Next to the performance data in the dashboards, Adhese forecasts the delivery of a running booking.
Several forecasts are given for the period the booking is running:
- Booking will reach is the number of impressions the booking is expected to reach. This is useful when you have predetermined the desired number of impressions. You can use this number to examine whether or not this booking will reach its objective;
- Still available impressions are the total number of available impressions for the position during the period the booking is running;
- Booked is the total number of booked impressions for this position. When you click this number, it changes into a percentage that indicates the number of booked impressions relative to the number of still available impressions;
- Higher priority is the percentage of bookings with a more top priority than the selected booking;
- Left available is the number of impressions of the position that are still available to book for the period the selected booking is running. This number is equal to the number of still available impressions minus the number of booked impressions;
- Needed is the number of impressions that still needs to be delivered for the selected booking.
The background colour of this part (which can be any colour ranging from red to green) indicates if the booking goal will be achieved based on the forecasts. If the background colours red, there is a chance the goals are not met. However, forecasts can always change if new data is available.
The position average denotes four intervals that represent the distribution of the impressions or contacts you can reach on a specific day:
- Number of impressions during a weekday;
- Number of contacts during a weekday;
- Number of impressions during a day in the weekend;
- Number of contacts during a day at the weekend.
This interval represents the range of the total number of daily impressions or contacts the selected position can achieve at a 95% confidence level, for example, 208<325k>637. Adhese predicts that more than 208.000 and less than 637.000 impressions will be delivered at a weekday – with 95% confidence. The middle number, 325.000 impressions, is the median of the past 30 days.
It is possible to show information when you click More.
Refer to the next three paragraphs for more information about the additional graphs.
Inventory of past 60 days
The past 60 days line chart's Inventory represents the position's volume of served impressions (the pink sparkline) and contacts (the blue sparkline) for the past 60 days. When hovering over the line chart, the exact number of daily impressions or contacts becomes visible.
Planned daily traffic
The Planned daily traffic bar chart represents the position's daily traffic for the period the booking runs and allows you to examine the delivery on a daily base. The traffic (or the number of impressions) is expressed in either absolute or relative numbers.
The bookings represented in one bar can be grouped by campaign, position or the priority level (bookings with a high priority will appear lower in a bar).
When hovering over the bar chart, each individual booking is highlighted, and the delivered or expected volume of daily impressions is shown.
When interpreting the Planned daily traffic bar chart, you have to make a difference between the past and the future:
The red curve represents the total daily volume of online traffic for the booked position. The height of every single bar shows the total number of delivered impressions. Each part of a single bar represents the daily volume each booking has reached (as a percentage or by absolute impressions). The selected booking is coloured orange.
The expected volume of daily traffic for the position is shown to the right of the red curve. Each part of a single bar displays the daily volume each booking is expected to reach. The selected booking is coloured orange. The range of the expected volume (or the position average) is coloured red. A dark red line marks the median. The height of every single bar represents the daily volume of booked impressions for that position. The position is overbooked if a single bar's height exceeds the dark red line: the number of booked impressions is higher than the number of forecasted impressions.
If you click More in the upper right corner of the Planned daily traffic graph (see the previous paragraph), the competing bookings are shown in the Competing bookings table. The selected booking shares inventory with other bookings booked at the same position, hence the name competing bookings. The bookings are sorted from highest to lowest priority.
At the right part of the Competing bookings table are two columns with impression figures that provide more information about the shared volume of inventory for the period the selected booking runs.
The first column equals the number of impressions each competing booking is expected to deliver during the period the selected booking runs. The second column displays the cumulative number of impressions.