The Bucksense Bid Opportunities Report provides real-time data on your campaign bids. You can check how your bids are performing and also get useful information on why your bids may have not have participated in certain available auctions.
How to view Bid Opportunities Report
- Click on the Reports tab and select Acquisition Campaigns
- Choose Bid Opportunities as the key variable to customize your report. Select specific campaigns from the search field, or, leave the field empty to get data on all the campaigns you are running.
- Your report displays each of the selected campaigns as a unique Dimension. Multiple metrics about the bid executed (first column) and the reasons (if any) for which your campaign did not participate in auctions for the available inventory will also be shown.
- Click Select Dates to define the period of time and the time zone for your data. Under Select Granularity, choose how you want the campaign data to be displayed: grouped by time interval or by hour, day or month
How to read and analyze the report
The Bid Opportunities report provides useful statistical data for your campaign bids:
- Bid Executed: this is the percentage of auctions you participated in, compared to the total number of bids the campaign could have made
- Bid lost Bucksense Auction: these are the bids that your campaign lost because you compete with other campaigns with the same settings in the console
- Below Bidfloor: this shows you the percentage of auctions that the campaign did not participate in because your CPM value was too low.
By clicking on you can access the Floor rate. This chart provides insights on the percentage amount you should increase your CPM, in order to increase the number of auctions where your campaign can participate (bids opportunities).
Looking at the sample below, if you want an increase of 48,8% in auction participation, Bucksense suggests that you increase your CPM by 60%.
- Blocked by Optimization: (for campaigns with optimized spend). These are bids that your campaigns didn’t participate in because the Bucksense optimization algorithm automatically eliminated the bids that are not performing well
- Blocked by microbidding: This refers to the bids you didn’t participate in because of your manual microbidding rules
- Freq Cap: the bids that you would have been able to participate in, but the campaigns frequency cap blocked them
- Block by list: these are the available auctions in which your campaign did not participate in, due to its whitelists and blacklists
- Blocked by Contextual: these are the available auctions in which your campaign did not participate because the campaign has custom targeting settings (contextual category audiences)
- Blocked by 3rd audience: in this case the campaign hasn’t participated in all the available auctions because it has defined a specific audience to target (for example by using Lotame) which restricts participation in auctions
- Blocked by own Audience: these are the bids that are blocked because you have defined a specific audience (App or site)
- Video failed targeting: in this case your video campaign does not match the targeting and so has not participated in the auction
- Rejected by AdTag: this refers to the bids that the campaign didn’t participate in because its adtag doesn’t match the campaign targeting
- In this campaign: 3,98% of the available bids were executed
- The campaign didn’t partake in 79,52% of the available auctions because the CPM was too low
- It did not partake in a further 16,49% of the available auctions because of the frequency cap settings.
Therefore, to increase auction participation, and thus increase campaign traffic, you should raise your CPM in the budget & spend type section.
Checking the floor rate chart will help you decide by how much to increase your CPM. In this example, to increase your bidding opportunity by 30,73%, Bucksense recommends that you could increase your CPM goal by 40%
Additionally, you can adjust your frequency cap settings to recover the 16,49% of lost auctions.
In this campaign:
- Bids executed were 7,30% of the available ones
- More than half of those available (52,55%) were blocked because of campaign lists (whitelist and blacklist)
This means that there is a misalignment between your campaign goals and the lists you have added.
To improve campaign performance, the CPM should be increased to capture the 28.19% of auctions that the current CPM misses. Additionally, the frequency cap can be increased so that it no longer excludes 11.96% of available auctions.