Asking performance questions
Performance questions work like any other message to Concord. You can be specific or general — Concord determines what data to fetch based on the context of your conversation (active media plan, brand, or campaign).Summary metrics
Summary metrics
“What were total impressions and spend last month?”
Trend over time
Trend over time
“Show me daily impressions for the past 30 days.”
Dimension breakdown
Dimension breakdown
“Break down CTR by device type.”
Comparison
Comparison
“Compare Display vs. Video performance this quarter.”
Top/bottom performers
Top/bottom performers
“Which creatives had the highest completion rate?”
Date ranges
Concord understands natural language date references. You can also use these explicitly:| Reference | Meaning |
|---|---|
| ”this week” | Current week to date |
| ”last 7 days” / “last 30 days” / “last 90 days” | Rolling windows |
| ”this month” | Month to date |
| ”last month” | Previous full month |
| ”this quarter” | Quarter to date |
| ”all time” | Full campaign flight |
| Custom range | ”October 1 to October 31” |
Breakdowns
You can ask Concord to break down any metric by a single dimension at a time.| Breakdown | What it shows |
|---|---|
| Creative | Performance per creative asset |
| Device type | Mobile, desktop, tablet, connected TV |
| Device make / model | Manufacturer and device model |
| Environment | App vs. web |
| Browser | Chrome, Safari, Firefox, etc. |
| Operating system | iOS, Android, Windows, etc. |
| Carrier | Telecom carrier (mobile) |
| App / URL | Specific apps or domains where ads ran |
| Deal | Performance per private marketplace deal |
Derived metrics
Concord computes these automatically when relevant to your question: CTR, CPM, CPC, Video Completion Rate (VCR), and Viewability Rate.Filtering by entity
You can scope a report to specific parts of a campaign:- Insertion order: “Only look at the Display IO”
- Line item: “Focus on the retargeting line items”
Use cases
Pacing check “Is the campaign on track to spend its full budget by end of flight?” Concord returns a progress chart showing spend to date vs. total budget.Creative fatigue analysis “Are any creatives showing declining CTR over the past two weeks?” Concord pulls creative-level daily data and identifies downward trends.
Channel comparison “How does video compare to display in terms of cost efficiency this month?” Concord breaks down CPM and VCR across insertion orders or line items.
Viewability audit “Which line items have the lowest viewability rates?” Concord ranks line items by viewability rate and surfaces the underperformers.