Review this article to learn about Private Auction metrics and how to troubleshoot underperformance.
On this page:
- Monitor performance with key metrics
- Understanding revenue lift
- Troubleshoot underperforming Private Auctions
Monitor performance with key metrics
To help you understand how your Private Auction deals are performing, Google Ad Manager provides the following detailed metrics.
- 7 day impressions: The number of impressions filled by the Private Auction deal.
- 7 day ad requests: The number of ad requests associated with the Private Auction deal.
- 7 day match rate: The percentage of ad requests that resulted in an impression from the Private Auction deal. Formula: Match rate = Impressions/Ad requests
- 7 day revenue lift: A comparison of the actual revenue earned from a Private Auction deal versus the predicted revenue if the deal had not existed. This helps you understand the impact of the deal on your overall revenue.
View the metrics
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Sign in to Google Ad Manager.
- Click Sales and then Private Auctions.
- Click Deals.
Review the metrics on the table.
Troubleshoot
To monitor performance at the deal level and quickly identify any underperforming deals, visit the "Troubleshooting" tab of each Private Auction deal:
- For a Private Auction on the table, under "Troubleshooting," click View.
- On the "Troubleshooting" tab, select a time period to investigate, such as "Last 7 days."
Understand revenue lift
Revenue lift is an important metric for evaluating the effectiveness of your Private Auction deals. It's calculated by comparing the actual revenue generated by the deal to the predicted revenue that would have been earned if the deal wasn't in place. This prediction is based on a simulation using a sample of ad requests, where the inventory is instead allocated to other demand channels (like the Open Auction or other Private Auctions).
How to interpret revenue lift:
- Positive lift: Indicates that the Private Auction deal is generating more revenue than you would have earned without it.
- Negative lift: Suggests that you could potentially earn more revenue if you removed the buyer from the Private Auction.
- Negligible lift: The lift is within $10 USD (inclusive) per week and is considered to have a minor impact on revenue.
Revenue lift metrics are dynamically updated for all active Private Auction deals that generate revenue. These metrics are normalized to a 7-day estimate and include all queries where the Private Auction deal is eligible. Once a Private Auction deal ends, the metrics no longer display and show as "N/A."
Learn more about revenue lift in Private Auctions.
Troubleshoot underperforming Private Auctions
If you identify a Private Auction deal with negative or negligible lift, there are several potential reasons and mitigation strategies:
Insufficient buyer participation- Problem: Not enough buyers are bidding in the auction, or no buyers are bidding at all.
- Solution: Invite more buyers to participate in the auction to increase competition.
- Problem: Bidders are submitting bids below the minimum CPM.
Solution: Contact the buyer to discuss the low bids. Consider adjusting the floor price or refining the inventory targeting to better align with the buyer's campaign needs.
- Problem: The minimum CPM set for the Private Auction deal is too high, causing DSPs to prioritize other deals with lower CPMs.
Solution: Consider lowering the minimum CPM to make the deal more attractive to buyers.
- Problem: In situations where a Private Auction bid is ineligible (for example, the buyer's creative doesn't match the creative size targeting), the bid may be submitted to the Open Auction with the same creative, following the unified pricing rules in your network.
Solution: Contact the buyer to discuss the reasons for bid ineligibility.
Allowing Open Auction buyer optimization may help increase revenue for underperforming Private Auction deals through increased competition, too. However, individual DSPs may opt to respond with a deal ID despite having a better Open Auction bid. If enough DSPs respond in this way, you may continue to observe negative or negligible lift.
If all net bids in a Private Auction fall below the specified minimum CPM, the inventory becomes available in the Open Auction to ensure you have another opportunity to generate revenue.
