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TV Analytics Dashboard

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.

YouTube-Video

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 -->

<script type="text/javascript">

(function(a,c,d,e,b){a[b]=a[b]||function(){(a[b].q=a[b].q||[]).push(arguments)};t=c.createElement(d);t.async=1;t.src=e;f=c.getElementsByTagName(d)[0];f.parentNode.insertBefore(t,f)})(window,document,"script","https://static.wywy.com/tracker.js","_wywy");

_wywy("c","123456");

</script>

<!-- end wywy tracking snippet -->

Website Tracking Code Integration

The tracker is integrated by simply including the javascript snippet on your website, which will trigger the tracking functionality from the wywy servers.

The JavaScript source URL will load the correct tracker for the customer id.


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

3. Enter the tracking javascript snippet with HTML <script> tags and click on Continue. Make sure to use your customer ID (in the screenshot below you see the example ID 123456).


4. Select fire on All Pages and click on Create Tag

5. Finally Publish your changes

Adobe DTM

Please note that the tracking code must not be included as iFrame. Therefore, please trigger the tracking javascript snippet as “Sequential JavaScript Global” (instead of ”Non-Sequential HTML”).

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.

Creating Conversions

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

Conversion Types

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

wywy SDK

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:


Android
https://github.com/wywygmbh/TVAnalytics-Android


iOS
https://github.com/wywygmbh/TVAnalytics-iOS

Other Integrations

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.


Access URL:
https://console.wywy.com

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.


Metric

Value

Formula

Description

Example

Visit Uplift (%)

percentage

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.

Visit Uplift

integer

TV attributed visits

Number of visits that are attributed to TV airing

15 more visits inspired by TV.

Conversion Uplift (%)

percentage

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.

Conversion Uplift

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.

Engagement Rate

percentage

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

monetary value

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

monetary value

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

monetary value

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

monetary value

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.

CPV (gross)

monetary value

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.

CPV (net)

monetary value

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.

CPM (gross)

monetary value

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.

CPM (net)

monetary value

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.

ROAS (gross)

percentage

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.

ROAS (net)

percentage

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.

TV Views

integer

Number of TV viewers during airing

Currently only available for Germany. Data is based on AGF.

1.5 million TV viewers.


Exporting data

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 metricDescriptionExample output
airing time utcTime stamp in Coordinated Universal Time (UTC) of when commercial aired15.01.2016 13:33:27
detect idUnique wywy ID for each individual airing of a TV commercial1300121
tv creative idUnique wywy ID assigned to your TV creative3454054
tv creative nameName of your TV creativePlay_2016_30sec
tv channel idUnique wywy ID for each TV channel944
tv channel nameTV channel nameComedy Central
tv show name beforeTV show name which aired before the TV commercial [currently only available in Germany]Navy CIS
tv show name afterTV show name which aired after the TV commercial [currently only available in Germany]The Simpsons
tv viewersNumber of tv viewers [currently only available in Germany]1.143.303
gross costGross costs for this airing [currently only available in Germany]33,50
gross cost currencyGross cost currencyEUR
net costNet costs for this airing8,40
net cost currencyNet cost currencyEUR
app event durationAttribution window for app downloads in minutes for this airing05:48
app total installsNumber of total app installs during attribution window13
app tv installsNumber of tv attributed app installs during attribution window5
web event durationAttribution window for website visits in minutes for this airing03:55
web total visitsNumber of total website visits during attribution window231
web tv relevant visitsNumber 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 visitsNumber of TV attributed website visits during attribution window84
web tv conversions - RegistrationNumber of TV attributed conversions for the example conversion metric 'registration'12
web tv conversions value - RegistrationValue of TV attributed conversions for the example conversion metric 'registration'768,44
web non tv conversions - RegistrationNumber 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 - RegistrationValue 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



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