Every Monday morning, each active partner gets one page. Not a dashboard login, not a forty-row spreadsheet: one page that answers a single question. Did last week work?
The five numbers that matter
- Impressions by placement. Where your ad ran, not just how often. A total without placements hides weak inventory.
- Click-through rate, with the site average beside it. A number without a benchmark is decoration.
- Time on page after the click. Whether the people who arrived stayed.
- Scroll depth on the landing article. Whether they read or bounced.
- The week-over-week trend. One good week proves nothing; four in a row mean something.
What each metric actually means
High impressions with low clicks usually means the creative is not earning attention in that placement. Strong clicks with no time on page means the creative promised something the landing page did not deliver. High time on page with low clicks is often the best problem to have: the article is working and the ask is too quiet. Each pattern has a fix, and the report exists so we can apply it together.
REPRESENTATIVE SAMPLE · Network averages cited in Signals notes (~500,000 monthly impressions, ~4% average CTR) are sample figures; partners work from live data in their own reports.
Red flags in any report
- Averages with no placement detail behind them.
- A click-through rate quoted with no site benchmark.
- A strong week presented with no trend line around it.
- Numbers you cannot get in raw form when you ask.
A report you cannot act on is a receipt, not a report.
What to do with yours
Bring one question to every review and we will bring the answer. If a metric looks wrong, say so; the SIG 03 note on measurement explains exactly what we count and what we refuse to collect. New partners see a sample report before signing anything, and the advertisers page shows where the report fits in the working week.