Version 2.3.4, updated 2016-07-07
The wywy TV Analytics Dashboard provides customers with an easy to integrate reporting suite designed specifically to measure the impact TV commercial airings have on website visits and mobile application installs.
How to video
This video gives you a short introduction on how to set up the wywy TV Analytics dashboard. Make sure to also check out the guide below for detailed step by step explanations and screenshots.
Website Tracking Code
The below website tracking code must be included and executed before any other wywy TV analytics snippets, such as conversions.
<!-- start wywy tracking snippet -->
<!-- end wywy tracking snippet -->
Website Tracking Code Integration
When integrating the tracking code ensure to replace 123456 with your six digit customer id, which will be provided by wywy.
The tracking code should ideally be placed just before the closing </head> section of all pages on the website. Make sure to include the code on every single page of your website.
The tracking code must be integrated on the page and cannot be integrated through an <iframe> tag.
Alternatively the tracking code can be integrated through a tag manager that supports script tags.
Attention: You cannot integrate two dashboard tags with different customer IDs on one website. The easiest way to solve the problem is by using the Google Tag Manager.
You add the code through the GTM and set a custom event trigger based on the user's location and fire the tracking code e.g. with the german customer ID when the user
location is Germany or with the austrian customer ID when the user location is Austria.
Google Tag Manager: Step by Step Guide
1. Go to Tags and create a New tag
2. Enter a name of your choice and select Custom HTML Tag and click on Continue
4. Select fire on All Pages and click on Create Tag
5. Finally Publish your changes
Tealium Tag Manager: Step by Step Guide
1. Go to Tags
2. Click on Add Tag
3. In the Tag Marketplace, search for wywy
4. Locate wywy TV Analytics Dashboard and click on Add
5. Enter your six digit wywy Customer ID* and click on Next
*your customer ID will be provided to you by wywy.
6. If required, configure Load Rules and click on Next
7. If required, configure Data Mappings and click on Finish
8. Finally Save/Publish your changes
Website Conversion Code Integration
In order to integrate conversions, they need to be created, configured, and the specific conversion tracking code snippet needs to be added to your website.
Conversions need to be configured in the TV Analytics Dashboard by going to:
Conversion Settings > Manage Conversions
1. Click on the settings icon in the Conversions box.
2. Click on Conversion Management.
3. Click on Create New to create a new conversion
4. Enter Conversion Name, select Conversion Type and Conversion Attribution Type
5. Copy the Conversion Tracking Code for later integration into your website
Please make sure to choose the right conversion type as you cannot edit it later on.
No Value: typically used to track an action, e.g. a free registration or a download of a PDF
Fixed Value: typically used for higher engagement goals, e.g. signing up for a newsletter, $10.50 fixed value, etc.
Dynamic Value: typically used for sales, e.g. e-commerce basket size. Make sure to replace the ‘VALUE’ with the actual conversion value, e.g. 10.50 for a $10.50 monetary value.
Conversion Attribution Types
Please make sure to choose the right conversion attribution type as you cannot edit it later on.
- One per User: typically used to track a single conversion event such as registration or newsletter sign-up
- Many per User: typically used to track multiple conversion events such as orders
Conversion Code Website Integration
The conversion code should be added to the "confirmation" or "thank-you" page following a successful conversion.
The code can also be executed on click or through a tag manager.
Important note: The website tracking code must be included and executed before attempting to send a conversion.
Mobile Application Tracking Integration
The wywy TV Analytics Dashboard can track mobile app installs and attribute these to the respective TV commercial broadcasts. wywy provides libraries for both Android and iOS. The respective libraries, including read-me and instructions, can be found in the below open GitHub repositories:
wywy also supports other data sources via integrations (e.g. with Adjust) or logfiles. Talk to your wywy contact to find out more.
The wywy TV Analytics Dashboard
Accessing the Dashboard
The wywy TV Analytics Dashboard can be accessed through the below URL. A user name and matching password are required. Credentials are provided by wywy.
Adding Net Costs to the Dashboard
Net Costs need to be configured in the TV Analytics Dashboard by going to:
Commercial Airings Settings > Manage Costs
1. Click on the settings icon in the Commercial Airings box.
2. Click on manage costs.
3. Enter the net costs per spot, eg. 53.50. Currencies are added automatically.
Costs are saved automatically, save progress is indicated by the spinning icon.
Interpreting Dashboard Metrics
The following list includes all shown metrics in the wywy dashboard, including a description and an example for interpretation.
Visit Uplift (%)
TV attributed visits / (total visits - tv visits) * 100
Percentage uplift in visits due to TV after TV airing
15%: 115 visits instead of 100 usual visits after TV airing.
TV attributed visits
Number of visits that are attributed to TV airing
15 more visits inspired by TV.
Conversion Uplift (%)
Conversions of TV attributed visits / non-TV conversions * 100
Percentage uplift in conversions of TV attributed visits after TV airing
30%: 1300$ revenue instead of 1000$ revenue after TV airing.
no value conversions: integer
value conversions: monetary value
Conversions of TV attributed visits
Number / value of conversions of TV attributed visits
30 more conversions inspired by TV.
300$ more revenue inspired by TV.
TV attributed visits / TV viewers * 100
Percentage of viewers who visited website after TV airing
0,010%: 100 visits on every 1 million TV viewers.
Total Gross Costs
Sum of gross costs for each single airing
Total gross amount spent on TV ads. Airings with no cost data will be disregarded so actual amount spent might be higher. Currently only available for Germany. Data is based on AGF.
1.398.872,58$: 1.398.872,58$ gross spent in total.
Total Net Costs
Sum of net costs for each single airing
Total net amount spent on TV ads. Airings with no cost data will be disregarded so actual amount spent might be higher.
251.852,78$: 251.852,78$ net spent in total.
Avg. Gross Costs
Total gross costs / number of airings
Average gross amount spent per airing. Airings with no data will automatically be eliminated from calculation. Currently only available for Germany. Data is based on AGF.
12.244,59$: 12.244.,59$ gross spent on average per airing.
Avg. Net Costs
Total net costs / number of airings
Average net amount spent per airing. Airings with no data will automatically be eliminated from calculation.
1.533,63$: 1.533,63$ net spent on average per airing.
Gross cost / TV attributed visits
Cost per Visit. Average gross cost spent for each TV attributed visit. Currently only available for Germany. Gross cost data is based on AGF.
182,78$: 1 TV inspired visit cost 182,78$ gross.
Net cost / TV attributed visits
Cost per Visit. Average net cost spent for each TV attributed visit
33.45$: 1 TV inspired visit cost 33.45$ net.
Gross cost / TV viewers * 1000
Cost per Mille. Average gross cost spent for one thousand TV viewers. Currently only available for Germany. TV viewership and gross cost data is based on AGF.
25.00$: Every 1.000 TV viewers cost 25.00$ gross.
Net cost / TV viewers * 1000
Cost per Mille. Average net cost spent for one thousand TV viewers. Currently only available for Germany. TV viewership data is based on AGF.
3.42$: Every 1.000 TV viewers cost 3.42$ net.
TV attributed conversion value / gross cost * 100
Return on Ad Spend. Only works if a value is assigned to conversions.. Currently only available for Germany. Gross cost data is based on AGF.
13%: 13$ more revenue on every 100$ gross spent for TV ad.
TV attributed conversion value / net cost * 100
Return on Ad Spend. Only works with value conversions.
27%: 27$ more revenue on every 100$ net spent for TV ad.
Number of TV viewers during airing
Currently only available for Germany. Data is based on AGF.
1.5 million TV viewers.
The wywy TV Analytics Dashboard allows for the option to export and download all data associated with airings. Outlined below are the steps necessary to export and download data for a campaign.
1. Click the data export icon in the upper right corner of the screen
2. Check to make sure the selected date range and campaign is correct and change the selection if necessary. Enter an email address to receive a notification when your export is ready for download.
3. Select your preferred decimal separator, either 1000.00 or 1000,00
4. Click "OK" and your export will be generated. Once your export is ready, you will receive an email with a link to the files available for download. The same page can be reached by clicking the link in the dashboard.
5. Generated exports are available to download for up to 7 days. Files can be downloaded by clicking the "Download" button.
Interpreting CSV export metrics
The generated CSV file export continues the following columns:
|Reporting metric||Description||Example output|
|airing time utc||Time stamp in Coordinated Universal Time (UTC) of when commercial aired||15.01.2016 13:33:27|
|detect id||Unique wywy ID for each individual airing of a TV commercial||1300121|
|tv creative id||Unique wywy ID assigned to your TV creative||3454054|
|tv creative name||Name of your TV creative||Play_2016_30sec|
|tv channel id||Unique wywy ID for each TV channel||944|
|tv channel name||TV channel name||Comedy Central|
|tv show name before||TV show name which aired before the TV commercial [currently only available in Germany]||Navy CIS|
|tv show name after||TV show name which aired after the TV commercial [currently only available in Germany]||The Simpsons|
|tv viewers||Number of tv viewers [currently only available in Germany]||1.143.303|
|gross cost||Gross costs for this airing [currently only available in Germany]||33,50|
|gross cost currency||Gross cost currency||EUR|
|net cost||Net costs for this airing||8,40|
|net cost currency||Net cost currency||EUR|
|app event duration||Attribution window for app downloads in minutes for this airing||05:48|
|app total installs||Number of total app installs during attribution window||13|
|app tv installs||Number of tv attributed app installs during attribution window||5|
|web event duration||Attribution window for website visits in minutes for this airing||03:55|
|web total visits||Number of total website visits during attribution window||231|
|web tv relevant visits||Number of TV relevant website visits during attribution window. Total visits are filtered for certain criteria (e.g. the website visitor must be in the geographical airing area of the TV channel) to derive TV relevant visits.||151|
|web tv visits||Number of TV attributed website visits during attribution window||84|
|web tv conversions - Registration||Number of TV attributed conversions for the example conversion metric 'registration'||12|
|web tv conversions value - Registration||Value of TV attributed conversions for the example conversion metric 'registration'||768,44|
|web non tv conversions - Registration||Number of conversions from TV relevant visits which were not attributed to TV. Web TV conversions + web non-TV conversions = all conversions from TV relevant visits.||7|
|web non tv conversions value - Registration||Value of conversions from TV relevant visits which were not attributed to TV. Web TV conversions + web non-TV conversions = all conversions from TV relevant visits.||393,85|