Lunio’s campaign analytics empowers you to uncover invalid traffic (IVT) across your ad campaigns, providing actionable insights into keywords, placements, schedules, and locations.
By analyzing these metrics, you can reduce wasted spend, enhance ad performance, and maximize ROI. This guide will walk you through the key features and how to leverage them effectively
New to campaign analytics? Explore the interactive demo here.
Accessing campaign analytics
Log in to your Lunio dashboard.
Navigate to Campaign Analytics from the left-hand menu.
Select the ad platform you want to analyze (if you have more than one integrated)
Select the date range of interest (default is last 30 days)
1. Compare campaign traffic validity
On the campaign analytics page, you can easily compare high level IVT metrics by campaign and identify where invalid traffic is undermining the value of your campaigns. See by campaign:
Invalid: Number and percentage of invalid clicks detected.
Change: The %pts change in invalid clicks vs previous period.
Adjusted value: The amount of your ad budget that was ultimately spent targeting legitimate traffic, with ad spend attributed to invalid clicks deducted.
Use these metrics to determine which campaigns to analyze in greater depth.
You can export this data to integrate into external reporting and analysis.
2. Explore spikes in recent invalid activity
Click a campaign name to arrive on it’s campaign analytics page, where you’ll find a breakdown of clicks by classification for the selected date range.
If the campaign has experienced a notable increase in invalid traffic, you’ll be able to see exactly when that started to happen to cross reference with any changes to the campaign that may have impacted targeting.
3. Leverage schedule insights to hone campaign windows
Scroll down to the Schedule tab to see a visualization of invalid traffic by time of day and day of the week. The darker the colour, the higher the proportion of traffic was invalid at that time. You can filter by the last 7 days or 4 weeks.
Consider pausing ads during times with high IVT to focus spend on periods with better performance. You could also experiment with running campaigns during underutilized, low-IVT periods.
4. Analyze keyword data to uncover exclusion opportunities
The keyword tab will reveal a visual and table view of click volumes and the percentage of invalid traffic by campaign keyword, where applicable. You’ll also see keyword match type.
Keywords plotted furthest top-right in the chart have the highest click volume and percentage IVT. Consider:
Adding these keywords to your campaign’s keyword exclusions list.
Adjusting your budding strategies and target keyword lists to minimize spend on keywords with high IVT, unless they happen to be solid conversion drivers.
Reallocating budget towards keywords with low IVT to increase legitimate traffic.
5. Identify poor performing placements to avoid
If you’re looking at a display campaign, the placement tab will feature a visual and table view of total click volume and % invalid traffic coming from the different domains where your ads are appearing. Consider dropping poor-performing, high IVT placements from your campaign by adding them to your exclusion list.
6. Inspect network traffic quality to consider opt-outs
Under the network tab, you’ll see the distribution of your campaign’s traffic by ad network and the percentage of traffic classified as invalid for each. You might see, for instance, that your search campaign is receiving traffic from Google’s Search Network with far higher invalid traffic rates than Search traffic. You may decide to opt out of Search Partner sites, to focus your ad spend on driving more of the higher quality traffic from Google SERPs.
7. Tighten location targeting based on invalid traffic trends
Under the location tab, see the location data of each click and identify geographical areas driving high IVT percentages. You may find clicks coming from locations that weren’t included in your target geography settings, or see global campaigns driving undesirable levels of invalid traffic (and wasted spend) from low priority locations. Consider adding countries with significant IVT to your exclusion settings.
Review data regularly to stay on top of how changes to your campaigns and in IVT trends are impacting. By leveraging Lunio’s campaign analytics, you can take control of your ad spend, eliminate waste, and ensure your budget goes further toward driving legitimate traffic.