Real Time Estimates and Reconciling
Real Time Estimates
In order to use real time data, we utilize our own tracking system that knows exactly when the user clicks, how much the click costs, as well as key information like the device, location and the assets that they clicked. This allows for Maximus to optimize campaigns, images, and sites without waiting for updates from the networks.
In order to audit these numbers, Maximus contacts the networks for their actual numbers multiple times an hour. Maximus real time estimates have been extremely solid on active campaigns, and are usually within 10% when clicks are greater than 100 for the day. This means that instead of waiting two to three days to obtain image and campaign data, Maximus can estimate data in real time immediately and adjusts itself over time.
Every network is different when it comes to delays:
- Taboola - Four hours for campaign level, site/image varies
- Outbrain - Two and four hours
- Gemini - Four to five hours
- Content.Ad - One hour
- Revcontent - real time
When we audit these numbers throughout the day, Maximus will compare the spend between what we have and what the network is reporting for the campaign. Maximus will display the network spend if the network has a higher spend showing for a campaign, site, or image versus our estimates.
Reconciling Data with the Network
Maximus pulls the network numbers regularly throughout the day and then finally ends the day at 6 a.m. the following day. The system does, however, check into the network through the next day to make sure that data is finalized. We've seen some networks change many days after the initial click.
Once we pull and reconcile data from the network, the following data is updated to display the numbers that we retrieve from the network:
Campaign Level Spend
Site/Widget Level Spend
Image Level Spend
The Images Report spend is updated for images after reconciling with the network for the previous day(s).
Gemini Report Spend
Maximus uses reconciliation to display the spend the network is reporting, so that you're using the best accurate real world spend you're actually paying for.
Sometimes the network does change data many days after and make adjustments, or there can be a temporary issue in retrieving data from the network. It is also possible that Maximus updates with a higher spend from the network which can cause a high average CPC and spend for the day.
In many cases these situations will resolve themselves, but we're always here to help answer questions and assist with anything! Just shoot us an email at firstname.lastname@example.org to open a ticket or chat with us in the LiveChat in the bottom right corner of the screen.
What Uses Estimate Spend?
Many of the reports in Maximus will continue to use estimated spend when displaying data for a campaign. For the current day, all reports and charts use estimated spend unless the spend is higher on the network and then it is updated to reflect this spend amount in Maximus.
The following reports use estimate spend:
- Conversions Report
- Clicks Report
- By Hour Report
- By Landing Report
- By Landing Sites Report
- Image/Site/Routing Report
- By Platform Report
- Gemini Bid Modifier Report
- Gemini By Age Report
- Gemini By Gender
- Gemini By Location
Reports not Matching?
Since the reports listed above always use estimate spend, if you compare them versus the campaign level spend, site level spend, or image level spend on reports which reconcile you may notice that they might not match completely. Don't be alarmed! We continue to use estimated data for our reports because of how closely accurate it is to the network levels and these reports still provide detailed and intuitive information to use for analyzing and optimizing your campaigns.