Funnel Data

1. Functions

Funnel Data based on the funnel model provides statistics on ad monetization events and core funnel conversion rates.

2. Usage scenes

With this report, you can quickly find the links where Ad displays are lost.

3. Usage guides

3.1 Data filters

3.1.1 Instructions for usage

TradPlus Funnel Data provides 9 data filters:

Filter	Instruction
APP	App already created by developers in the TradPlus VisiM.
Ad Units	Ad units already created by developers in the TradPlus VisiM.
Country	The country where your app is published as detected by TradPlus SDK. E.g. China, USA, UK.
Ad Formats	Ad Formats already used by developers, such as rewarded ads, splash, etc.
A/B Test	A/B test groups configured in the TradPlus VisiM.
SDK Version	TradPlus SDK version.
Ad Scene	TradPlus supports creating multiple ad scenes under one ad unit to track different impressions and clicks.
App Version	App version defined by the developer.
UA Channels	Used to distinguish user sources, channel information is uploaded to TradPlus by the app.

3.1.2 Procedures

1）Click on the filter item and select the desired filter in the pop-up drop-down menu.

3.2 Funnel model reports

3.2.1 Description of the incident

• The following events are counted in terms of number of times, number of users and number of times per capita.

  • The number of users can be switched to “participating users” or “DAU”, and “participating users” means the number of users who actually participated in the event. Take “App Request” event as an example, the number of participating users is the number of users of “App Request”.

Incident	Explanation
Launch App	The App initialize TradPlus SDK
App Request	Successful request made by the app to the TradPlus SDK
App Fill	Ads are returned successfully after the app makes a request to the TradPlus SDK.
App Fill Time	Average length of time from when the app initiates a request to when it successfully fills an Ad
Arrive at Ad Scene	App Calls TradPlus's Enter Ad Scene Interface
isReady Call	The app calls the isReady interface of the TradPlus SDK.
Show Call	App calls TradPlus show interface (banners, native banners are triggering TradPlus show logic)
Show Call Success	Successfully triggered three-party display. Note: After successfully triggering the display, you need to wait for the display length and area, etc. to meet the specifications of the Ad networks before it is considered effective display.
IMP	TradPlus SDK receives display callbacks from 3rd party Ad SDKs. (Some Ad SDKs do not return Banner or Native display callbacks)
IMP API	The number of clicks that TradPlus pulls in through the Ad Platform Reporting API. Note: Some ad platforms (such as Unity Ads) do not return clicks.

3.2.2 Data on core indicators

Statistics on core funnel conversions for analyzing the churn of Ad displays.

Funneling event	Key Conversion Rate	Meaning/formula	Instruction
App Requested Ads	App Fill Rate	Ad fill rate at the aggregation level, i.e., the rate at which ads are successfully returned after an app makes a request to the aggregation SDK.	Reflects whether Waterfall is configured appropriately, with factors such as the number of Ad platforms in use and the allocation of AD Sources.
User arrives at Ad Scene	Ad Scene Arrival Rate	Number of Users Reaching Ad Scene / Number of Users Launching the App.	Reflect whether the Ad Scene design is reasonable or not, if you want to improve this conversion rate, you can design the Ad Scene entrance more obvious.
Show Ad Call	Show Call Rate	The rate of triggering ads when users Arrive at Ad Scene. Calculation formula: Number of times a show call was triggered / Number of times Ad Scene was Arrive at Ad Scene.	For rewarded video, the Show Call Rate reflects the degree of attraction of the reward to the user; for other Ad Formats, since it is triggered by the app actively, the Show Call Rate should be 100%, or else it is the app itself that has done the limitation.
Show ads	Show Call Success Rate	The percentage of Ads that can be successfully triggered to show call after the app triggers a display. Note: After successfully triggering a show call, it needs to meet the Ad platform's requirements for show area and duration, etc., before it can be recognized as a single show.	If the show call success rate is low, it's usually due to Ad frequency limitations or access issues. the TradPlus VisiM counts all the reasons for failure and the corresponding times.
Show ads	Show Success Rate	IMP/ Number of times a show call success	It can reflect the quality of Ad display and whether the design of Ad Scene is reasonable. Note: The Banner and Native of some Ad platforms will not callback to display.

3.2.3 Procedures

Click the [Daily], [Overview], and [Trend] tabs at the top left of the report to switch to view the corresponding report.

【Daily】reports：

• Data and conversion rates for each funnel event by date dimension.

• The default display of 19 data indicators, you can choose the required indicators, click the right side of the “Customize Metrics” - check the required data indicators can be.

【Overview】reports：

• Statistics are summarized over a filtered date range and displayed in funnel order.

• The “Rates” after the “Counts” column is the conversion rate based on the number of events, e.g.the app fill rate is the number of app requests / app fills.

• The “Rates” after the “DAU” column is the conversion rate based on the number of users, e.g. Ad Scene Reach is Arrive at Ad Scene / Launch App Users.

【Trend】reports：

Visualize the data trends for each funnel event and conversion rate, with the number of times and the number of users shown as line graphs, and per capita shown as bar graphs.

1）Optional data indicators to be monitored

4. Best practices

The TradPlus Funnel Analysis report is used to analyze whether the display of Ads is maximized for aggregated ad cash. When performing data analysis, you can first view the funnel conversion rate in the order of the funnel model, and then analyze whether the Ads are filled in a timely manner.

4.1 Focus on funnel conversion rates

• The in-app advertising process is usually as follows: the app requests ads in advance, and when the user Arrives at Ad Scene, the ads are called and shown.

-Based on this process, we have sorted out the four funnel steps of “App Request Ad -> User Arrive at Ad Scene -> Show Ad Call -> IMP”. By counting the key conversion rate of each step, we can know where the revenue is lost.

4.2 Analyze the timeliness of ad filling

Even if the app has a 100% fill rate, there is no guarantee that there will be an ad available for impression when the app needs an ad, due to the fact that the ad may not be ready when the user arrives at Ad Scene. Possible influencing factors are:

• The app initiates the ad request late, when the user is close to watching the Ad；

• Ad Scene design is shallow and users need to watch Ads soon after opening the app；

• Waterfall configurations with too many tiers or too high a base price, resulting in long fill times.

To monitor whether Ads are populated in a timely manner, TradPlus provides a variety of data metrics for developers to use, as follows：

Data indicators	Meaning/formula	Instruction
Ready rate when Arrive at Ad Scene	Ratio of users arriving at Ad Scene with at least one ad already READY	It can react to whether the Ad fill is timely enough, and if it is too low, the number of parallel requests can be increased, the number of waterfall layers can be reduced, or the Ad Scene position can be adjusted.
isReady Yes Rate	The rate at which Ads are ready when the app asks TradPlus if they are.	Since the query interface (i.e., the isReady method) is called flexibly by the application, developers need to analyze it in the context of how it is used. It should be noted that the application may call the isReady method frequently when it finds that the Ads are not ready, which results in a lower “query ready rate” than the real situation.
App Fill Time	The average length of time from when an app initiates a request to when it successfully fills an Ad is the speed of filling an Ad at the aggregation level.	This metric reflects the loading speed of waterfall, when the above two READY rates are low, we can reduce the application fill time by reducing the number of waterfall layers. But at the same time, we should pay attention to the impact on eCPM, because we ultimately want to get the optimal Arpu value.

4.3 Timing of Arrive at Ad Scene Events for Reporting

The app needs to proactively report Arrive at Ad Scene events to TradPlus, and the timing of the report is:

Rewarded video

• If the Watch Ads button is always displayed and will not be grayed out or hidden when there are no Ads, you can report this event when the user clicks the button, as shown in Figure 1.；

• If the Ad button is only displayed when the ad is being advertised, it can be reported when the user enters the ad unit.

Interstitial

• Report the event of user Arrive at Ad Scene when the advertisement trigger conditions are met, for example, if the Ad Scene is a pop-up insertion screen after cleanup, it will be reported at the end of cleanup.

4.4 Difference between the two ready rates

• “Ad ready rate when Arrive at Ad Scene” is the ad ready rate at the time of reporting the Ad Scene on the app;；

• The timing and scenarios in “isReady Yes Rate” are uncertain, depending on how the developer uses it.

5. FAQs

Q：Is the low fill rate of the Ad source an indication that the Ad unit is underfilled？

A：

• The fill rate of a three-way ad source does not necessarily correlate with the fill of an Ad unit.

• As the aggregation contains multiple three-way Ad sources, it is only necessary to have one fill after the app initiates a request to the aggregation. Only when the application fill rate is abnormal, we need to focus on the fill rate of the three-party ad sources.

Q：Does the fact that the Ad source has a low impression rate indicate a lot of impression loss?

A：

• Low impressions in three-way Ad sources are not necessarily related to impression lost.

• If multiple ad caches are configured, when the app makes a request to the aggregator SDK, the aggregator will request ads from multiple three-party ad sources, and when displaying the ads, it will only display the higher-priced ones, and the remaining ads will be cached for spare time.

• If the follow-up is not being shown, it reduces the impression of the Ad source. And to know the impression churn, you need to look at the conversion rate at each step of the funnel model. If there is an anomaly in one of them, then target and troubleshoot the cause/