Factor42 Platform Library
Platform Documentation & Guides
Everything you need to understand and operate the Factor42 OMS — from platform modules and workflow guides to analytics metrics definitions and DSP integration references.
Platform Overview
What the Factor42 OMS is, how it's structured, and who it serves.
User Roles & Permissions
Admin, Campaign Manager, Approver, Viewer, and Client role capabilities.
Advertisers Module
Creating and managing advertiser profiles, contacts, logos, and settings.
Insertion Orders (IOs)
Creating IOs from scratch, via AI recommendation, or by duplicating existing orders.
IO Tactics & Channel Configuration
Selecting channels, setting tactics, allocating budgets, and configuring targeting.
IO Approval Workflow
Multi-role approval process, status transitions, and change request cycles.
Campaign Management
Campaign wizard, setup fields, DSP selection, targeting, and going live.
Pacing & Delivery Monitoring
How pacing is calculated, thresholds, channel summary cards, and alerts.
Internal Communications
IO-scoped team messaging, campaign-level threads, and role-based access.
Trafficking Task Management
Task stages from intake to QA to live, and how trafficking tasks are created.
Reporting Dashboard Overview
Navigating the reporting page, selecting advertisers, campaigns, and date ranges.
Universal Metrics Glossary
Platform-agnostic definitions for Impressions, CTR, ROAS, CPA, and more — applicable across all channels.
Pacing Metrics & Calculations
How pacing percentage and projected spend are computed, and what thresholds mean.
AI Performance Summaries
How the AI summary feature works, what it analyzes, and how to interpret it.
Exporting & Sharing Reports
Export to CSV or PDF, and share a scoped reporting dashboard with clients.
Connected Platforms & Fields
Google Ads, Bing, Meta, TikTok, DV360, Amazon, Reddit, OTT, Email, Audio, DOOH — dimensions & metrics for each.
DSP Push — Campaign Execution
Step-by-step walkthrough of how campaigns are pushed to DSPs and go live.
Smart Channel Advisor
AI-powered channel recommendations based on advertiser website and industry signals.
No topics match your search. Clear search
Platform Overview
The Factor42 OMS (Order Management System) is a purpose-built platform for digital advertising operations teams at media companies and agencies. It centralizes the full campaign lifecycle — from advertiser onboarding and insertion order creation through campaign setup, DSP push, pacing monitoring, and performance reporting — in a single, role-aware workspace.
Core Platform Entities
Advertiser
A brand or client account. Holds name, industry, website URL, contact info, logo, and aggregated spend/budget data. Parent entity for all IOs and campaigns.
Insertion Order (IO)
The primary planning and budget document. Contains flights, channels, tactics, budget allocation per tactic, and targeting fields. Follows an approval workflow before campaigns are created.
Campaign
A single channel × tactic execution unit. Auto-created on IO approval. Tracks platform (DSP), spend, pacing, status, and live state. Pushed to external DSPs to go live.
Tactic Configuration
The planning layer inside an IO. Stores selected channels, per-tactic budgets with monthly breakdowns, and targeting fields. Validated before submission for approval.
Who Uses the Factor42 OMS?
The platform is designed for media companies and digital advertising agencies that manage multi-platform campaigns at scale. It is particularly suited for teams operating across Search (SEM), Social, Programmatic Display, Pre-roll, CTV, and DOOH channels simultaneously — where centralized IO management and cross-channel visibility eliminates the operational fragmentation typical of managing each platform independently.
User Roles & Permissions
The Factor42 OMS uses a five-role permission model. Each role determines which pages are visible, which actions are available, and which data is accessible.
| Role | Creates IOs | Approves IOs | Manages Campaigns | Views Reporting | Admin Access |
|---|---|---|---|---|---|
| 👑 Admin | ✓ | ✓ | ✓ | ✓ | ✓ |
| 🎯 Campaign Manager | ✓ | — | ✓ | ✓ | — |
| ✅ Approver | — | ✓ | — | ✓ | — |
| 👁 Viewer | — | — | — | ✓ | — |
| 🏢 Client | — | — | — | Own advertiser only | — |
Client Role — Special Behavior
When a Client logs in, the platform automatically locks the reporting view to their assigned advertiser and hides all other navigation. They can only access the Reporting page scoped to their own brand's data — no internal data, IOs, or campaigns from other advertisers are visible.
Advertisers Module
The Advertisers module is the starting point for all work in the platform. Each advertiser represents a brand or client account. All insertion orders and campaigns are linked to an advertiser.
Creating an Advertiser
Click + New Advertiser on the Advertisers page (requires Campaign Manager or Admin role)
Fill in Basic Info: Name (required), Industry, Advertiser URL, External ID
Upload a Logo via drag-and-drop or file picker
Add a Primary Contact: name, role, email, and phone
Click Save — the advertiser is immediately available in all IO dropdowns, Campaign Management filters, and the Dashboard
Important
New advertisers are always created with Active status. Budget, spend, and channel data are computed aggregates — they update automatically as IOs and campaigns are created under the advertiser. The advertiser URL is used by the Smart Channel Advisor to pre-populate AI recommendations when creating new IOs.
Insertion Orders (IOs)
An Insertion Order is the master planning document for a campaign engagement. It defines the advertiser, flight dates, total budget, and all channel tactics. IOs follow a structured lifecycle from draft through approval before campaigns are created.
IO Status Lifecycle
- Draft — Editable. Tactics and budget can be modified freely. Can be saved any time.
- Pending Approval — Locked. No edits allowed. Awaiting Approver/Admin action.
- Active — Approved. Campaigns auto-created. Budget tracked against spend.
- Ended — Computed at display time when end date has passed. No stored status change.
- Over-pacing — Computed when spend/budget exceeds 105%. Shown as an alert state.
Three Ways to Create an IO
✨ Smart Channel Advisor
Enter the advertiser's website URL. The AI analyzes the site, detects industry and content signals, and recommends channels with reasoning and tactic suggestions.
📄 Start from Scratch
Fill in a blank IO form — advertiser, name, dates, budget, and notes. Channels and tactics are configured in the next step.
⧉ Duplicate Existing IO
Select any existing IO to copy its channels, tactics, budgets, and targeting fields into a new IO. The name gets "(Copy)" appended.
IO Tactics & Channel Configuration
The Tactics tab inside an IO is where you configure which advertising channels to use, select specific tactics within each channel, allocate budget per tactic with monthly breakdowns, and set targeting parameters. Budget must be fully allocated before submission.
Supported Channels
Budget Validation Rules
Note: Saving as Draft is always available regardless of budget allocation status. Only submission for approval requires a balanced budget.
IO Approval Workflow
After a Campaign Manager submits an IO for approval, it enters a locked pending state. An Approver or Admin reviews the IO details and can either approve it (which triggers campaign auto-creation) or send it back with required changes.
Campaign Auto-Creation on Approval
When an IO is approved, the platform automatically creates one campaign per tactic-channel combination. For example, an IO with 3 tactics (SEM Brand Search, SEM Shopping, Social Retargeting) generates 3 campaigns, each inheriting the tactic's budget, flight dates, and targeting settings from the IO's budget map.
Campaign Management
The Campaign Management module is where campaigns are configured and launched. Campaigns can be created manually via the Campaign Wizard or set up from auto-created pending campaigns generated on IO approval.
Campaign Status Flow
Campaign Wizard Fields
Campaign Name
Auto-generated from Advertiser + Tactic + IO number. Editable.
Channel & Tactic
Select the channel; the first tactic auto-applies. Targeting fields update accordingly.
Campaign Objective
Awareness, Traffic, Conversions, Lead Generation, or App Installs.
Platform (DSP)
Auto-suggested per channel. First DSP is pre-selected.
Budget & Flight Dates
Pre-filled from IO tactic budget map. Editable.
Targeting
Pre-filled from IO's field map. Includes geo, device, audience, bid strategy, and more — fields vary by tactic.
Pacing & Delivery Monitoring
The Pacing page gives a real-time view of how campaigns are delivering relative to their budgets. It surfaces at-risk campaigns early so teams can take corrective action before significant under-delivery or overspend occurs.
Pacing Status Thresholds
Over-pacing (>105%)
Spend is ahead of plan. Action: reduce daily budget or pause low-priority line items.
On Track (90–105%)
Delivery is within the healthy band. No action required.
Slightly Under (80–90%)
Monitor closely. Delivery is slightly below pace but within acceptable range.
Under-pacing (<80%)
Significant delivery shortfall. Action: increase bids, expand targeting, check creative approval status.
Internal Communications
The Comms module provides an IO-scoped internal messaging workspace. Teams can discuss any IO or individual campaign in context, with role-based message attribution and optional campaign-level filtering.
- Messages are always scoped to an Insertion Order
- Optional campaign-level filter narrows the thread to one campaign
- Role-based avatar colors provide quick visual identification (Admin/Approver = green, Campaign Manager = purple, Viewer = amber)
- Only
internaltype messages are shown — client-facing messaging is a separate reserved type - Sending a message requires at minimum a Campaign Manager role; Viewers cannot send
Production Note
In the current platform, messages exist in application state per session. In the production backend, messages will be persisted per IO with timestamps, indexed by io_id and campaign_id, with full audit trail support.
Trafficking Task Management
When a campaign goes live, a trafficking task is automatically created in the Trafficking module. Tasks track the end-to-end ad trafficking process from initial intake through QA verification and final live confirmation.
Trafficking Task Stages
- Intake — Task created automatically when campaign goes live. Creative assets received and logged.
- Tags — Tracking tags generated and implemented on the creative assets.
- QA — Tags implemented and reviewed. QA checklist completed.
- Live — QA passed. Campaign confirmed live on the DSP. Task closed.
Reporting Dashboard Overview
The Reporting page provides a unified view of campaign performance across all advertisers, products, and channels. It supports date-range filtering, AI-generated performance summaries, data exports, and shareable client dashboards.
Dashboard Sections
KPI Cards
Top-level performance metrics per product: Impressions, Clicks, CTR, CPC, Conversions, and ROAS — with period-over-period comparison.
Trend Chart
13-day performance trend line with gradient SVG sparkline. Shows daily delivery trajectory for the selected scope.
Device Breakdown
Performance split by Desktop, Mobile, Tablet, and Connected TV — showing how budget and delivery varies across devices.
Geography Breakdown
Delivery and performance by US state and region. Helps identify geo-level pacing imbalances.
Campaign Breakdown
Individual campaign performance within the selected advertiser, showing spend and key metrics per campaign.
Date Range Filters
Pre-set quarters (Q1–Q4) or custom date range. Scope applies across all panels simultaneously.
Universal Metrics Glossary
Platform-agnostic definitions for the core KPIs that appear across all channels in Factor42 Reporting. For platform-specific field names and definitions, see each Connected Platform below.
Impressions
The total number of times an ad was displayed to a user. One impression is counted each time an ad creative is rendered in a browser or app, regardless of whether the user interacted with it.
Unit: Count · Higher = more reach
Clicks
The total number of times a user clicked on an ad creative. Clicks represent user intent — a click signals the user engaged with the ad and navigated to the destination URL.
Unit: Count · Higher = more engagement
CTR — Click-Through Rate
The percentage of impressions that resulted in a click. Measures ad relevance and creative effectiveness relative to how many people saw it.
Unit: Percentage (%) · Industry average: 0.05%–0.1% (Display); 1–3% (Search)
CPC — Cost Per Click
The average cost paid for each user click. A core efficiency metric for performance campaigns where clicks indicate purchase intent or lead generation activity.
Unit: USD ($) · Lower = more cost-efficient
CPM — Cost Per Thousand Impressions
The cost to deliver 1,000 ad impressions. The standard buying and measurement unit for awareness campaigns where reach is the primary objective, not clicks or conversions.
Unit: USD per 1,000 impressions · Lower = more cost-efficient reach
Conversions
The number of desired actions completed by users after interacting with an ad. A conversion is defined per campaign objective — it may be a purchase, form submission, phone call, app install, or page visit depending on the advertiser's goals.
Unit: Count · Higher = more business outcomes
ROAS — Return on Ad Spend
The revenue generated for every dollar spent on advertising. The primary efficiency metric for e-commerce and direct-response campaigns. A ROAS of 4.0× means $4 in revenue was generated for every $1 spent.
Unit: Ratio (×) · Benchmark: 4× is generally considered the minimum viable threshold for most industries
CPA — Cost Per Acquisition
The average cost to generate one conversion (acquisition). Used to evaluate the efficiency of conversion-focused campaigns. Lower CPA with sustained conversion volume indicates a well-optimized campaign.
Unit: USD ($) · Lower = more cost-efficient acquisition
View-Through Rate (VTR)
The percentage of video ad impressions that were watched to completion (or a defined threshold such as 25%, 50%, 75%, or 100%). Relevant for pre-roll and CTV campaigns where completion rate signals message delivery.
Unit: Percentage (%) · Relevant for: Pre-roll, CTV
Viewability Rate
The percentage of impressions that met the MRC (Media Rating Council) viewability standard: at least 50% of the ad's pixels were in-view for at least 1 continuous second (display) or 2 seconds (video).
Unit: Percentage (%) · MRC Standard: ≥70% is considered good for display
Frequency
The average number of times a unique user was shown an ad within a given period. Frequency management prevents ad fatigue and controls wasted impressions on already-reached users.
Unit: Ratio · Optimal range: 3–7× depending on campaign objective
Spend
The total media budget consumed in the reporting period. In Factor42 Reporting, Spend is tracked per campaign and rolled up to the advertiser and IO levels. It is compared against Budget to calculate pacing status.
Unit: USD ($) · Also tracked as: Spent (actuals), Budget (planned)
Pacing Metrics & Calculations
Pacing metrics are computed in real time from campaign spend and budget data. They tell you whether a campaign is on track to spend its full budget over the planned flight period.
Pacing Percentage
What proportion of the budget has been spent so far. Calculated at render time, not stored.
Projected Spend
An extrapolation of end-of-flight spend based on the current pacing rate. Helps identify over or under-delivery risks before they materialize.
Note: 91 represents the typical day count used as a reference period. In production, this formula is adjusted to actual flight days elapsed vs. total flight days.
AI Performance Summaries
The AI Summary feature in the Reporting module generates an intelligent ~400-word performance brief for the selected advertiser, campaign, or product scope. It is powered by the Claude API and streamed in real time to the UI.
How It Works
Select your reporting scope (advertiser, campaign, or date range) in the Reporting dashboard.
Click AI Summary. The platform constructs a prompt with scoped performance metrics, flight dates, and KPIs.
The Claude API processes the prompt and streams a performance brief directly into a modal overlay.
The brief covers delivery performance, efficiency analysis, standout metrics, and actionable optimization recommendations.
Available to all roles
AI Summaries are available to Admin, Campaign Manager, Approver, Viewer, and Client roles. Client users see the AI Summary scoped exclusively to their assigned advertiser.
Exporting & Sharing Reports
CSV Export
Exports a tab-separated values file containing: Product, Impressions, Clicks, CTR, CPC, and date range. Downloaded as report.csv. Suitable for further analysis in Excel or Google Sheets.
PDF Export
Captures each report section as a high-fidelity image using html2canvas and packages them into a multi-page PDF via jsPDF. Downloaded as report.pdf. Suitable for client presentations.
Sharing a Dashboard with a Client
Select an advertiser in the Reporting page. The Share button becomes available.
Click Share Dashboard. A unique shareable link is generated (Base64-encoded advertiser token).
Alternatively, send an email invite — this adds the client to the advertiser's shared list and allows them to log in with a Client role locked to that advertiser's data.
Connected Platforms & Field Definitions
Factor42 supports campaign execution across 11 advertising channels. Each platform section below lists the key Dimensions (ways to slice data) and Metrics (measured values) available in that platform's reporting — with definitions for every field.
Google Ads
Google Ads is the primary platform for search intent targeting. Ads appear on Google Search, Google Display Network, YouTube, Gmail, and partner sites. Best for keyword-driven campaigns, Shopping, Performance Max, and demand generation.
Dimensions
Campaign
The top-level container sharing a budget, objective, and targeting strategy. All ad groups and keywords roll up to the campaign level.
Ad Group
A sub-unit within a campaign grouping related keywords and ads together. Ad groups share bids and targeting settings.
Keyword
The search term or phrase that triggers ad delivery when a user's query matches. Keywords have match types that control how strictly the query must match.
Match Type
Controls query matching behavior. Broad — widest reach; Phrase — query must contain the keyword phrase; Exact — query must match the keyword precisely.
Device
The device type on which the ad was shown: Desktop, Mobile, or Tablet. Used to analyze performance differences and apply bid adjustments.
Geography
Location of the user who was shown the ad, broken down by Country, State, City, or DMA. Enables geo-level bid adjustments.
Ad Format
The creative type served: Responsive Search Ad, Performance Max, Shopping, Display, Video (YouTube), or Demand Gen.
Metrics
Impressions
An impression in Google Ads represents a single instance of your ad being displayed and potentially seen by a user — whether on a search results page, a Display Network site, or YouTube.
Clicks
The number of times a user clicked your ad. In Search campaigns, a click routes users to your landing page or calls a phone number.
CTR (Click-Through Rate)
Clicks ÷ Impressions. Measures how often people click your ad after seeing it. Google Search average: 2–5%; Display: 0.05–0.1%.
Avg. CPC (Cost Per Click)
Total cost ÷ Total clicks. The average amount you paid each time a user clicked your ad. Influenced by Quality Score, bid, and auction competition.
Cost
Total media spend charged by Google in the selected date range across all clicks and interactions.
Conversions
Actions completed after clicking your ad — purchases, form submissions, calls, or app installs — tracked via Google Tag or imported goals from GA4.
Conversion Rate
Conversions ÷ Clicks. The percentage of ad clicks that result in a tracked conversion action.
CPA (Cost Per Acquisition)
Cost ÷ Conversions. Average spend required to generate one conversion. A core Target CPA bidding metric.
ROAS (Return on Ad Spend)
Conversion value ÷ Cost. Revenue generated per dollar of ad spend. Used with Target ROAS Smart Bidding to optimize toward revenue goals.
Impression Share
Your impressions ÷ total eligible impressions. Shows how often your ad appears compared to the maximum possible given your budget and targeting.
Search Lost IS (Budget)
Percentage of eligible impressions lost because your daily budget ran out. Reducing this requires increasing budget or narrowing targeting.
Search Lost IS (Rank)
Percentage of eligible impressions lost due to low Ad Rank (caused by a low bid or poor Quality Score). Improving QS or raising bids reduces this.
Quality Score
A 1–10 rating of your keyword's expected CTR, ad relevance, and landing page experience. Higher scores lower your CPC and improve ad position.
View-Through Conversions
Conversions from users who saw (but did not click) a Display ad, then completed a conversion within the attribution window. Helps measure the assisted impact of Display campaigns.
Bing / Microsoft Advertising
Microsoft Advertising (formerly Bing Ads) delivers search ads across Bing, Yahoo, AOL, and MSN partner sites. Unique advantage: LinkedIn Profile Targeting allows targeting by company, industry, and job function — making it particularly powerful for B2B campaigns.
Dimensions
Campaign
Top-level budget and targeting container across the Microsoft Search Network including Bing, Yahoo, and MSN partner inventory.
Ad Group
Groups of related keywords and ads sharing bid settings within a campaign.
Keyword & Match Type
Search terms triggering ad display. Match types include Broad, Phrase, Exact, and Broad Match Modified. Negative keywords suppress irrelevant traffic.
Device
Desktop, Mobile, or Tablet. Bid adjustments can be applied per device type.
Geography
Country, State, City, or Radius targeting. Useful for local and regional campaigns.
LinkedIn Profile Targeting
Unique to Microsoft Advertising — target users based on their LinkedIn profile data including Company, Industry, and Job Function. No other search platform offers this natively.
Metrics
Impressions
Each display of your ad on Bing's search results or partner network. Bing typically reaches an older, higher-income demographic than Google Search.
Clicks & CTR
Total ad clicks and Click-Through Rate (Clicks ÷ Impressions). Bing Search CTRs are often comparable to or slightly higher than Google due to less competition.
Avg. CPC
Average cost per click. Bing CPCs are typically 20–35% lower than equivalent Google keywords due to lower auction competition.
Spend
Total ad spend charged in the period across all clicks and interactions on the Microsoft Search Network.
Conversions & Conversion Rate
Goal completions tracked via the UET (Universal Event Tracking) tag. Conversion Rate = Conversions ÷ Clicks.
Revenue
Tracked revenue from conversions when a revenue variable is passed in the UET tag. Enables ROAS calculations directly within the platform.
Impression Share
% of eligible impressions your ads captured. Lost IS is split by Budget (spend limit) and Rank (bid/quality issue).
Quality Score
1–10 rating for keyword relevance, expected CTR, and landing page quality. Functions similarly to Google's Quality Score and affects ad position and CPC.
Meta Ads (Facebook & Instagram)
Meta Ads Manager manages paid campaigns across Facebook, Instagram, Messenger, and Audience Network. Objective-based buying with advanced audience targeting using first-party behavioral data, Custom Audiences, Lookalikes, and Meta's interest graph.
Dimensions
Campaign
Top-level objective container. Meta objectives: Awareness, Traffic, Engagement, Leads, App Promotion, or Sales. The objective determines available optimization events.
Ad Set
Contains audience targeting, budget, schedule, and placement settings. Multiple ad sets within one campaign allows A/B testing of different audience segments.
Ad
Individual creative unit: single image, video, carousel, collection, or Instant Experience. Multiple ads per ad set allow creative testing.
Placement
Where the ad appears: Facebook Feed, Instagram Feed, Stories, Reels, Marketplace, In-Stream Video, Audience Network, or Messenger. Advantage+ Placements lets Meta auto-optimize.
Age & Gender
Demographic breakdown of users who saw or interacted with the ad. Available as a breakdown dimension in Ads Manager reporting.
Region & Device
Geographic (Country, State, DMA) and device (Mobile iOS, Mobile Android, Desktop) performance breakdown.
Metrics
Impressions
Total number of times your ad was displayed, including repeat views by the same person. Unlike Reach, one person seeing an ad 3 times counts as 3 impressions.
Reach
The number of unique accounts that saw your ad at least once. The best measure of unduplicated audience exposure.
Frequency
Impressions ÷ Reach. The average number of times each person saw your ad. High frequency (5+) can cause ad fatigue; monitor closely on small audiences.
Link Clicks
Clicks specifically on the destination URL or CTA button — the most intent-signaling click metric. Distinct from Clicks (All) which includes reactions, shares, and comments.
CTR (Link Click-Through Rate)
Link Clicks ÷ Impressions. A more focused engagement metric than overall CTR because it isolates actual destination-bound clicks.
CPC (Cost per Link Click)
Spend ÷ Link Clicks. Average cost for each user navigating to your destination. Use this over Cost per Click (All) for intent-based efficiency analysis.
CPM (Cost per 1,000 Impressions)
Spend ÷ Impressions × 1,000. The cost of 1,000 ad views. Primary efficiency metric for awareness campaigns.
Conversions & Cost per Conversion
Tracked events (Purchase, Lead, Add to Cart, etc.) via Meta Pixel or Conversions API (CAPI). CAPI is preferred post-iOS 14 for server-side accuracy. Cost per Conversion = Spend ÷ Conversions.
Purchase ROAS
Purchase Conversion Value ÷ Spend. Reported directly in Meta Ads Manager when purchase value is passed via the Pixel or CAPI purchase event.
ThruPlays
Times a video played to completion or was watched for at least 15 seconds. Used as the optimization event for video view campaigns.
TikTok Ads
TikTok Ads Manager delivers video-first campaigns across TikTok's global short-form platform. In-Feed ads are the standard format; TopView and Brand Takeover offer premium high-impact placements. Spark Ads allow boosting organic posts as paid content.
Dimensions
Campaign
Objective container. TikTok objectives: Reach, Traffic, Video Views, Community Interaction, Lead Generation, Website Conversions, or Product Sales.
Ad Group
Targeting, placement, budget, schedule, and optimization settings. One campaign can contain multiple ad groups testing different audiences.
Ad & Placement
Individual video creative. Placements: TikTok In-Feed, TopView, Brand Takeover, Branded Hashtag Challenge, or Spark Ads (boosted organic content).
Age, Gender & Region
Demographic and geographic targeting. TikTok skews 18–34 but has expanding older demographics.
Metrics
Impressions
Total times your ad appeared in a user's TikTok feed or on a TikTok placement. Counted when the ad is rendered, regardless of whether the video plays.
Reach & Frequency
Reach: unique users exposed. Frequency: Impressions ÷ Reach (average ad views per user). High frequency on TikTok can accelerate creative fatigue — rotate creatives often.
Video Views
Times the video ad played for at least 2 seconds with at least 50% of the screen occupied. The baseline engagement metric for TikTok video campaigns.
6-Second View Rate
% of impressions where the video was watched for at least 6 seconds. A proxy for meaningful message exposure — users who watched 6s likely absorbed the core message.
Video Completion Rate (VCR)
Completed views (100% watched) ÷ Impressions. TikTok's non-skippable In-Feed inventory typically sees 25–40% VCR. ThruPlay optimization targets high-VCR delivery.
Clicks, CTR & CPC
Clicks on the ad's CTA button or destination link. CTR = Clicks ÷ Impressions. CPC = Spend ÷ Clicks. TikTok CPCs are often lower than Meta for similar demographics.
Conversions & CPA
Actions tracked via TikTok Pixel or Events API (Purchase, Add to Cart, Lead, Registration, etc.). CPA = Spend ÷ Conversions.
Engagement Rate
(Likes + Comments + Shares + Follows + Profile Visits) ÷ Impressions. TikTok's social engagement signals are stronger than most platforms — high engagement often indicates content resonance beyond the ad itself.
DV360 (Display & Video 360)
Google's enterprise programmatic DSP. DV360 provides access to premium open-exchange and private marketplace inventory across Display, Native, Rich Media, Pre-roll, and CTV. Offers deep integration with Google's audience signals, brand safety tools, and the full Google Marketing Platform.
Dimensions
Campaign
Top-level budget and reporting container in DV360. Houses multiple Insertion Orders.
Insertion Order (IO)
Budget, pacing, and frequency cap settings for a campaign flight. Maps directly to Factor42's IO concept — each DV360 IO corresponds to a channel/tactic budget allocation.
Line Item
A targeting and buying strategy unit within an IO. Defines the creative, bid type, targeting audience, and pacing for a specific inventory type.
Exchange / Supply Source
The ad exchange or publisher network serving the impression: Google Display Network, Magnite, OpenX, PubMatic, Index Exchange, etc. Used to evaluate supply quality.
Domain / App
The specific website or mobile app where the ad appeared. Essential for brand safety review and site-level performance analysis.
Audience Segment
First-party audiences, Google Audiences (Affinity, In-Market, Life Events), or custom combined segments applied to targeting. Segment performance breakdowns identify highest-value user pools.
Metrics
Impressions
Total programmatic ad displays purchased across open exchange and private marketplace inventory. Counted when the creative is rendered, before viewability is determined.
Viewable Impressions
Impressions meeting the MRC viewability standard: ≥50% of pixels in-view for ≥1 continuous second (display) or ≥2 seconds (video). The core quality metric for programmatic.
Viewability Rate
Viewable Impressions ÷ Measured Impressions. Industry benchmark: ≥70% for display is considered good. Private marketplace deals often guarantee 70%+ viewability.
Active View Measurability
% of impressions where viewability could technically be measured (requires Active View-compatible inventory). Low measurability indicates supply quality issues.
Video Completion Rate (VCR)
Full video views ÷ Impressions. For Pre-roll and CTV, VCR is a primary KPI. Non-skippable inventory typically delivers 90%+ VCR; skippable drops to 25–40%.
Post-Click Conversions
Conversions from users who clicked the display ad and converted within the attribution window.
Post-View Conversions
Conversions from users who saw (but did not click) the ad and later converted. Measures the assisted awareness impact of programmatic display.
Brand Safety
% of impressions meeting brand safety criteria (no adjacent harmful, explicit, or controversial content). Monitored via IAS, DoubleVerify, or DV360's native brand safety tools.
Amazon DSP
Amazon's programmatic DSP provides access to Amazon-owned inventory (Amazon.com, IMDb, Twitch, Fire TV) and third-party publishers, powered by Amazon's proprietary first-party shopping and browsing signals. Unmatched for e-commerce and retail brands.
Dimensions
Order
Amazon DSP's equivalent of an Insertion Order — sets the campaign budget, flight dates, and billing. Maps to Factor42's IO structure.
Line Item
Targeting unit within an Order. Defines supply source, creative, bid, and audience segment.
Supply Source
Amazon-owned inventory (Amazon.com, IMDb, Twitch) vs. third-party publishers. Amazon-owned supply is premium and offers exclusive shopping intent signals.
Audience Segment
Amazon's proprietary signals: In-Market (actively shopping a category), Lifestyle (behavioral interest), Remarketing (visited product page/cart), and Lookalike segments. No other DSP has equivalent retail intent data.
Product (ASIN)
The specific Amazon product (identified by ASIN) being promoted. Campaign metrics can be broken down by individual product performance.
Metrics
Impressions & eCPM
Total ad displays. eCPM (Effective CPM) = actual cost per 1,000 impressions delivered — the realized buying rate vs. the bid rate.
DPV (Detail Page Views)
Times users viewed the promoted product's detail page on Amazon after seeing or clicking the ad. A unique Amazon metric that tracks upper-funnel engagement with the product listing itself.
Add to Cart (ATC)
Times users added the advertised product to their Amazon cart following ad exposure. Strong mid-funnel intent signal.
Purchases
Total orders placed for the advertised product within the 14-day post-click/post-view attribution window. The primary bottom-funnel conversion metric.
New-to-Brand (NTB) Purchases
Purchases from customers who had not bought from this brand on Amazon in the past 12 months. Measures true customer acquisition vs. re-purchase, which is critical for brand growth measurement.
Total Sales & NTB Sales
Total ad-attributed revenue (all purchases × product price). NTB Sales isolates revenue from new customers only. Both are available directly in Amazon DSP reporting.
ROAS
Total Sales ÷ Total Spend. Amazon is unique in offering direct purchase data in the same reporting interface as ad spend, making ROAS fully attributable within the platform.
Reddit Ads
Reddit Ads reaches highly engaged niche communities (subreddits) across 100,000+ interest-based forums. Effective for targeting enthusiast audiences, tech communities, gaming, finance, and lifestyle verticals where community trust drives higher consideration.
Dimensions
Campaign
Objective container. Reddit objectives: Brand Awareness & Reach, Traffic, Conversions, Video Views, or App Installs.
Ad Group
Targeting, budget, and schedule settings. Reddit supports targeting by Subreddit, Interest, Keyword, Location, Device, and Audience.
Subreddit / Interest
Community or interest category targeting. Subreddit targeting places ads within specific communities (r/finance, r/gaming). Interest targeting scales across related communities automatically.
Device & Geography
Mobile vs. Desktop performance breakdown. Geographic targeting at Country, State, DMA, and City levels.
Metrics
Impressions & Reach
Impressions: total ad displays in Reddit feeds and subreddit pages. Reach: unique Redditors who saw the ad at least once.
Clicks & CTR
Clicks on the ad link or CTA. CTR = Clicks ÷ Impressions. Reddit CTRs vary significantly by subreddit relevance — niche targeting often outperforms broad interest targeting.
CPC & CPM
CPC = Spend ÷ Clicks. CPM = (Spend ÷ Impressions) × 1,000. Reddit CPMs are often lower than Meta or Google for comparable audiences.
Video Completion Rate
Full video views ÷ Video starts. Reddit video ads autoplay in-feed and are typically 15–30 seconds. Completion rate signals creative resonance with the community.
Conversions & CPA
Goal completions (Purchase, Lead, Sign Up, etc.) tracked via Reddit Pixel. CPA = Spend ÷ Conversions.
Upvote Rate
Organic upvotes received on sponsored posts, expressed as a rate against impressions. A unique Reddit metric — high upvotes indicate the ad feels authentic to the community and can significantly reduce effective CPM.
OTT / Connected TV (CTV)
Over-the-Top (OTT) and Connected TV (CTV) advertising delivers video ads within streaming content on Smart TVs, streaming sticks, and game consoles. Inventory includes ad-supported streaming services (Hulu, Peacock, Pluto TV, Tubi, Roku Channel) and direct publisher apps. Most OTT inventory is non-skippable, delivering high completion rates.
Dimensions
Publisher / App
The streaming service or app where the ad appeared: Hulu, Peacock, Pluto TV, Tubi, Roku Channel, Paramount+, etc. Publisher-level reporting reveals which services deliver the best performance.
Device Type
Smart TV, Streaming Stick (Roku, Fire TV), Game Console (PlayStation, Xbox), or Desktop. Smart TV is typically the dominant device for CTV delivery.
DMA (Designated Market Area)
Local TV market geography. OTT uses DMAs for geographic targeting — the same unit as linear TV, enabling direct comparison of CTV vs. traditional TV delivery.
Audience Segment
Behavioral, demographic, or first-party audience segments applied to CTV inventory. Enables precision targeting unavailable in linear TV.
Creative Length & Pod Position
Creative length (15s, 30s, 60s) impacts both cost and completion rate. Pod position (first, mid, or last in the ad break) affects viewer attention — first position commands a premium.
Metrics
Impressions
Total ad plays triggered across OTT inventory. An OTT impression is counted when the ad begins playing — it does not mean the full ad was watched.
Video Completion Rate (VCR)
Completed views ÷ Impressions. The primary quality KPI for OTT. Non-skippable CTV inventory typically delivers 95%+ VCR. If VCR falls below 85%, investigate fraudulent or low-quality supply.
CPM
Cost per 1,000 impressions. CTV CPMs typically range from $25–$65 depending on content, audience, and deal type. Premium publisher direct deals command higher CPMs but deliver better viewability and completion.
eCPV (Effective Cost Per View)
Spend ÷ Completed Views. A more accurate cost efficiency metric than CPM for video — it accounts for completion rate, so a high-CPM placement with 98% VCR may outperform a low-CPM placement with 70% VCR on a cost-per-view basis.
Unique Households & Frequency
Estimated distinct households reached (measured via IP address and ACR data). Frequency = Impressions ÷ Unique Households. Managing household frequency prevents overexposure on the same screen.
On-Target Percentage
% of impressions that reached the intended demographic segment. Measured by third-party verification partners (Nielsen DAR, Comscore). A lower on-target % indicates audience leakage.
Foot Traffic Lift
Incremental store visits attributable to CTV exposure, measured by matching device location data to exposed vs. unexposed households. Available via partnerships with Foursquare, Placed, or LiveRamp.
Email Marketing
Email marketing remains one of the highest-ROI digital channels with average returns of $36–$42 per dollar spent. Platforms like Mailchimp, Klaviyo, HubSpot, and Salesforce Marketing Cloud power broadcast sends, automated flows, and transactional communications. Unlike paid media, email reaches an owned audience — deliverability and list health are critical operational metrics.
Dimensions
Campaign / Send
An individual email blast or automated send. Each campaign has its own performance metrics isolated by send date, subject line, and audience segment.
Segment
The audience list or behavioral segment receiving the email — subscribers, purchasers, cart abandoners, VIPs, etc. Segment-level performance reveals which audiences engage most.
Subject Line
Used for A/B test performance comparison. Subject line impacts Open Rate more than any other single variable — even small wording changes drive measurable lift.
Send Time / Day
Day of week and time of day the email was delivered. Most ESPs offer send-time optimization (STO) that delivers to each subscriber at their personal optimal open time.
Device & Email Client
Mobile vs. Desktop opens. Email client breakdown (Gmail, Outlook, Apple Mail) is critical for rendering QA — each client renders HTML differently.
Metrics
Emails Sent & Delivered
Sent: total emails dispatched. Delivered: Sent minus bounces — emails that reached the inbox or spam folder. A healthy list should see 97–99% delivery rate.
Open Rate
Opens ÷ Delivered. Tracked via a 1×1 pixel image load — note that Apple Mail Privacy Protection (MPP) inflates open rates by pre-loading tracking pixels. Industry benchmark: 20–30% varies widely by sector.
Click-Through Rate (CTR)
Clicks ÷ Delivered. Measures the percentage of the total recipient list that clicked any link in the email. More conservative than CTOR because it includes non-openers in the denominator.
Click-to-Open Rate (CTOR)
Clicks ÷ Opens. Measures content relevance among people who actually opened the email. A high Open Rate with low CTOR indicates the subject line over-promised relative to content. Benchmark: 10–20%.
Unsubscribe Rate
Unsubscribes ÷ Delivered. Keep below 0.2% per send. Sustained high unsubscribes indicate frequency overload, irrelevant content, or a list health problem. Monitor alongside spam complaint rate.
Hard Bounce Rate
Hard bounces (permanent delivery failures — invalid address) ÷ Sent. Hard bounces should be removed immediately. High hard bounce rates damage sender reputation and hurt deliverability for the entire domain.
Conversions & Revenue per Email
Goal completions (purchase, sign-up, download) tracked via UTM parameters in analytics. Revenue per Email = Total Revenue ÷ Emails Delivered — the core efficiency metric for e-commerce senders.
Audio Streaming
Audio advertising reaches listeners through streaming music, podcasts, and digital radio on Spotify, Pandora, iHeartRadio, SiriusXM, and podcast networks. Audio ads capture attention in screenless moments — commuting, exercising, cooking — when no other digital channel can reach the user. Most audio inventory is non-skippable.
Dimensions
Ad Format
Audio (15s or 30s in-stream), Video Takeover (fullscreen on mobile during listening), Companion Banner (visual ad alongside audio), Sponsored Session (ad-free listening in exchange for a video view), or Podcast Host-Read Ad.
Playlist / Genre / Podcast
Content context where the ad was inserted. Genre targeting (hip-hop, pop, news, true crime) and playlist targeting enable brand-safe contextual adjacency.
Device
Mobile, Desktop, Smart Speaker (Amazon Echo, Google Home), or Connected Car. Device breakdown reveals where listeners are and what companion actions are possible.
Daypart
Time-of-day targeting: Morning Commute, Work Hours, Evening, or Late Night. Daypart targeting aligns messaging with the listener's activity context (e.g., morning energy brands in commute hours).
Age, Gender & Geography
Demographic and geographic breakdown. Spotify's logged-in user base provides accurate demographic data; Country, State, DMA, and City targeting available.
Metrics
Impressions
Total audio ad plays triggered — counted when the ad begins streaming. On screenless devices, an impression is the primary delivery metric since click is not possible.
Completed Listens
Times the full audio ad played from start to finish without interruption. The audio equivalent of a video view completion — the core measure of message delivery.
Listen-Through Rate (LTR)
Completed Listens ÷ Impressions. Industry benchmark: 80–90% for non-skippable streaming audio. Podcast host-read ads often see 60–75% completion due to listener skip behavior.
CPM
Cost per 1,000 audio impressions. Streaming audio CPMs typically range from $15–$35. Podcast advertising is often bought on a CPM basis but may also use flat sponsorship rates.
Reach & Frequency
Unique listeners exposed during the flight. Frequency = Impressions ÷ Unique Listeners. Audio listeners are typically exposed to fewer ads per session than display users — frequency capping is critical to prevent over-repetition.
Companion Banner Clicks & CTR
Clicks on the visual banner displayed alongside the audio ad in mobile and desktop apps (Spotify and Pandora). CTR = Banner Clicks ÷ Impressions. Companion banners provide the only clickable element in mobile audio.
Streaming Conversion Rate
For campaigns with conversion tracking enabled — actions completed after audio ad exposure, measured via pixel or attribution partner. Harder to measure than visual channels but increasingly trackable via deterministic cross-device matching.
DOOH (Digital Out-of-Home)
Digital Out-of-Home advertising delivers brand messaging on digital screens in public environments — roadside billboards, transit networks, airports, retail environments, stadiums, and offices. Programmatic DOOH (pDOOH) enables real-time audience-based buying through platforms like Vistar Media, Hivestack, and Place Exchange. DOOH is the only channel that reaches audiences when they are physically away from home.
Dimensions
Screen / Venue
Individual digital display location. Each screen has a unique identifier with known physical coordinates, venue type, and audience profile. Screen-level reporting reveals the best-performing placements.
Venue Type
Category of physical location: Roadside/Billboard, Transit (subway, bus, rail), Airport, Retail (mall, grocery), Point-of-Care (pharmacy, doctor's office), Sports & Entertainment, or Office Building.
Location / DMA
Geographic area of the screen. DMA targeting aligns DOOH with TV and CTV buys for integrated local market planning.
Audience Segment
Audience profiles derived from mobility data (foot traffic patterns). Segments like "Daily Commuters," "Affluent Shoppers," or "Sports Fans" are built from aggregated anonymized device location signals.
Daypart
Time-of-day weighting. DOOH allows daypart-based creative triggers — running a coffee ad during morning commute and a dinner ad in the evening on the same screen network.
Metrics
Impressions (Estimated)
Audience exposures estimated using mobility data, traffic counts, and panel measurement. DOOH impressions are modeled, not individually counted — unlike digital display. The industry standard methodology is defined by OAAA and Geopath.
Reach & Frequency
Estimated unique people physically exposed to the DOOH campaign during the flight. Frequency = Impressions ÷ Unique Reach — how many times on average each person passed the screen.
CPM
Cost per 1,000 estimated impressions — the primary DOOH buying metric. DOOH CPMs vary widely: transit ($3–$8), roadside billboards ($5–$15), airports ($10–$30+). Premium venue types and dayparts command higher CPMs.
Dwell Time
Average time audiences spend within view of the screen, measured by venue sensors or camera analytics where available. Longer dwell time (airports, healthcare waiting rooms) allows for more message complexity than drive-by placements.
Audience Composition
Demographic makeup of the exposed audience — age, gender, income level, and lifestyle — derived from mobility data panel studies. Compared against the campaign's target segment to assess delivery quality.
Foot Traffic Lift
Incremental store visits from the exposed vs. a matched control audience, measured by matching mobile device IDs seen near DOOH screens to subsequent visits to retail locations. Measured via partners like Foursquare, Near, or Placer.ai.
Brand Awareness Lift
Survey-measured uplift in brand recognition, recall, or purchase intent among exposed vs. unexposed audiences. Requires a brand study overlay from a measurement provider — available for larger DOOH buys.
DSP Push — Campaign Execution
When a campaign is fully configured and ready to go live, a Campaign Manager or Admin initiates a DSP Push. This is the step that transmits the campaign to the external advertising platform and activates delivery.
Push Process Steps
What happens after a successful push
The campaign card displays a Live badge. An external campaign ID is stored for bidirectional sync. A Trafficking task is automatically created in the Trafficking module to manage the creative asset and tag workflow.
Smart Channel Advisor
The Smart Channel Advisor is an AI-powered tool within the IO creation flow. It analyzes an advertiser's website to recommend the most effective advertising channels for their specific business and industry context.
How the Advisor Works
Select ✨ Smart Channel Recommendation in the New IO mode picker.
Enter the advertiser's website URL (auto-filled if already stored on the advertiser profile).
The platform analyzes the site: fetches content, scans structure, identifies business intent, and maps content signals to channel recommendations.
Results show detected domain, industry, and 4 content signals — along with PRIMARY and SECONDARY channel badges with per-channel reasoning cards.
Toggle channels on or off, add non-recommended channels, and confirm. The IO form is pre-populated with the selected channels and suggested tactics.
Re-analyze at any time
If the advertiser's site has changed or you want to test a different URL, use the Re-analyse link in the AI recommendation banner at the top of the IO form to trigger a fresh analysis without losing any other IO data.
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