Statistics and Analytics Guide

Overview

Simple TDS provides comprehensive statistics and analytics to help you track, analyze, and optimize your traffic distribution campaigns. This guide covers all available metrics, data breakdowns, visualizations, and best practices for making data-driven decisions.

Statistics Dashboard Overview

The Statistics page is your central hub for analyzing traffic performance. It provides:

• Real-time data: Statistics update based on your selected filters
• Multiple views: Tabbed interface with 15+ analysis perspectives
• Flexible filtering: Filter by campaign, flow, dates, and UTM parameters
• Export capabilities: Download data as CSV for external analysis
• Visual insights: Interactive charts and graphs

Getting Started

Date Range Selection and Filters

Date Range Picker

The system supports flexible date range selection:

• Maximum range: 1 year of historical data
• Default range: Last 7 days
• Date picker: Choose custom start and end dates

Filter Options

Basic Filters

Campaign Filter

• View all campaigns combined or select a specific campaign
• Default: "All Campaigns"
• Helps compare campaign performance or drill down into specific campaigns

Flow Filter

• Filter by specific traffic flow within a campaign
• Available only when a campaign is selected
• Useful for analyzing individual flow performance

Advanced Filters

Click ID Filter

• Search for specific click by unique ID
• Useful for debugging or tracking specific visitors
• Supports partial matching

Conversion Status Filter

Filter by conversion type:

• approved - Confirmed conversions
• confirmed - Verified conversions
• pending - Awaiting confirmation
• rejected - Declined conversions

UTM Parameter Filters (available when a campaign is selected)

• utm_source - Traffic source (e.g., google, facebook)
• utm_medium - Marketing medium (e.g., cpc, email)
• utm_campaign - Campaign identifier
• utm_term - Paid search keywords
• utm_content - Ad content identifier

All UTM filters support autocomplete based on existing data.

Display Options

Hide Bots

• Toggle to exclude bot traffic from statistics
• Helps focus on human traffic only

Group by Unique IP

• View statistics by unique IP addresses instead of all clicks
• Useful for understanding true visitor count

Available Metrics

Summary Metrics

Data Breakdowns

1. By Campaign

Available Data:

• Campaign name
• Total clicks
• Unique clicks (by IP)
• Bot traffic count
• Conversions
• Revenue
• Conversion rate

Use cases:

• Compare campaign performance
• Identify top-performing campaigns
• Detect campaigns with high bot traffic
• Allocate budget based on ROI

2. By Flow

Available Data:

• Flow name
• Total clicks
• Unique clicks
• Bot traffic
• Conversions
• Revenue
• Conversion rate

Use cases:

• Identify most effective traffic flows
• Compare flow configurations
• Optimize flow priority and filters
• Detect underperforming flows

3. By Target

Available Data:

• Target name
• Total clicks
• Unique clicks
• Bot traffic
• Conversions
• Revenue
• Conversion rate

Use cases:

• Evaluate offer/landing page performance
• Compare affiliate offers
• Identify high-converting destinations
• Optimize target weights

4. By Country/Geography

Available Data:

• Country code (with flag icon)
• Total clicks
• Conversions
• Revenue
• Conversion rate

Visualization:

• Top 10 countries displayed
• Flag icons for visual identification
• Pie chart showing geographic distribution

Use cases:

• Geographic performance analysis
• Identify high-value countries
• Optimize geo-targeting filters
• Plan country-specific campaigns

5. By Device Type

Available Data:

• Device type (Desktop, Mobile, Tablet, TV, Console, Wearable)
• Total clicks
• Conversions
• Conversion rate

Use cases:

• Mobile vs. desktop performance
• Device-specific optimization
• Responsive design validation
• Device targeting optimization

6. By Operating System

Available Data:

• OS name (Windows, macOS, Linux, Android, iOS, etc.)
• Total clicks
• Conversions
• Conversion rate

Use cases:

• OS compatibility testing
• Platform-specific optimization
• Identify technical issues
• OS-based targeting

7. By Browser

Available Data:

• Browser name (Chrome, Firefox, Safari, Edge, Opera, etc.)
• Total clicks
• Conversions
• Conversion rate

Use cases:

• Browser compatibility checking
• Identify browser-specific issues
• Optimize for most common browsers
• Browser targeting optimization

8. By Language

Available Data:

• Language code (en, es, de, fr, etc.)
• Total clicks
• Conversions
• Revenue
• Conversion rate

Use cases:

• Language-specific performance
• Localization effectiveness
• Multilingual campaign optimization
• Language targeting filters

9. By Referer Domain

Available Data:

• Referrer domain or "Direct" (no referrer)
• Total clicks
• Bot clicks
• Conversions
• Revenue
• Conversion rate

Use cases:

• Traffic source validation
• Identify high-quality referrers
• Detect suspicious traffic sources
• Referrer whitelist/blacklist optimization

10. By UTM Parameters

Available when a specific campaign is selected:

Each UTM breakdown shows: Parameter value, Clicks, Bot clicks, Conversions, Revenue, Conversion rate

Charts and Visualizations

1. Traffic Over Time (Line/Area Chart)

Time period: Based on selected date range

Metrics shown:

• Clicks by day
• Conversions by day (optional)
• Revenue by day (optional)

Use cases:

• Identify traffic trends
• Detect anomalies or spikes
• Seasonal pattern analysis
• Campaign timing optimization

2. Hourly Traffic Distribution (Bar Chart)

Time period: 24 hours (0-23)

Metrics:

• Clicks per hour
• Conversions per hour

Use cases:

• Identify peak traffic hours
• Optimize ad scheduling
• Timezone considerations
• Server load planning

3. Country Distribution (Pie Chart)

Shows: Top 10 countries by traffic volume

Features:

• Interactive legend with flags
• Percentage breakdown
• Click for details

4. Device Distribution (Pie Chart)

Shows: Traffic breakdown by device type

Features:

• Device icons
• Percentage distribution
• Conversion rate comparison

5. Bot vs. Human Traffic (Comparison Chart)

Metrics:

• Total bot clicks
• Human clicks
• Bot percentage

Use cases:

• Traffic quality assessment
• Filter effectiveness validation
• Bot detection optimization

6. Unique vs. Duplicate Visitors (Pie Chart)

Metrics:

• Unique IP addresses
• Duplicate visits
• Visitor engagement ratio

Use cases:

• Understand visitor engagement
• Detect click fraud patterns
• Optimize for returning visitors

Click Path Visualization

The Click Path Visualization feature provides a visual diagram of how a specific click traveled through your campaign flow.

Accessing Click Path Visualization

What It Shows

The diagram displays:

• Campaign entry point: Where the traffic entered
• Flow matching: Which flow the traffic matched
• Filters applied: Which filters were evaluated
• Target selection: Which target was selected
• Final destination: Where the visitor was redirected

Visual Elements

• Active path: Highlighted in color showing the actual path taken
• Inactive objects: Grayed out (flows/targets not used)
• Connection lines: Show the logical flow
• Icons: Visual indicators for different object types

Use Cases

• Debugging: Understand why traffic went to a specific target
• Flow validation: Verify filter logic is working correctly
• Training: Explain campaign structure to team members
• Optimization: Identify bottlenecks or unused flows

Public Statistics Sharing

Share campaign or flow statistics with external partners without giving them system access.

Campaign Public Statistics

Enabling:

What's visible:

• Campaign name
• Total clicks and unique visitors
• Conversions and conversion rate
• Revenue (optional, based on settings)
• Bot percentage
• Traffic by day chart
• Geographic distribution
• Device/OS/Browser breakdown
• Language statistics

What's NOT visible:

• Click details (IPs, user agents)
• Target URLs or configurations
• Filter settings
• UTM parameter details

Flow Public Statistics

Similar to campaign statistics but specific to a single flow.

Additional data shown:

• Flow limits progress (if click limits are set)
• Hourly/total click limit status

Security Features

• Unique tokens: Each campaign/flow gets a unique unguessable token
• Revocable access: Disable public stats anytime to revoke access
• New token generation: Generate new token to invalidate old links
• No authentication required: Partners can view without login
• Read-only access: No ability to modify data

Customization Options

Date range selection:

• Partners can select custom date ranges
• Default shows last 30 days

Language switcher:

• Interface available in multiple languages
• EN, UA, RU, DE supported

Use Cases

• Share performance reports with advertisers
• Provide transparency to affiliate partners
• Client reporting without system access
• Stakeholder updates

Exporting Data

Export statistics data for external analysis, reporting, or archival purposes.

Export Formats

CSV (Comma-Separated Values)

• Compatible with Excel, Google Sheets
• Easy to process with scripts
• Maintains data integrity

Available Exports

1. Export Clicks

Includes:

• Click ID
• Timestamp
• Campaign and flow names
• Target name
• Geographic data (country, city)
• Language
• Device, OS, Browser
• IP address and ISP
• Bot detection status
• User agent
• Referrer and referrer domain
• Keyword (if available)
• All UTM parameters
• Conversion status and value

Usage:

Statistics → Clicks tab → Export button

2. Export Keywords

Includes:

• Keyword
• Click count

Use cases:

• Keyword performance analysis
• SEO optimization
• Search campaign optimization

3. Export Referrers

Includes:

• Referrer domain
• Total clicks
• Bot clicks
• Human clicks percentage

Use cases:

• Traffic source validation
• Partner performance tracking
• Fraud detection

Export Authentication

Exports require valid authentication:

• Uses JWT token from current session
• Token included in export URL
• Secure and time-limited access

Large Dataset Handling

• Exports are generated on-the-fly
• No size limits (within reasonable bounds)
• Consider filtering for very large datasets
• Download directly in browser

Analyzing Traffic Quality

Understanding traffic quality is crucial for campaign optimization and fraud prevention.

Key Quality Indicators

1. Bot Traffic Percentage

What to look for:

Actions:

• Enable bot filtering
• Review traffic sources
• Add IP blacklists
• Verify filter configurations

2. Conversion Rate by Source

Analysis:

• Compare CR across different referrers
• Identify high-performing sources
• Detect low-quality sources (high traffic, low CR)

Actions:

• Whitelist high-quality sources
• Blacklist or monitor low-quality sources
• Adjust targeting based on performance

3. Unique vs. Total Clicks Ratio

Formula: Unique IPs / Total Clicks

4. Geographic Distribution

Red flags:

• Traffic from unexpected countries
• High bot percentage from specific countries
• Low conversion rates from certain geos

Actions:

• Implement country whitelist/blacklist filters
• Adjust bids by geography
• Investigate suspicious patterns

5. Device/Browser/OS Distribution

Natural patterns:

• Mobile traffic: 50-70% (industry average)
• Chrome dominance: 60-70% browser share
• Windows/Android most common OS

Red flags:

• Single device type dominating (>90%)
• Unusual browser distributions
• Outdated OS versions in high volume

6. Hourly Traffic Patterns

Natural patterns:

• Peak hours during business hours (for B2B)
• Evening peaks for consumer traffic
• Low traffic overnight (3-6 AM)

Red flags:

• Flat 24/7 traffic (bot indicator)
• Sudden spikes at unusual hours
• Traffic only at specific hours (scrapers)

Traffic Quality Score

Create your own quality score formula:

Quality Score = (
    (1 - bot_percentage) × 40 +
    conversion_rate × 30 +
    unique_visitor_ratio × 20 +
    referrer_diversity_score × 10
) / 100

Track this score over time to monitor campaign health.

Best Practices for Optimization

1. Regular Monitoring

Daily checks:

• Overall traffic volume
• Conversion rate trends
• Bot percentage
• Revenue tracking

Weekly analysis:

• Compare performance week-over-week
• Identify trends and patterns
• Review top sources and geos
• Adjust budgets and bids

Monthly reviews:

• Strategic campaign analysis
• Long-term trend identification
• Budget allocation optimization
• Target performance evaluation

2. Data-Driven Decision Making

3. Conversion Rate Optimization

Analysis approach:

1. Segment Analysis
   • Break down CR by country, device, source
   • Find highest and lowest converting segments
2. Pattern Identification
   • What do high-converting visitors have in common?
   • Device types, geo locations, times of day
3. Hypothesis Formation
   • "Mobile users from Country X convert better"
   • "Evening traffic has higher engagement"
4. Testing
   • Create separate flows for high-performing segments
   • Direct them to optimized targets
   • Measure results over 7-14 days
5. Implementation
   • Scale what works
   • Eliminate what doesn't
   • Continuous iteration

4. Bot Traffic Management

Prevention strategies:

1. Enable Bot Detection Filters
   • Use system bot detection in flow filters
   • Regularly update bot patterns
2. IP Analysis
   • Monitor "By Referer" for suspicious patterns
   • Use CIDR notation to block IP ranges
   • Maintain blacklist of known bad IPs
3. User Agent Filtering
   • Review clicks by browser
   • Filter out suspicious user agents
   • Block headless browsers if needed
4. Rate Limiting
   • Use flow click limits (hourly/total)
   • Prevent traffic flooding
   • Protect from DDoS attempts

5. Revenue Maximization

Strategies:

1. Target Performance
   • Identify highest revenue-per-click targets
   • Allocate more traffic to these targets
   • Negotiate better rates for volume
2. Geographic Arbitrage
   • Compare revenue by country
   • Target high-value geos more aggressively
   • Different offers for different countries
3. Device Optimization
   • Mobile traffic often has different value
   • Separate flows for mobile/desktop
   • Device-specific offers
4. Time-Based Optimization
   • Analyze hourly conversion data
   • Adjust bids/budgets by time of day
   • Pause during low-performing hours

6. UTM Tracking Best Practices

Naming conventions:

utm_source: platform name (google, facebook, twitter)
utm_medium: marketing channel (cpc, social, email, display)
utm_campaign: specific campaign name (summer_sale_2024)
utm_term: keywords (for search campaigns)
utm_content: ad variation (banner_a, text_ad_1)

Analysis:

• Use UTM tabs to track campaign performance
• Compare different sources and mediums
• Calculate ROI per UTM combination
• Optimize spending across channels

7. A/B Testing

Methodology:

8. Reporting and Communication

Internal reports:

• Weekly performance summaries
• Trend charts and analysis
• Action items and recommendations
• Use exported CSV data

Client/partner reports:

• Use public statistics feature
• Custom date ranges for reporting periods
• Focus on key metrics (clicks, CR, revenue)
• Visual charts for easy understanding

9. Continuous Learning

Stay informed:

• Review statistics regularly
• Look for unusual patterns
• Ask "why" when metrics change
• Document learnings and insights

Experimentation:

• Test new traffic sources
• Try different filter combinations
• Experiment with target weights
• Measure everything

Iteration:

• Small incremental changes
• Measure impact before scaling
• Roll back if performance decreases
• Compound improvements over time

Troubleshooting Common Issues

Low Conversion Rate

Possible causes:

• Poor traffic quality (high bot percentage)
• Target/offer mismatch
• Technical tracking issues
• Slow target loading times

Solutions:

1. Check bot percentage - enable bot filtering if high
2. Review target performance individually
3. Verify conversion tracking is working (postback URL)
4. Test target URLs manually
5. Compare with historical data

High Bot Traffic

Symptoms:

• Bot percentage > 20%
• Flat 24/7 traffic patterns
• Single IP/ASN with many clicks
• Low conversion rates

Solutions:

1. Enable "is_bot" filter in flows
2. Add IP blacklist filters
3. Use CIDR notation for IP ranges
4. Review referrer sources
5. Consider adding captcha to landing pages

Missing Conversions

Symptoms:

• Clicks recorded but no conversions
• Conversion tracking appears broken

Checklist:

1. Verify postback URL is configured correctly
2. Check click ID {clickid} is being passed
3. Test postback URL manually
4. Review conversion log for errors
5. Ensure conversion_value is being sent

Inconsistent Data

Symptoms:

• Numbers don't add up
• Discrepancies between tabs

Possible causes:

• Time zone differences
• Caching delays (1-minute cache)
• Filter interactions

Solutions:

1. Refresh statistics (click Update button)
2. Clear filters and re-apply
3. Check date range selection
4. Allow 1-2 minutes for data propagation

Slow Loading Statistics

Causes:

• Large date range selected
• Many campaigns/flows
• Complex filters
• Large data volume

Solutions:

1. Reduce date range to shorter period
2. Filter by specific campaign
3. Use flow filters to narrow data
4. Export data for offline analysis if needed

Advanced Tips and Tricks

1. Custom Quality Scoring

Create custom click quality scores by combining metrics:

// Example formula
quality_score = (
    (conversion_rate * 50) +
    ((1 - bot_percentage) * 30) +
    (unique_visitor_ratio * 20)
)

Export clicks, calculate in spreadsheet, identify patterns.

2. Cohort Analysis

Segment visitors by time period and compare:

• Week 1 vs. Week 2 performance
• Before/after filter changes
• Different traffic source cohorts

3. Geographic Heat Mapping

Export by-country data:

1. Export clicks with country data
2. Use external tools (Google Data Studio, Tableau)
3. Create heat maps showing geographic performance
4. Visualize high-value regions

4. Funnel Analysis

Track visitor journey:

1. Click → View (target loaded)
2. View → Conversion (tracked via postback)
3. Calculate drop-off at each stage
4. Optimize bottlenecks

5. LTV (Lifetime Value) Tracking

For returning visitors:

1. Export click data
2. Group by IP address
3. Sum conversion values per IP
4. Identify high-value repeat visitors
5. Target similar audiences

API Access to Statistics

While the UI provides comprehensive analytics, you can also access statistics via API for custom integrations.

Endpoint: GET /api/statistics

Parameters:

• startDate: YYYY-MM-DD
• endDate: YYYY-MM-DD
• campaignId: numeric ID or omit for all
• flowId: numeric ID or omit for all
• utmSource, utmMedium, etc.: string filters

Authentication: JWT token in Authorization header

Response: JSON with all statistics breakdowns

Use this for:

• Custom dashboards
• Third-party integrations
• Automated reporting
• Data warehousing

Conclusion

The Statistics and Analytics system in Simple TDS provides everything you need to:

• Monitor campaign performance in real-time
• Analyze traffic quality and patterns
• Optimize for maximum conversion rates and revenue
• Share results with stakeholders
• Export data for deeper analysis

By leveraging the full power of the statistics system and following the best practices outlined in this guide, you'll be able to maximize the performance of your traffic distribution campaigns and achieve your business goals.

Additional Resources

• Flow Configuration Guide: Learn how to set up effective traffic flows
• Filter Configuration Guide: Master traffic filtering and targeting
• Conversion Tracking Guide: Set up accurate conversion tracking
• API Documentation: Integrate statistics into custom applications

For support, contact your system administrator or refer to the main documentation.