How to Submit Website Analytics Claims and Reports to AAM

Use this step-by-step guide to include the website metrics from your Google or Adobe Analytics packages in AAM’s data distribution network.

 

Your brand delivers content to audiences through a variety of print and digital channels, including branded websites. To gain visibility for your website metrics and show a more robust picture of your total reach, submit your metrics to AAM to be included:

Ready to file your website metrics with AAM? Here’s how you can enter your data via AAM’s Cross-Media Filing tool in the Publisher Filing Center and provide supporting reports from Google or Adobe Analytics to AAM staff to help them complete your audit.

Visit the Cross-Media Filing tool in the Publisher Filing Center and start entering your claims line by line. Watch this video to help you get started and contact us for additional assistance.
 

 

Automate Your Audit

Did you know AAM has a new way to audit your digital metrics that will save you the time of submitting these reports for every filing period? Ask us how AAM’s Site Certifier technology can help automate your website audit and help you become an AAM Quality Certified site.

 

Send Backup Daily Google Reports to AAM

Once you submit your analytics to AAM for each month in the quarter using the Cross-Media Filing Tool, you will need to run some daily reports for each month in the reporting period and email them to AAM. This will help the AAM auditor check and reconcile the data for each month. 

Please provide these reports for each month that you filed in the Cross-Media Filing Tool:

  • Audience overview report (PDF format)
  • Page views by day (Excel format)
  • Visits by day (Excel format)
  • Unique users (browsers) by day (Excel format)
  • Top pages/all pages (top 100 URLs) for each month

To run these reports, select “Users” and then “Pageviews” from the drop-down option (below the Overview tab) as shown below.

Note: Please ensure that you click "day" and not "month" to ensure the file is broken down by day when running these reports. 

Export both reports as CSV files. This will give you a daily breakdown of users and pageviews.

If you have more than one Google Analytics reporting suite, please submit the reports for all report suites included in your totals and include a summary reconciling back to the total numbers filed.

Once you have both CSV files saved to your hard drive, prepare an email message as follows: 

In the subject line, include:

  • Your AAM member number (without dashes)
  • Your newspaper publication name  
  • Month of report
  • Name of report (e.g. “Users”)

For example: 750001, Home Town Register, December, Users/Pageviews

Attach the CSV files and send to AAM at aam.digital@auditedmedia.com. After filing three months of data and sending the CSV files to AAM, you are finished filing for the quarter.

Alternatively, you may grant AAM read only access to your Google Analytics account. This will allow our auditors to run any additional reports we need to complete your audit and save you’re the trouble of having to generate these.  The AAM Digital Auditing Department’s Google account name is aam.digital2@gmail.com.

 

Locating Google Analytics for Data Filing

Need help locating what analytics you’re supposed to file? Here are a few pointers.

Step 1: Select the Calendar Month

If you are filing multiple months of data, repeat steps 1 through 5 for each month in the reporting period. Sign into your Google Analytics account and launch the reporting dashboard. Change the date range in the top right corner drop-down menu and click apply to include all days in the first month of the quarter (e.g. select Oct. 1 through Oct. 31 for the month of October).  

Step 2: Access the Audience Overview Report

Multiple report options are listed on the left side of the dashboard.  Click “Audience” and then “Overview” to pull up the Audience Overview report. You will use this report to retrieve all metrics that you submit to AAM.

Step 3: Locate Users and Pageviews

Locate users and pageviews in the body of the Audience Overview report.  While users and pageviews are the only required metrics for quarterly filing, you may also report sessions and average session duration to provide advertisers a more complete picture of user engagement with your content.

 

NOTE: There are some differences in nomenclature between Google’s report interface and the AAM quarterly filing tool. AAM’s terminology and definitions align to the IAB measurement guidelines. These are listed below:

Google Analytics AAM Quarterly Filing App
Users Monthly unique browsers
Page views Total monthly page impressions

 

Step 4: Enter Totals in AAM’s Quarterly Filing App

Once you have gathered the information you need from your Google account to submit to AAM, go to the Publisher Filing Center and select Cross-Media Filing from the drop-down menu.

Select Web/Mobile Data and begin entering the totals for users, pageviews and any optional metrics from step 3 into the tool and associate each metric with the appropriate month.

 

Questions?

If you have questions or need additional information about saving and maintaining your Google Analytics log files, please contact us.

 

Sending Backup Daily Adobe Reports to AAM

After entering data for each month in AAM’s filing tool, save and send a copy of the Adobe Key Metrics report to AAM for each month that you claim. The AAM auditor will check and reconcile the data for each month.

Please provide these reports for each month that you filed in the Cross-Media Filing Tool:

  1. The Key Metrics report run at a daily granularity for each month. This will include page views, unique users (browsers) and visits.
  2. The Top Pages/URL report (top 100 URLs) for each month.
  3. If you are reporting an average time per visit (optional), please make sure to add that metric to the standard Key Metrics report before running and submitting.

Locate the “Send” tab at the top of the Adobe Key Metrics Report interface (shown below). Select the Excel file format (not PDF).

The email subject line will be prepopulated with “Key Metrics Report.” Please add your member number and publication name. For example: Key Metrics Report, 750001, Home Town Register. 

These details will help AAM associate your Key Metrics report with your metrics claims. Send the report to aam.digital@auditedmedia.com

 

Locating Analytics for Data Filing

Need help locating what analytics you’re supposed to file? Here are a few pointers.

Step 1: Select the Calendar Month

If you are filing multiple months of data, repeat steps 1 through 5 for each month in the quarter.

A calendar is located in the upper right corner of the Adobe Analytics reporting tool. Change the calendar to the relevant reporting month, select the start and end dates to include the full month (e.g. Jan. 1 through Jan. 31), and click “update.”

Step 2: Access the Key Metrics Report

Multiple report options are listed on the left side of the screen. Click “Site Metrics” and then “Key Metrics” in the expanded navigation to access the Key Metrics report that you will use to retrieve all metrics that you will submit to AAM.  

Step 3: Locate Page Views and Unique Visitors

Once the Key Metrics report is open, scroll down to see the month’s totals for page views and unique visitors.  Remember, by selecting the full month’s date range in the Adobe report calendar, you capture the month’s data needed to make your claim to AAM.

While page views and uniques are required, you may choose to report additional optional metrics such as visits. If you have signed up for additional metrics, please add these metrics to the key metrics report before running this for each month.

 

There are some differences in nomenclature between Adobe’s reports interface and AAM quarterly filing app. AAM’s terminology and definitions align to the IAB measurement guidelines that are listed below:

Adobe Analytics Key Metrics Report AAM Quarterly Filing App
Total unique visitors for month Monthly unique browsers
Total page views for month Total monthly page impressions

 

Step 4: Enter Totals in AAM’s Quarterly Filing App

Once you have gathered the information you need from your Google account to submit to AAM, go to the Publisher Filing Center and select Cross-Media Filing from the drop-down menu.

Select Web/Mobile Data and begin entering the totals for users, pageviews and any optional metrics from step 3 into the tool and associate each metric with the appropriate month.

 

Questions?

If you have questions or need additional information about saving and maintaining your Google Analytics log files, please contact us.

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How to File Cross-Media Metrics
How to File Cross-Media Metrics

Instructions for submitting your monthly website, social media and other cross-media data to AAM.

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