Advertising Dashboard User Manual

Advertising Performance Dashboard

Brand Analytics Dashboard

Advertising Performance Dashboard

The Advertising Performance Dashboard enables external (e.g, Advertising Partners) and internal (e.g, Commercial Managers and Advertising Delivery Managers) users to access advertising campaign performance data and insights. 

The benefits of the Dashboard are:

• You can spend less time extracting and monitoring campaign performance data.
• You'll be able to spend more time analysing and taking timely, actionable insights to improve the campaign's performance.
• You will have access to insights that will trigger instant action to deploy the best advertising strategies.
• Depending on a campaign's objective, you can access both a performance analytics dashboard and a brand analytics dashboard. 

Set-Up

When you first open the Dashboard, you should see the screen below. To begin using the Dashboard, enter the organisation name or the contact name. 

You can select different statuses. This option defaults to Any, but other options are available. The options are:

• Any - All campaigns are selected. 
• Delivering - Any active campaign is selected here. 
• Paused - Any campaign that has been paused is selected here. 
• Finished - Any completed campaign can be selected here. 

Once the status is selected, the Dashboard auto-renders the charts. 

You can also select different dashboard versions. This option defaults to Performance Analytics, but other options are available. The options are:

• Performance Analytics - Dashboard focused on campaigns with a performance objective. 
• Brand Analytics - Dashboard focused on campaigns with a brand reach objective. 

If you switch dashboard versions, the charts will automatically update to match your selection. 

Performance Analytics Dashboard

Filters

You can use various filters to improve your data parameters. The Filters are placed in the left-hand column. Beside the title of each filter is a tooltip to help you understand what each filter represents. 

Time Filter

Perhaps the most important filter is the Time Range filter at the top of the Filters section. 

This filter allows you to select a specific period to view data within that range. The default No filter shows the campaign performance for the lifetime of a campaign or a selection of campaigns. 

Alternatively, in the drop-down field, you can select the following options:

• Last - You can view the last day, week, month, quarter or year.
• Previous - You can view the previous week, month or year. 
• Current - You can view the current day, week, month, quarter or year. 
• Customer - You can choose a specific date range. 
• Advanced - You can select a particular time on a specific date as part of your range. 

You can also set the appropriate radial button for the last day, week, month, quarter or year. 

 

Filters For the remaining filters, here is a brief description of each: Campaign Use this filter for analysing the performance and metrics of specific advertising campaigns. If your organisation has run multiple campaigns, it might not be easy to find the specific campaign you are looking for, and you might be better off using other filters to narrow your search. You can select single or multiple campaigns to analyse using this filter.  Line Items You can use this filter to review individual or multiple line items within a campaign to track their effectiveness. For example, you might only want to look at EMEA traffic or perhaps only short-haul travel. Product This filter is useful when you want to analyse the performance of a specific campaign product. You can select single or multiple products to explore using this filter.  Device Filtering by Device (such as mobile or desktop) allows you to understand performance across different platforms.  Market The Market filter lets you select the market where the ad campaign was active. This allows you to analyse performance in different locations. In addition, you can choose single or multiple markets using this filter.  Origin IATA & Destination IATA Both of these filters enable you to select the airports by IATA code.  Locale You can filter by specific language or region settings to understand the impact of localisation on advertising performance. You can choose from 34 different locales.  Tracking Dimension Track the performance of individual tracking ID dimensions, defined by a unique mix of market, locale, origin, destination, cabin class, and itinerary type. For instance, 'uk/en-gb/*/*/*/*' refers to the UK market in English locale, applicable to any route, class or trip type.  After selecting your filters, click Apply Filters at the bottom of the screen.

Performance Trend

The Performance Trend dashboard gives a simple view of your campaign's success. In the top right-hand corner of each data set, you will see a number and a three-dot ellipses menu. 

The number will refer to the number of filters you have applied to your analyses. You won't be able to amend the filters here, but you can easily access the Filters menu as described above. 

The ellipses menu allows you to force refresh, which is especially useful for analysing an active campaign. The menu also gives you a helpful full-screen option when viewing a large data set.

The top half of the Performance Trend section contains some high-level data sets and helpful information. 

The data sets covered in this section are:

• Total Spend - This is the total spend of the selected campaign.
• Audience Reach - The number of people your advertisement has reached. 
• Clicks - The number of clicks through your advertisement in the same ad campaign.
• Impressions - The number of times your advertisement has been seen per your filtered parameters. 
• CTR - The Click Through Rate as a percentage of all impressions.  
• ROAS - Return on Ad Spend.
• Revenue - The amount of revenue your campaign has generated. 
• Conversion & Conversion Rate - The number of clicks divided by the number of times your ad has been seen. 

The Revenue, ROAS, and conversion metrics require additional integration with Skyscanner. 

Campaign Performance

You can filter the Campaign Performance chart by data set to see a metric's performance over the campaign's duration. The data set filters can be selected underneath the header. 

Hovering over each column will show you the data for each metric. 

Line Item Performance

You can view the Performance Trend by Line Item Performance. Like Campaign Performance, you can filter the chart by data set to see a line item's performance by metric over the campaign duration. 

Performance Breakdown

The second tab on the Dashboard is the Performance Breakdown. This page provides easy-to-view charts of various metrics using specific filters. 

Impressions Breakdown

This section shows the number of times an advertisement has been viewed, including people who have seen it more than once. There are tabs where you can view the impressions breakdown by product, device, top markets, top routes, and top locales. 

An example of the Total Impressions by device is below. 

Clicks Breakdown

The second section shows the total number of interactions (measured by clicks) on your advertisement, regardless of how many times someone has seen it. Again, there are tabs where you can view the clicks breakdown by product, device, top markets, top routes, and top locales. It's worth noting that the chart design will depend on the filter selected. 

Spend Breakdown

The third chart shows the spend calculated for impressions and clicks. It has tabs where you can view the spend breakdown by product, campaign, or line item.

Revenue Breakdown

The next section is the revenue metrics (Conversion, conversion rate, revenue, and ROAS) , which are broken down by line item. To enable these metrics, contact your advertising manager. 

Tracking Dimensions Breakdown

The Tracking dimensions are defined by a unique mix of market, locale, origin, destination, cabin class, and itinerary type. To enable these metrics, contact your advertising manager. 

Audience Reach Breakdown

The Audience Reach metric is the number of people exposed to an advertisement at least once. On the left is the Top 10 Markets by Audience Reach, and on the right is the Audience Reach by Product. Hovering any column on either of these charts will show you the actual volumes. 

Traveller Insight 

This page will help you gain better target audience engagement insights about their location, preferred travel destinations and motivation to travel. 

Where are my travellers located? (CTR%)

This chart shows your travellers' location as a CTR% (Click Through Rate). It would be best to hover over the blue circle to see the volume. 

This chart exemplifies when you want to use the full-screen option to clarify the data. To do this, click the three-dot ellipsis menu and click the Enter fullscreen option. 

What is their preferred travel destination?

In this chart, we provide a list of preferred travel destinations in CTR order. You will need to scroll down to see the entire list, and it might be easier to view the data with the full-screen option. 

What is the motivation to travel?

We capture travellers' motivation to travel and use our proprietary machine-learning algorithms to mine their search interactions in our marketplace. We map this to various motivation theme tags, presenting travellers' primary motivations and what they are looking to get from their travel to a destination. Hovering over the columns will give you a breakdown of the travellers' motivations. 

Search behaviour

The bottom half of the Traveller Insight page explores the search behaviour patterns of your target audience to understand their preferred provider, advance search window and other travel habits.

On the left, you can view the typical duration of trips for your travellers. On the right, you can view how many days ahead do your travellers typically search for flights. 

Export 

The final tabs in the Advertising Dashboard are Export Performance and Export Route.  You can view your Performance data in table form, and you can download the data into a CSV file by clicking the ellipsis menu. 

Summary

The Advertising Dashboard contains some really useful information to help you make informed decisions about your ad campaigns. This user Manual should help you navigate around the dashboard, but please do reach out to Skyscanner if you need any further help. 

Brand Analytics Dashboard

Filters

You can use various filters to improve your data parameters. The Filters are placed in the left-hand column. Beside the title of each filter is a tooltip to help you understand what it represents. 

Time Filter

Perhaps the most important filter is the Time Range filter at the top of the Filters section. 

This filter allows you to select a specific period to view data within that range. The default No filter shows the campaign performance for the lifetime of a campaign or a selection of campaigns. 

Alternatively, in the drop-down field, you can select the following options:

• Last - You can view the last day, week, month, quarter or year. 
• Previous - You can view the previous week, month or year. 
• Current - You can view the current day, week, month, quarter or year. 
• Customer - You can choose a specific data range. 
• Advanced - You can select a particular time on a specific date as part of your range. 

You can also set the appropriate radial button for the last day, week, month, quarter or year. 

Filters For the remaining filters, here is a brief description of each: Campaign Use this filter for analysing the performance and metrics of specific advertising campaigns. If your organisation has run multiple campaigns, it might not be easy to find the specific campaign you are looking for, and you might be better off using other filters to narrow your search. You can select single or multiple campaigns to analyse using this filter.  Line Items You can use this filter to review individual or multiple line items within a campaign to track their effectiveness. For example, you might only want to look at EMEA traffic or perhaps only short-haul travel. Product This filter is useful when you want to analyse the performance of a specific campaign product. You can select single or multiple products to explore using this filter.  Route Track the performance of one (or many routes) Market The Market filter lets you select the market where the ad campaign was active. This allows you to analyse performance in different locations. In addition, you can choose single or multiple markets using this filter.  Destination City IATA The destination city IATA filter enables you to select the destination using the IATA code.  After selecting your filters, click Apply Filters at the bottom of the screen.

 

Performance Trend

The Performance Trend dashboard gives a simple view of your campaign's success. In the top right-hand corner of each data set, you will see a number and a three-dot ellipses menu.

The number will refer to the number of filters you have applied to your analyses. You won't be able to amend the filters here, but you can easily access the Filters menu as described above. 

The ellipses menu allows you to force refresh, which is especially useful for analysing an active campaign. The menu also gives you a helpful full-screen option when viewing a large data set.

The All Ads Overview dashboard contains high-level data sets and helpful information.

The data sets covered in this section are:

• Total Spend - This is the total spend of the selected campaign.

• Total Impressions - The number of times your advertisement has been viewed, including people who have seen it more than once.

• Total Clicks - The total number of interactions (measured by clicks) on your advertisement,  regardless of how many times someone has seen it.

• Overall CTR - The click-through rate is the number of clicks on your advertisement as a percentage of the number of times your ad has been seen.

• Onsite Reached Travellers - The number of people exposed, at least once, to an advertisement.

• Destination Flight searches - The number of searches that occur within 31 days of seeing the campaign, involving flights to the promoted destination.

• Destination Flight redirects - The number of times people were redirected to the sponsoring site to the promoted destination within 31 days of seeing it.

• Airline Flight Searches - The number of searches that occur within 31 days of seeing the campaign involving flights to the promoted airline. 

• Airline Flight Redirects - The number of times people were redirected to the sponsoring site of the promoted airline within 31 days of seeing it. 

Campaign Performance Trends

This chart presents a breakdown of Impressions and Clicks at a campaign level. You can view the actual volume breakdowns when you hover over each column. 

Line Item Performance Trends

This chart presents a breakdown of impressions/Clicks/CTR at the line item level. This enables you to drill deeper into the performance of each line item. You can view the actual volume breakdowns when you hover over each column. Remember, CTR is your click-through rate and is the number of clicks divided by the number of times an advert was shown.

Remember, if the chart is too cluttered, you can use the ellipses menu to enlarge the graphic to full screen.

Performance Breakdown

The 2nd tab on the Dashboard is the Performance Breakdown. This page provides several insights into your campaign performance. It is split into distinctive sections relating to:

• Impressions - The number of times an advertisement has been viewed, including people who have seen it more than once. You can view the breakdown by top markets, by product, by device, by top routes, and by top locales. 
• Clicks - The total number of interactions (measured by clicks) on your advertisement, regardless of how many times someone has seen it. You can use the filters on the left to drill deeper, enabling more insights. You can view the breakdown by top markets, by product, by device, by top routes, and by top locales. 
• Audience Reach - The number of people exposed to an advertisement at least once. You can view the breakdown by top markets or by product. 
• Flight Searches - The number of searches that occur within 31 days of seeing the campaign, involving flights to the promoted destination. You can view the breakdown by top market or by product. 
• Flight Redirects - The number of times people were redirected to the sponsoring site of the promoted destination within 31 days of seeing it. You can view the breakdown by redirects value, top markets, or product.
• Flight Conversions - The number of flight bookings to the promoted destination within 31 days of initial ad exposure, across different markets. 
• Estimated Hotel Conversions - The number of times people booked a hotel in the promoted destination within 31 days of seeing it. 

Traveller Insight

This page will help you gain better target audience engagement insights about their location, preferred travel destinations and motivation to travel. 

Geographic Location

You can gain better target audience engagement insights about their locations, preferred travel destinations and motivation to travel.

In Where are my travellers located? (impressions), you can see a visual representation of where your impressions came from. The darker countries represent countries with more impressions. 

Other charts in this section are Which competitor destinations have you got the highest interest from? and What is their motivation to travel? Both provide valuable traveller insight. 

Export CSV

The next tabs in the performance analytics Dashboard are Export Performance and Export Route. You can view your analytical data in table form or download it into a CSV file by clicking the ellipsis menu. 

Summary

The Brand Dashboard contains some really useful information to help you make informed decisions about your ad campaigns. This User Manual should help you navigate around the dashboard, but please do reach out to Skyscanner if you need any further help.