Campaign Insights

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Overview

Campaign Insights analyzes the users who have interacted with your advertising campaigns, providing performance metrics, audience composition data, and engagement analytics. By capturing events on users who saw or clicked on an ad, Campaign Insights enables publishers to optimize campaigns mid-flight and create data-rich post-campaign reports that demonstrate delivery value to advertisers. Campaign Insights filters by Campaign ID and explores five key dimensions: Engagement, Technographics, Index & Overlap, Third-Party data, and Content Read. Each dimension helps you understand not just how your campaign performed, but who engaged with it and what content resonated.

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Why Use Campaign Insights?

Optimize campaigns mid-flight — Real-time engagement metrics and audience composition data allow you to identify underperforming segments and make targeting adjustments before campaign end, maximizing ROI for advertisers. Create compelling post-campaign reports — Transform delivery data into rich audience narratives that demonstrate not just impressions served, but who engaged with the campaign and how they behaved on-site. Understand campaign audiences — Index & Overlap analysis reveals which of your cohorts over-index for campaign engagement, enabling smarter targeting recommendations for future campaigns. Validate targeting effectiveness — See whether the intended audience segments actually engaged with the campaign, and identify unexpected high-performing audiences for optimization opportunities.

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Concepts

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Definitions

• Campaign ID: The unique identifier for your campaign in the ad server. In Google Ad Manager, this is the Order ID. In Xandr, this is the Insertion Order ID. This is the primary filter for all Campaign Insights reports.
• SlotClicked: An ad event fired when a user clicks on an ad creative. Used to measure click engagement in Campaign Insights.
• SlotViewable: An ad event fired when an ad creative meets viewability standards (typically 50% of pixels in view for at least 1 second). Used to measure impression engagement.
• Uniques: The number of unique users who have interacted with the campaign (via SlotClicked or SlotViewable events) during the filtered date range.
• Sessions: The number of sessions during which users interacted with the campaign.
• Pageviews: The number of pageview events from users who interacted with the campaign.
• Index: A score indicating how much more or less likely users who engaged with the campaign are to belong to a specific cohort compared to a base cohort. An index of 100 is baseline, above 100 indicates higher likelihood.
• Overlap: The percentage of campaign-engaged users who also belong to a specific cohort.

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Workflows

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Connecting Your Ad Server

Before using Campaign Insights, you must connect your ad server (Google Ad Manager, Xandr or Equativ) to enable campaign event tracking. This one-time setup allows Permutive to receive SlotClicked and SlotViewable events from your campaigns.

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Filtering by Campaign ID

Publishers start by entering their Campaign ID (Order ID for GAM, Insertion Order ID for Xandr, Insertion-ID for Equativ) in the search field. Unlike Audience Insights which filters by cohort, Campaign Insights uses the campaign as the primary filter, then allows secondary filters for date range, domain, device, and platform.

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Analyzing Campaign Engagement

The Engagement tab displays performance metrics including unique users reached, sessions, pageviews, time spent, and articles viewed. This data helps quantify the depth of engagement beyond raw impression counts.

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Understanding Campaign Audience Composition

Index & Overlap analysis reveals which of your existing cohorts over-index among users who engaged with the campaign. This helps validate whether targeting reached the intended audience and identifies unexpected high-performing segments.

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Guides

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Connecting Google Ad Manager

To use Campaign Insights with GAM, you must first establish the integration.

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Connecting Xandr

To use Campaign Insights with Xandr, configure the Xandr integration.

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Connecting Equativ

To use Campaign Insights with Equativ, configure the Equativ integration.

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Configuring Campaign Insights Filters

All Campaign Insights reports start with selecting a campaign, then applying secondary filters.

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Viewing Campaign Engagement

Engagement insights show how deeply users engaged with your campaign beyond simple impression metrics.

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Using Campaign Index & Overlap

Index & Overlap helps you understand which cohorts over-index among users who engaged with your campaign.

Show Understanding Index Scores for Campaigns

Index scores use 100 as the baseline:

Index Score	Interpretation	Campaign Example
100	Equal likelihood	Campaign-engaged users are as likely as average to be in this cohort
150	50% more likely (1.5x)	Campaign is over-indexing with this audience
200	100% more likely (2x)	Strong affinity between campaign and cohort
75	25% less likely (0.75x)	Campaign is under-indexing with this audience

Example: If your “Luxury Travel” campaign shows an index of 175 against “High Income Households” with the base set to “Everyone,” users who engaged with the campaign are 75% (or 1.75x) more likely to be in the High Income Households cohort than the average site user.

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Viewing Campaign Technographics

Technographics reveal the device, platform, browser, and geographic distribution of users who engaged with your campaign.

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Viewing Third-Party Insights (Beta)

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Viewing Campaign Content Read

Content Read surfaces what content resonated with users who engaged with your campaign.

Show Why Some Values Show as Null

Content Read uses quantile limits to keep only the most popular items and filter out the long tail. This optimization improves performance and reduces storage costs.For example, with a 0.5 (50%) quantile limit on article titles, only the top 50% most-viewed titles are retained. Less popular content may appear as null values.If you’re seeing unexpected null values, contact your Customer Success Manager to review your quantile limit configuration.

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Viewing Hourly/Daily Activity

Hourly/Daily Activity shows when users who engaged with your campaign are most active on your site.

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Exporting Campaign Insights Reports

Export your campaign analysis for post-campaign reports and client presentations.

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Using Targeted Impressions

The Targeted Impressions dashboard shows the volume of impressions targeted using Permutive cohorts compared to total targetable impressions. This helps demonstrate the value Permutive provides for campaign activation.

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Troubleshooting

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Environment Compatibility

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Core Product

Campaign Insights data availability is more limited than Audience Insights due to platform restrictions:

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Ad Server Support

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Platform-Specific Notes

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Dependencies

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Limits

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Campaign Restrictions

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Data Retention

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Performance Limits

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FAQ