We will be rolling out a key enhancement to how impressions are counted in coupled Orders starting on Monday, November 2nd 2020. Currently the counting of impressions delivered for Orders with a single ad is carried out differently than those Orders with multiple ads. With these changes coming on the 2nd, we will be counting every ad delivered from an Order as separate impressions instead of coupling and counting them as a single impression. Below are some examples of how this new impression counting methodology will be realized in the Megaphone platform and in reporting.
Old Counting Methodology Example: When an Order has coupled ads such as a pre-roll and mid-roll and both ads are delivered, we currently count this as a single impression.
New Counting Methodology Example: When an Order has coupled ads such as a pre-roll and mid-roll and both ads are delivered, this will now be counted as two impressions. If the listener only receives the pre-roll as part of delivery, this will be counted as a single impression due to the mid-roll not being delivered.
An important function of Order delivery that will be impacted by this change will be the way that goals are set and will behave for coupled Orders. It will be very important for you to update any coupled Orders you currently have running on Monday 11/2/2020 to match the methodology below.
Old Counting Methodology for Impression Goals: If an order has two ads (e.g. pre-roll and mid-roll) and the impression goal is set to 30,000 impressions, it does not matter if either/or both ads are fully fulfilled. The total possible impressions that can be delivered will be 30,000.
New Counting Methodology for Impression Goals: If an Order has two ads (e.g. pre-roll and mid-roll) and the impression goal is set to 30,000 impressions, the total possible impressions that can be delivered will be 60,000. This is because this sets the Order to deliver 30,000 impressions for the pre-roll and 30,000 impressions for the mid-roll. In order to hit the 30,000 impressions goal, an order with two ads will need to have a goal of 15,000 impressions set (15,000 for the pre-roll and 15,000 for the mid-roll for a total of 30,000 impressions).
This upcoming change will also impact the "Approx Impressions" column that is currently displayed for Orders on the Campaign page. This currently shows an approximate number of impressions delivered and does not count each coupled ad delivered as a separate impression. This will be updated to match the counting methodology mentioned above.
Campaign Page: Approximate Impressions Column
This change will not however impact the Order Impressions Report. This report currently breaks out all impressions by the ad type (pre-roll, mid-roll, & post-roll) within an Order and provides the total number of impressions delivered for each.
Please reach out via chat or support-megaphone@spotify.com for more info about this impression counting methodology.