The Delivery Insights tab provides a detailed, visual breakdown of how impressions are filtered at each stage of the ad decisioning process. It helps identify why eligible ads may not be delivering and is a valuable troubleshooting tool.
Funnel Breakdown
The funnel diagram at the top visually represents how potential ad opportunities narrow down through each stage:
| Stage | Description |
|---|---|
| Ad Candidate | Total initial available impressions considered for this line item. |
| Ad Candidate Loose | Impressions still eligible after basic filters, but before deep targeting rules. |
| Ad Candidate Win | Impressions that passed all filters and won the internal auction. |
| Ad Impression | Impressions that were actually delivered. |
| Ad Click | Clicks generated (if applicable). |
Error Labels & Legend
Below the funnel, a categorized legend outlines all possible reasons an impression may have been filtered out. Common filter categories include:
- Frequency caps (hour/day/week)
- Budget constraints
- Geo/IP restrictions
- Mismatch issues (e.g., content rating, device type, stream type)
- Tech-related failures (e.g., unsupported formats, parsing errors)
- Inventory misalignment (e.g., no distribution channel, inventory type mismatch)
Each reason is color-coded and only appears in the chart if it applies during the selected time range.
Tips for Optimization
- Use the “Show only events with data” toggle to hide irrelevant rows.
- Pay attention to high-frequency issues (e.g., Frequency Campaign Hour) that may block delivery across many impressions.
- Combine this view with the Targeting and Creative tabs to refine setup.