How to read your Chartable SmartAds page

      Purpose

      In this guide, we will lay out the key things you need to know to understand your Chartable SmartAds dashboard. If you already know how SmartAds methodology works and want to jump right into learning about the reporting, skip down to the "Chartable Dashboard Overview" section of this document.

      How SmartAds works

      Chartable SmartAds features powerful pixel-based attribution that enables advertisers to measure the success of the ads they are running on podcasts. 

      Here's how it works when you are measuring a campaign with Chartable:

      1. A listener downloads (or streams) a podcast with your ad which is either baked-in or dynamically inserted by the podcast publisher.
      2. The podcast publisher passes us the IP address & user agent for all the devices that downloaded the episode with your ad.
      3. Chartable seamlessly leverages a third-party device graph provider to remove “noisy” traffic (e.g. downloads on cellular IPs) and understand the cross-device context for the user associated with that impression.
      4. Meanwhile, the advertiser (you!) have already placed Chartable's web pixel (our Javascript SDK) on your website, which is sending the relevant actions you've specified to our servers along with IP address.
      5. We use the data to match the listeners that downloaded the podcast to visitors (and their funnel activity) on your website.
      6. We report on the measured podcast downloads ("Impressions") and attributed events on your Chartable dashboard!

      Here's a more visual representation of how it works:

      Chartable Dashboard Overview

      The Chartable dashboard is broken up into 5 primary sections:

      1. Top menu The top menu is used to navigate to audience insights, new campaign creation, benchmarks, settings, and further over to the right you can change the date range of your current reporting view. The top menu is outlined in blue in the screenshot below.
      2. Left side menu The left side menu is used to navigate to pixel instructions, report downloads, and team settings. Towards the bottom of the menu you can click on your email address for notifications and to log out. The left side menu is outlined in yellow in the screenshot below.
      3. Overview of all campaigns The "Overview" section of your Chartable SmartAds reporting contains the rolled-up reporting across all campaigns during the time range selected in the top menu (on the top right). The overview section is outlined in red in the screenshot below.
      4. Campaign level reporting The "Campaigns" section of your Chartable SmartAds reporting contains each campaign's individual reporting during the time range selected in the top menu (on the top right). You can click on any individual campaign to see more details including spot or pixel-level attribution. The campaign level reporting section is outlined in purple in the screenshot below.
      5. Graphs reporting by day As you scroll down the page, you'll see several graphs showing your overall reporting by broken down by day, during the time range selected in the top menu (on the top right). The graphs reporting by day are outlined in green in the screenshot below, but there are more of them (not shown here) as you scroll down the page.

      Here's a screenshot of these 5 primary sections of your Chartable SmartAds dashboard:In the next section of this guide, we'll dive right into explaining the "Overview" of all campaigns and the "Campaigns" level reporting.

      How to read your Chartable reporting

      In this section we will be focusing on to read the "Overview" of all campaigns (outlined in red in the screenshot above), and the "Campaigns" level reporting (outlined in purple in the screenshot above). 

      Overview of all campaigns

      The "Overview" section of your SmartAds dashboard contains a reporting summary of all measured campaigns during the selected time window (which you can see on the top right of the screen). Along with an "Export" button to download your reporting to CSV spreadsheet, you'll see the following metrics:

      • Top of the funnel metrics:
      • Conversion metrics:
        • Attributed Unique Households Put simply, this is your attributed website visits metric. These are the unique household visits to the advertiser's website that we are attributing to the podcast ad campaign within the attribution window (default is 30 days). The reason they are estimated is that we do the direct measurement only on devices attached to a household IP address. That is the "Confirmed" figure is in parenthesis. We then apply a multiplier, which extrapolates out the estimate based on the assumption that the non-household devices performed at the same rate as the household devices. You can read more in the What is the difference between "Confirmed" and "Estimated" metrics? article.
        • Household Response Rate The Response Rate is the percentage of ad impressions (downloads) that resulted in a unique Household (visit) to the advertiser's website or mobile app. This is calculated by taking the number of estimated Attributed Unique Households and dividing it by the number of Impressions. Read more in the What is "Response Rate"? article.
        • Attributed Conversions These are the unique conversions (for instance, "leads" or "purchases") that Chartable is attributing to the podcast ad campaign. The reason they are estimated is that we do the direct measurement only on devices attached to a household IP address. That is the "Confirmed" figure is in parenthesis. We then apply a multiplier, which extrapolates out the estimate based on the assumption that the non-household devices performed at the same rate as the household devices. Read more in the What are "Attributed Conversions (Estimated)"? article.
        • Conversion Rate The Conversion Rate is the percentage of ad impressions (downloads) that resulted in a conversion (like a "purchase" or "lead" event) on the advertiser's website or mobile app. This is calculated by taking the number of estimated Attributed Conversions and dividing it by the number of Impressions. Read more in the What is "Conversion Rate"? article.
        • Revenue (if passed to Chartable)  This metric is the sum of all revenue that Chartable is attributing to the podcast ad campaign. The reason revenue is estimated is that we do the direct measurement only on devices attached to a household IP address. That is the "Confirmed" figure is in parenthesis. We then apply a multiplier, which extrapolates out the estimate based on the assumption that the non-household devices performed at the same rate as the household devices. Read more in the What is "Revenue (estimated)"? article.

End-to-end example of reading your dashboard

Let's use the focused screenshot of the "Overview" section to better understand your SmartAds dashboard using real metrics:

In this example, your ads were downloaded 3,312,409 times ("Impressions") by 1,542,877 devices ("Reach"). This means that on average, each device downloaded your ads 2.15 times ("Frequency"). 

In the next row, we are estimating that 228,704 "Unique Households" showed up to your website (within the attribution window of 30 days) after having downloaded the podcast ad. We directly measured 134,500 ("Confirmed") and derived the estimate from that number (more on that here). This means that 6.904% of the Impressions downloaded resulted in a Household visiting your website (shown as the "Household Response Rate").

Of those 228,704 Unique Households that visited your website, we are then estimating that 50,439 ultimately converted (to a purchase, for example) and resulted in an estimated $1,930,492.78 in sales. The "Attributed Conversions" estimate is derived from the 30,720 "confirmed" conversions that we attributed to the podcast campaigns (and the estimate revenue metric is derived from the confirmed revenue metric). 1.523% of the Impressions resulted in a conversion ("Conversion Rate").

This same understanding can be applied to the Campaign level reporting as well. Just scroll down to the "Campaigns" section of your dashboard, and click on the campaign you'd like to review.

Key things to know about your Chartable dashboard

Here are a few other important things to know about your Chartable dashboard before you go:

1. Always make sure you have the proper date range selected in the top right of your dashboard for the time period you wish to examine. When you load the page, the default is the last 30 days. You'll need to extend it if you wish to view the full length of a campaign that exceeds that time window.

2. All of your Campaign reporting can be downloaded by clicking the blue "Export" button on the top right. Be sure to select "Time Series" report and choose the time frame to examine and whether you want the campaign reporting broken out by day or by week in the spreadsheet. Once processing is finished, the report will be available at the "Reports" link in the left side menu.

3. You may see decimals in your campaign reporting because we do Multi-Touch Attribution within your podcast campaigns. For example, if someone downloads Podcast X with your ad and Podcast Z with your ad, and then visits your website, each campaign will get 0.5 Household visit credit for that. More info can be found in the "How does multi-touch attribution work?" article.

4. The default attribution window is 30 days which means that after your ad is downloaded, we will be looking for that household to visit your website within 30 days from the moment the ad is downloaded. This is also called a "look-back window." You can change your attribution window by clicking the "Settings" link in the top menu of your SmartAds dashboard. The available options are 7 days, 14 days, 30 days, 45 days, or 60 days.

5. You can add and remove team members at any time using the "Team Settings" link in the left side menu.

6. Audience insights like geography and podcast player are available by clicking on the "Audience" link in the top menu of your SmartAds dashboard.

7. Benchmarks are available by advertiser industry and podcast genre to help you better understand your podcast ad campaign performance. Click on the "Benchmarks" link in the top menu bar.

Wrapping up

In this guide you learned how Chartable's ad attribution methodology works and how to read your Chartable dashboard reporting. We also gave a few key pointers at the end to maximize your understanding and usage of Chartable SmartAds. 

We didn't cover how to enter a new campaign or how to implement the Chartable web pixel in this guide, so be sure to check out those articles if you haven't done so yet.

Still need help? Contact Us Contact Us