Last Updated: September 22, 2026 13:10

InnovidXP User Guide

Purpose

Innovid is dedicated to continuously improving the InnovidXP platform to provide the best possible user experience and unified reporting options in today’s converged TV marketplace. Driven by ongoing customer feedback and our commitment to innovation, our platform delivers a more intuitive interface, deeper data granularity, and powerful metrics, including expanded reporting for omnichannel R&F and linear and digital outcomes.

This article describes how to use the InnovidXP platform, covering all areas applicable to both InnovidXP-only and InnovidXP + ad-serving users. This article describes XP’s linear metrics, such as reach and frequency by network or creative, as well as expanded reporting for digital ad serving with outcomes.

For information on OTT and Reach Extension metrics (currently for InnovidXP + ad serving only), see the following guide:

XP + Ad Serving OTT and Reach Extension User Guide

Useful terminology

Term	Description
Linear	TV advertising or programming that plays on a predetermined schedule and channel across traditional cable and broadcast networks.
OTT	Any streamed media service offered directly over the internet, bypassing traditional cable, broadcast, and satellite platforms (e.g., Amazon Prime or Netflix), and any Video-on-Demand (VOD) service. The content is accessed via websites, computers, apps, digital media, or smart TVs.
Response	A visit to the website or app.
Session	A session is a period of engagement with a brand across any medium (Web, App, Phone, SMS). A 30-minute timer starts after each user interaction and restarts with subsequent interactions. If there is 30 minutes of inactivity, the session expires.

The landing page

This section describes what you can view and where to go for specific tasks.
After logging in, the following landing page is displayed:

Landing page navigation

According to your user access, the following links are available on the landing page.

Main menu options

The main menu at the top of the landing page includes the following options.

Option	Description
Analysis	This area lets you view and create detailed Pivots and Charts of immediate attribution across multiple efficiencies and attribution metrics. You can view the factors or dimensions you want, including weekday, creative, daypart, channel, promo code, telephone number, year, month, or date. This option also lets you build Paths, collections of Charts and Pivots that let you step through your data and examine individual points.
Campaigns	This area lets you view past and present campaigns and easily compare their effectiveness across different factors. This update combines a new user interface with additional metrics and, for customers with unified campaigns, cross-campaign measurement and attribution metrics.
Data	When you select Analysis, the Data menu appears. Use the Data menu to upload, analyze, and export spot, impression, and response data.
	Select the Help icon to visit our Help Center.
	Select the User icon to manage your account details, manage users (dependent on your access), or log out of InnovidXP.
	When you select Analysis, the Language icon becomes available. Select the Language icon to change the display language. Available languages include English, German, Spanish, and Japanese.

Analysis overview

The Analysis functionality in InnovidXP lets you:

Visualize your spot, impression, and response data and gain detailed insight into your TV advertising performance.
View and analyze your data beyond a traditional table of rows and columns.

Select Analysis from the main menu to view the Pivots list page:

This page lists previously created Pivots based on your access level, and you can search for saved Pivots to reuse or build a new Pivot.

The Pivot area includes:

Predefined Pivots and Charts to view details about your data, such as response counts, cost per response, etc.
Functionality to manipulate the raw data by drilling down, 'slicing and dicing' the view, and saving your Pivots and Charts.

Building a Pivot

To create a new Pivot:

Select Create New Pivot.
This displays the New Pivot page:
Select the date range for your Pivot. The date range is in the top right below the main menu.

You can use a custom date range, or select the last active week or the last active four weeks.

The platform displays a summary of data within this date range to help you build your Pivot, for example, responses, a choice between KPIs, and the number of spots and cost.

Top tips

When building a Pivot:

We recommend looking at either the linear channel, OTT (Connected TV), or the publisher, then diving into performance, for example:
1. Choose Rows (Media Type, Publisher)
2. Add a Media Type filter and deselect Linear to view VOD only
We advise including at least two KPIs, for example, Cost, Response, or Cost per Response, or choose those that are relevant for your analysis.
Remove Publisher from the Rows and include all Media Types to compare, for example:
Optionally, select Cost per confirmation to identify efficiency opportunities in the data you are viewing.

Getting started with campaigns

When you select View All Campaigns or Campaigns on the main menu, the following page is displayed:

This page shows a list of all current campaigns and works like the classic Campaign View.

Note: Adding a new campaign in the Beta Campaign View is not currently possible. Contact your account manager to add a new campaign.

Filtering campaign results

Each campaign page displays a header area containing dropdowns so you can filter results by the following:

Media: Lets you switch between Linear, OTT, and unified metrics. Unified metrics are only available for campaigns configured for both Linear and OTT.
Outcome: Lets you switch between types of outcomes, e.g., response (not omnichannel campaigns)

You can view omnichannel metrics for reach & frequency, but not for outcomes. Omnichannel campaigns contain the following dropdowns:

Platform: Lets you switch between delivery platforms, for example, CTV and Desktop & Mobile
Ad Format: Lets you switch between Video, Audio, Display, and All

Outcome selector

This dropdown is available on the Outcomes pages and changes the outcome type shown across all charts, widgets, and tables in the user interface. This defaults to Response and includes all your response data.

If this platform has actions configured, you can change the response type in this selector to update the visible attribution metrics and show action values instead.

Export to Excel

Each chart on the campaign pages has a link to export its data to an Excel spreadsheet. When you select the link, it generates an Excel file for that chart and downloads it to your device.

Linear: List of Widgets/Charts

Linear Measurement - Summary

Linear Measurement - Geography

Chart Name

Description

Impression Delivery and Response by Geography

A table listing total impressions, frequency, and total reach by market area.

The default view includes:

Total Impressions: The total number of upscaled impressions served on networks supported by Inscape for impression-based linear.
Frequency: The number of linear impressions served in each household within a Market exposed to linear.
Total Reach: The total number of households reached within a market area.

Linear Measurement - Creatives

Linear Outcomes - Summary

Linear Outcomes - Geography

Chart Name

Description

Impression Delivery and Response by Geography

A table listing response, response rate, total impressions, and frequency by market area.

The default view includes:

Response: The number of responses for each market area.
Response Rate: The number of attributed responses as a percentage of impressions served.
Total Impressions: The total number of upscaled impressions served on networks supported by Inscape for impression-based linear.
Frequency: The number of linear impressions served in each household within a market exposed to linear.

Linear Outcomes - Network Response

network_response rate_impressions_over time.png

Linear Outcomes - Creatives

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Option		Description
Latest Campaigns		Displays quick links to your latest campaigns, or select View All Campaigns to view a list.
Data Activation	Spot Upload	Select this to go to the Spot Upload area of the platform. You can view a video on how to upload spot files, select a file to upload, or check the progress of previously uploaded and processed files.
	Response Upload	Select this to view the Upload Response File page. This page lets you update Web, Phone, App, or SMS response data.
	Response Breakdown	Select this to go to the Response Breakdown page. This page lets you view your response volumes, compare them with those recorded by a third-party analytics site, and verify that your tags are working properly.
	Exports	Select this to view the Export Data page, where you can configure and run exports.
	Pivots	Displays quick links to commonly used Pivots, or select View All Pivots to view a list.

Linear Measurement - Summary
Chart/Widget Name	Description
Total Impressions	The total number of upscaled impressions that have been served on networks that are supported by Inscape/Samba for impression-based linear.
Total Reach	The total number of unique households with at least one impression served.
Number of Unique Networks	The total number of unique parent networks that have aired an ad for this linear campaign.
Average Frequency	The average number of times a unique household was served an impression.
Reach by Network	The number of households exposed to a specific network as a percentage of the number of households exposed to the whole linear campaign. This chart shows a maximum of 25 networks.
Frequency by Network	The average number of times a household is exposed to an ad on a specific network. This chart shows a maximum of 25 networks.
Breakdown of Impressions by Day of Week	The percentage of total available households that were served impressions on each day of the week.
Breakdown of Impressions by Daypart	The percentage of total available households that were served impressions on each daypart.

Linear Measurement - Creatives
Chart/Widget Name	Description
Number of Creatives	The count of unique creatives delivered during this linear campaign.
Total Reach	The average number of times a unique household was served an impression.
Most Seen Creative	The creative with the highest reach during this linear campaign.
Average Frequency	The average number of times a unique household was served an impression.
Reach by Creative	The number of households reached by a specific creative as a percentage of the total households reached.
Frequency by Creative	The average number of times a household is exposed to a specific creative.

Linear Outcomes - Summary
Chart/Widget Name	Description
Total Response	Incremental responses* are calculated daily at the spot level. Therefore, weighting must also be applied to any sessions that arrive following exposure to multiple impressions. Upscaling: Once incremental responses are calculated, they must be upscaled to provide projections at the population level. To do this, we look at the ratio between the total number of web sessions captured by the pixel and the number of sessions coming from household IP addresses within the full linear viewership panel. If the Probabilistic Spike model is being used and it is detecting more immediate responses than the Impression-based model, responses are topped up accordingly. *Incremental responses = what is left of exposed group responses when control group baseline sessions (those that would have happened anyway) are removed.
Response Rate	The number of attributed responses as a percentage of impressions served.
Cost per Response	The cost of each attributed response, based on the total campaign cost and the total number of responses.
TV Influence	The percentage uplift in the visitor rate* when comparing the exposed group with the control group. *Visitor rate = number of individual households.
Frequency and Reach Across Households	This chart shows the following: The campaign's frequency distribution: The percentage of households exposed once, twice, etc. Effective Frequency Range: the frequency range within which n+1 exposure results in a significant increase in the visitor rate
Cumulative Impression Delivery Over Time	This chart shows reach and frequency over time and indicates how quickly you can reach an effective audience. Effective Frequency Range: the frequency range within which n+1 exposure results in a significant increase in the visitor rate Avg Impressions Reached per HH: cumulative average frequency HH reached: the cumulative sum of households exposed to at least one impression
Total Response Over Time	Responses over time are broken down according to the date the session occurred. The light blue bar represents sessions attributed on that day, linked to an impression served that day. The dark blue bar represents sessions attributed on that day, linked to an impression served before that day, within the campaign period. A session must occur within the attribution window (usually seven days) to be linked to an impression as a view-through. Therefore, the blue bar shows responses to impressions served within the past seven days. A single session could be split between the light blue and dark blue bars if the household was exposed to both impressions on that day and before that day.
Recency Effects for Response	The response rate split by the number of days after the impression was served.
Same-day and Longer-term Response (Features the top 10 networks and creatives)	Network: attributed response split by network. Immediate Response: The purple bar represents the percentage of response within the first ten minutes of the ad run, determined by the Probabilistic Spike model. Same-day all response: The dark blue bar represents the percentage of response on that day, linked to an impression served that same day but outside the Immediate Response and Spike. Longer-term all response: The light blue bar represents the percentage of response on that day, linked to an impression served prior to that day. Creative: as above, split by creative Day of Week: as above, split by day of the week Daypart: as above, split by daypart Totals: the number of responses Proportional: the percentage of responses

Linear Outcomes - Network Response
Chart/Widget Name	Description
Performance by Network	Share of Linear Impressions: the number of impressions served on a specific network as a percentage of the total number of linear impressions Share of Response: the number of responses linked to a specific network (after taking into account the control groups and upscaling and adding in extra from the Hybrid model) as a percentage of the total number of attributed responses Responses: the number of responses linked to a specific network (after taking into account control groups and upscaling and adding in extra from the Spike model) Response Rate: the number of responses linked to a specific network as a percentage of the number of impressions served on that network
Network Response Rate and Impressions Over Time	This chart shows the breakdown of the share of impressions compared with the response rate for the selected KPI and network.