Using the Campaigns section in Monarch requires activation by admins. Contact Matrix support or your Success Manager to discuss the process.
Digital Ad Definitions: A quick note on several terms used a lot in here:
- Creative: a single piece of digital advertising that appears either on a web page or before, during, after a video plays.
- Impression: Every time a web page displays a creative, that exposure is counted as an impression. Standard Line Items have impression goals. (SPECIAL NOTE: some agencies count only the number of times an ad appears in the active screen space (viewable impressions) while most ad servers (like Google Ad Manager) count impressions by the number of times a creative is placed on that page, whether the user scrolls farther down the page to see the ad or not.
- Line Item: a line item is one or more creatives (banner ads, for instance) which, as a group, deliver an ad experience, either all creatives at once, or several at a time, etc.
- Examples: “March Mobile Ads”, “March Digital Ads”, “March Pre-roll ads”, “March Sponsorship”
- Order/Campaign: A collection of line items that are grouped (by advertiser or publisher).
- Examples: 2023 “Q2 Auto Sales Event”, “Summer Kids Meal Deals”, etc.
- Line Item Types: The line item type describes how a line item delivers at its core, how the goals are set up, pricing etc. Examples include:
- Sponsorship has the highest priority, and the success is measured in share of voice (SOV) – how often that ad shows up on a page, a section or a site.
- Standard line item type has a fixed impression goal and a lower priority than a sponsorship
- House line items are ads for the publisher’s own shows/events/offers.
- Programmatic are sold ads from third-party open-marketplace vendors.
- Clicks and Click Thru Ratio (CTR) represent how many times an ad has been clicked. Clicks (or clickthrus) are the total number of clicks, the CTR is the percentage of impressions that end up being clicked.
Summary:
A Campaign Profile is best accessed by searching on the Campaign Search Page, accessed by clicking the Campaigns link on the left navigation panel.
Campaign Search Page
The Campaigns displayed on the search page are pulled from an ad server (in this example, Google Ad Manager, also known as “GAM”). These details (as well as the details on the Campaign Profile page) are not editable; the source is the ad server, and any edits should be made from within that system.
The search page preserves any settings you input, (Campaign Name, Advertiser, Salesperson filter, Start and End date range, as well as any sort orders). This makes it easier to recall previous search results.
Search Options:
- Me / Team appears if the user is a manager or has a role that enables them to see more salespeople than just themselves.
- Campaign Name is the name of the Order coming from Google Ad Manager.
- Advertiser
- Salesperson IF a publisher includes Salespeople’s names in Orders in GAM, they will be imported. If salespeople are not included in the order, Salesperson will display a dash, indicating no salesperson is associated with this order.
- Salesperson includes a drop-down filter, enabling the user to reduce the search results to only the salespeople they’re looking for – as well as the ability to ignore any campaigns that have “ – “ listed as the salesperson.
- Start and End represent a time frame where a campaign COULD be delivering impressions. This means, if a campaign started four years earlier, and ends four years from now, it will be included in a search that has only today as the Start and End date range. Using the filter this way enables you to have a snapshot of all active/delivering campaigns during a specific date range, regardless of those campaigns START or END dates. Your date range selection is preserved, so when you return to the Campaign search page, results
- Both Start and End can be created by typing the dates, or you can click on the small calendar icon which allows you to select a date from any month or year.
Updating any of the search options will cause Monarch to run a new search automatically.
Sort Campaigns: Once a search has completed, the page displays all campaigns that match your criteria, which can be sorted by clicking the tiny UP or DOWN arrows to the right of each column header’s name:
CAMPAIGN PROFILE PAGE
Clicking on any campaign name, will take you to the Campaign Profile page:
The Campaign Profile Page is divided into three sections, Header, Data Cards, and Line-Items.
Header: contains three values, the campaign NAME, ACCOUNT (Advertiser) and SALESPERSON.
IF the account exists in Monarch, the Account Name is clickable, leading you to that accounts’ Profile page. Likewise, the Salesperson’s name is clickable, taking you to the salesperson’s scorecard. If a salesperson is not associated with the campaign, a dash is displayed, and is not clickable.
The Data Cards section displays three user-defined data cards. Currently, only three data cards are available for the Campaign Profile page: Campaign Metrics, Impressions Delivered, and Creatives.
Campaign Metrics Card displays the core details for the entire campaign.
- Ordered Impressions represents the total impression goal for all line items with an impression goal. Only Standard campaigns have impression goals. Sponsorships instead have a share-of-voice goal, which is a percentage of total impressions available for the targeted audience.
- Delivered Impressions represents the total impressions for the entire campaign, including all lines, regardless if there is an impression goal or share-of-voice goal against that line item.
- Clicks is the total number of times any creative in the campaign has been clicked.
- Run Time is the complete date range of all line items in the campaign.
- Click Through Rate is the complete percentage of impressions that result in being clicked.
- Summary breaks out the total number of lines by status. (Typically, lines are delivering, scheduled or completed, but lines can be in other statuses as well.
Impressions Delivered Card
- A week-over-week representation of total impressions delivered for the entire campaign. The black line represents the total ordered impressions (sum of impression goals from all standard line items). The blue bars are total impressions recorded on that week. In the example able, the first week saw less than 50K impressions. By the second week, the total impressions had increased to over 500K.
Creatives Card displays the various creatives that are associated with this campaign.
- There are instances where the creatives can’t be displayed; videos, rich-media files, and 3rd party tags typically aren’t displayed due to limitations in the formats of those creatives.
- The left and right arrows move you from one creative to the next.
- Beneath the creative itself are statistics associated with that creative
- The three links at the bottom of the creative card displays the creative with the highest value for each of the three options: impressions, clicks, and click-through rate (CTR)
THE LINE-ITEM DETAILS section displays all line items in this campaign, sortable by each column header.
- Line-Item Name has a text field, allowing you to filter the line items by any value you type into the field.
- Status has a drop-down filter, allowing you to filter the line items just to the selected statuses, so, for example, you can view only lines that are of a status Delivering.
- Line-Item Type has a similar functionality, allowing you to view only certain types of lines – for example to only see the sponsorship lines.
- All columns can be sorted by clicking on the up or down arrows next to each column header, similar behavior as in the Campaign Search Results section.
Columns:
- Line Item Name is identical to the publisher’s line item as it appears in Google Ad Manager.
- Status: There are a variety of line item statuses, including:
- Delivering
- Completed
- Ready
- Paused
- Line Item Types: The line item type describes how a line item delivers at its core, how the goals are set up, pricing etc. Examples include:
- Sponsorship has the highest priority, and the success is measured in share of voice (SOV) – how often that ad shows up on a page, a section or a site.
- Standard line item type has a fixed impression goal and a lower priority than a sponsorship
- House line items are ads for the publisher’s own shows/events/offers.
- Programmatic are sold ads from third-party open-marketplace vendors.
- Start and End dates are the dates for that specific line. A campaign can have lines that have no end date – those are represented as “Unlimited” and are typically set for low priority line item types like house ads.
- Rate indicates the cost method and dollar amount spent on this line. Most commonly, a line item’s rate is either in CPM, (cost per thousand, typically used on lines with impression goals) or CPD, (cost per day, typically used with sponsorships).
- Goal typically represents the number of impressions OR the percentage of share-of-voice for that line item. (16,666 impressions, or 100% SOV in these examples).
- Impressions when associated with line items indicates how many times any creative in that line item was displayed on a page. If the line item has 4 creatives that load simultaneously, 4 impressions are logged.
- PACING is a percentage that represents the comparison of the average expected impressions per day, (total impression goal divided by total number of days in a line item) to the actual average number of impressions per day so far, (total impressions divided by total number of days SO FAR. The resulting number is a percentage that indicates the likelihood of the campaign meeting the impression goal by the time the line item is completed. For example, if pacing is at 100%, that line item is likely to meet the goal. If the pacing is, for example, 90%, it means that the line is likely to only meet 90% of the total impression goal, unless something is done to improve the number of impressions that line is getting each day.
Download all lines in a CSV file
To download a CSV file of all data contained in the Line Items summary, click the CSV icon in the top-right corner of the line item summary section.