Universal Ads Analytics

Overview

The Branch Universal Ads Analytics Dashboard is made up of two main sections, the high-level graph at the top of the page, and the more granular table breakdown below. Each view lets you filter and compare various different in-app and web events by a set of analytics parameters associated with your Branch ad links. Whenever you create a Branch ad link, you'll include a campaign, channel, and a set of tags (and Branch will automatically include a feature and ad partner). These can then be used to filter resulting events in either view.

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Data Limits

Cardinality Protection

Branch limits all dimensions to 40,000 values per publisher per day. This means that you can only see up to 40,000 unique campaigns, ad names, etc in the Dashboard.

If an app tries to send up > 40,000 values for a single dimension (e.g. ~campaign) in a day, then Branch stops tracking those unique values. Branch combines additional values together and bucket them under the value "Other".

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Compare By Limitation

Adding ad partner, country, secondary publisher, and os in the Compare by field will cause an error in loading data into the Events/Performance Table.

Top Menu

At the top of the page, you'll see a menu of options that applies to both the graph and table views. Here, you can set the date range you'd like to see data for. This date range will apply to both the graph and table views on the page. You won't be able to see data from prior to October 14th, 2017, as that is the date Branch switched to our updated attribution model and data pipeline. For more information on this, click here.

Additionally, you can share your current dashboard view using the share button, preserving filters and time windows. This is useful for circulating a specific set of filters among your team or with your Branch Technical Account Manager.

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Graph View

Here you can see a visual breakdown of where your various in-app and web events are originating from. See the appendix for a breakdown of each event and filter type. These events can be further filtered by the various analytics tags from their originating ad campaigns.

To see which ad networks are leading to your installs (default view):

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To see which campaigns for a specific ad network (GlobalWide Media in this case) got the most clicks:

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To see which ad networks lead to the most in-app iOS purchases:

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Organic Check-Box Post iOS 14.5

For Graph View and Table View:
When the organic check-box is checked, the traffic being added to this view will include
“true direct organic traffic + misattributed first installs”.

This introduces double counting with the paid-attributed opted-in installs the page displays by default.

For additional information on changes post iOS 14.5, visit our FAQ Pages

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Available Compare By Dimensions for SANs

Self-Attributing Networks (SANs) do not always support all of the dimensions available in your Branch analytics. Please refer to the following table when using Compare by dimensions.

Dimension

Facebook

Google

Apple Search Ads

Snap

Twitter

Feature

Supported

Supported

Supported

Supported

Supported

Channel

Unsupported

Supported

Unsupported

Unsupported

Supported

Campaign

Supported

Supported

Supported

Supported

Supported

Tags

Unsupported

Unsupported

Unsupported

Unsupported

Supported

Stage

Unsupported

Unsupported

Unsupported

Unsupported

Unsupported

Ad Partner

Supported

Supported

Supported

Supported

Supported

Secondary Publisher

Supported

Supported

Unsupported

Unsupported

Supported

Ad Set Name

Supported

Unsupported

Supported

Supported

Unsupported

Ad Name

Supported

Unsupported

Unsupported

Supported

Unsupported

Creative Name

Supported

Unsupported

Unsupported

Unsupported

Unsupported

Keyword

Unsupported

Supported

Supported

Unsupported

Unsupported

Last Touch Type

Unsupported

Unsupported

Unsupported

Unsupported

Supported

Link ID

Unsupported

Unsupported

Unsupported

Unsupported

Unsupported

Country

Supported

Unsupported

Unsupported

Unsupported

Supported

OS

Unsupported

Unsupported

Supported

Unsupported

Supported

Platform

Unsupported

Unsupported

Unsupported

Unsupported

Supported

Table View

The Table View lets you see a more granular view of your event data. Here you can filter and compare fields by the same parameters as in the graph view, and see a side by side view of your events. Use the three vertical column button to select which events you'd like to see in this table.

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Some examples of table views:

View which ad networks and campaigns are leading to the most purchases:

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View your impression-driven app events:

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Revenue and Cost

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Unique to Branch Universal Ads, the Branch Dashboard will enhance your analytics by adding cost-related parameters to your data. Through Branch's integration with specific ad partners, reports will be populated with the following analytics:

Analytics Tag

Description

Used for

Cost

Total cost (spend) for those dimensions (analytics tags, user data, time range), regardless of cost model

Understanding the total amount spent

Revenue

Revenue attributed to your selected filters

Calculating how much money you've gained through commerce events

eCPI

cost / installs

Normalizing spend per install, to understand the average price of an install across networks or over time

eCPC

cost / clicks

Normalizing spend per click, to understand the average price of an click across networks or over time

eCPM

cost / (impressions / 1000)

Normalizing spend per thousand impressions, to understand the average price of 1000 impressions across networks or over time

eCPA

cost / purchases [includes web and app purchases]

Normalizing spend per purchase, to understand the average price of a purchase across networks or over time

Return On Investment (ROI)

(revenue-cost / cost) * 100

Deriving return on investment, to understand the percentage "profit" made on ad spend

Return On Ad Spend (ROAS)

(revenue / cost) * 100

Deriving return on investment by understanding the percentage revenue multiple for a given unit of spend

Local Currency

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Local Currency

By default, the Branch Dashboard will generate reports in USD. In order to view revenue and cost in your local currency, please enable the Local Currency setting in your Branch Dashboard's Configuration. Additional details can be found here.

Local currency support in the Branch Dashboard will allow you to analyze marketing spend and revenue in your local currency. Additionally, it will allow for direct cost data comparison with ad partners who report their spending in a currency other than the USD.

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With Local Currency enabled, you will gain new analytics tags as dimensions:

Analytics Tag

Cost in App Local Currency

Revenue in Local Currency

eCPA in Local Currency

eCPC in Local Currency

eCPI in Local Currency

eCPM in Local Currency

Tips and Tricks

  • You can export your current table view as a csv file using the download button on the top right of the table.

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  • The Unique checkbox on both the graph and table views allows you to restrict reports to one event of each type per user. For example, take a user who clicked an ad link, then opened the app 7 times within the attribution window for that link. With the Unique box checked, we'd report one of those opens, with it unchecked, we'd report all 7.

  • When an event is attributed to an ad in a CSV export, last_attributed_touch_data_tilde_feature=paid advertising and last_attributed_touch_data_tilde_advertising_partner_name=ad_partner_name


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