> ## Documentation Index
> Fetch the complete documentation index at: https://docs.concord.ad/llms.txt
> Use this file to discover all available pages before exploring further.

# Analyzing performance

> How to ask Concord about campaign data — breakdowns, date ranges, and derived metrics.

## 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).

<Accordion title="Summary metrics">
  "What were total impressions and spend last month?"
</Accordion>

<Accordion title="Trend over time">
  "Show me daily impressions for the past 30 days."
</Accordion>

<Accordion title="Dimension breakdown">
  "Break down CTR by device type."
</Accordion>

<Accordion title="Comparison">
  "Compare Display vs. Video performance this quarter."
</Accordion>

<Accordion title="Top/bottom performers">
  "Which creatives had the highest completion rate?"
</Accordion>

## 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" |

If you don't specify a date range, Concord defaults to the campaign's full flight dates.

## 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 |

<Tip>
  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."
</Tip>

## 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.