Announcement

Waterfall Screen 101

The waterfall screen shows the ecpm decay for your mobile app

We recently added a new screen to TRACEBACK dashboard called “Waterfall”. You can access it once you are in the analytics mode viewing one of your apps. This post will go through the basics of this screen and how to use it. Here is what we will cover:

  • The goal of the screen
  • How to set up a view that is productive
  • Comparison Table section
  • eCPM decay chart
  • Ad Network Comparison section

Goal of the screen

This screen is the first time publishers get a chance to look at their eCPM decay. It expands the horizons of what data publishers can access and opens up a world of possibilities. It is an important screen since ad-networks’ yield should be compared Apples to Apples. Publishers often develop a sentiment towards one ad-network since they see higher eCPM coming from that network. In reality this could simply be a result of waterfall position and not related to the ad-network. This screen fixes that!

There are many other implications. Publishers can realize that they need to change their ad-network mix, they might change the way they integrate ads into the game as a result and they will also have more productive discussions with their ad-network partners.

Setting up the view

This screen is highly flexible which means users can easily set up views that are not productive for them. Our recommendation is to set up as follows:

  • Single country at a time
  • Single ad-type at a time
  • Select a date range that brings the total #1 impressions to at least 100,000 impressions
  • Focus on 2-3 ad-networks that generate volume and remove
  • Ignore eCPM rates when impression volume is lower than 10,000

These guidelines will allow you to make the most out of this screen.

Comparison Table section

The first section of the screen is a table with full details about what is hapening in every impression number. Publishers can look at each ad-network and see the number of impressions, the total revenue generated by that impression number and the eCPM all broken down by the impression number.

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eCPM Decay chart

The middle section gives the avaraged eCPM that the publisher receives for every impression number. The darker bars are the Actual eCPM – the avarage across all selected ad-networks for the segment filtered by the user. The optimal eCPM represented by the brighter bars is the maximal eCPM given by one of the ad-networks. Note that today the Optimal eCPM bars ignores the fill rate of the ad-networks and is therefore better than the achievable eCPM.

In the example below you can see quite a big difference between the average and optimal eCPM. This is likely due to a low fill rate by AdMob.

NOTE: It is wise to ignore eCPM rates when the impression volumes are lower than 10,000. Here this happens on the 5th impression for the Optimal eCPM and on the 9th impression for the average eCPM.

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Ad Network Comparison section

The last section includes a chart and a table and it visualizes very easily what ad-networks got to serve what impression. The stacked bar chart represents impression volume and each color is a different ad network. The table below the chart shows the eCPM paid by each ad-network for each impression count.

In the example below, you can see that Chartboost and Admob split the first impression 50%-50% but Admob part is declining quickly and almost disappears by the 5th impression. The table below the chart shows that AdMob eCPM is much higher compared to Chartboost for this segment – which bags the question – why is AdMob not serving more ads. This could be a result of low fill rate by AdMob or bad choices made by the mediation.

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