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How reporting works

Concord queries your advertising platforms on demand when you ask a performance question in the conversation, and the answer comes back as charts and KPI cards.
1

Concord fetches from the platform

Delivery, cost, and engagement metrics for the entities and date range your question implies.
2

It analyzes the data

Derived metrics are computed, trends are identified, and your specific question is answered.
3

Charts render in the conversation

Interactive charts and KPI cards, in the thread, next to the campaign you were discussing.

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What triggers a report

You never have to ask for “a report”. Any performance question pulls the data it needs.
  • “How did the Summer campaign perform last month?”
  • “What’s the CTR on the Display line items this week?”
  • “Which creatives are driving the most completions?”
  • “Is the campaign pacing on budget?”
  • “Compare video vs. display performance”

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Reporting by platform

Metric sets and available breakdowns differ per platform, because each platform’s reporting API exposes a different set. The connector pages list what is and is not available for each one.

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What data is available

The fullest metric set is DV360’s. Other platforms expose a subset. Delivery — impressions, clicks Cost — media cost, total media cost, data fees, revenue, profit Conversions — total, post-click, post-view Viewability — viewable impressions, measurable impressions, average viewable time Video — starts, first quartile, midpoint, third quartile, completions, audible and visible at completion (AVOC) Derived — CTR, CPC, CPM, video completion rate (VCR), viewability rate

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Data freshness

Advertising platforms restate delivery data after the fact. DV360 revises up to three days back. Concord always returns the freshest figures the platform will give it, so the same report run today and tomorrow can legitimately differ. → Where the numbers come from