View Campaign performance

How-to | Last updated: 12/17/2025 | Learn how to view Direct Connect performance

To see how your Direct Connect Campaigns are performing, you can view measurement data in the Report Center.

View reports

  1. From 84.51° Prism, click Reports.

  2. Click View Report on the Direct Connect Campaign Performance card.

When the report loads, you'll see a list of all Direct Connect Campaigns, active and closed.

Any Campaigns for Direct Connect Meta must be activated and managed via the Kroger Ad Platform.

To learn more, see Direct Connect Meta in the Kroger Ad Platform Learning Center.

If you don't have access, contact your Account Management team.

Customize reports

You can apply one (1) or more filters like Campaign Name, Client, Brand, Agency, DSP A system that allows buyers of digital advertising inventory to manage multiple ad exchange and data exchange accounts through one interface, Start Date, and End Date.

You can also use keywords in the search bar to customize your reports.

Find and select your Campaign to see the Performance Summary.

This data is updated daily and will continue to update until two (2) weeks after Campaign close, when the sales attribution window has closed.

There's no budget minimum for Direct Connect Campaigns. However, if you want iROAS Incremental Return on Ad Spend; the total sales difference between test and control relative to the total as determined by the total sales uplift generated by households targeted for the coupon. reporting, then you must spend at least $150K in Media.​

You can access it at any time during Campaign flight and after your Campaign has closed.

This data can be used to optimize your current Campaign towards a selected key KPI Key Performance Indicator. Moreover, past Campaign data can be utilized to plan and optimize your next Campaign.

View specific data

You can navigate between pages to view specific data.

Page

Description

Instructions

Performance Summary

Shows overall performance of your Campaign.

  1. Click Performance Summary.

  2. View the metrics on the page, including aROAS Attributable Return on Ad Spend: The total sales of the test group relative to the Total Campaign Cost as determined by the total sales for the products being measured. and Total Sales.

  3. Use the metrics to see how your Campaign is performing overall.

Daily Metrics

Shows a daily breakdown from the beginning of the Campaign until the current date.

  1. Click Daily Metrics.

  2. View the metrics on the page, including Spend, Impressions, and Sales.

  3. Use the metrics to see which days your Campaign performed the best, to ensure that daily spend is pacing appropriately, and to view how any optimizations have impacted performance.

Audience Breakdown

Shows the aROAS trend for each Audience Segments you defined for your Campaign.

  1. Click Audience Breakdown.

  2. Review the tables to see the relevant media and uplift metrics for the individual Audience Segments.

  3. Use the metrics in the tables to identify which Audience Segments, if any, you should shift spend towards (for example, you can click (+) next to the Audience Segment Name to see its daily performance).

Device Breakdown

Shows Campaign performance with metrics and aROAS trend by device (mobile, tablet, and PC).

  1. Click Device Breakdown.

  2. Review the media and uplift metrics for each device.

  3. Use the metrics in the tables to identify which devices, if any, you should shift spend towards.

Household Breakdown

Show Campaign performance by household (New, Lapsed, and Existing).

  1. Click Household Breakdown.

  2. Review the media and uplift metrics for each household.

  3. Use the metrics in the tables to directionally understand incrementality to the brand (like New Households Households that have not bought the promoted product in the latest 52 weeks after ad exposure) and if any optimizations are pushing towards success.

UPC Contribution

Shows which UPCs Universal Product Codes contribute to the highest percentage of sales.

  1. Click UPC Contribution.

  2. Use the sales data from UPCs to help inform your next Direct Connect Campaign (for example, see if your featured UPCs are driving more than their fair share of attributable sales).

Metric Glossary

Shows definitions of all metrics used in Direct Connect reports.

Click Metric Glossary to access this page.

To learn more about each metric, see Metrics.

Visualize data

Within the report, you have a few options to visualize your data.

Option

Instructions

Focus mode

Click Focus Mode () to expand a data table or chart.

Show as Table

Click the ellipsis (), then Show as Table to create a data table from the chart.

Spotlight

Click the ellipsis (), then Spotlight to visually highlight that specific data table or chart.

Get insights

Click the ellipsis (), then Get insights to gain 84.51° Prism insights from your data.

Export data

Export specific data

  1. From the specific chart or visual, click the ellipsis (), then Export Data.

  2. Export your data in the format that suits your needs.

If you have a lot of data, the number of rows you export might be limited depending on the file type you select.

Export all data

  1. Click Export.

  2. Use the dropdown to select either Export as .pptx (PowerPoint) or Export as .pdf (PDF).

Your final download includes one (1) page for each tab of your report, including visuals and filters, but not any raw data used to create the charts and tables.

Metrics

Each page of the report contains various metrics.

Metric

Definition

Calculation

aROAS

Attributable Return on Ad Spend; The total sales of the targeted test group (for the products being measured) related to the Total Spend.

Total Sales / Total Spend

Household Penetration Rate

Percent of exposed households in the Campaign who purchased the product within the attribution window.

Shows the percent of exposed households who are engaging with the brand and purchasing the product after seeing the creative.

Total Households that have purchased / Total Households exposed

New Households

Shoppers who bought none of the submitted UPCs in the 52 weeks prior to campaign start.

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Existing Households

Shoppers who bought at least once in the 26 weeks prior to campaign start.

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Lapsed Households Households that have not bought the promoted product in the latest 26 weeks

Shoppers who bought at least once between 26-52 weeks prior to campaign start, but not between 0-26 weeks.

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Rest of Market (ROM)

Estimates the total market Sales Uplift (including non-Kroger stores) based on loyalty segments and Kroger share of wallet.

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Total Households

The total number of households that were reached for the Campaign.

This number indicates how many unique Households were contacted.

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Total Sales

Total attributable sales of the targeted test group (for the products being measured), with a 14 day lookback window for both in-store and online.

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Total Spend

The dollar amount of the Total KPM Budget that has been spent so far.

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Viewable Impressions

The total number of times an ad was served, where at least 50% of the ad was visible for at least one second.

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