Advertising Campaign Details

Use the Advertising Campaign Details page to understand campaign delivery, reach, engagement, and downstream impact. This article explains what each section means and defines the metrics used in the page.

Recommended order to read the page

If you are trying to understand performance quickly, review the page in this order:

1. Filter and downloads

2. Spend and delivery pacing (Are you on pace to spend your budget?)

3. Highlights (What outcomes is the campaign driving?)

4. Campaign performance + CTV (Delivery, clicks, viewability, video completion)

5. Performance trend (How are key metrics changing over time?)

6. Account Journey (Which accounts are reached/engaged, and what happened next?)

7. Buying stage + 6QAs (Are accounts progressing or qualifying after exposure/engagement?)

After reviewing performance, use the other tabs for deeper analysis and setup details:

• Ads – Review ad groups, individual ads, and ad‑level performance.

• Analytics – Explore distribution and engagement breakdowns (domains, roles, geography, device type, and more).

• Configuration – View campaign setup, targeting, and budget details (editing options depend on permissions).

Filters and Downloads

The campaign page includes a Delivery timeframe filter at the top right. The filter has four options only:

• Lifetime: Shows data from the start of the campaign.

• Last 7 Days: Shows data from the last 7 days.

• Last 30 Days: Shows data from the last 30 days.

• Date Range: Shows data for a custom date range you select.

The selected timeframe applies across the entire campaign performance view. Changing the timeframe updates all metrics and charts on the page to reflect data for the selected period. The active timeframe is shown next to the filter control.

Download CSV

The Download CSV option exports campaign data to a CSV file.

• The downloaded CSV reflects:

  • The selected delivery timeframe

  • The current campaign

• If you change the filter, you must download the CSV again to get updated data.

Spend and delivery pacing

The Spend and delivery pacing section shows how your campaign is spending budget compared to expectations for the current delivery timeframe. In addition to showing spend and delivery status, this section may display an Optimize option to help you take action when a campaign is not pacing as expected.

Spend

Spend is the amount spent from the configured budget since the campaign start or within the selected dates.

Days left in campaign

Days left in campaign is the number of days remaining in the campaign. The value rounds up partial days.

Delivery status (pacing)

Delivery status tells you whether the campaign is pacing as expected based on how much budget you’ve spent compared to how much you were expected to spend by this point in the flight.

How pacing is calculated

Pacing uses Budget Exhaustion Rate (BER):

BER = Actual delivery / Expected delivery × 100

Delivery states are bucketed as:

• Over delivery: greater than 110%

• Steady delivery: 85%–110% of expected spend

• Under delivery: 50%–85%

• Low delivery: less than 50%

Understand Optimize option

The Optimize option appears only when the campaign needs attention based on delivery pacing. When you select Optimize, 6sense surfaces recommendations based on the campaign’s delivery pattern and configuration. These recommendations are designed to help you correct pacing issues before delivery is impacted further.

You will see Optimize when the campaign status is:

• Low delivery

• Under delivery

• Over delivery

You won’t see Optimize when the campaign is delivering normally.

• If the campaign is in Steady delivery, Optimize does not appear.

• If the campaign is completed, deactivated, or budget exhausted, Optimize does not appear.

Highlights

The Highlights section shows a snapshot of key campaign outcomes at a glance. By default, Highlights displays a set of metrics, but you can customize which metrics appear to match what you want to focus on.

• You can display any 5 metrics at a time.

• All selected metrics:

  • Respect the Delivery timeframe filter (Lifetime, Last 7 Days, Last 30 Days, or Date Range).

  • Update automatically when filters change.

• Editing Highlights does not affect other sections on the page, such as Performance Trend or Account Journey.

Customize Highlights when you want to:

• Quickly review different aspects of campaign performance

• Focus on short‑term delivery vs long‑term outcomes

• Align the view with specific reporting or stakeholder needs

Edit highlights metrics

You can customize the Highlights section by selecting which metrics you want to see.

To edit Highlights:

1. In the Highlights section, select Edit.

2. Choose up to 5 metrics from the list.

3. Select Save to apply your changes.

The Highlights cards immediately update to reflect your selection and the active filters.

Campaign performance

The Campaign Performance section displays metrics related to ad delivery and interaction for the selected delivery timeframe. All data shown in this section updates based on the active Delivery timeframe and applied filters.

Ad delivery and interaction

This part of the Campaign performance section displays metrics related to how ads were served and interacted with.

It includes:

• Impressions, which show the total number of ad impressions served

• Clicks, which show the total number of ad clicks

• CTR (click‑through rate), which shows clicks as a percentage of impressions

• eCPM, which shows the average cost per 1,000 impressions

• Viewability, which shows the percentage of impressions viewed by the recipient

Account‑level interaction

This part shows interaction metrics calculated at the account level.

It includes:

• Account CTR, which shows the percentage of reached accounts that clicked an ad

• Account VTR, which shows the percentage of reached accounts that visited the website within 30 days of an impression

Video (CTV) performance

If the campaign includes video or CTV ads, additional video‑specific metrics appear in this section.

These include:

• Midpoints, which show the number of video ads watched at least halfway

• Completions, which show the number of video ads watched to completion

• Completion rate, which shows completions as a percentage of impressions

• Cost per completed view (CPCV), which shows the average cost per completed video view

Conversion influence

This part shows downstream conversion activity associated with ad exposure. It includes, Influenced form fills, which show the number of form submissions from accounts that saw an ad before the form fill occurred.

Performance Trend

The Performance Trend section displays a time‑series chart showing how selected campaign metrics change over time. The chart updates based on the selected Delivery timeframe and applied filters.

Chart behavior

• The chart displays one or more metrics as trend lines.

• Each line represents a selected metric (for example, Spend or Impressions).

• The legend indicates which metrics are currently displayed.

The chart reflects changes in metric values across the selected timeframe.

Metric selection

You can change the metric displayed in the Performance trend chart using the dropdown in the section header. Depending on the campaign setup, available metrics may include:

• Spend

• Impressions

• Other delivery or interaction metrics supported by the campaign

When you select a different metric, the chart updates to reflect that metric across the selected timeframe.

Data behavior

• Data points represent values aggregated by day.

• All values shown reflect activity that occurred within the selected delivery timeframe.

• Changing the delivery timeframe refreshes the entire chart.

• Performance trend data is informational and does not affect metrics shown in other sections.

Account journey

The Account journey section shows how accounts progress through different stages after being reached or engaged by the campaign. This section displays account‑level movement across buying stages and qualification states during the selected delivery timeframe. All data updates based on the active Delivery timeframe and applied filters.

Pipeline association

When available, the Account journey section also shows pipeline‑related data tied to influenced accounts. This includes:

• Accounts associated with open opportunities

• Pipeline created after accounts were reached by the campaign

Increased buying stages

The Increased buying stages metric shows accounts whose buying stage advanced after being influenced by the campaign. This metric is shown in two variants, based on how the account was influenced.

Increased buying stages (reached)

This metric shows the number of accounts whose buying stage increased after being reached by the campaign. An account is considered reached when it is served at least one ad impression. Buying stage changes are evaluated within a defined period after the impression event.

Each account is counted once using the highest buying stage reached during the evaluation window.

Increased buying stages (engaged)

This metric shows the number of accounts whose buying stage increased after engaging with the campaign. An account is considered engaged when it meets the engagement criteria defined for the campaign (for example, ad interaction followed by a site visit).

Buying stage changes are evaluated within a defined period after the engagement event. Each account is counted once using the highest buying stage reached during the evaluation window.

New 6QAs

The New 6QAs metric shows accounts that became newly qualified after being influenced by the campaign. This metric is available in two variants, depending on how the account was influenced.

Account reached

This metric shows the number of accounts that became newly qualified after being reached by the campaign.

An account is considered reached when it is served at least one ad impression. Qualification is evaluated within a defined period following the impression. Each account is counted once.

Account engaged

This metric shows the number of accounts that became newly qualified after engaging with the campaign.

An account is considered engaged when it meets the engagement criteria defined for the campaign. Qualification is evaluated within a defined period following the engagement. Each account is counted once.

Ads tab

The Ads tab shows the ad groups and individual ads associated with the campaign, along with their delivery and performance metrics. This view allows you to review ad status, performance data, and manage ad groups and ads. All metrics update based on the selected delivery timeframe.

Each ad group and individual ad includes action icons at the far right of the row. These icons allow you to rename or deactivate the selected ad group or ad.

Ad groups and ads view

The Ads tab displays a table with a hierarchical view:

• Ad groups appear at the top level.

• Selecting an ad group expands the list to show the individual ads within that group.

The total number of ads uploaded is shown above the table.

Columns in the Ads table

Each ad group and ad row displays the following information:

• Ad / Ad group – Name of the ad group or individual ad

• Status – Current status, for example, Active or Inactive.

• Accounts reached – Number of accounts reached

• Impressions – Total impressions served

• Clicks – Total clicks

• CTR – Click‑through rate

• ACTR – Account‑level click‑through rate

• CPM – Cost per 1,000 impressions

• CPC – Cost per click

• Spend – Total spend

Status indicators

• Ad groups and ads can have different statuses.

• An ad group can be Active even if one or more ads within it are Inactive.

• Status is shown inline in the table for both ad groups and individual ads.

Analytics tab

The Analytics tab shows how ads in the campaign are distributed across different audiences, attributes, and activity types. This tab provides breakdowns of impressions, clicks, and account engagement across multiple dimensions. All data updates based on the selected delivery timeframe and applied filters.

Distribution by domain

The Distribution by domain section shows where ads were served based on website domains. For each domain, this section displays:

• Impressions

• Clicks

• Accounts reached

Distribution by job level and function

The Distribution by job level and function section shows ad delivery and engagement by audience role. For each job level or function, this section displays:

• Impressions

• Clicks

• Accounts reached

Distribution by device type

The Distribution by device type section shows impression distribution by device. Device types may include:

• Desktop

• Mobile

• Tablet

Data is displayed as a chart with impression counts per device type.

By time of day

The By time of day section shows how impressions are distributed across different hours of the day.

• Data is displayed as a bar chart.

• You can select the metric displayed, for example, Impressions.

• You can select the time zone used for the chart.

Downloading data

Each section in the Analytics tab includes a download icon. Selecting this icon downloads the data shown in that section. Downloaded data reflects:

• The selected delivery timeframe

• The data currently shown in the section

Configuration tab

The Configuration tab displays campaign setup and targeting details for all users who have access to the campaign. However, edit options are available only to users with the required permissions.

Information in this tab reflects the current campaign configuration.

Campaign details

The Campaign details section shows basic information about the campaign. It includes:

• Status – Current campaign status

• Campaign type – Type of advertising campaign

• Campaign ID – Unique identifier for the campaign

• Creator – User who created the campaign

• Created – Campaign creation date

Segment

The Segment section shows the audience segment associated with the campaign. It includes:

• Segment name

• Accounts – Number of accounts in the segment

Select View segment to view the segment details.

Campaign setup

The Campaign setup section shows budget, schedule, and delivery settings. It includes:

• Schedule – Campaign start and end dates

• Daypart – Time of day ads are eligible to run

• Total campaign budget

• Max daily spend

• Max CPM

• Media CPM

• Persona targeting CPM

• Frequency cap

• Contextual targeting topics

• Alert recipients

• Purchase order

• Digital billing record

• Campaign description

Select Edit campaign setup to update these settings, if available.

Ads setup

The Ads setup section shows information related to ad format and uploads. It includes:

• Ad format

• Ads uploaded – Total number of ads added to the campaign

Select Edit ads setup to update ad‑related settings, if available.

Advanced targeting

The Advanced targeting section shows additional targeting and optimization settings. It includes:

• Persona targeting

• Inventory type

• Device type

• Brand safety

• Domain

• Optimization

• Country

• Language

Select Edit advanced targeting to update these settings, if available.