Overview
Ui.Marketing is white-labeled software that allows media companies and agencies to manage all their advertising orders within one platform and view performance related to specific orders based on the types of orders their customers are running. The software connects directly with our managed services teams to allow media companies and advertising agencies to have operational team members to run in-depth Advertising products.
Ui.Marketing currently focuses on three core product areas, Proposals, Orders, and Reporting. Partners can load up the advertising products they want to offer to their customers and manage phases of the advertising product workflow through Ui.Marketing.
Demo Account
Username: adcellerant-demo
Password: adcellerant-demo
Link: Login
Platform Integrations
Tradedesk
Google Ads (Search, Google Display, YouTube)
Facebook
Yext
Advertising Products
We built an advertising product model that allows UIMarketing (Core) to have a defined list of products that can be replicated by other businesses, such as Adcellerant, DirectHub, Techint, and many more. Ui.Marketing is the base hub for the advertising product setup and deployment. We needed a model easily configured for user roles and new businesses that plan on using us. Billing, Digital Service Provider (DSP), and customization of our products will be very important for this new model we plan on creating.
Product Class
Product Class is the highest level of Product classification for new advertising products. The Product classes can be defined by the advertising product media format and/or sometimes the “type” of DSP the advertisement will be running. (DSP type is different than the Product type listed below.)
Historically in Ui.Marketing the Product Class would be the selection for proposals:
(The image above is just a point of reference for the past advertising product setup)
Product Line
Product Line is the product classification within a particular Product Class. Product Lines can be defined by the Digital Service Provider (DSP) that an advertisement will be run. For instance, under the Product Class of Video, a user will have YouTube and/or Streaming TV Product Lines to choose from within Video Product Class. Even though the Class is the same, media=Video, the DSPs that run videos can be different DSPs = TTD, or YouTube. Similarly, within the Social Media Product Class, various Product Lines would be Twitter, LinkedIn, TikTok, etc. LinkedIn and Twitter are considered different Product Lines but are still within the same Product Class of Social Media because they are social media platforms.
Product Type
Product Type is the product classification within a particular Product Line. Product Types are within the same DSP but can be different products within that DSP. A good example would be within the YouTube Product Line; YouTube offers various ad types: YouTube, YouTube Bumper, and YouTube non-skippable. Sometimes, only one product type can be offered if the Product Line is very narrow. An example of a narrow Product Type would be GDN, where only one Product Line and one Product Type. Product Types are the highest level of products that can be added to a Bundle. A Bundle would be a combination of different Product Types.
Product Name
A product Name is a customizable name of a product that comprises either a singular product type or a bundle of product types. A product name can be unique to a partner selling the product.
Proposals
The product area within Ui.Marketing for Proposals allows media companies to pitch different advertising products that AdCellerant offers through the application. Our customers can receive recommendations from our team or create their own recommendations using the proposal application.
Our users can share the proposal with their customers through a PDF and attach different sales material to have the advertiser agree to our media companies' budget and flight dates. Once our media customers and the advertiser agree on the advertising products, budget, and flight dates, our media customers can submit the proposal into an insertion order within our application. The insertion order creates a ticket for our operations team to execute on any sold products.
Orders
Our users need a seamless way to view the orders and line items purchased within Ui.Marketing easily. The previous view didn’t allow users to view orders and allowed orders front and center. Saved views will allow users to save the filters they most often use so that they do not have to constantly use the same filters and can quickly navigate to the items most important to them. In addition, the new lefthand sidebar navigation will update our application to be more in line with competitors and allow users to see all of our software product offerings in one place and quickly navigate to the area they need.
Orders will be the hub for all updates on each line item, allowing our customers to understand their order phase. Internal AdCellerant employees can update the status of their orders and integrate it with the platform they would like to pull in pacing metrics for.
Reporting
Advertiser View reporting will allow users to view aggregated metrics of their campaign performance across all products an advertiser runs. This report will give a high-level overview of the fulfillment of their orders and allow them to view more granular metrics per product.
How to load an advertiser-level report
To access this report, please follow the below steps
Click on the report's header
Choose your appropriate partner, division, the advertiser
The report should automatically load
The snapshot report metrics will include data for all campaigns an advertiser runs. Please note that not all data may be shown here as every product has different reporting abilities. For example, if an advertiser runs both display and video campaigns, only the video campaign metrics will aggregate into a completion rate metric. The snapshot component also contains period-over-period reporting, which compares the current time frame versus the previous time frame.
The data by time frame chart will show the metrics across a set time frame. Depending on your viewing date range, you can break out the metrics across a day or week. The conversion pipeline chart will show how your impressions turned into clicks which eventually turned into conversions. Please note that if the advertiser does not have any conversions, then this chart will not show.
At the bottom of the advertiser report, you can see a breakout of the different products the advertiser is running. Each product box will hold its metrics, and you can select the click-out button at the top right to open up that product-specific report in a new tab.
Product Break-out
A user will have the ability to navigate to each product breakout for in-depth reporting for the below product types. For each product breakout, a user can view a list of charts and graphs. They can print out the report into a PDF and share it as a shareable link.
Programmatic and Native Reporting
Audio Reporting
Geofence Reporting
Streaming TV and Pre-roll Reporting
Google Display Reporting
YouTube Reporting
Facebook Reporting
Local SEO Reporting
How to access the Reporting Dashboard
Once you are logged into Campaign hub, click on the reporting dashboard; you will need to fill in some minimum requirements to have data populate:
Date (default is Past 30 Days). This date can be adjusted to a preset date range, or choose a custom date range.
Product- charts will change based on the product selected.
Display/Geofencing/Native campaigns
Video/Streaming TV campaigns
Users can adjust the date ranges on the report. You can choose from one of our drop-down easy-select options or a custom date range. The date range chosen on the sidebar will also be reflected in the date at the top right-hand corner.
Ability to download the report
Click the download button to generate the report as a PDF. Users also have the ability to customize the PDF to show and hide select charts and graphs.
Use the shareable link to send users a report without giving them access to the dashboard. When you click the shareable link button, it will automatically copy and paste to their clipboard.
The link does not expire.
The date range currently selected when clicking on the shareable link will be sent to the user. Users will have the ability to update the date range if they would like.
Users will not be able to see more information than what is shared. For example, if users have a link on the campaign level, they will not click up to view an advertiser's data.
Users can click down in the hierarchy, meaning if you share a campaign link with them, they can click into an ad group to view that data.
Users can download a report as a PDF from the shareable link.
Snapshot
The Snapshot Chart will show a high-level overview of the Advertiser, Campaign, or Ad Group you are viewing. This chart changes based on the product chosen in the sidebar.
The snapshot boxes will give a high-level summary of an advertiser, campaign or ad group's performance. The boxes that show will vary per product.
The period over Period data is also available in this report, which shows how your performance compares to a previous time frame. Click here to learn more about PoP reporting.
Data by Time Frame
The data by time frame chart allows users to see their performance daily or weekly across the time frame selected.
Click the dropdowns to choose the data points to compare. In addition, you can toggle to view the metrics broken out by week if you are viewing a report longer than 21 days.
Performance by Campaign
The performance table will give a breakdown of the underlying campaigns or ad groups based on the selections made in the sidebar. The performance table does change based on product and other selections made in the sidebar. This chart is also interactive, meaning users can click into the campaign or ad group names and have the chart load data for the selected item.
The performance chart is interactive, meaning users can click on the names of a campaign/ad group and reload data for the entire report for the selection made. The selection made will also be reflected in the sidebar.
The performance by campaign table can be viewed on the advertiser level and shows how the individual underlying campaigns under that advertiser are performing. Only the campaigns for the selected product will show, and the columns displayed will change based on the product selected.
Performance by Ad Groups
The performance by Ad Groups table can be viewed on the campaign level and shows how the underlying ad groups under that campaign are performing. Only the ad groups for the selected product will show, and the columns displayed will change based on the product selected.
This table will show all display ad groups under the selected campaign with corresponding Impressions, Clicks, CTR, and Conversions.
The totals shown will combine all underlying display ad groups.
Users can click into an ad group and re-load the report for that specific ad group's data.
Geography
Geography/Locations reporting is used to see the locations your advertisements serve and how those ads perform in each demographic location. This reporting component has different options to customize your view based on preference.
The locations toggle can be used to view the geographical data by zip codes or grouped locations. Switching the toggle will update the map and the list of locations displayed in the chart.
Zip Codes- This toggle is the default view and will give you the most granular view of the data. All data points will be broken out by Zip Code, with a corresponding boundary shown on the map.
Locations- This toggle will group the data by city and state. In some instances, you may see some locations as a heat map display instead of boundaries. This is most common in locations outside of the U.S. or in areas with disputed or changing boundaries.
The interactive map displayed on this component can be moved around based on user preference.
To zoom in and out of the map, ensure your cursor is hovering over the map, and use your mouse scroll to adjust the view.
To move the map around, click on an area of the map, and while holding the selection, drag and drop the map around.
The table below the map will show all of your locations with corresponding impressions, clicks, and conversions per location.
The table is scrollable; users can sift through all locations and data points.
Totals for all impressions, clicks, and conversions for the selected time period are displayed at the bottom of the chart.
Each column can be sorted, with the default sort being impressions.
Conversions
The new reporting dashboard has the ability to show conversions on an advertiser, campaign, and ad group level. A conversion occurs when a visitor to your website completes a desired goal, such as visiting a page, filling out a form, or making a purchase. The percentage of total visitors that convert is called your conversion rate. Depending on your site's or business's goals, conversion types might include:
Online sales
Leads
Email signups
Form completions
Viewing an Advertisers Conversions
When viewing an advertiser's report, you can see the post impressions and post-click conversions as well as the total conversions for all campaigns running under an advertiser during the time period selected.
Campaign and Ad Group Conversions
Once you click on a campaign or ad group report, you will get a more granular view of the conversion data. For each conversion line item, you will see post-impression and post-click conversions.
Clicks and Conversions are Different Metrics. A ‘click’ and ‘conversion’ don’t happen simultaneously. For example, you click on a display ad and close your browser before the landing page fully loads. This would count as a click but not conversion because the landing page (where the conversion pixel is placed ideally) hasn't had a chance to load and register a conversion.
The Pixel Code has not Been Placed on the Landing Page. This might sound like a no-brainer, but it happens too often that a landing page doesn’t contain the pixel tracking code it needs to register a conversion that has taken place. If this happens, a click is measured, but no conversion will come through in the reporting.
Automatic Redirect of the Landing Page. If your landing page immediately redirects you to another page after clicking on the ad, this will also cause a click and conversion discrepancy. For example, let's say you've set your landing page to direct people to www.example.com/test/ after they've clicked on the display ad and this landing page is also where you placed the conversion pixel in order to track conversions on this page. But let's say, with the way the client's site is structured, that this landing page (when entered into a browser) automatically redirects the user to this new page instead - www.example.com/test/thisisanexample. And this new page the user is redirected to does not have the pixel code placed on it to track a conversion on this page. So, the click would be registered because you clicked on the display ad, but unless the pixel code is placed on the new, redirected page (www.example.com/test/thisisanexample), then a conversion will not be logged.
Bookmarking Conversion URLs. Someone clicks on your display ad offering cheap holidays in Brazil. If the offer looks good, the user might bookmark this URL. This would count as a single click and multiple conversions each time this person navigates back to this bookmarked URL (if the pixel code is placed on this page).
Browser/Cookie Settings of the Visitor. There is a possibility that the conversion doesn’t get measured because of the browser settings of the website visitor. If the person indicates not to accept certain cookies within their browser settings, the conversion is not measured by the platform. However, you still see the click within your data.
Mobile vs. Desktop Due. to cookies being more difficult to recognize/retrieve on mobile devices, it can be harder to track conversions on these devices than on desktop devices. If you are running a campaign primarily to mobile devices (as we do with the Device ID and Microproximity campaigns), it's possible conversions will be fewer than clicks because while the click of the ad is easily recognized/reported, the cookies on the mobile device may not be there for it to recognize a conversion has taken place, even if the pixel code is placed correctly on the page.
Why am I not seeing any conversions? Conversions must be set up on your campaign/ad for this chart to display data. If you should be seeing data but are not, please check your pixel placement. Please also ensure you are not only looking at the present-day data; try different search criteria (date range, advertiser, campaign, ad group) to see if data populates.
What is a Post-Click Conversion? Also known as a Click-Through Conversion. This is counted when a user clicks an ad and then converts on the website as a direct result.
What is a Post-Impression Conversion? Also known as a View-Through Conversion. This is counted when a customer was shown an ad (was served an impression) and didn't click on the ad itself but navigated back to the website and converted later.
Device Type
The Device Type component will show the different types of devices your ads display. Targeting based on device type optimizes ads served on specific device types.
Mobile - These hand-held devices include a phone, typically a smartphone.
Tablet - Mobile devices that don't necessarily include a phone, such as iPads.
Desktop - These are computer or laptop devices with screens larger than 7" in diagonal.
Connected TV - These are devices that stream TV content, such as smart TVs, gaming consoles, and connected devices like Chromecast or Amazon Fire.
Other - Unknown devices or any sort of "out of home" advertisement such as a billboard.
Top Performing Channels
The Top Performing Channels reporting component shows users how all of their advertisements are performing on different platforms. This chart can be viewed for both video and display reporting and is displayed as advertisements run for an entire advertiser, campaign, or ad group for a set period of time.
Users can see how their display, geofencing, and native advertisements perform on each site when viewing a display report.
Logos for each channel are displayed on every line item
Impressions can be viewed for each line item
All columns can be sorted from highest to lowest or reverse, with impressions being the default sort.
If you see an "other" bucket on this report, it is simply an aggregate of any channels, apps, or sites that have not been marked or classified as one of the other channels listed in the table. Some of these include local news sites, games played on CTV devices, and other CTV channels that may not be as well known as the others on the list.
Performance by Screen Size
Let’s define what a large screen is vs. a small screen.
The large screen is Connected TV device types only; so anytime someone watches content on their actual TV. It doesn’t matter what type of content or device they streamed through (e.g. Roku, Chromecast, etc.). The only thing that matters is that they watched it on TV.
Small screens are any other device but Connected TV. So if you are watching your favorite TV show on your phone, that would be a small screen. This also includes tablets and desktop computers. They just need to watch long-form content (longer than 10 minutes).
The Performance By Screen Size report breaks out an advertiser's large-screen and small-screen video campaigns compared against totals.
This chart will only show the advertiser level and the product of streaming TV.
Campaigns are grouped into Small and Large Screens based on the campaign names. If a video campaign name does not include a Small or Large Screen, it will not be included in these groupings.
Totals are based on just the small and large-screen video campaigns. Therefore if the advertiser is running video campaigns that are not "small" or "large" screens, totals on this component may differ from other totals.
Data by Day
This line chart will show completed views and completion rates for video campaigns over a selected time period. This chart is only for video campaigns and will not show if the product is displayed.
Creatives
Creative Reporting is used to view all creatives running during the time period selected for that specific advertiser, campaign, or ad group and product selected in the sidebar. Use the creative chart to view the creative previews and compare how each creative has performed to different data points.
Display Creatives
For display/Image creatives, users can see how their individual ads performed during the time period selected.
Users can see image previews for all display creatives on the chart.
Users can view the corresponding impressions, clicks, CTR, and conversions per display advertisement. Each column can be sorted, with impressions being the default sort.
Totals will be displayed at the bottom, combining all display creatives for each data point.
Users can hover over an image to see a larger preview of the display advertisement that ran.
Users can click on either the image or creative name to see the full-size image open in a new tab.
Video Creatives
For video advertisements, a video icon will show in the preview column. Users can click on either the icon or the creative name to see the full preview in a new tab.
Users can see the completion rate for each video advertisement broken out by percentage
25% Complete - Users viewed 25% of the video
50% Complete - Users viewed 50% of the video
75% Complete - Users viewed 75% of the video
100% Complete - Users viewed the entire video
Audio Creatives
A headphone icon will show in the preview column for streaming audio advertisements. Users can click on either the icon or the creative name to see the full preview in a new tab.
Users can see the completion rate for each audio advertisement broken out by percentage
25% Complete - Users listened to 25% of the ad
50% Complete - Users listened to 50% of the ad
75% Complete - Users listened to 75% of the ad
100% Complete - Users listened to the entire ad
Other Creative Types
HTML5 and Ad Tag creatives are also available on creative reporting.
Users can click on the preview icon or the creative name to see the full preview in a separate tab.
Creative FAQs
Why are not all of my creatives getting the same number of impressions/impression allocations? For our DSP to optimize accordingly, we allow our setups the flexibility to deliver to creatives based on performance and availability, thus making delivery inconsistent between all ad sizes.
What are the Ideal video bit rates and resolution to be able to run on TV? We recommend high-quality video creatives that have a bitrate between 15000 kbps and 30000 kbps and a resolution of 1920x1080 Full HD 60p for Connected TV (CTV).
Hour of Day
Data by User's Hour of Day will show Impressions, Clicks, or CTR by the different hours of the day throughout the week.
Each hour is reported in users' local time. For example, if User A is on the East Coast and gets an ad at 7 am, and User B is on the West Coast and gets an ad at 7 am local, that's two impressions for 7 am on the chart.
Hover over the different squares to see the number of Impressions, Clicks, or CTR for that specific hour.
Darker colored squares indicate a higher count for that hour. The lighter the color, the lower count for that hour.
Use the toggle at the top right to choose between Impressions, Clicks, and CTR. Only one data set can be viewed at a time on this chart.
If you see a blank row for this chart, check your custom date range on the report to ensure you have a full week selected. For the example above, the date range was from Wednesday-Monday. Therefore, there is no data shown for Tuesday.
Audience
This component shows all audiences the platform targeted for the running advertisements during the set period of time. This chart will break out each individual targeting element and their corresponding impressions, clicks, and CTR for display. If a user is viewing video campaigns, you will only see the targeting elements.
Please note that the audience report may show more total impressions than the other reports, as users can fall into more than one bucket of targeting.
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