Adform Reporting

Campaign Delivery Reporting

Monitor campaign delivery, spend, and pacing metrics to track budget utilization and delivery performance against goals.

Report Scope

This skill covers two complementary reporting surfaces:

Delivery indications (pacing, budget flight, spend):

• Current spend and budget utilization
• Pacing status and delivery projections
• Budget flight progress and completion
• Daily delivery trends (up to 30-day window)
• Line item delivery health indicators

Performance stats via mcpStats (CTR, viewability, video, conversions):

• Impressions, clicks, CTR, eCPM, cost — broken down by date, campaign, order,

line item, banner, domain, deal, bid reason, mobile app, tag, or page

• Viewability metrics: viewable impressions (IAB), viewability %, measurable

impressions, avg viewability time

• Video metrics: video starts, completions, completion rate, start rate
• Conversion and sales metrics: conversions, eCPA, sales, ROI
• RTB bidding metrics: bids, lost bids, win rate, bid reason breakdown
• Metric post-filtering (e.g. only rows where impressions > 0)

For dimensional performance queries, use mcpStats (see adform-stats-performance skill). For delivery pacing use the delivery indications queries in this skill.

Technical Operations

The system uses GraphQL operations to process your requests:

• graphql_validate - Checks query validity before execution
• graphql_execute - Runs delivery reporting queries
• graphql_search - Helps discover available report fields
• graphql_introspect - Explores complex report structures

This skill covers delivery and spend reporting for active campaigns only.

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Available queries

| Need | Query | |---|---| | Current spend, pacing, budget flight — campaign | campaignDeliveryIndications(id) | | Current spend, pacing, budget flight — order | orderDeliveryIndications(id) | | Current spend, pacing, budget flight — RTB line item | rtbLineItemDeliveryIndications(id) | | Daily time-series up to 30 days — campaigns | campaignDailyDeliveryIndications(ids, from, until) | | Daily time-series up to 30 days — orders | orderDailyDeliveryIndications(ids, from, until) | | Daily time-series up to 30 days — RTB line items | rtbLineItemDailyDeliveryIndications(ids, from, until) | | Root-cause delivery health — RTB line item | rtbLineItemDeliveryHealth(id) | | Projected delivery plan — campaign | campaignDeliveryPlan(campaign: {...}) | | Projected delivery plan — order | orderDeliveryPlan(order: {...}) | | Projected delivery plan — line item | lineItemDeliveryPlan(lineItem: {...}) |

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1. Campaign delivery indications — current pacing snapshot

Returns the active budget flight state: goal, current delivery, projected delivery, deviation %, total cost, daily cost, and status. Query one campaign at a time.

{
  campaignDeliveryIndications(id: "4221341") {
    status
    goalType
    effectiveFlightTotalGoal
    effectiveFlightCurrentDelivery
    effectiveFlightProjectedDelivery
    effectiveFlightRemainingDelivery
    effectiveFlightDeviationPercentage
    effectiveFlightTotalCost
    effectiveFlightDailyCost
    effectiveBudgetFlightStartDate
    effectiveBudgetFlightEndDate
    effectiveFlightPeriodType
  }
}

Field reference

• goalType: Money | Impressions | Clicks | Unlimited
• status: Active | ScheduleGap | Finished
• effectiveFlightCurrentDelivery — spend/impressions/clicks delivered so far in this flight
• effectiveFlightProjectedDelivery — model-projected end-of-flight delivery
• effectiveFlightDeviationPercentage — negative = under-delivering; positive = over-delivering
• effectiveFlightTotalCost — monetary spend regardless of goalType
• effectiveFlightDailyCost — spend in the last day

Pattern — branding report for an advertiser

1. advertisers(search: "name") → get advertiser ID
2. campaigns(advertisers: "$advertiserId") → get all campaign IDs and names
3. campaignDeliveryIndications(id: "$campaignId") for each campaign, one call at a time
4. Assemble and sort results client-side by spend or deviation

---

2. Order delivery indications

Same field shape as campaign. One order at a time.

{
  orderDeliveryIndications(id: "99999") {
    status goalType
    effectiveFlightTotalGoal effectiveFlightCurrentDelivery
    effectiveFlightProjectedDelivery effectiveFlightDeviationPercentage
    effectiveFlightTotalCost effectiveFlightDailyCost
    effectiveBudgetFlightStartDate effectiveBudgetFlightEndDate
  }
}

---

3. RTB line item delivery indications

Same field shape as campaign. One line item at a time. The id is the RTB setup ID returned by rtbLineItems(), not the placement ID.

{
  rtbLineItemDeliveryIndications(id: "88888") {
    status goalType
    effectiveFlightTotalGoal effectiveFlightCurrentDelivery
    effectiveFlightProjectedDelivery effectiveFlightDeviationPercentage
    effectiveFlightTotalCost effectiveFlightDailyCost
    effectiveBudgetFlightStartDate effectiveBudgetFlightEndDate
  }
}

---

4. Daily delivery indications — time-series breakdown

One row per entity per day. Maximum window: 30 days. Accepts multiple IDs in one call.

{
  campaignDailyDeliveryIndications(
    ids: ["4221341", "4221349", "4221354"]
    from: "2026-06-01"
    until: "2026-06-11"
  ) {
    id
    deliveryDate
    deliveryIndications {
      status
      goalType
      effectiveFlightCurrentDelivery
      effectiveFlightTotalCost
      effectiveFlightDailyCost
      effectiveFlightDeviationPercentage
    }
  }
}

Use orderDailyDeliveryIndications and rtbLineItemDailyDeliveryIndications with the same argument shape for orders and line items respectively.

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5. RTB line item delivery health — structured root-cause check

Returns a health verdict across six checks: schedule, pricing, budget, banner assignment, tag creative audit, and advertiser industry vertical sensitivity. Each check returns Ok, Warning, or Critical.

{
  rtbLineItemDeliveryHealth(id: "88888") {
    status
    updatedAt
    indications {
      schedule { status }
      pricing { status }
      budget { status }
      bannerAssigned { status }
      tagCreativeAudit { status }
      advertiserIndustryVertical { status }
    }
  }
}

---

6. Delivery plan projections

Forward-looking projections for a campaign, order, or line item given its current settings. Use graphql_introspect on DeliveryPlanCampaignSettingsInput, DeliveryPlanOrderSettingsInput, or DeliveryPlanLineItemSettingsInput to discover required fields before calling.

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Presenting

For a branding/campaign report: table with campaign name, goal type, flight dates, budget goal, current spend, projected spend, deviation %, and status. Flag campaigns with deviation below −20% as under-delivering and above +10% as approaching overspend. Sort by deviation ascending to surface the largest gaps first.

For daily breakdowns: show a day-by-day spend trend and note any days with zero daily cost as delivery gaps.

Source & license

This open-source skill is cataloged on AgentStack and links to its original source — we do not rehost the code.

• Author: adform
• Source: adform/agentic-skills
• License: MIT
• Homepage: https://site.adform.com

Install and usage instructions live in the source repository linked above.