5 min read

New: Ad Decision Request Reporting

Sarah Wheeler
Sarah Wheeler
Updated on
April 9, 2022

To help customers understand where their ADRs are actually going, we’ve provided new detailed ADR reporting. Now, customers can pull detailed reports showing by inventory (site, zone, country, region, metro area, and city) where they use their billable ADRs.

This goes back to our new usage-based pricing model. We want to help our users see the true value behind what they’re receiving at Kevel: Ad Decision Requests. We know customers are successful with us when their ADRs, and thereby revenue, is going up.

Previously, customers could only see their total ADRS by day/month, or selection request count (previously requestcount), which actually maps to ad selections instead of ad decision requests. This limited visibility made it immensely difficult for our customers to understand how their inventory contributes to costs, and where optimization opportunities exist.

Now, customers can see what site, zone, and country their ADRs often go towards. Not only does this reflect our core value of “being open” with our customers–it also helps them optimize their ADRs. For example, a company wanting to target North American customers with high ADRs going to Europe will want to change their flight settings. These insights help see if what you pay Kevel for is producing the results you’re looking for, and you can work with CSMs to better optimize for your key results.

Performance vs inventory reporting

This feature is only available for inventory reporting, aka reporting based on zone performance, country performance, keyword performance, and site performance. You cannot see ad decision request count by performance, as in campaign, ad, creative, and ad type. This is because the Ad Decision Request is made before ads are shown, and as a result, some ADRs cannot be tied to specific campaigns.

What do these new metrics mean?

As a recap, here’s the difference between these key metrics:

  • Fill rate: (Impressions/Selection Request Count) The percentage of impressions served from non-remnant campaigns
  • Ad Decision Request Count: (Request X Placements) This is measured by HTTP requests times placements. If you send 1 HTTP request with 2 ad placements, 2 would be your ADR count. You can group this metric by: site, zone, country, region, and metro area.
  • Selection Request Count: (Request X Placements X ads returned) The number of Placements multiplied by the number of Ads returned in a request (accounts for multi-winner). This is an event for every placement and every selected ad ID within. If you have 1 ad decision request for 2 placements and each placement returns 2 ads, your Selection Request Count would be 4.

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