Reporting Overview

LtvAdx provides real-time CTV delivery reporting, VCR analytics, multi-dimensional breakdowns, and a full Reporting API for custom integrations and automated pipelines.

Core metrics

Metric	Definition	Available For
Impressions	VAST tag fetched by player (ad break started)	Publisher + Advertiser
Starts	Video playback began (0% mark fired)	Advertiser
VCR %	Completes ÷ Starts × 100	Advertiser
Q1 / Q2 / Q3 rates	Quartile completion rates at 25%, 50%, 75%	Advertiser
Skip rate	Skip events ÷ starts × 100 (skippable ads only)	Advertiser
CTR	Clicks ÷ Impressions × 100	Advertiser
Fill rate	Filled impressions ÷ Total ad requests × 100	Publisher
eCPM	Effective CPM = revenue ÷ impressions × 1000	Publisher + Advertiser
Revenue	Publisher earnings after platform fee	Publisher
Spend	Advertiser total media cost	Advertiser
Unique households	Deduplicated HouseholdIDs reached	Advertiser
Avg frequency	Impressions ÷ Unique households	Advertiser
IVT rate	Invalid traffic events ÷ total events × 100	Publisher + Advertiser

Report types in the dashboard

Delivery Summary: Total impressions, starts, VCR, CTR, fill rate, eCPM, and spend/revenue for a selected date range.
VCR Dashboard: Quartile funnel chart, VCR trend over time, and per-creative completion breakdown for advertisers.
Fill Rate Analytics: Fill rate trend, unfilled reasons breakdown, and channel-level fill by platform and deal type.
Reach & Frequency: Unique households reached, reach curve by spend, and frequency distribution (1+, 3+, 5+ reach).
Pacing Dashboard: Budget delivery vs pace target per line item, over/under pacing alerts, and daily run-rate.
Exchange Analytics: RTB win rate, bid distribution, avg clearing price, and top-performing demand sources.
Revenue Report: Publisher earnings by channel, break type, platform, and deal type, with net payment schedule.

Dimensions for breakdowns

All report types support slicing by one or more dimensions:

Channel

Platform (Roku / Fire TV / etc.)

Ad break type

Deal type

Campaign

Line item

Creative

Ad format

Country

Content model (AVOD / FAST / etc.)

Content genre

Date

Hour of day

Day of week

Device type

DSP seat

Data freshness

Impression and VAST event beacons are processed in near-real time with a typical 1–2 minute lag. Revenue and spend figures are updated every 5 minutes. Brand lift and attribution results have a 5–10 minute processing lag after events are received. Historical data is available from account creation date.

SSAI vs client-side VAST tracking

For SSAI integrations, beacons are fired server-side by LtvAdx as segments are delivered. For client-side VAST, the CTV player fires beacons from the device. Both methods produce identical reporting entries. SSAI beacon delivery is slightly more reliable as it is not subject to network conditions on the device.

Reporting API

The Reporting API allows programmatic access to all delivery data. Authenticate with your account API key from Dashboard → Settings → API Keys:

# Delivery report — grouped by day
GET https://api.ltvadx.com/api/v1/reports/delivery
    ?from=2026-06-01
    &to=2026-06-03
    &channelId=chan_fast_news_01
    &groupBy=day
Authorization: Bearer {apiKey}

# VCR report — grouped by creative
GET https://api.ltvadx.com/api/v1/reports/vcr
    ?campaignId=camp_xyz
    &from=2026-06-01
    &to=2026-06-03
    &groupBy=creative

# Reach & frequency report
GET https://api.ltvadx.com/api/v1/reports/reach-frequency
    ?campaignId=camp_xyz
    &from=2026-06-01
    &to=2026-06-07

# Publisher revenue report
GET https://api.ltvadx.com/api/v1/reports/revenue
    ?publisherId=pub_abc
    &from=2026-06-01
    &to=2026-06-30
    &groupBy=channel

Scheduled report exports

Configure automated report delivery at Dashboard → Reports → Scheduled Exports. Select a report template, date range, delivery frequency (daily, weekly, monthly), and recipient email addresses. Reports are delivered as CSV attachments. Available templates: Delivery Summary, VCR Breakdown, Publisher Revenue, Pacing, and Exchange Analytics.

Data retention

Data type	Retention
VAST impression events (raw)	24 months
Aggregated daily summaries	Indefinite
Brand lift study data	36 months
Attribution events	36 months
PII (raw IPs, device IDs)	90 days, then purged
Audit log	12 months