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Performance Report

The performance reporting gives you graphical insight into various core metrics. On top of expected tag metrics and revenue data, you can also give live revenue for the day so far, as well as latency stats to gain insight into your sites performance and how that might be impacting earnings.

Ad metrics

See 30 days of key tag metrics such as page impressions, ad impressions. Use this graph to spot anomalies that might help explain publisher performance.


Page impressions
This is the number of pages our tag was loaded on

Ad unit loads
This is the number of times we have found a target match on page, and are ready to serve ads. However, our in-view technology wont load an ad until that unit is scrolled into view. So this metric may be higher than ad impressions. You can think of this as as "ad opportunities".

Ad loads
This is the raw count of how many ad requests actually returned an ad (filled).

Ad misses
This is the number of ad requests that didn't return an ad. This could be because of legitimate reasons such as yield optimisation where we push for higher CPMs, bringing down fill and boosting revenue, or; an ads.txt issue could also cause decreased ad responses where partners are not authorised to bid.

Ad impressions This is the number of impressions received on an ad, meaning an ad was successfully returned and fully rendered to page (all images and scripts downloaded). This will be lower than "ad loads" as users could exit the page between an ad being returned and the ad fully rendering to page.

Revenue & CPMs

See your revenue trends for the current 30 day period, previous 30 day period, and 30 days offset by a week. This gives you solid comparisons to your current revenue performance, at a glance with the ad metrics graph above, trends should be easily spotted.

Click on either of the CPM totals, and the graph will switch from revenue to CPMs!

Live hourly revenue

See todays hourly revenue so far, compared with yesterday, and this time last week. We extrapolate today to give you a revenue prediction. use this graph get a quick visual on how today is looking.

Latency stats

An important part of advertising is latency. Adverts wont be effective if they take 10 seconds to load on page, as the user might have finished the article by then!

This is where our latency stats come in. Some stats are completely under the control of the publisher, and others are controlled by the Content Ignite publisher tag, but are heavily impacted by general page performance.

The top stat in this section is "Page to ad load", This is the time from your page first getting delivered to the users browser, till the user sees an ad. As you will see below, there are a number of things that impact latency, a lot of which relate to general page performance. We'd hope to see this value at around 3,000ms (3 seconds), bearing in mind that the page itself is loaded within that time period, before our tag.


Page latency
This is an important one. This is how long you take to load our script on page. "From page load, to tag load". Completely under the control of you the publisher, this is often the biggest cause of latency issues. Direct tag-on-page integrations will see the smallest latencies here, followed by something like Googles Tag Manager and lastly serving us via an ad server. Introducing delays here will have a direct impact on earnings.

Other contributors to poor latency could be heavy use of JavaScript, causing competition between scripts and slowing your publisher tag down.

We'd typically expect latency to be under 250ms.

Tag latency
This is how long it takes our tag to be downloaded by the users browser and to be ready to start setting up ads. Our tag is served via a global CDN, typically taking around 40ms to be delivers, so the rest of this portion of latency, is likely caused by either:

  • User internet speed - Slow internet or low bandwidth takes longer to download resources
  • Site resource use - If your site requests lots of different resources (images, scripts, etc), then resources may be queued up as browsers can only download so many at one time, causing a delay

We'd typically expect latency to be under 1000ms.

Unit latency
This is the amount of time it takes us to find the ad unit targets on page, load in the ad unit, and be ready to request ads.

This is typically only effected by general page performance, such as other scripts trying to di their own thing.

We'd typically expect latency to be under 500ms.

Ad latency
Ad latency represents the time from when we call the ad server and request an ad, till the time when we receive a response. Ad server response times can be effected by the users internal speed, as well as other page resource requests and number of bid partners.

Content Ignite is continuously scoring our bid partners ensure they are performing well. Any that are not are culled to keep the number of partners to a minimum to balance speed and revenue performance .

We typically see latency around 700ms