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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).
“What were total impressions and spend last month?”
“Show me daily impressions for the past 30 days.”
“Break down CTR by device type.”
“Compare Display vs. Video performance this quarter.”
“Which creatives had the highest completion rate?”

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Date ranges

Concord understands natural language date references. You can also use these explicitly: If you don’t specify a date range, Concord defaults to the campaign’s full flight dates.

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Breakdowns

You can ask Concord to break down any metric by a single dimension at a time.
You can combine a breakdown with a date range and entity filter. For example: “Show creative performance for the Video IO over the last 14 days.”

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Derived metrics

Concord computes these automatically when relevant to your question: CTR, CPM, CPC, Video Completion Rate (VCR), and Viewability Rate.

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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”

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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.