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Pathmatics Blog
Ad Intelligence 101 |


Digital Marketing Reporting: How to Build Effective Reports

October 10 2017 by Ken Roberts
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Pathmatics gives brand managers a massive amount of data right at their fingertips. But volume of data isn’t enough. It must be used sensibly if you want to improve your digital advertising strategy.

One way to get more out of Pathmatics is through smart reporting. Pathmatics offers several different types of reports. Using them the right way will help you keep close tabs on the competition and competitive landscape—and allocate spend more effectively.

This post will walk you through your Pathmatics reporting options and how best to leverage them. 

What Digital Marketing Reporting Options Does Pathmatics Provide? 

Pathmatics offers a few ways to generate reports on advertisers, ad publishers, and/or ad networks. 

The first way to generate reports is building out your Dashboard. The Dashboard is displayed whenever you log in to Pathmatics. It displays any advertiser, publisher, or ad network you’ve chosen to follow. (To follow any company in the Pathmatics database, you simply click into their profile and click the Follow button.) 

Once an advertiser, publisher, or ad network is on your custom Dashboard, you’ll be able to track them in a single location in real-time. This can include recent impression spikes and new creatives added by advertisers, or new direct and indirect advertisers on sites that publish ads.

competitive ad intelligence

The second way to generate reports is by setting up email alerts. Pathmatics will notify you on a daily, weekly, or monthly basis when the advertisers, publishers, and ad networks on your Dashboard have new events.

competitive ad intelligence

The final way to generate reports is to create your own. Pathmatics offers the ability to compare any advertisers in its database through an Advertiser Comparison report, which compares the spend, impressions, and creatives of two or more advertisers.

competitive ad intelligence


The Site Comparison report performs a similar function for ad publishers; it shows you which advertisers are running ads on each site, and how each site is selling impressions. Both Advertiser and Site Comparison reports can be saved for later reference.

competitive ad intelligence

Now that you know what reports are possible in Pathmatics, let’s discuss some quick tips to optimize your reporting.

How to Optimize Your Reporting in Pathmatics

Pathmatics is highly customizable to your specific needs. But there are a few best practices our users find helpful when building out reports.

1. Follow a select group of competitors.

Add five to 10 competitors to your Pathmatics Dashboard, and set daily or weekly email alerts for their activities. You’ll be able to gain insight on your competition easily, and react to any sudden changes in their strategy.

2. Save Advertiser Comparison reports between your brand and individual competitors.

Generate and save an Advertiser Comparison report that compares your brand and each of your competitors. These reports will show you exactly where your competition is and is not advertising, and how your efforts stack up against theirs.

3. Use Site Comparison reports to determine which prospective channels are most promising.

Considering expanding your ads to additional websites? Create a Site Comparison report of all the websites you’re considering advertising on. You’ll be able to quickly see what other brands advertise on each site, and how each prospective site sells its impressions. This information will help you identify the sites that will give you the most bang for your buck.

Interest in seeing more of what Pathmatics can do for you? Read this post:

How to Get the Most Out of Pathmatics in 5 Quick Steps

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About Author
Ken Roberts

Ken Roberts has been immersed in marketing and technology for over a decade, merging creative strategies with the latest technology, to bring products together with the people who need them. With degrees in Engineering, Computer Science and an MBA, Ken’s background in product management, marketing, sales, analytics and technology lends to his ability to attack product challenges on multiple levels. Ken began his career developing software solutions for medical records before transitioning to marketing. Ken focused on building marketing departments and operating in-house agencies. Ken’s experience with digital platforms, internet based marketing, lead scoring and business intelligence, and reporting, as well as a keen market understanding, are a welcome addition to Pathmatics, only matched by a leadership philosophy that encourages high creativity and ownership from his team.

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