Cap-out Report
The cap-out report is available in the Analytics section on the Demand side of the platform. It informs you of how much sales are being missed due to the campaigns and line items reaching their available daily spend too early in the day.
The report provides insights on how campaign budgets can be managed and identifies opportunities for increased sales through optimal budget recommendations.
On the top of the report, you can find three cards as follows:
Traffic: The total between actual recorded traffic and missed traffic. It informs you of the progression of missed traffic volume resulting from reaching the daily available spend.
Avg. Cap-out hour: The average time of day your line item spends all of its dedicated budget. It also evaluates how this duration compares to the average time lost due to the cap-out event.
Spend: Total spend including any platform fees. It displays the current and previous reporting period's actual spending and compares it to the total missed spend that the line item could have received if its daily limit was not reached early in the day.
Additionally, you can customize your report based on the following filters:
Campaign
Line Items
Campaign Status
Buy Type
Sales Channel
Retailer
Dimensions and Metrics
To facilitate the creation of custom reporting, multiple dimensions and metrics can be selected and combined. This allows analyzing the report with more precision.
Dimensions are as follows:
Campaign: Name of the campaign
Line Item: Name of the line item
Date: The date of the ad activity
Retailer: The retailer where the line-item was active for the report period
Metrics are as follows:
Daypart Schedule: The scheduled time of day when your ads are displayed.
Average Cap-Out Hour: The average time of day your line item spends all of its dedicated budget.
Missed traffic: The number of page loads where the advertiser did not display an impression after capping out.
Spend: Total spend including any platform fees.
Est. Missed Spend: The estimated additional budget recommended for your ads to display in optimal conditions.
Est. Missed Clicks: The estimated clicks that you could have received if their ad activity hadn't capped out.
Est. Missed Impression: The estimated impressions that advertisers could have received if their ad activity hadn't capped out.
Est. Missed Sales: The estimated additional revenue that could have been attributed to your ads if they had displayed.
Clicks: The number of clicks on your ad
Sales: Revenue that is attributed to your ad according to the date of sale.
Impressions: The number of times your ads were shown.
ROAS: Return on ad spend (ROAS) is calculated by dividing the number of attributed Sales by the total ad Spend.
Avg. CPM: The average cost-per-mille. It is calculated by dividing the total cost of impressions by the total number of impressions. (Spend/ Impressions)
Avg. CPC: The average cost-per-click. It is calculated by dividing the total click ad spend by the total number of clicks. (Spend/ Clicks)
CTR: Click-through rate is calculated by dividing the number of clicks by the number of placement impressions.
The report can be exported in a CSV or Excel file format. Additionally, save and/ or create a schedule for it to export and send the report automatically by email.