Overview
Analyze forecast results in illumin to evaluate reach, CPM, deliverability, and channel mix before launch. illumin Forecasting helps marketers compare tactics and optimize budget allocation using projected data.
A different article shows you how to configure and generate an illumin campaign forecast.
Prerequisites
- Saved forecast generated in illumin.
- At least one campaign with one configured tactic.
- Active illumin platform access.
Reviewing forecast table data
This table displays summary values for five metrics.
- Total impressions: Estimated available impressions for all tactics. Excludes budget and CPM settings.
- Winnable impressions: Estimated number of impressions you can win.
- Total audience: Estimated available users for all tactics. Excludes budget and CPM settings.
- Winnable audience: Estimated audience reach for all tactics.
- eCPM: Estimated average across all campaigns and tactics.
Reviewing the table with performance and cost estimates
The next table shows columns of data for each campaign tactic. The number of columns displayed in the table is customisable. Click the Columns button and use the check boxes to hide or display columns.
The list below describes each data type in the columns.
- Max CPM and Budget: Show values entered by the user.
- Forecasted CPM: The estimated CPM range for each tactic.
- Forecasted budget: The estimated budget for the tactic during the date range.
- Status: Indicates the deliverability of the tactic. The options are Deliverable, CPM Low, and Budget Undeliverable. CPM Low or Deliverable status tags are especially useful because they help users understand how budget and CPM adjustments impact tactic-level delivery.
- Deliverable: The budget you entered is scalable to 100% based on the projections.
- Low CPM: The Max CPM you entered is too low to meet the current settings. Increase the Max CPM.
- Budget Undeliverable: The budget you entered is not scalable. Change the targeting parameters.
- Winnable audience: Estimated audience reach for each tactic.
- Winnable impressions: Estimated number of impressions per tactic that you can win.
- Frequency: The suggested average number of impressions per device. This figure is calculated as Winnable Impressions divided by Total Devices.
Impression pie charts
Below the table, the page displays one pie chart for each campaign tactic. Click the drop-down to change the variable. Depending on the tactic, each drop-down menu includes two or three of the following options.
- Creative sizes: A list of ad dimensions (e.g. 300x600, 320x50).
- Creative duration: A list of time ranges in seconds (e.g. 0-6 sec, 7-15 sec).
- Technology: A list of devices where ads will appear (e.g. computer, tablet, phone).
- Inventory types: Where the ads are expected to run, in apps or on websites.
- Venue type: For DOOH tactics, shows impressions by location category (e.g. bars, gyms, malls, etc.).
- Publisher: For DOOH tactics, shows impressions by source (e.g. Cineplex, Astral, etc.).
Each pie chart shows you how impressions are expected to be split. This helps you check if your campaign setup matches your goals. For example, if one creative size takes up most of the chart, it might get more impressions than you intend. Or if one technology dominates, it could affect performance or cost. Switching between variables lets you quickly spot any imbalances and make adjustments before the campaign goes live.
Testing budget and CPM variations
You can run new forecasts with different budget and Max CPM values without leaving the results page. Simply go to the budget or Max CPM field, enter a new value, and hit Enter. The values in the other fields adjust to the new inputs.
Now, if you want to modify other values (e.g. date range, campaign targeting, or tactic targeting), you need to open the forecast in Edit mode. Go to the top right corner and click Edit. Enter your new inputs and click Generate forecast. illumin Forecasting recalculates the results and displays new data in the tables.
BTW, you can quickly update campaign or tactic targeting without going into edit mode. Simply click the targeting tag (e.g. Geographic) and update settings in the window.
Configuring a variation
To run a variation of an existing forecast, locate a row on the Saved forecasts page, click the three-dot icon, and select Edit.
- Edit: Open the forecast in edit mode. Update values and click Generate forecast.
- Rename: Change the name of the saved forecast.
- Delete: Permanently remove the forecast. Click Delete in the confirmation popup. Note that there is no undo button.
- Duplicate: Create a copy of the forecast.
Troubleshooting
If the Status column shows Low CPM, increase the value in the Max CPM field and press Enter to test improved deliverability.
If the Status column shows Budget Undeliverable, adjust targeting in the targeting tag window or use the Edit button to broaden the audience. If updated values do not refresh, confirm that the Enter key is pressed after editing the Budget field or Max CPM field.
FAQs
What does Low CPM mean in the Status column?
Low CPM means the Max CPM value in the Max CPM field is too low for the selected targeting. Increase the Max CPM field and press Enter to test improved delivery.
Why does the forecast say Budget Undeliverable?
Budget Undeliverable means the entered budget cannot scale to 100 percent under the current targeting. Adjust targeting in the targeting tag window or use the Edit button to broaden reach.
Can marketers test different budgets without leaving the page?
Marketers can enter a new value in the Budget field or Max CPM field and press Enter. illumin recalculates projections instantly on the same results page..