Bidding insights are a tool inside the ad group level of the DSP that shows a granular breakdown of various aspects of the bidding process. It helps you understand how you can improve your ad group's performance by identifying inventory that is potentially available but currently excluded due to your ad group's filters. Some frequent reasons include:

By recognizing these opportunities, you can adjust your strategy to access a wider range of inventory.

Think about Bidding Insights as a troubleshooter for your ad group. You can monitor the eligibility, win, and budget fill rates for the last 24 hours. Historical data is available for 14 days.

Consider using Bidding Insights if:

Bidding insights is a series of signals that describe what is going on with your adgroup on multiple steps inside the bidder. It is the most granular view of how your adgroup gets selected for the final bid amongst all other running adgroups. This enables you to identify and remove potential obstacles in the form of targeting or optimizations that prevent adgroup from spending it’s daily budget.

The Ad Group Performance drawer shows bidding insights organized into four major components:

The following sections of this article will provide detailed explanations of each component in the bidding insights drawer.

There is 2 weeks' worth of data available for each adgroup, but the summary always shows just one day.

By default the current day is selected, because it is expected we are troubleshooting an active adgroup. It is practical to be able to select past days when troubleshooting an adgroup that significantly changed behaviour, or that was paused until issues are resolved.

Note that regardless of the date you select, the information in the General tab - schedule, bidding, and tracking groups - always reflects the current status of the adgroup, and not the historical one.

Signals are categorized into three types, presented as tabs. If a group of signals isn’t receiving data for some reason, the tab is inactive.

Each signal implies a specific setting or configuration somewhere in the platform, usually within the adgroup settings.

Only the problematic signals are displayed by default. However, by activating the “open all” toggle on the top right of the drawer you can view all available signals on the given tab. The intention is to not overwhelm the user with information but only show what is actionable.

When a signal is reporting above the threshold, that means that that specific part of the engine is not causing challenges for your ad group performance. For example, if you blocked a few keywords, the signal might show that “88% available after Keyword list filter”, which is probably OK. For targetings that you do not use, it will say “not using Content language filter”.

The General tab shows several high-level indicators that describe the adgroup configuration, and most general supply targeting options, that are most probably not possible to change. This is useful to quickly verify if any setting is accidentally misconfigured, or if tracking pixels work.

These two groups allow you to sanity-check over your basic configuration of the adgroup. Warnings will be shown in cases where performance analysis doesn’t really make sense, or if it somehow doesn’t follow best practices.

Note that regardless of the date you select, the information in the General tab - Schedule, Bidding, and Tracking groups - always reflects the current status of the adgroup, and not the historical one.

If the adgroups belong to a campaign that has a conversions-based primary goal, this group of signals shows the current status of the conversion tracking system. The three signals represent three distinct steps that are important to understand:

Note that regardless of the date you select, the information in the General tab - Schedule, Bidding, and Tracking groups - always reflects the current status of the adgroup, and not the historical one.

Group of the most basic targeting functions, which are usually not able to change. Warnings here should be taken mostly as informational, or to catch obvious mistakes.

The Creative tab shows signals related to your creatives and their eligibility on individual impressions. Creatives have to match specific requirements that the supply defines, such as size, compliance, and composition, as well as passing through any manual blocks.

Showing precise amounts of potential avails that the adgroup is not active on, because of either supply side campaign / creative / category blocks or because the adgroup itself is blocking the domains. Supply-side blocks are usually out of our control.

A group of very specific signals about various attributes of the creatives.

Tracking creatives is becoming very complex in the new privacy-aware internet. This set of signals shows very precisely which of the restrictions is impacting your adgroup performance. The most frequent issue is simply that the trackers being used on the creatives are not registered with IAB.

Several rare creative filters are grouped together under this category. If your adgroup performance is significantly impaired by this signal, please speak with your AM, they have different tools to investigate. Some of the more frequent signals grouped here are:

Signal groups in the targeting tab are self-explanatory and correspond to specific targeting settings of adgroups.

Each signal has a threshold that generates a warning. For example, if more than 90% of all potential avails are blocked due to the selected private deal, the signal will carry a warning label, and a message with more details will be displayed at the bottom of the drawer. Please follow the next steps advised in the message.