, data is shown for a specific advertiser and a specific placement. The report date range, the last date on which the data was updated, and the next date on which the report will be updated are included. You can optionally configure filters to show data for a different advertiser or select a different placement.

The insights include:

Placement Summary: (Placements in packages) Indicates the associated package and package goal.
Propensity Breakdown: Separates converter-matched users into High Propensity, Medium Propensity, and Low Propensity tiers based on their predicted likelihood to convert. For each group, data includes Avg Bid, Conversion Rate, Share of Conversions, and Conversion Rate Lift (the group’s conversion rate relative to the reference baseline). The data indicates how the model bids more for users it predicts are more likely to convert. Note: The data is based on observed performance, not proof that the model caused an incremental gain in conversions.
Bid Multiplier Graph: Indicates the bid multiplier for each of 20 audience buckets, scaling spend in proportion to a user’s predicted likelihood to convert. Bucket 20 contains the highest-propensity users and receives the highest multiplier. High, Medium, and Low are simplified groupings of those buckets, not fixed audience percentages.

When the multiplier is 1.0x , no adjustment is made to the underlying bid. Multipliers above 1.0x result in a higher bid, and multipliers below 1.0x result in a lower bid.

Organic Seed Profile tab

Available to advertisers with Analytics for Advertising only

The Organic Seed Profile tab uses audience intelligence to show you the interests, times, locations, and devices that are associated with your converters. The insights use your Adobe Analytics organic converter data matched to users in the programmatic bid stream. Because these insights use existing converter data rather than campaign delivery, they can support planning before DSP spend, when suitable seed data is available. Use these insights to plan the launch of a package or placement or to inform your next campaign.

By default, data is shown for a specific advertiser and a specific package or placement. The report date range, the last date on which the data was updated, and the next date on which the report will be updated are included. You can optionally configure filters to show data for a different advertiser or select a different package or placement.

The insights include:

Affinity Insights: Shows the interests and behavioral traits derived from converters’ media consumption, ranked by their conversion rate lift relative to the overall population. Note: Traits describe media-consumption behavior, not verified demographic attributes. Because users can have multiple traits, all trait percentages may not total 100%.
Temporal Insights: Shows converter activity aggregated by Day of Week or Hour of Day so you can identify when this advertiser’s audience is most active.
Geographic Insights: Shows converter activity aggregated by Country or Region, weighted by conversion rate lift relative to the overall population. Note: Consider only locations relevant to your business and campaign.
Device Insights: Shows converter activity aggregated by device-type mix, weighted by conversion rate lift relative to the overall population. Note: Interpret device patterns in the context of the campaign. For example, CTV and non-CTV campaigns can have different device patterns.

Each Organic Seed Profile insight includes the following columns:

Bid-stream Users: Users in the bid stream who belong to the group.

Converters: Converters who belong to the group.

Precision: The percentage of users in the group who converted. Note: Small non-zero rates can round to 0.0% at the displayed precision. A value of 0 doesn’t necessarily mean there were no converters; check the Converters count.

Recall: The percentage of all converters who belong to the group. Note: A group can have high conversion lift but account for only a small share of your converters.

Bid-stream % : The percentage of bid-stream users who belong to the group.

Conv. Rate Lift: The group’s conversion rate relative to the reference baseline. 1.00x means the same rate as the baseline; 1.50x means 50% higher; 0.50x means 50% lower. Note: Lift isn’t a guarantee of future performance.

View performance insights

Open a set of insights:
- (To open insights for all campaigns) In the main menu, click Insights.
- (To open insights for a specific campaign, package, or placement) Next to the entity name in the Campaigns, Packages, or Placements view, click … > Insights.
- (To open insights for a specific placement) Next to the entity name in the Campaigns, Packages, or Placements view, click … > Analyze > Insights .
(Optional) To view data for any point on the

Apply filters to a tab

In the toolbar at the top of the tab, click .
In the left column, select a dimension, and then select one or more values in the right column, as applicable.

You can select only one advertiser at a time.
Click Apply.
(Optional) To narrow down the data further, select the dimension type in the toolbar, and then select a specific dimension (a single campaign, package, or placement).
(Audience Funnel Analysis only; optional) To change the time increments between daily and weekly, select Day or Week.