Sonar FAQ

This article has gathered and answered the most frequently asked questions about using Sonar, to help you get the most out of your Sonar campaigns.

Why are Clicks & CTR not shown when looking at Sonar data in Analytics? 

Clicks are measured as a part of engagement. Adnami measures clicks, swipes or scrolls to determine engagement. We only include a maximum of one engagement per consumer to not distort the data and results. When looking at the data for a Sonar campaign, you should look at Engagements & Engagement Rate. 

What is the format “Mixed Sizes”? 

“Mixed Sizes” will show when we have detected multiple formats within the ID loaded into the suite. This means that no 1 format is more prominent than the other, and we will show the format as “Mixed Sizes”.  

What is considered a good attention score?  

An attention score can be considered good when the format being loaded performs above the benchmark. The benchmarks for each format size, can be found by clicking on "Benchmarks" on the left sidebar in the suite (as seen below). 

 
These benchmarks are the global standard for each respective format. You will also have an indication of performance with our 0-100 score in analytics, 0 being the worst and 100 being the best. If you are above 50, you are performing above benchmark. 

What is APM, eAPM & aCPM and how are they calculated? 

APM: Attention per Mille (APM) indicates the attention generated per 1.000 impressions.

• Formula:
  • APM = (sum of attention / viewed impressions) * 1,000
• Use case:  Measure your creative’s performance and compare different versions.

eAPM: Effective Attention per Mille (eAPM) indicates the attention generated per 1.000 served impressions.  

• Formula:
  • eAPM: (sum of attention / all impressions) * 1,000
• Use case: Analyse the attention performance of your media buying activities.  

aCPM: Attentive Cost per Mille (aCPM) indicates the price for 1.000 attention points.

• Formula:
  • aCPM = (CPM / eAPM) * 1,000
• Use case: Inform your bidding strategies to get the most out of programmatic buying. 

Is Sonar capable of measuring attention on non-standard formats?  

Yes, as a general rule, if it's possible to add a viewability tracker to a format and it's served via an ad server and is rectangular (i.e., not composed of many elements), then Sonar can measure it.  

Is it possible to use Sonar in an ad server or DSP not on the ”standard” list?

Yes, it is possible. However, a custom Sonar tag with internal macros from your platform would have to be made. If you are using your own propriety platform, reach out to Adnami Support, for help creating a custom Sonar tag.

Does it make a difference if you implement the Sonar tag on the DSP or ad-server level, or do you have to do both? 

There is no difference in the measurement itself. However, in Google's stack, auto-tagging only works at the Adserver level (GAM and CM), not at the DSP level (DV360). Implementing tags in both places would result in double requests to Adnami's servers and double charges. Therefore, it is not recommended to implement both.

Can I run my own standard display ads in an app, measure attention with Sonar, and buy via the open market in DV360?

Not at the moment. Sonar tracking for native apps is only confirmed to work when using DV360 to target Google Ad Manager inventory, and even then we’re still investigating inconsistencies—especially on Android devices and certain apps. Other SSPs may measure impressions differently and often don’t provide the tracking functionality needed for in-app viewability measurement. We’re working on improving support, but this setup isn’t supported yet.

Which DSP/Adserver’s do you have standard Sonar tags for?  

DV360, Google Ad Manager, Xandr DSP, Xandr Adserver, Adform & Campaign Manager 360