Website and Mobile Website Traffic

Many AAM media companies include website traffic on their Consolidated Media Reports. Below is a step-by-step guide to an AAM audit of website/mobile site usage metrics.

Phase 1 – Review CMR metrics

The AAM auditor will review the initial draft report you submit and confirm that the metrics and platforms match the details of the original audit quote.

Once you have worked with your AAM marketing manager to identify and finalize the media components to be included in your Consolidated Media Report, you will be asked to submit a draft of your initial CMR document. The auditor will review the initial CMR draft and compare it to the initial quote. Your marketing manager will provide an additional quote for any new items not included in your initial CMR submission.

Phase 2 – Audit Requests

Once AAM has received your CMR draft, the auditor will make initial requests for audit documentation covering the website data to be included in the report.

Below is a list of reports and items required for a standard audit of unique browsers and page impressions. Additional reports will be requested for additional metrics.

  1. Monthly unique browsers by day for audit period selected.
  2. Daily unique browsers by day for audit period selected.
  3. Page impressions by day for audit period selected.
  4. Pages report for period of data feed/log file request.

All reports listed above will be tested against a full month of the website’s originating log files in the audit period. Each publication must maintain and save these files for the audit. Without these log files, AAM cannot complete the audit or report these metrics on your CMR.

Each analytics vendor has a separate set of details needed to complete the audit.

Phase 3 – Requests to Fulfill

After the audit period has closed, you will be asked to transfer appropriate files to a secure FTP site.

At the close of the audit period, please provide all file requests to begin audit testing. Due to size we request that all log files are transferred via FTP. If you do not have an FTP set up with AAM, please contact your auditor. 

Phase 4 – Conducting the Audit

The auditor will process and review all material and claims during the audit.

Once AAM receives all necessary files and documentation for your websites, an auditor will begin the audit. AAM will process and filter all log files to take out any non-human activity, internal IPs and auto refresh pages. The auditor will compare his findings to the claims and adjustments will be made accordingly.

Phase 5 – Finalize Audit Results

AAM’s tech team will review all audit material, build a proof of the CMR and send it to you for review and approval.

AAM’s tech review team assembles all components of the CMR into one final proof document. This proof will be sent out to the CMR contact at your organization.

Please note that if there is a material audit adjustment of 5 percent or more compared to the original claims submitted, your auditor will contact you to discuss what has been filtered from your log files and the differences between your claims and AAM’s audit. You may decide whether you still want to include the audited figures in the CMR. If not, all audit charges to date will still apply without refund.

Once you approve the final proof, your CMR report will be released via our Media Intelligence Center, where it will be available to hundreds of advertisers and ad agencies.