Underdelivery

The Underdelivery tab helps you monitor campaigns that are delivering behind schedule. Here you can view all active campaigns at risk of underdelivery, quickly assess the scope of the problem, and take action.

To view underdelivery data, go to Campaigns → Underdelivery.

Campaigns are displayed in a two-tier Supercampaign / Flight hierarchy:

• The supercampaign level shows aggregated values: total impression limit, total delivery, and the number of days remaining.
• The flight level provides detailed data for each flight within a supercampaign.

The columns in the campaign and flight list show the following information:

Column	Description
Flights	Supercampaign or flight name. Below the name are links for quick actions: Summary, Report, Aiming, Forecast, and Banners.
ID	Campaign ID or flight ID.
Supercampaign	Name of the parent supercampaign (flights only).
Status / Level / Priority	Current status (Active, Paused, Completed), level, and priority.
Campaign type	Guarantee, Dynamic Monetization, or Promo.
Impressions lack coefficient	The ratio of elapsed time to the delivered impression share: ≤ 1.0 — on schedule; 1.0–1.5 — minor lag; > 1.5 — severe lag.
Impressions lack prediction	How many impressions the campaign is projected to miss before it ends. It's calculated based on the campaign delivery forecast, taking into account available inventory across placements, targeting settings, and competing campaigns. A higher number means a higher risk of underdelivery.
Actual / Prediction	Ad delivery plan completion rate.
Days to end	Number of days remaining in the campaign. 0 stands for the last day.
Impressions limit	Total campaign impression limit.
Delivered impressions	Number of impressions already delivered.
Remaining impressions	Number of impressions remaining to deliver.
Start / End	Campaign start and end dates.
The speed of unscrewing impressions	Current campaign delivery mode.
Advertiser	Advertiser name.

Managing the campaign list

In the campaign list, you can:

• Search for and filter campaigns.
• Customize table columns.
• Download the table as an Excel file.

Search for campaigns

To find a specific campaign or flight, enter its name or ID in the search bar.

To see the campaigns and flights that match specific parameters, click Filters and select the desired values.

Available filters

• Status

• Impressions lack coefficient

• Days to end

• Campaign type

• Impressions limit

• Delivered impressions

• Level

• Advertiser

• Forecast: Filters campaigns by their underdelivery risk level.

• Underdelivery forecast: Filters campaigns by the expected volume of underdelivered impressions. You can select one or multiple values:

  • With underdelivery (value > 0): Forecasts underdelivered impressions and problematic flights.

  • No underdelivery (value = 0): The forecast is complete, no underdelivery is predicted, and 100% delivery is expected.

  • Not calculated (value = "—"): The forecast is not available. This occurs if the campaign hasn't started yet, no target volume or limit is set, rotation is set to "by percentage of traffic", the type is set to "Promo", unsupported features are used, or there is insufficient traffic (learn more in Forecast limitations).

Note

The No underdelivery (the campaign is on track) and Not calculated (status unknown) conditions are filtered separately. If the filter is left blank, the tab displays all campaigns.

To restore the full list, click Resert Filters.

Set up columns

In the upper-right corner of the list, click  and perform the desired action:

• Hide: To the right of the column name, click .
• Change order: Click and hold to the left of the column name, then drag it to the desired position.
• Add: At the bottom of the window, click Add and select the column name.

Download the table

Click Export Excel in the upper-right corner. The file includes all campaigns that match the current filters.

Monitoring underdelivery

1. Assess the scale: a ratio > 1.5 requires immediate attention.

2. Check the remaining time in the Days to end column.

3. Check the delivery percentage in the Actual / Prediction column.

4. Check the underdelivery forecast: the Impressions lack prediction column shows how many impressions the campaign is expected to miss by its end date under current conditions.

   Unlike the Remaining impressions column (which simply subtracts delivered impressions from your limit), the forecast reflects what the campaign can actually achieve based on available inventory, targeting settings, and competing campaigns.

   If the forecast shows high underdelivery and the underdelivery ratio is over 1.5, simply speeding up delivery might not be enough. You may need to add more placements, broaden your targeting, or work with the advertiser to adjust campaign goals.

5. Identify the cause of the discrepancy: use the links Summary, Aiming, Forecast, Banners, and Report under the campaign name.

6. Take action: expand placement, increase the level or priority, adjust the delivery speed, request an extension or a limit reduction.

7. Monitor changes: come back tomorrow and check the ratio again.

How to use the “Impressions lack coefficient” and “Impressions lack prediction” metrics together

This tab features two metrics that work together:

• Impressions lack coefficient: Shows whether the campaign is behind schedule right now. This metric is calculated as elapsed time share divided by delivered impression share.

  • ≤ 1.0: Campaign is on track.
  • 1.0–1.5: Slightly behind.
  • > 1.5: Significantly behind.

• Impressions lack prediction: Estimates how many impressions the campaign will fall short of before its end date based on available inventory, targeting settings, and competing campaigns.

How to use these metrics together

Impressions lack coefficient	Impressions lack prediction	What's happening	What action to take
High (> 1.5)	Low	The campaign is falling behind schedule, but there's enough inventory to catch up.	Speed up delivery and increase priority.
High (> 1.5)	High	The campaign is pacing slowly, and the available inventory isn't enough.	To get back on track, add more placements, broaden your targeting, or work with the advertiser to adjust the campaign targets.

Examples

Example 1. High underdelivery ratio, high forecasted risk

A campaign targeting 20,000,000 impressions runs from June 1 through June 30 (30 days). Today is June 21. By this time, 20 days have passed and 2,000,000 impressions have been delivered.

Underdelivery ratio:

(20 / 30) / (2,000,000 / 20,000,000) = 0.67 / 0.10 = 6.7

The campaign is significantly behind schedule.

Delivery forecast:

15% 🟥

Projected underdelivery:

20,000,000 × 85% = 17,000,000 impressions

What's happening:

Besides being far behind schedule, the campaign isn't projected to have enough inventory to meet its target. You've almost completely tapped out the targeted audience segment.

What action to take:

Simply speeding up delivery won't be enough. You need to expand your available inventory: add more placements, broaden your targeting, or work with the advertiser to adjust the campaign targets.

Example 2. Normal underdelivery ratio, moderate forecasted risk

A campaign targeting 1,500,000 impressions runs from June 16 through June 30 (15 days) with a daily limit of 100,000 impressions. Today is June 19. By this time, 3 days have passed and 300,000 impressions have been delivered. The daily limit was maxed out each day.

Underdelivery ratio:

(3 / 15) / (300,000 / 1,500,000) = 0.20 / 0.20 = 1.0

The campaign is on track.

Delivery forecast:

85% 🟨

Projected underdelivery:

1,500,000 × 15% = 225,000 impressions

What's happening:

The campaign is currently running on schedule, but the forecaster accounts for future audience availability and shows an underdelivery risk. Frequency capping could shrink the available audience, and the campaign may no longer max out its daily limit.

What action to take:

This warning gives you a heads-up so you can take early action: expand targeting, add more placements, or adjust the campaign settings before any delivery delays occur.

Contact support

Send an email