Missing Campaign Data for Creatives
When viewing StackAdapt data in Funnel, you may encounter rows of data for Creatives that are missing values for Campaign or Campaign Group.
This behavior is caused by archiving a Creative in StackAdapt.
When a Creative is archived, the StackAdapt API disassociates it from its Campaign and Campaign Group. Consequently, Funnel downloads the performance data for the Creative but cannot retrieve the parent campaign information.
This disassociation does not occur in the CSV export available in the StackAdapt user interface. This can lead to a discrepancy where data appears correct in a manual export but incomplete in Funnel.
Workaround: To preserve historical data associations in the API, do not archive Creatives.
Reach & Frequency: Understanding the Two Reports
Funnel provides two separate reports that both include reach and frequency metrics. They use different calculation methods and match different sections of the StackAdapt UI.
Delivery report — 1-day reach & frequency
The Delivery report includes daily unique impression metrics. These match the Delivery section in the StackAdapt UI.
How it's calculated: Of all users who have ever seen the campaign, how many received their first impression on this specific day? Users are deduplicated across the campaign's entire lifetime — someone who saw the ad last week will not be counted again this week.
Use this report when you want a daily breakdown of new unique viewers.
Reach & Frequency report — weekly, bi-weekly, and monthly
The Reach & Frequency report includes reach and frequency metrics for 7-day, 14-day, and 30-day windows. These match the Reports → Data and Insights → Reach and Frequency section in the StackAdapt UI.
How it's calculated: How many distinct people saw the ad at least once within the selected time window? Users are deduplicated within the window only — someone counted last week can be counted again this week if they saw the ad again.
Use this report when you want periodic reach and frequency metrics comparable to what StackAdapt shows in its native reporting interface.
Why the numbers differ
Because of the different deduplication methods, numbers between the two reports are not directly comparable and should not be added together. If your numbers don't match what you see in the StackAdapt platform, check which section of the UI you are comparing against:
Delivery figures → compare with the Delivery section in StackAdapt
Weekly/bi-weekly/monthly figures → compare with Reports → Data and Insights → Reach and Frequency in StackAdapt
