Overview

These formulas are based on the Daily Monitoring used by traffic team (branding). Most of these has been standardized for a global usage due to some campaigns runs in different AdServers. Right Media has a very useful knowledge base on it which it is possible to find a getting started guide to understand the business operation.

• For a deep information about any campaign implemented in this platform, or whatever you want to know about the business, there is not a better place than its own knowledge base, e.g. Right Media, Appnexus.

• After reading all the necessary to have an idea about the business, just take a look at the formulas detailed below, the same are used by Central in order to generate the Advertiser Internal Reports.

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Ideal Delivery

• This metric takes the amount of "units" (imps, clicks, etc) that were purchased that were still not delivered and divides it by the remaining days of the campaign.
• The resulting value is the ideal spread of units on the remaining days to fulfill the budget in the remaining time.
• It is calculated based on type of campaign. The reason of adding one, it's because we need to have a complete data belonging to the campaign duration, when a campaign is implemented in RMX, it does not run immediately, a few hours pass till the same begins running and some more till we get tracking. So if we add one at the end of the formula, we'll be getting metrics for the same day on which the campaign was implemented, in fact it's like recovering a missing day.

Formula:

1. for CPM:

   

2. for CPA:

   

3. for CPC:

   

4. for Revenue Share:

   

The remaining days mentioned before it's a function, and its calculation is:

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Ideal Delivery ( Total )

• This metric takes the total amount of units (imps, clicks, etc.) that were delivering along the campaign duration.

Formula:

1. for CPM:

   

2. for CPA:

   

3. for CPC:

   

4. for Revenue Share:

   

Note:

We just need the total amount of units in order to calculate the total ideal delivery.

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Delivery

• Like the Ideal Delivery, this value is calculated based on type of campaign.

Formula:

1. for CPM:

   

2. for CPA:

   

3. for CPC:

   

4. for Revenue Share:

   

Note:

This value should be shown as percentage (%).

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Delivery ( Total )

• Like the Ideal Delivery, this metric takes the total amount of "units" (imps, clicks, etc.) that were delivering along the campaign duration. These units will be devided by the Total Ideal Delivery in order to get the Total Delivery.

Formula:

1. for CPM:

   

2. for CPA:

   

3. for CPC:

   

4. for Revenue Share:

   

Note:

We just need the total amount of units in order to calculate the total ideal delivery.

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CTR Goal ( Formerly known as Target Ctr )

• Its value has an standard formula which is calculated and applied in the same way to all types of campaigns.
• This metric is based on the value taken from the CTR belonging to each remaining day and the campaign Target CTR.

Formula:

Note:

The target ctr mentioned in the formula is a value inserted by hand at the moment of creating a new campaign (%).

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CTR

• Like the Target Ctr, its value has an standard formula which is calculated and applied in the same way to all types of campaigns.
• This metric takes the amount of clicks and impressions belonging to each remaining day.

Formula:

Note:

This value should be shown as percentage (%).

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Conversion Rate

• This value has an standard formula which is calculated and applied in the same way to all types of campaigns.
• This metric takes the amount of conversions and clicks belonging to each remaining day.

Formula:

Note:

This value should be shown as percentage (%).

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Revenue

• This is one of the most complicated calculations we could watch along the report, its formula depends on the type of campaign.
• This metric takes the amount of impressions, conversions, and clicks belonging to each remaining day, the same takes some additional parameters set inside the campaign settings like: rate, markup, budget and harrenmedia's commission.

Formula:

1. for CPM:

   

2. for CPA:

   

3. for CPC:

   

4. for Revenue Share:

   

5. for Sponsorship:

   

Note:

* When we talk about commission in the revenue calculation, we are talking about the harrenmedia's commission which will be taken as percentage (%).

• For Sponsorship Campaigns the Campaign Budget will be divided among the campaign duration days.

Campaign Duration Days is a formula which is calculated as follows:

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Agency Commission

• This value is inserted at creating a new campaign, however it should be calculated for each remaining day.
• The calculation for this value depends on the campaign's agency commission and the revenue belonging to each remaining day.

Formula:

Note:

This value should be shown as decimal number.

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Rebate

• This value has an standard formula which is calculated and applied in the same way to all types of campaigns.
• This metric takes the revenue and agency commission belonging to each remaining day.

Formula:

Note:

This value should be shown as decimal number.

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Cost ( Just for Direct Entry )

• This value takes the amount of impressions, conversions and clicks depending on the type of campaign.
• The e-planning cost is a value inserted in the campaign settings.

Formula:

1. for CPM:

   

2. for CPA:

   

3. for CPC:

   

4. for Sponsorship:

   

Note:

E-planning cost is a value inserted at creating a new campaign ( Direct Entry ). If the campaign doesn't have e-planning cost, this value will be the same cost than the value inserted by hand for each day range.

Campaign Duration Days is a formula which is calculated as follows:

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AdServing (Right Media & Appnexus Campaigns)

• This calculation has a standard formula for it which we always use 0.01 CPM.

Formula:

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Intermediary Margin

• This calculation has a standard formula which is applied in the same way to CPM, CPA, CPC, Revenue Share and Sponsorship campaigns.

Formula:

Note:

When we talk about the intermediary margin value, we are talking about the Intermediary Profit Share value inserted in the campaign settings. This value should be shown as decimal number.

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Profit Final

• For CPM, CPA, CPC, Revenue Share, and Sponsorship campaigns, the following value will be calculated from the subtraction of the revenue minus all the existing costs and minus the commissions existing in the campaign.

Formula:

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Profitability

• This value has a standard formula, its calculation is apply in the same way to all types of campaigns like CPM, CPA, CPC, Revenue Share and Sponsorship. Let's take a look.

Formula:

Note:

This value should be shown as percentage (%). The result gotten from this calculation, it will be a similar value to the harrenmedia commission.