About insights

Last update: April 2, 2026

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Beta feature

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:
- Audience Segment Size: The total number of unique users in the aggregated audience.
- Cookies in Bid Stream: 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 cookies: 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.
Cookies 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.

View performance insights

Open a set of insights:
- (To open insights for all campaigns) In the main menu, click Insights BETA.
- (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.