Getting started in Maven Analytics: campaign reporting & insights

Maven Analytics is the reporting and analytics dashboard within Maven. It reports campaign delivery, dealership outcomes, market share performance, and optimization opportunities throughout the campaign lifecycle.

Campaign reporting is organized into six reporting areas that provide visibility into campaign delivery, attribution, market performance, audience targeting, inventory delivery, and recommended optimizations.

• Maven Analytics reports campaign delivery, dealership outcomes, and market performance after launch.
• Reporting is organized into six tabs, each focused on a different aspect of campaign performance.
• Market & Media Performance is the primary reporting area for evaluating dealership performance.
• Lift vs. DMA is the primary metric used to understand dealership performance relative to broader OEM trends.
• The Opportunities tab identifies recommended campaign adjustments and their projected market share impact.

Maven Analytics organizes reporting into six areas, each answering a different question about campaign performance.

Realtime

Question answered: “Is my campaign delivering correctly?”

The Realtime tab provides a daily view of current campaign delivery and setup.

Use this tab to monitor:

• Campaign pacing
• Household reach
• Website visits
• Audience targeting
• Geographic targeting
• Inventory delivery

Realtime is primarily used to confirm that a campaign is active and delivering as expected.

Market & Media Performance

Question answered: “How is my campaign performing?”

Market & Media Performance is the primary reporting tab within Maven Analytics for evaluating campaign performance.

It provides campaign-attributed outcomes, local and regional market share analytics, and competitor data to evaluate campaign performance within the context of the dealership’s market.

Here you can review:

• Website visits
• Vehicle Description Page (VDP) visits
• Dealership walk-ins
• Cost per attributed action
• Campaign spend
• Household reach
• Average frequency
• Dealership market share
• Brand market share

Dealer View

Dealer View reports campaign performance for the individual dealership.

Review:

• Reach
• Frequency
• Attributed website visits
• Attributed dealership walk-ins
• Dealership market share
• Cost per attributed action

Local Market Area (LMA) View

The LMA View reports campaign performance within the dealership’s competitive market.

Review:

• ZIP code household reach
• Campaign targeting areas
• Dealership market share
• Brand market share
• Lift vs. DMA

The LMA View also includes Competitor Intelligence, including:

• Dealership market share
• Days supply
• New versus used sales ratio
• Pricing on top-selling models

Lift vs. DMA

Lift vs. DMA compares the dealership’s market share change against the brand’s market share change.

This metric helps determine whether changes in dealership market share reflect dealership performance or broader OEM trends, making it the primary metric for evaluating competitive performance in Maven. To learn more about evaluating market share performance, visit How do I evaluate my dealership’s market share performance?

Audience

Question answered: “Who did my campaign reach?”

The Audience tab reports how campaign delivery was distributed across the three audience cohorts within the typical car buyer consideration window.

Review:

• Pre-market shoppers
• In-market shoppers
• Conquest audiences
• Audience spend distribution
• Frequency distribution
• Audience Fit score, which compares the active audience composition to Maven’s recommended audience strategy

Inventory

Question answered: “Where were my ads delivered?”

The Inventory tab reports where campaign impressions were delivered across the streaming ecosystem.

Review:

• Streaming apps
• Operating systems
• Household reach by platform
• Supply path distribution

Opportunities

Question answered: “How can I improve performance?”

The Opportunities tab compares your current campaign against the recommended campaign plan generated in Maven Strategy.

The Campaign Health score measures how closely the campaign’s set up configuration aligns with EMG’s recommendation. A perfect score (100%) indicates the campaign is precisely aligned with the strategy recommendations.

Campaign Health is evaluated across:

• Geographic targeting
• Budget
• Audience strategy
• Channel mix
• Campaign duration

When improvements are available, Maven reports recommended adjustments along with their projected market share impact.

Leaderboards

Question answered: “How do my campaigns compare?”

Leaderboards provides benchmarking across campaigns, agencies, and dealerships within Maven.

Available rankings include:

• Agency performance by Campaign Health
• Campaign portfolio performance by Campaign Health
• Dealership ranking in DMA by new vehicle sales volume

Throughout the month

Use the Realtime tab to monitor campaign delivery, pacing, household reach, and website activity.

End of month and during performance reviews

Use Market & Media Performance to evaluate dealership outcomes, review market share trends, and monitor Lift vs. DMA.

Review the Audience and Inventory tabs to understand who the campaign reached and where ads were delivered.

When optimizing campaigns

Use the Opportunities tab to identify recommended campaign adjustments and review their projected impact on market share.