Kaliper Documentation
Traffic profiling
Traffic profiling shows who is calling: how the pings of a publisher, campaign, buyer or target split by caller attributes such as age, income or home ownership. Use it to see what a publisher actually sends, and to check how much traffic an attribute filter would cut before you add one.
Where to find it
Open Ping Control.
Click a publisher, campaign, buyer or target. Its detail window opens on the Overview tab.
Scroll to Traffic profiling.
Choose an attribute in the Attribute selector. Age is shown first.
The chart covers the same pings as the row you opened: the date range and filters of the Ping Control page, and the row's grouping.
Attributes and charts
Attribute | Chart |
|---|---|
Age | A line, one point per year of age |
Income | Columns by income bracket, from under $20k to $400k+ |
Credit Score | Columns by score range, from 300–499 to 800+ |
HH Adults, HH Vehicles | Columns: 0, 1, 2 … 6, 7+ |
Gender, Marital Status, Home Owner | One bar split into shares, with the share and number of pings for each value |
State | The top 10 states, the rest grouped as Other |
Language | The top 5 languages, the rest grouped as Other |
How to read the chart
Shares are of the pings with data for this attribute. A bar at 12% means 12% of the pings whose value is known have that value, not 12% of all pings.
No match under the chart is the share of pings with no data for this attribute. For example, No match: 61% of 148.6k pings means Kaliper could not tell this attribute for 61% of the 148.6k pings in the period that Kaliper looked up.
Kaliper cannot profile every caller. The match rate depends on the traffic, so read the chart as the profile of the matched part of the traffic.
State is the state of the caller's profile address, which can differ from the ZIP sent in the ping.
Pings received before Kaliper started recording caller profiles on pings are not counted. A period from before that shows No profiled pings in this period.
What to use it for
Compare publishers. Open two publishers over the same period and compare, for example, their share of homeowners or of callers aged 65 and older.
Check a buyer's fit. If an ACA buyer does not take callers aged 65 and older, the Age chart of its pings shows how many of them it receives.
Plan an attribute filter. The chart shows what a rule would cut. When you add the rule, its Drops column shows the estimate. See Attribute filters.
Limitations
Traffic profiling only shows data. To change what reaches a buyer, use Attribute filters on the Relay settings tab.
City has no chart. It is available in attribute filters only.
Profile data is best-effort and is not available for every caller.
Data use
Caller attributes come from third-party data providers. They are estimates and can be incomplete or inaccurate. You are responsible for making sure that the way you filter traffic and share caller data with buyers complies with the laws and agreements that apply to your business.
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