Comparing Data Transfer files with DoubleClick For Publisher’s UI reports comes up someday in the data analyst’s mind once for sure. We had a tough time initially making both the numbers match for the publishers under me.
The hard fact is that both the numbers are not expected to give a 100% match every time. Discussing this with our Account Manager gave multiple clues regarding comparing both Data Transfer (DT) logs and the UI report (Query Tool report) along with the inputs from the DoubleClick Support Team.
Here are the points we’ll have to consider while comparing DFP Data Transfer logs with UI report.
- DT log time convention
The DT log file names follow PST time zone while the Time field within the logs follow your DFP network’s timezone.
- Extra day buffer
Consider an extra day buffer while pulling logs to avoid timezone mismatch (EST to PST) and impact of delayed files. If an hourly file gets delayed, the impressions of that file can come up in the subsequent files.
- The ‘LineItemId’ field
The rows with this field set to 0 specifies an unfilled impression and should not be taken up while matching up with Total Impressions in UI report. So, while comparing impressions, set LineItemId !=0 as a filter.
- The field ‘IsCompanion’ is set in the log filter
QT report does not consider the companion impressions in the normal reports, while DT logs contain impressions by companion creatives as well. So, that’s an additional IsCompanion=’false’ in the filter.
- The dimensions Ad Server Impressions in QT should be compared with the NetworkImpressions file and not the NetworkBackfillImpressions.
Ad Server Impressions in QT log doesn’t include dynamically allocated impressions and thus it must be compared only with it’s associated NetworkImpressions file.
I got in touch with a pub’s BI team and they are in the process of compiling multiple reports through DT and I am expecting to get better insights from them on this. I’ll be adding additional points and keeping this up to date as we go through the entire process.
Okay here it is.
There have been terrible delays with Data Transfer file delivery in the past few months extending over their standard SLA i.e, 10 hours. This is something that seriously needs to be taken into consideration while setting up your processing system. If you guys have any suggestions on this then please do share so that we could add it here.