effective measure publisher user guide


• Product Overview • Logging in • Market Size • Geographic locaBon, Device, Time Range • Hierarchy: Publisher, Website, SecBon View • Finding Your Website • Unique Browser, Unique Sessions, Frequency • Page Views, DuraBon, Mobile • Demographics, SegmentaBon, LocaBon: How to view and Export

• Audience Plan • SelecBng your demographic Criteria • Understanding the results

• Trending • How to select your sites • How to read and modify the trend results

• Contact Support


Welcome to the EffecBve Measure Publisher Users Guide. This document is intended to provide guidelines on how to get the most out of the EffecBve Measure (EM) Publisher Dashboard.

The EM Publisher dashboard is designed to provide publishers with easy access to your websites top line usage data, as well as deep demographics of your site. It is not an analyBc tool to support the internal analysis of your visitor behavior, but a plaYorm intended to provide digital media planners with insights on the size of your audience, their loyalty to your site, and deep insights into who they are. It is also intended to help publishers more effecBvely sell their audience to adverBsers.

The user guide will take you through each module of the dashboard, with Bps on how to navigate through each funcBon, secBon by secBon. It will also provide Bps on how to interpret and export the data so that you can beZer present your audience to potenBal adverBsers.


1.  Go to hZp://login.effecBvemeasure.com 2.  Enter the ID that we assigned you. (Your email address) 3.  Enter the default password we assigned you. 4.  Upon the first login, you will be asked to change your password. 5.  On the first page load, it takes up to 3 minutes depending on your connecBon.

Subsequent page loads are much faster. 6.  In future logins, if you forgot your password, click the ‘Forgot password’ link on the

login page.


The default home page upon login is the market size tab. The market size tab is where you can see the high level site usage and demographics of your site. The data is updated in the system every morning at 9AM Singapore Time. All weekly data is updated by 12PM on Monday for the previous week. All monthly data is updated by 9AM on the 2nd of each month.


To filter where users are coming from, click on the Audience tab to select the geographic region. For a complete view of all global traffic, click on “Worldwide”.

To Filter the type of device that your internet site was accessed from, click on the Traffic tab and select either Internet PC, Mobile or all devices.


When you choose one of the sub-regions or countries, the profile that is displayed when you click on the demographic icon for any category, publisher, publication or network is specific to that country or sub-region, and only accounts for people foot-printed from those locations.

Demographic Icon Foot-Prints from your chosen location


The next step is to choose a specific date range, by clicking on the “Showing Data For” drop down list. You can select either a preset range of dates, or a specific date range.


In the market size tab, you have the ability to look at your data in various views. Either all your sites combined together, each individual site, or each section of your site.

Either select Publisher or Website in the drop down tab

Or, select a content verBcal to view your data by secBon


Once you’ve idenBfied at what level you want to view your data, the next step is to find your site.

Step 1: Click on the link that says Filter OpBons

Step 2: Select the country where you website is based

Step 3: Type the name of your website into the Search field

Your website should show up as shown above.


Once you have selected either the Publisher, Website, or SecBon Level, the next step is to review and understand the data presented.

UB = Unique Visitors (Unique Browsers) We measure the absolute visitors to your site in the specified date range, according to the Unique Browser that came to your site. This is the most accurate methodology.

If the numbers are different from your past analyBc tools, please ensure that all pages are tagged. Also, be aware that due to addressing cookie deleBon, the absolute monthly Unique Visitors may be up to 30% lower.

We also measure the % change in UB’s vs. the previous date range selected


Freq. = Frequency Frequency is calculated by dividing the number of User Sessions by the Number of Unique Browsers in a specified date range.

We measure frequency because a it is a good indicaBon of the loyalty and usefulness of a site to a specific audience.

Depending on the frequency, the site may be appropriate for different types of adverBsers.

US = User Sessions User Sessions are the number of Internet sessions that occurred in the specified date range.

Because one browser may come back mulBple Bmes in the specified date range, the sessions will always be higher than the Unique Browsers.

We also report on the change in User Sessions vs. the previous date range selected.


APD = Average page Dura@on or the average Bme spent on each page per sessions.

PV = Page Views Page views are the number of pages played each month from all the unique browsers that visit your site.

Every Bme a user clicks on a link inside your site, or refreshes the page, it counts as one page view. You can see the % change in PV’s over Bme to see trends.

The EffecBve Measure cost is based on the annual page views.

ASD = Average Session Dura@on or the average length of each User Session.

The length of the page and session duraBon mean different things to different adverBsers.


Mobile We also detect the percentage of your audience that comes from a smart phone mobile internet browser.

As this number grows, it can indicate the need to build out a Mobile site for better mobile browsing.

Export market size data to Excel or PDF


On the far right of the field in the column, is the icon to see the demographics of that parBcular Publisher, Website or secBon. One click will acBvate the demographic tab


Publishers can export all the data to a Comma Separated Value, Excel or PDF file

The sample confidence increases as the sample size % increases related to the total audience. We target anywhere from 500 to 1000 demographic footprints per secBon.

The Demographic tab reports on the top line demographic breakdown.

Site figures in blue indicate that a specific audience segment is higher than the average of all sites in our platform.

TIP: Look for unique aspects of your audience that may appeal to certain adverBsers. Use this informaBon to present and win business.


The Segmenta@ons tab reports your audience insights.

What are the benefits of basic segmentaBon? •  Targeted, more applicable messages to site visitors. •  AnBcipaBng the needs of visitors. •  Avoid markeBng something to someone with zero interest.


The Loca@on tab reports your audience’s residenBal locaBon.

How your site can serve “LocaBon Aware AdverBsing Campaign”?


In the Audience Plan tab, adverBsers can enter their target audience based on the demographic criteria captured from your site survey, and publishers can see where their site ranks in the market for key demographic Profiles


Step 1: Click on the Audience plan tab

Step 2: Select any combinaBon of the demographic criteria.

Step 3: Click on the Run Query buZon to generate the query results and wait a few minutes for the results to be acBve.

Step 4: Once the results are available, then click on the report link to view the results


Once you have inpuZed the audience search criteria, and clicked on the link to view the results, the results will appears a follows:

Criteria you selected

Websites that match criteria, ranked by relevance

Total De -‐ Duplicated Matching Audience in our network

Of all of Male audience, 93.37% match the criteria the advertiser was looking for.

This translates into a total audience reach of 175,811 in the week of 21-27 June 2010

TIP: See where your site and secBons of your site ranks against other similar sites in the market. Use the tool to understand the strengths of your audience to beZer target adverBsers in the market.


The Trending Tab allows you to see the key audience metrics of your site over a specified period of Bme.

For Example you are able to select a period of Bme such as the last 3 months, and see the trends of the core metrics: Unique Visitors, Unique Sessions, Page Views, Page DuraBon, Session DuraBon, and Average page views per session.


Step 1: Click on the Trending Tab

Step 2: Make sure you have selected “All Categories” from the main menu.

Step 3: Select the date range that you want to analyze.

Step 4: Select to view either at the publisher level, comprising of all of your websites,

or...............At the Website level.

Step 5: you should see your website appear in the Trending selecBon field.


Modify the Criteria in the drop down buZon

Modify the type of view Modify the Bme range


If you have any quesBons or support needs, please don’t hesitate to contact support by clicking at the envelop icon at the top right corner.

effective measure publisher user guide

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