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SegmentStream reports combine data from tracked user actions with data exported from connected publisher platforms. When analysing data, metrics such as impressions, clicks, costs, and their derivatives (for example, cost per click, cost per conversion) exported from publisher platforms may not be accurately reported when broken down by dimensions that are not available from the publisher.

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Solution

To address data granularity limitations from publisher platforms, SegmentStream displays approximated values for these metrics. Approximation is based on the proportion of sessions within the selected report dimension.

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Affected dimensions

This behaviour primarily affects geo- and device-specific dimensions, as indicated by tooltips in the report dimension selection menu.

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Logic

For approximation to apply, SegmentStream must be able to match the tagging used across all levels within a specific campaign to sessions. If the tagging is not matched down to the lowest level of the advertising hierarchy within a specific campaign, approximation is not applied at any dimension level. Metrics from publisher data that are not linked to any sessions are labelled as (not tracked) in reports broken down by dimensions not available from the publisher. Metric approximation in reports