E-mail Reporting Requirements for Adform Reports

Certain requirements regarding the format need to be met for the report to be automatically ingested in our system. 

• Adform reports usually contain a spreadsheet with three sheets: “Front Page,” “Sheet,” and “Data.” The middle sheet needs to be called “Sheet” without any custom name added.

• The columns in the report need to be in English.

The following dimensions need to be included in the report:

• Date (format, i.e. DD/MM/YYYY)

• Campaign

• Campaign ID

• Tag ID (BN),

• Banner/Adgroups

• Banner ID or Line Item

The following delivery metrics need to be included:

•  Impressions or Tracked Ads or Delivered Impressions 

• Clicks

The following performance (conversion & revenue) metrics will be recognized by our reporting tool: 

• Conv PI or contain the word post impression

• Conv PC or contain the word post click

• Conversions

• Total Conversions

• Sales (will be ingested as Total Revenue)

The performance (conversion/revenue) metrics need to start from the 9th column in the report. Therefore, if you’re adding more than two delivery metrics (impression and click), the number of dimensions will need to be reduced. The essential dimensions are Date and Tag ID.

Please provide the report with a name/title so we can quickly identify the relevant campaign/account in our public email folder. 

Send the report as an attachment (xlsx, csv, or zip) to the appropriate alias based on your region and copy your Account Manager:

• [email protected]

• [email protected]

• [email protected]

• [email protected]

Once the report is scheduled, please share the report name and report ID with us, so we can easily locate it if necessary.

Example Report Template:

Adform Report Ingestion Requirements:

• Mandatory fields: Date, Tag ID (BN)

• Metrics – Impressions OR Tracked Ads OR Delivered Impressions, Clicks

• If the Activity columns start with "Conv PI" or contain the word "post impression," they are considered view conversions.

• If the Activity columns start with "Conv PC" or contain the word "post click" “ they are considered click conversions.

• Total Conversions are typically calculated through View Conversions + Click Conversions. If the Activity columns contain the word “Conversions” or “Total Conversions”, they are considered Total Conversions.

• If the column is called “Sales”, then it’s considered as Total Revenue

• The base (‘Sheet’) stream transpose process starts at the 8th column, so the Activity columns should start after the 8th Column.

• We usually don't need the Campaign Name/ID or Line Item Name/ID for manual upload, but we would need it if we need to overwrite email-parsed/API data.

Adform Impression metrics

Tracked Ads shows the total number of registered impressions, including rendered and served-but-not-rendered ads and excluding fraudulent traffic. This metric is available for both direct and programmatic line items.

The Media Rating Council (MRC) introduced the term tracked ads to address rendering issues in ad tracking and distinguish this metric from delivered impressions.

Adform considers both client-initiated and server-initiated measurements. However, only client-initiated measurements are compliant with Media Rating Council (MRC) guidelines.

Delivered Impressions

Delivered Impressions show the number of delivered impressions (only for placements booked in impressions). This metric is available for direct line items only. For programmatic line items, use the Tracked Ads metric.

Source: https://www.adformhelp.com/hc/en-us/articles/10865768894225-Reporting-Metrics-in-Advertiser-Reports.