From request to revenue: the publisher metrics that matter
Separate requests, bids, delivery events and accepted conversions to make more useful monetization decisions.
Follow the event from request to revenue.
A request asks for advertising; it does not establish that an ad was delivered.
A request starts an opportunity
A request means a system asked for advertising or a result. It does not prove that eligible demand existed, an ad was shown or a visitor interacted. Track request volume to understand opportunity, then investigate the stages between the request and the commercial outcome.
A response is not delivery
A feed response or an auction win can still be followed by a rendering failure, an invalid destination or a player error. Compare the relevant events in sequence. When two systems disagree, first establish whether they are counting the same stage.
A conversion needs a definition
For performance campaigns, the offer defines the accepted action. Distinguish a reported conversion from an accepted and payable conversion. Attribution windows, duplicate handling, status changes and partner reconciliation can affect the final number.
Compare like with like
Before comparing reports, align the date range, timezone, currency, source identifiers and event definitions. Record when figures are provisional and when they are reconciled. An apparent revenue change may be a timing difference rather than a change in traffic value.
Build the review around a decision
Choose the question before building the report: whether to adjust frequency, investigate a source, change a placement or expand a test. A useful report connects the observed result to an action the publisher can take.
Explore your next step
Explore the related monetization solution or prepare your integration brief.