Advertising Data Standardization
Worksheet and Guide

If you’re here, it’s because you likely struggle with the day-to-day challenge of pulling together, understanding, and acting on the data provided to you from different advertising platforms.

Lumenad believes in Advertising Intelligence. Regardless of whether it’s a manual process or within the Lumenad platform, we believe that clean, organized data is the foundation to making better decisions regarding paid advertising.

To help support those in our field, we’ve built a worksheet that unifies naming conventions and equalizes performance measurements (based on industry best practices) so that you can evaluate advertising data in a one-to-one environment!

Data Standardization Worksheet

One of the toughest obstacles facing paid advertisers is data standardization. You’ve got dozens of advertising data sets and yet none of them are completely comparable or tell you what you need to know. What is a Facebook “view” versus a Google “view” … if they’re not actually measuring the same thing, how can we group their data together and measure overarching performance?

This worksheet begins with the standardization of your performance data. We’ll walk you through how to combine these mismatched data sets in a step-by-step process so that every metric is speaking the same, common language. With all of your data standardized, it’s easier to locate the strengths of each platform and hone in on ways to optimize campaign performance. 

Download the free worksheet and get started!

Download the Worksheet

Get Started in 2 Easy Steps:

Step 1

Pick a date range that you’d like to compare data, assuring the same date range when building all of your reports.

Step 2

Download a campaign-level report for your desired date range with the following metrics, broken out by day:

Understanding Data Standardization

Lumenad delivers 70+ blended metrics built on industry best practices.

In this sample worksheet, we’ve standardized 18 for you:

Blended Architecture

As soon as data is pasted into each sheet, campaigns are automatically standardized so they are comparable and speaking the same language. Though the sample sheet only does the highest level, the three hierarchical items in Lumenad are:

  • Primary Media Data  (Campaigns)
  • Ad Group  (Ad sets, Ad Groups)
  • Creative  (Ads, Keywords)
Blended Metric Definitions: 
The number of times an ad displayed.Clicks
The number of times an ad creative was clicked.Media Cost
The cost of the media purchased from the provider before any markups, margins, or fees are applied in LumenAd.CTR
( Clicks ÷ Impressions ) ×100
The ratio of clicks to impressions.CPM
Total Spent ÷ ( Impressions ÷1,000)
The cost per 1,000 impressions.CPC
Total Spent ÷ Clicks
The average cost of each click.Complete Views @ 25%
The number of impressions for which a video clip played to 25% of completion.Complete Views @ 50%
The number of impressions for which a video clip played to 50% of completion.

Complete Views @ 75%
The number of impressions for which a video clip played to 75% of completion.

Complete Views @ 100%
The number of impressions for which a video clip played to 100% of completion.

Cost per Completed View @ 25%
Total Spent ÷ Complete Views @ 25%
The ratio of total spent to 25% complete views.Cost per Completed View @ 50%
Total Spent ÷ Complete Views @ 50%
The ratio of total spent to 50% complete views.Cost per Completed View @ 75%
Total Spent ÷ Complete Views @ 75%
The ratio of total spent to 75% complete views.Cost per Completed View @ 100%
Total Spent ÷ Complete Views @ 100%
The ratio of total spent to 100% complete viewsVideo Completion Rate @ 25%
( Complete Views @ 25% ÷ Impressions ) × 100
The ratio of 25% complete views to impressions.Video Completion Rate @ 50%
( Complete Views @ 50% ÷ Impressions ) × 100
The ratio of 50% complete views to impressions.Video Completion Rate @ 75%
( Complete Views @ 75% ÷ Impressions ) × 100
The ratio of 75% complete views to impressions.Video Completion Rate @ 100%
( Complete Views @ 100% ÷ Impressions ) × 100
The ratio of 100% complete views to impressions.

Download the free worksheet and get started!

Download the Worksheet

Understanding Data Organization

If data standardization is a “science,” then we like to think of data organization as an “art.” Being advertising intelligent means you have the flexibility and power to organize your data in ways that make sense for YOUR campaign strategy and goals.

Organize Data Your Own Way

In Lumenad, data organization is all done through WYSIWYG user interfaces. Out-of-the box, our interface allows you to see data “sliced and diced” in many different ways—by campaign structure, your audiences, platforms, goals, etc.

Let’s talk about data organization within this worksheet. With our data standardized and speaking the same language, we now need to organize it. This worksheet will allow you to add additional columns to your All Channels view for meaningful data segments like Funnel or Audience and use the Pivot Table function to look at the data in ways that are meaningful to you.

Lumenad’s Organization Tool

Pivot tables and spreadsheets aren’t everyone’s cup of tea. If you’re looking for an easier (and more efficient) solution consider Lumenad’s organization tools:

Use Lumenad Dimensions to segment your data any way that matters to you—it’s flexible enough to unveil both the big picture and the worms-eye view.

Use Lumenad Events to illustrate both the individual and collective success of event-tracking strategies. Once a tracking pixel has been placed, Events will begin to auto populate in Lumenad everytime it fires. Blend individual events together with unified categories. Analyze associated revenue, ROI, ROAS, and CPA metrics.

Connect for more!

We did our best to create an Advertising Intelligence worksheet to help you understand your campaign data across all your paid ad platforms. Remember, we couldn’t squeeze everything into an Excel Sheet.

Missing from this sample worksheet are 70+ standardized metrics that Lumenad provides across additional channels, the ability to modify your data across channels (and apply custom dimensions), the ability to easily illustrate data and performance as it makes sense to stakeholders … not to mention all of this at scale.


If you are interested in how we can help you do this, schedule time to connect!