Campaign Performance Summary Cards for Advertiser Insight
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Solution Overview
Problem
Advertisers face difficulties in understanding the performance of their advertising campaigns due to numerous constantly changing metrics, making it time-consuming to identify meaningful changes and focus on relevant aspects within generic, table-based interfaces.
Innovation Solution
A data processing system identifies advertising campaign goals, metrics, and dimensions influencing performance, generating cards with graphics to display a summary of campaign performance, highlighting criteria contributing significantly to metrics and arranging them based on aggregate contribution.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Loss of information
If advertisers use generic table-based interfaces to view campaign metrics, then all metrics can be displayed, but it becomes time-consuming to identify meaningful changes and focus on relevant aspects
Solution Approach 1:
The patent segments campaign performance data into multiple hierarchical levels: campaign-level summary cards, metric-level details, and dimension-level breakdowns. This segmentation allows advertisers to first view high-level performance indicators through summary cards, then drill down into specific metrics and dimensions only when needed, thereby reducing the time required to understand overall campaign performance while preserving access to complete metric information.
Solution Approach 2:
The patent introduces a new dimensional organization for displaying metrics by creating summary cards that aggregate performance data across multiple dimensions (such as keywords, placements, demographics). This dimensional transformation converts traditional flat table data into hierarchical card-based visualizations, enabling advertisers to perceive relationships and patterns that are not apparent in conventional tabular formats, thus accelerating insight generation.
2Measurement precision
If advertisers manually analyze numerous constantly changing metrics in table format, then detailed data is available, but the process becomes complex and inefficient
Solution Approach 1:
The system performs preliminary analysis by automatically generating summary cards that pre-aggregate and pre-process campaign performance data across multiple dimensions before the advertiser views it. This preliminary action includes calculating total impressions, clicks, conversions, and other key metrics across all dimensions, organizing them into structured card formats with visual indicators. When advertisers interact with the summary cards, the detailed breakdowns are already prepared and can be quickly accessed, eliminating the need for advertisers to manually perform complex aggregation and analysis operations.
3Quantity of substance
If traditional table-based interfaces are used to display campaign data, then all data points can be shown, but the visual appeal and ease of understanding at a glance are reduced
Solution Approach 1:
The patent employs color-coded visual indicators within summary cards to represent different performance metrics and their status. For example, green indicators may represent positive performance trends, red indicators may represent negative trends, and yellow indicators may represent neutral or mixed performance. These color changes provide immediate visual cues about campaign performance without requiring advertisers to interpret numerical data, thereby maintaining comprehensive data display while dramatically improving ease of understanding at a glance.
Data Source
AI summary
Methods and systems for displaying a summary of a performance of an advertising campaign are described. A system identifies advertising campaign goals of an advertising campaign. The system identifies, based on the identified goal, metrics that drive a performance of the campaign. The system identifies, for each metric, dimensions corresponding to the metric that influence a performance of the metric. The system determines, for a subset of the dimensions, that a predetermined number of criteria corresponding to the dimension contribute at least a predetermined threshold percentage of the metric. The system generates, for each metric, cards corresponding to the subset of the identified dimensions. Each card corresponds to a respective dimension and includes a graphic that identifies, for each of the predetermined number of criteria, a contribution provided by the criteria towards the performance of the metric. The system displays a subset of the cards in response to a request.