MoPub Analytics for Demand Partners

MoPub Analytics is an interactive analytics tool to visualize bid data and reporting.

MoPub Analytics for Marketplace Buyers

There are three data cubes available to MoPub Marketplace Buyers.

  1. MoPub Inventory Cube
  2. My Auctions Cube
  3. My Bids Cube

More information on each view is available below. You can review data as far back as July 17, 2018.

Getting Started

Note: MoPub Analytics reporting is not used for billing.

Logging into your MoPub Analytics account

MoPub Analytics is reserved for our premier demand partners and can be access by going to https://analytics.mopub.com. A login is created for your teams’ MoPub Analytics account. If you do not have the login or password, please reach out to your account team and we will send you your login information.

Bookmarks and Downloading Reports

While you cannot yet bookmark specific views in MoPub Analytics through the UI yet, each view generates a unique URL and can be bookmarked via the browser for later use. We recommend opening the links once a week to ensure the bookmarks are saved.

MoPub Analytics also allows you to download a report up to 5,000 rows. If you need additional rows please contact your account manager.

Alerts Functionality

Creating an Alert

Within the data cube of your choice you can set up alerts which will trigger based off of conditions that you define. These alerts will be delivered to you via email. Please see the screenshot below to see where on the UI you can access the alert functionality. Creating an alert can be initiated either from the data cube view or from the home page view. Please see below.

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General Setup

The following page shown below allows you to create new alerts with various conditions. Please review the table below for more information on the fields and how to fine-tune the Alert’s behavior and appearance.

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Field Description
Name The alert's title, how it will appear in all delivery methods and the alerts view.
Severity The severity can be any of the following: success, info, error, or warning. It will affect the way the alert is displayed (its colors and icon, namely).
Data Cube The data cube this alert should read from. This is automatically populated if you create an alert from the data cube view, otherwise it defaults to the first available data cube.
Check Every This controls the frequency at which this alert will be evaluated. Setting it to one hour, for instance, will make the alerts daemon check the alert against its data cube every hour.
Time Frame The time frame is the window that the alert will evaluate against. Setting it to one day will make the alerts daemon gather data for the last day (at the moment the alert is evaluated) and check the alert against it. It usually makes sense for the time frame to be equal to or greater than the Check Every field, which is what the UI will try to do (changing the evaluation frequency might affect the time frame input, however you're free to set it back to a value of your choice).
Filters When the alerts daemon gathers data for an alert to be evaluated, it can filter the data like you can filter data when exploring the data cube view. This is where you can can define such filters. You can't define a time filter because an alert is always evaluated on a dynamic time frame.
Look At The alert's type allows you to evaluate either top level measures (overall values), or individual values on a split (dimension values). When picking dimension values for this field, you'll get a chance to specify what dimension you want to evaluate, and its sorting criteria.
Comparison You can either set an alert to trigger based on an absolute condition (when a certain measure reaches a certain value, for example) or based on a relative condition (when a measure grows by more than a certain delta, for example). This can be achieved by first specifying a comparison period.
Conditions Conditions are what the alerts daemon uses to determine whether an alert will trigger or not. There can be one or more conditions, and in the latter case, you can choose between looking to all the conditions to be true, or at least one (All conditions vs. Any condition).

Measure
The Measure is what the condition applies to.
Condition Body
The condition body contains an operator (> or <), a value, and possibly another field, based on whether the comparison field is populated or not.

Alert Access and Delivery Setup

This section allows you to define the outputs of an alert; in other words, the ways an alert will surface to you or your user’s emails. It also contains a list of recipients and administrators for this alert.

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Recipients
The recipients field contains a list of users and/or roles who will have read access to this alert, i.e., who will see the alerts and possibly receive emails but who won’t be able to modify it. The emails are sent to users. The list of users are the other users in your company who can access MoPub Analytics.

Admins
The admins field contains a list of users and/or roles who will have a write access to this alert. This means that they will see the alert and its feed (although they won’t receive any emails if they’re not also in the recipients) and will be able to edit the alert. The list of users are the other users in your company who can access MoPub Analytics.

Email
If checked, the alert system will send an email to the users in the recipients field each time the alert triggers.

Editing an Alert

You can edit an alert configuration by clicking on the ellipsis button for an alert in the alerts view.

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In the Alert Edit page, you are able to edit four areas including “General”, “Alert Setup”, “Delivery”, and “Access”. Please see below.

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MoPub Inventory Cube

The MoPub Inventory cube is used to view data on any of the auctions within the MoPub Marketplace.

Use Cases

  • Find out if a publisher accepts video ads
  • Find out if a publisher accepts MRAID ads
  • Find out if specific publishers have blocked certain creative IAB categories
  • Find out inventory availability across regions and specific countries

Auction Inventory Data

Dimension Description
Live Auctions Number of MoPub auctions, which is the available inventory
eCPM Estimated cost per thousand impressions across all buyers
Winning bid avg The average best bid for the selected auctions
CTR Click-through rate
eCPC Estimated cost per click
Bid Depth Average number of non-zero bids per auction
Competitive Factor Average number of non-zero bids per auction with a winner
Uniques Number of unique devices
Video Start This event is used to indicate that an individual creative within the ad was loaded and playback began.
Video First Quartile The creative played for at least 25% of the total duration.
Video Midpoint The creative played for at least 50% of the total duration.
Video Third Quartile The creative played for at least 75% of the total duration.
Video Complete The creative was played to the end at normal speed.
Video Completion Rate This is the rate of how many videos started playing compared to how many were watched to the Video Complete status.

The formula is Videos Complete/Impressions.
Video Companion Ad View How many times the companion ad was seen.
Video Companion Ad Click How many times the companion ad was clicked.

My Auctions Cube

The ‘My Auctions’ cube in MoPub Analytics shows all of the auctions that your bidder has won.

Use Cases

  • Monitor your spend (these reports are not used for billing)
  • Visit this tab every month to align your MoPub Analytics reporting with your invoices.

My Auctions Data

Dimension Description
Spend Estimate Estimated spend across MoPub inventory (this is not used for billing but aligns within 1-3% of your final invoice)
Auctions cleared Number of your served impressions
Clicks Number of clicks generated
eCPM Your estimated cost per thousand impressions
Bid Average Your average bid for the selected auctions
Uniques Number of unique devices
eCPC Estimated cost per click
Bid Depth Average number of non-zero bids per auction
Competitive Factor Average number of non-zero bids per auction with a winner
Average Impression Latency The average time in seconds between the auction and the impression. (Note: MetaMarkets does not join any impression data to auction data if the impression occurs more than 4 hours after the auction, so MetaMarkets does not count impressions occurring after 4 hours. In addition, note that there is a small set of impressions, approximately 1%, for which we do not have latency data.)
Video Start This event is used to indicate that an individual creative within the ad was loaded and playback began.
Video First Quartile The creative played for at least 25% of the total duration.
Video Midpoint The creative played for at least 50% of the total duration.
Video Third Quartile The creative played for at least 75% of the total duration.
Video Complete The creative was played to the end at normal speed.
Video Completion Rate This is the rate of how many videos started playing compared to how many were watched to the Video Complete status.

The formula is Videos Complete/Impressions.
Video Companion Ad View How many times the companion ad was seen.
Video Companion Ad Click How many times the companion ad was clicked.

My Bids Cube

The My Bids tab in MoPub Analytics shows all of your won and lost bids.

Use Cases

  • Identify all of your lost bids
  • Identify which publishers to increase your bids on
  • Optimize your bidding strategy

My Bids Data

Dimension Description
Bids placed Number of bids you have placed
Bid responses Number of bid responses you have sent
Non-zero bid rate Number of bid responses with price > 0 / total bid responses
Average bid Your average bid price
Uniques Number of unique devices
Win Rate Your number of win bid responses / your total valid bid responses
Spend Estimated spend across MoPub inventory (this is not used for billing but should align within 1-3% of your final invoice)
Impressions Number of your served impressions (data only 7/10/14 onwards)
CTR Your click-through rate (data only 7/10/14 onwards)
Clicks Number of your clicks (data only 7/10/14 onwards)
Buyer Clear Rate Number of cleared impressions / Number of placed bid responses (data only 7/10/14 onwards)
Survival Rate Number of cleared impressions / Number of winning bid responses (data only 7/10/14 onwards)
Video Start This event is used to indicate that an individual creative within the ad was loaded and playback began.
Video First Quartile The creative played for at least 25% of the total duration.
Video Midpoint The creative played for at least 50% of the total duration.
Video Third Quartile The creative played for at least 75% of the total duration.
Video Complete The creative was played to the end at normal speed.
Video Completion Rate This is the rate of how many videos started playing compared to how many were watched to the Video Complete status.

The formula is Videos Complete/Impressions.
Video Companion Ad View How many times the companion ad was seen.
Video Companion Ad Click How many times the companion ad was clicked.

Common Dimensions Across Views

Dimension Description
Publisher The name of the publisher
Publisher ID The publisher ID
Application The name of the application
App ID The application’s unique MoPub ID
Global aid For Android apps, this is the package name. For iOS apps, this is the iTunes ID
Site The mobile website name
Site ID The mobile website’s unique MoPub ID
Category The application’s app store category.
Ad Size The non-format array width x height ad size of the impression opportunity in the bid request
Format Array Sizes The format array width x height ad size of the impression opportunity in the bid request
Winning Creative Ad Size The ad size of the auction winner
Adunit Format The placement format as defined by the publisher. Legacy format names in parenthesis:
  • banner (320x50)
  • native
  • medium_rectangle (300x250)
  • full
  • rewarded_video
  • banner (728x90)
  • full (full_tablet)
Has MRAID Whether MRAID is enabled for this inventory or not
Request Video Duration The duration of the video in seconds for which the publisher enabled their inventory. This is based on the min and max video duration passed in the bid request
Tag ID Adunit ID of the inventory
Impression latency The time in seconds between the auction and the impression. ( Note: MoPub Analytics does not join any impression data to auction data if the impression occurs more than 4 hours after the auction, so MoPub Analytics does not count impressions occurring after 4 hours. In addition, note that there is a small set of impressions, approximately 1%, for which we do not have latency data.)
Bid Outcome This denotes whether you: (1) lost, (2) won, or (3) both won and cleared (data only 7/10/14 onwards).
Bid Price Your bid price within buckets (data only 7/10/14 onwards)
Connection Type Based on the connection type sent in the bid request, this denotes whether the connection is unknown, ethernet, wifi, or cellular.
Interstitial Playables Enabled Interstitial playable inventory
Video Inventory Enabled Inventory enabled for video only or video & static, or not enabled for video
Video Format Enabled Type of video enabled
Dimension Description
SDK Version The MoPub SDK version
OS The operating system type – Android or iOS
OS Version The operating system version
Device Carrier The device carrier of the phone. This is mapped from the MCC-MNC codes passed in the bid request using this information .
Device Model The model of the device
UA Device User agent device in the bid request
Dimension Description
Country User’s country
Has Device ID Whether the inventory passes the device ID
Has Gender Whether the inventory passes the gender
Has Location Whether the inventory passes latitude and longitude
Age Range Age range of user if year of birth is passed in the bid request
Has DNT Do Not Track. This is set to 1 if: (1) the app is COPPA, (2) user on certain devices opted out of tracking, or (3) user is known to be less than 13 years of age, as determined by year of birth if passed in the bid request
GDPR Applies Whether or not users are subject to GDPR. GDPR applies when MoPub detects that a user opened a given application for the first time in the European Economic Area, United Kingdom, or Switzerland or the publisher determines that GDPR applies.
Consent Status Whether or not the user has provided consent if they are subject to GDPR.
  • Yes = The user has provided consent to receive personalized ads.
  • No = The user has not provided consent to receive personalized ads. We will only serve contextual ads.
  • N/A - GDPR Does Not Apply = Users are not subject to GDPR. This field should only be available when GDPR Applies is equal to ‘No’. Note: You should filter 'GDPR Applies' yes before reviewing consent status data.
Dimension Description
Creative ID This is your unique identifier for your creative
Adomain The advertiser domain name
Creative Type The creative type of your bid response
Creative MRAID Whether your bid response is MRAID or not
Response Video Duration Duration of your video bid response
Buyer Seat The Buyer Seat in your bid response, if present
Deal ID The Deal ID in your bid response, if present
Campaign ID The Campaign ID in your bid response, if present
Creative Video Response Type of video in bid response

Video Walkthrough

A three-part video series was created to walk you through how to access and use MoPub Analytics. If you are interested in additional details that aren’t covered within the series, we go into more details futher down the page beyond the videos.

Introduction to MoPub Analytics

Functionality and Features

Visualizing your Data

Notes on GDPR Data

  • MoPub reporting does not support a unique device identifier for users that have not provided consent. Therefore, the Uniques metric for non-consenting users will be zero and Uniques will only represent consenting users. This will only apply to users that ‘GDPR Applies’ to.
  • MoPub will send contextual only auctions when GDPR Applies to users and they do not provide consent (Consent Status is No). For more information, see MoPub OpenRTB GDPR Information
  • Unique users that have consented will be updated monthly
    • Reviewing consenting unique users for across months will lead to incorrect data
    • If you want to report on unique users from month to month, you will need to pull the number of unique users for each month and then average the count across multiple months.

Changelog

  • [9/16/2019]
    • Added new dimensions to the Auctions data cube
      • Added Adunit Format dimension
      • Added Format Array Sizes dimension
      • Added Winning Creative Ad Size dimension

Last updated October 16, 2019

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