How we read results
CTR is not the score. Clicks, visits, IVT, freshness, and the meters we refuse to collapse.
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- 2 min readHow to judge display trafficUse IVT and click-to-page-view, not CTR. Zero invalid impressions means nothing is measuring if the creative has no vendor tag.
- 1 min readIncomplete coverage is not a clean bill of healthA scan can finish with zero findings and still have reviewed none of your delivery. Only a covered verdict may be shown as a real audit.
- 1 min readIVT shows in Beeswax before it shows in the dashboardWith HUMAN FraudSensor attached, invalid impressions stopped reading zero. Neon rollups still do not store those fields. Viewability is still unmeasurable.
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14 pieces
- Incomplete coverage is not a clean bill of healthA scan can finish with zero findings and still have reviewed none of your delivery. Only a covered verdict may be shown as a real audit.1 min read
- IVT shows in Beeswax before it shows in the dashboardWith HUMAN FraudSensor attached, invalid impressions stopped reading zero. Neon rollups still do not store those fields. Viewability is still unmeasurable.1 min read
- Attach measurement before you optimizeHUMAN FraudSensor (vendor 7, $0.05 CPM, add-on 44) went on the live test creatives on 2026-09-08. IVT became non-zero. Viewability is still unmeasurable.1 min read
- Click macros that actually expandLive-proven on 2026-09-05. 195 optimize-daily landings expanded PLACEMENT_ID, INVENTORY_SOURCE, EXCHANGE_HANDLE, and DOMAIN. /rest/macro cannot enumerate them.2 min read
- Click-to-page-view benchmarks we trustMain-seat brand-name display flights ran 15.85 percent click-to-page-view when usable and 3.75 to 6.68 percent when not. We do not name the advertisers.2 min read
- Clicks, visits, and conversions are different metersExchange clicks, click tokens, landing visits, and conversions are four columns. Swap them and a dashboard shows engagement that never reached a page.2 min read
- CTR is the trapClick-through rate on remnant display measures how clicky the inventory was. On our flights that was not the same as whether a person arrived.2 min read
- Do not put a derived hour in a dedupe keyBeeswax bid_hour is a naive America/New_York clock. Appending Z stamped rows four hours early, duplicated an hour, and doubled spend from $24.46 to $48.92.2 min read
- Freshness is not generated_atgenerated_at is when our API responded. It is not provider freshness. Use freshness_status, metric sources, and Beeswax reporting sync timestamps.2 min read
- How to judge display trafficUse IVT and click-to-page-view, not CTR. Zero invalid impressions means nothing is measuring if the creative has no vendor tag.2 min read
- Label-cased report keysBeeswax async report rows come back with label-cased keys. campaign_id arrives as Campaign ID. A snake_case parser reads every metric as zero.2 min read
- measurable_invalid_impressions is not the rateStrict IVT is invalid_impressions over impressions. Here, measurable_invalid_impressions often equals nearly every impression, so it gives a nonsense rate.2 min read
- Two spend sources, one auctionbeeswax hourly rows and beeswax_snapshot lifetime rows cover the same auctions. A plain sum doubles spend. Use greatest of max snapshot and sum of non-snapshot.2 min read
- Why a dashboard can show zero clicksbeeswax_snapshot writes clicks as 0. The performance endpoint skips it for clicks. Real clicks come from source=beeswax reporting. Request clicks, plural.2 min read