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June Help Center updates (#54)
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* updates reporting with conversion URL details

* Fixes some URL formatting and removes View & SV metrics from reporting table

* adds analytics helper matrix

* Update reporting.md

* fix typo

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Co-authored-by: Brian Fung <24831890+iambrianfung@users.noreply.github.com>
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# Reporting
Brave Ads is built from the ground up to support the highest privacy standards. By default, the Brave browser blocks third-party tracking including Google Analytics, Adobe Analytics, and other third-party reporting and measurement vendors. While Brave Ads respects (and does not collect) user data, it also gives advertisers useful, granular reporting on campaign performance data in a simple, easy-to-read dashboard. It also enables marketers to see campaign performance using their own reporting systems.

## Is my reporting blocked?
## Is my reporting blocked by Brave Browser?
The first step is to understand what is being blocked by the Brave browser. To do so, open Brave on your desktop and navigate to your business site or campaign landing page and follow these steps:

1. Click on the Brave lion icon on the right side of the address bar.
2. Expand the “Advanced Control” menu.
3. Click the purple number located next to “Block Trackers and Ads’’ to display what is currently being blocked.

Blocked scripts will disable most, if not all, functions for third-party tracking.
Blocked scripts will disable most, if not all, functions for third-party tracking. Here's a helpful table with examples of different tracking scenarios and their compatibility with Brave Ads:

| Sample scenarios | Sample endpoint for www.example.com | Compatible with Brave Ads |
|---|---|---|
| Custom Website Analytics (first-party) | analytics.example.com | YES |
| Google Analytics 4 (first-party) | analytics.example.com | YES |
| Adobe Analytics (first-party) | analytics.example.com | YES |
| Google Analytics 4 (hosted by Google) | google.com | NO |
| Adobe Analytics (hosted by Adobe) | adobe.com | NO |

## Brave Ads Manager reporting
Whether your campaign is purchased via Managed Service or Self-Service, all advertisers will have access to the Brave Ads reporting dashboard to report on the performance of campaigns. Campaign dashboards update hourly with the option to export reporting for Notification and Newsfeed ad campaigns on demand.
Expand All @@ -22,21 +30,64 @@ Whether your campaign is purchased via Managed Service or Self-Service, all adve
| Impressions | Counted when an ad is displayed on screen for a minimum of one second. | X | X | X | X |
| Clicks | Counted when a user clicks on the ad. Does not include clicks to dismiss. | X | X | X | X |
| Dismissed | Counted when a user clicks the “close” or “x” button to make an ad go away. | | | X | X |
| Site visits | Counted when the user clicks an ad and spends at least 5 seconds on the advertiser's website, with the website open in an active browser tab. The 5 seconds must be spent on the site after arriving by clicking the ad link, and the tab must remain open and active the entire time for the visit to count. | X | | X | X | |
| Site visits | Counted when the user clicks an ad and spends at least 5 seconds on the advertiser's website, with the website open in an active browser tab. The 5 seconds must be spent on the site after arriving by clicking the ad link, and the tab must remain open and active the entire time for the visit to count. | | | X | X | |
| Upvotes & downvotes | Counted when a user either upvotes or downvotes an ad in their ad history. | | | | X |
| Conversions | Sum total of all conversions, including anonymous conversions without a specified click or view attribution. Counted when a user reaches a designated conversion landing page. | X | | X | X |
| Click-through conversions | Counted when a user reaches a designated conversion landing page following an impression and click of the ad. | X | | X | X |
| View-through conversions | Counted when a user reaches a designated conversion landing page following an ad impression. | X | | X | X |
| View-through conversions | Counted when a user reaches a designated conversion landing page following an ad impression. | | | X | X |
| CTR | The click-through rate is a percentage expressing clicks relative to impressions. | X | X | X | X |
| SVR | The site-visit rate is a percentage expressing site-visits relative to impressions. | X | X | X | X |
| SVR | The site-visit rate is a percentage expressing site-visits relative to impressions. | | X | X | X |
| CPA | The cost-per-action found by dividing the total cost of the campaign by the number of conversions. | X | | X | X |
| Dismissal rate | A percentage expressing dismissed ads relative to impressions. | | | | X |
| Spend | Budget used to buy ads. | X | X | X | X |
| Spend | Budget that has been spent by the platform. | X | X | X | X |

## Conversion reporting in Brave Ads Manager
Conversion reporting in Brave Ads Manager allows advertisers to define a conversion event on their ad campaigns with Brave by using a URL that indicates when a user reaches a certain stage of the customer journey. 

**Key points**
- Conversions are counted when a Brave user who interacted with your ad visits a specific page on your website.

- Measurement is possible because Brave functions as both the browser and ad-server. 
- The process occurs entirely at the browser level, eliminating the need for cookies, tags, or tracking scripts on your website. 

### Limitations
- Conversion page URLs **must** follow these conditions in order to be approved:
- Be on the same eTLD+1 as the email domain used
- For example, if my email address is ``admin@example.com``, I can set the conversion URL as a page on ``https://example.com`` or a sub-domain of that website, such as ``https://shop.example.com``.
- Brave may not be able to count the conversion if a user exits the Brave browser (e.g., when visiting third-party apps like app stores). In such cases, advertisers should use additional independent reporting methods provided by the third-parties.

### Choosing an effective conversion URL
Using a conversion URL provides a more accurate measure of ad effectiveness than simply tracking visits to the homepage. 

**Key Points:**
- Use a URL pattern that avoids false positives.
- Don't use your base website URL as the conversion URL. 
- Clicks and site visits are already counted by default for all Brave Ads campaigns.
- Choose a URL that represents a deeper action on your website, such as:
- Sign-up completion page
- Email subscription welcome page
- Purchase confirmation page
- For example, on an ad campaign for ``https://shoestore.com``, an effective conversion URL would be: ``https://shoestore.com/check-out/thank-you*``
- As a rule of thumb, all conversion URLs should end in wildcard variables to account for any additional query parameters that might risk disrupting the conversion counting process.
- An asterisk (*) can be used as the wildcard variable in your conversion URL that will tell Brave Ads to treat that position in the URL as any possible value. This can be used in a variety of situations where conversion website URLs follow similar paths but include different values, such as product directories or unique order IDs. 
- For example, building on the above example, ``https://shoestore.com/check-out/thank-you*`` would effectively capture any URL that is the same leading up to the wildcard variable, such as ``https://shoestore.com/check-out/thank-you/orderID=63551``

### Advanced use of wildcard variables in conversion URLs
Wildcard values can be placed anywhere in the sub-path of the URL, including in-between path sections. Here are some examples using a hypothetical shoe store, ``https://shoestore.com``, that categorizes their available shoes by category, type, and color across their website. Their pages are thus all structured using the following format: ``https://shoestore.com/category/type/color/``

- Example 1: This conversion URL will count visits to pages in the “running-shoes” directory categorized as “mens”: ``https://shoestore.com/running-shoes/*/mens*``
- In this case, the first asterisk represents any type, while the second is the trailing wildcard recommended on all conversion URLs.
- Example 2: This conversion URL will count visits to pages for any shoes that are “childrens”: ``https://shoestore.com/*/childrens/*``
- In this case, the first asterisk represents the subpaths for any shoe category. The second asterisk acts both as the shoe color, and also fulfills the role of the recommended trailing wildcard.
### Advanced controls for attribution

When setting up a conversion URL in Brave, you’ll be asked to pick an observation window, also known as a look-back window, which determines how long after an ad view (or click) should a conversion be attributed to the ad campaign. This can be set for 1, 7, or 30 days, where 1-day will capture the fewest conversions and 30-day will capture the most.

### Conversion reporting in Brave Ads Manager
We strongly recommend including conversion reporting for your Brave campaign. Because Brave ads are delivered via the browser, we are able to report on conversions (signups, orders, etc.) attributed to the campaign using a URL. To include conversion reporting in the Brave Dashboard, please provide a conversion confirmation page URL so Brave can map the event back to the campaign.
Conversions in Brave Ads Manager are represented via three metrics to provide you with a clearer understanding of ad impact:

The conversion page URL can have a “wildcard” in the URL path or query-strings to ignore any strings that may be variable. For example, https://example.com/checkout?order=12345/thankyou can be expressed for all checkouts as: https://example.com/checkout?order=*/thankyou.
- **Conversions**: The sum of post-view and post-click conversions.
- **Post-click conversions** (Click-through): counted when the user converts after clicking the ad.
- **Post-view conversions** (View-through): counted when the user sees an ad but does not click it and later returns to the website.

## Independent reporting (first-party)
In addition to reporting offered via the Brave dashboard, you can use a combination of the following methods to accurately and independently verify the results of your Brave Ads campaign:
Expand Down Expand Up @@ -78,8 +129,8 @@ Verifiable Ad Conversion Reporting is done by a Conversion ID. For your site, th

### Requirements:
- The Conversion ID value must be unique for each conversion. Duplicate Conversion Event ID values will result in accounting discrepancies.
- The Conversion ID must be between 1–30 characters long, contain only alphanumeric characters (as well as dashes), and match this regular expression: `` [-a-zA-Z0-9]{1,30}.``
- Event values longer than 30 characters will fail, preventing the event from being accurately accounted for. You may check if your identifier is valid by using a site like [https://regex101.com/](https://regex101.com/).
- The Conversion ID must be between 1–30 characters long, contain only alphanumeric characters (as well as dashes), and match this regular expression: `` [-a-zA-Z0-9]{1,30}``.
- Event values longer than 30 characters will fail, preventing the event from being accurately accounted for. You may check if your identifier is valid by using a site like ``https://regex101.com/``.
- Conversion IDs must not include user identifiers or personally identifying information. For example, Conversion IDs like the following are not permitted: ``<user id>-<random id>``, ``<random id>-<email address>``.

Brave uses TweetNacl to encrypt the Conversion ID.
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