OpenX Tips

Did you know that in OpenX 2.8, you can, when Working as the Administrator account, go to Configuration > Global Settings > Banner Logging Settings, and in the Block Banner Logging Settings section, specify a list of IP addresses and user-agents which you do not want to log any statistics from?

If you have a small list of known IP addresses and/or user-agents that are causing invalid spikes in your statistics that you would like to block, then this is the place to do it.

Alternatively, if you are a relatively large publisher, you can use the IAB Spiders & Bots list here.

Have you ever seen this in your OpenX installation?

User-level statistics preferences

You’ll find this in your OpenX 2.8 installation under My Account > Preferences > User Interface Preferences, and here you can change your account‘s preferences for which columns you would like to see on the statistics screens, and in which order they appear.

However, for newcomers to OpenX (and even to most experienced OpenX users), it’s perhaps not immediately obvious what all of these columns actually are. So, here’s The Guru’s guide to all of these acronyms…

• ID: The ID of the item being shown in the statistics, such as the advertiser ID, campaign ID, banner ID, website ID, zone ID, etc.

• Requests: Shown as “Req.” on statistics pages. As you would imagine, the number of requests. Will only be populated if requests have been enabled in your OpenX install.

• Impressions: Shown as “Impr.” on statistics pages. Again, pretty obvious — the number of impressions.

• Clicks: You guessed it — the number of clicks.

• Click-Through Ratio: Shown as “CTR” on statistics pages. The number of clicks divided by the number of impressions. If you have 1000 impressions and 5 clicks, your CTR is 5 divided by 1000, or 0.5%.

• Conversions: Shown as “Conv.” on statistics pages. The number of (approved) conversions, otherwise known as “actions” or “acquisitions” from a CTA based campaign.

• Pending Conversions: Shown as “Pend. conv.” on statistics pages. The number of pending (i.e. not yet approved) conversions.

• Impression SR: Shown as “Impr. SR” on statistics pages. The impression based “sales ratio”, being the number of conversions divided by the number of impressions. If you have 1000 impressions, 5 clicks and and 1 conversion, your Impression SR is 1 divided by 1000, or 0.1%.

• Click SR: The click based “sales ratio”, being the number of conversions divided by the number of clicks. If you have 1000 impressions, 5 clicks and 1 conversion, your Click SR is 1 divided by 5, or 20%.

• Basket value: Shown as “BV” on statistics pages. OpenX supports the addition of tracking variables to conversions, and one of these is the “Basket value” type. When set, OpenX considers this value to be the value of the conversion — so, for example, if the user is converting by making a purchase, the value of the purchase can be passed in as a “Basket value” tracking variable, and OpenX will display the sum of all the different conversion sales values in the BV column.

• Number of items: Shown as “Num. Items” on statistics pages. Another tracking variable supported by OpenX conversions is the “Number of items” type, which can be used to track the number of items purchased by a user when a conversion occurs. As with the “Basket value” type, the “Num. Items” column will show the sum of all the different numbers of items purchased in the conversions.

• Revenue: Shown as “Rev.” on statistics pages. The revenue generated by your campaigns. If, for example, you have set up a campaign with a CPM pricing model of $1.50, and you have delivered 500 impressions, then you would expect the revenue for the campaign to be $0.75.

• Revenue CPC: A duplicate of ECPC below.

• ECPM: The effective (revenue) cost per thousand impressions. That is, the effective CPM generated by the campaign, no matter how the revenue was generated. (Revenue could have come from a CPM, CPC or conversion basis.)

• ECPC: The effective (revenue) cost per click. That is, the effective CPC generated by the campaign, no matter how the revenue was generated.

• ECPS: The effective (revenue) cost per sale (conversion). That is, the effective CPA generated by the campaign, no matter how the revenue was generated.

You will also note that there are columns for ERPM (effective revenue per thousand impressions), ERPC (effective revenue per click), ERPS (effective revenue per sale), EIPM (effective income per thousand impressions), EIPC (effective income per click) and EIPS (effective income per sale). However, these were all based on the ability to enter a “cost” for your zones in OpenX, to represent your ad serving costs (either internal, or external, if you use OpenX to manage externally purchased inventory) — but this is no longer possible, so these columns no longer provide you with any additional information to those above, and are therefore no longer worth displaying.

A bit of a general advertising world news round-up this week — don’t worry, The Guru has a couple of OpenX tip posts lined up for the next few weeks!

Yahoo!’s ad network getting some bad press for malvertising

Yahoo!’s Right Media has had some bad press lately for being one of the ad networks most guilty of serving up malware on publisher sites — and especially for past comments that this is somehow the publisher’s fault!

… while Google appears to be trying to do something about it

Meanwhile, Google has been getting some good press for its anti-malvertising site, which includes some tips for publishers on how to try to avoid displaying malvertising on your site.

Google moves into retargeting

Retargeting has been covered on OpenX Tips before, and to prove that this is not just a fancy tool that no-one is really using, Google are now offering retargeting on their AdWords campaigns. Are you thinking about how you can run retargeting on your advertisers campaigns yet?

Advertising spend on the up

Finally, some good news to finish up with! Apparently online advertising spend is on the up again, after a bit of a dip.

In the last week, OpenX announced the Orange Ad Market.

As far as The Guru can tell, this sounds like OpenX is licensing their OpenX Market technology to Orange, and there’s no plans for opening up the OpenX Market to additional inventory from Orange’s advertisers.

However, it’s still (hopefully) good news for OpenX users — The Guru continues to hope that the more revenue OpenX can generate, the more likely it is that OpenX will return to its roots and start looking after OpenX download users again…

As with banner types, OpenX supports a number of different zone tag types. However, as zone tag types can be disabled in OpenX, it may be that the zone tag type you want to use is not present when you go to create a zone’s tag.

If this is the case, then you may need to enable the zone tag type.

OpenX 2.4

While logged in as the administrator account, go to Settings > Main Settings > Invocation Settings. Here, you will find the Allowed Invocation Types section, where you can select which of the zone tag types are enabled.

OpenX 2.6

While Working as the Administrator account, go to My Account > Global Settings > Banner Delivery Settings. Here, you will find the Allowed Invocation Types section, where you can select which of the zone tag types are enabled.

OpenX 2.8

While Working as the Administrator account, go to Plugins, and select the Details link for the openXInvocationTags plugin and finally, select the Settings link. Here, you will find the list of allowed zone tag types, where you can select which of the zone tag types are enabled.

The allowed zone tag types in OpenX