Post-Campaign Analytics: KPI Guide
General Notes
The metrics shown represent data for the selected calendar month. If viewing the current month, please note that results may not include the most recent 48 hours, as reporting is refreshed every two days.
Some KPIs leverage predictive modelling. We analyse multiple data signals and apply statistical methods to ensure results are as accurate and reflective of reality as possible.
Metric Explanations
Top Locations
Displays the top five geographic areas reached by the campaign. The geography radius adjusts dynamically for accuracy.
LTR Score (Listen-Through Rate)
Calculated as:(Completed full ad plays ÷ total ad plays) × 100
This shows what percentage of listeners heard the full advertisement. Higher scores indicate stronger engagement.
Content Rating
A weighted score based on aggregated user reviews and sentiment across content sources such as live radio, apps, and streaming platforms. Input sources include Spotify, Apple Podcasts, Amazon Music, Google Play Store, iOS App Store, and others.
Ad Relevancy
A weighted score evaluating how closely the content’s IAB category aligns with your ad’s declared IAB category.
Example: If 50 out of 100 ad plays occurred on content within the same IAB category, the Ad Relevancy score would be 50.
Inventory Health
Reflects the quality of supply by measuring invalid traffic (IVT), including both basic technical delivery errors and more advanced issues such as fraud, bots, or intentional traffic manipulation.
Playouts by Day / Hour
UTC timezone. Visualisations of how impressions were distributed across days of the month and hours of the day.
Audience Gender
A predictive metric based on open-web behavioural signals estimating gender distribution among the likely listeners. Results meet statistical confidence standards.
Audience Age
Similar to gender distribution, this metric models age groups most likely exposed to the campaign based on open-web behaviour and contextual data. It is statistically validated.
Content Type
Breakdown of content formats where the ad was served (e.g., music streaming, live radio, podcasts).
Time to Playout
Average time (in milliseconds) from ad request to delivery. Higher values are expected in podcast environments due to pre-buffering and streaming architecture.
Device Type
Distribution of devices based on standardized OpenRTB 2.0/2.2 categories (e.g., phone, tablet, desktop).
Audience Addressability
Type of user identification, MAIDs on mobile, cookies on desktop, for podcasts ID generated from IP address and user-agent (as in paragraph 5.4.4 of IAB’s Podcast Measurement Guide Version 2.2), device id on smart-speakers. For podcast inventory, note that consent signals are often not passed through by major platforms.
Audibility Score
Measured according to MRC & IAB Digital Audio Measurement Standards. An ad counts as “audible” if the device volume was above zero and the ad played for at least 2 seconds, regardless of total duration.
Last updated: 24/11/2025