Performance
Part of Native advertising campaign handovers
Archiving campaign screenshots and delivery reports
Preserve native campaign screenshots and delivery reports with the dates, versions, definitions and limits needed for later review.
Archive screenshots and delivery reports as different evidence. A dated screenshot can show how one sponsored article or promotion appeared. A delivery report records counted activity under the supplier's definitions.
Keep each with the booking and relevant asset version, so a later reviewer does not treat one image as proof of delivery volume.
Keep context with each capture
For a material placement, keep the original capture where the organisation's retention rules permit it, with a short manifest. Mark it as a live capture, preview or supplier example.
Record the campaign identifier, surface, URL or app context if available, device or viewport, capture date and time with time zone, capture owner, and article or creative version. If a crop helps discussion, label it as a working copy.
Capture the article opening, sponsorship treatment and promotion in relevant layouts. An image may miss content below the fold, a rotating unit or a treatment shown to another reader. State what the capture shows and what it leaves unknown.
Preserve report versions and definitions
Keep the supplier's original export and an explanation of its fields. Save a corrected report as a new version with its replacement reason rather than silently overwriting the earlier export.
Record the report name, supplier, campaign and placement identifiers, date range, time zone, extraction date, filters, dimensions, units and identified exclusions or adjustments.
If a web analytics platform is part of the record, check the supplier's guidance on sharing and exporting reports, data freshness and data retention before relying on an export or a later analysis.
Treat that guidance as platform-specific, not as rules for a publisher's system.
Connect the records
Use a shared identifier across the booking line, approved version, capture and report. Add an exception note when a report groups surfaces or cannot identify the exact position shown in a capture.
| Question | Record to consult | Limit |
|---|---|---|
| How did a treatment appear? | Dated live capture | Shows an instance, not delivery volume |
| How much activity was reported? | Supplier export and metric definitions | Depends on counting rules and available breakdowns |
| Did visitors reach the destination? | Tagged destination report, if implemented | Uses a different counting system from ad delivery |
Restrict access according to the files' contents. Captures and reports may contain personal information.
For entities covered by Australia's Privacy Act, APP 11 requires reasonable steps to protect personal information and, subject to its exceptions, to destroy or de-identify it when no longer needed. Set retention against the organisation's actual obligations and agreements; there is no universal campaign-file period here.
Finish with a contents list and an owner for unresolved gaps.
Understanding what each record proves
- Dated live captureShows how a treatment appeared at a specific time – useful for visual verification but does not prove delivery volume
- Supplier export reportRecords reported activity based on supplier’s counting rules – may include exclusions or adjustments; depends on platform definitions
- Tagged destination reportTracks if users reached the intended page – uses a different system than ad delivery; not always aligned with impression counts
