How to create a new Kits Explorer report

Amalie Updated by Amalie

How to create a new Kits Explorer report

To create a new report go to your Explorer tab and click +New. You must set up your report, select your target group and finally select your media sets. This guide will take you through how to set up your report.


From the setup tab you must define the following three things:

Report details 

Start by giving your report a name. The name will be displayed in the top of your report in the report overview list. 

Next, you must decide if the report should be updated (recalculated) automatically. Automatic recalculation is should only be used for reports that are used on a reoccurring basis and needs regular updating. The frequency of the recalculation will depend on the time frame you have selected in the ‘media selection’ section. 

Note that it is only possible to set automatic recalculation for reports that have a ‘running’ time period selected like "last week", "last month" etc.

Reporting blocks

You have the option to customize the report, and select which reporting blocks should be part of the report. The fewer reporting blocks, the faster your report is calculated, so we recommend selecting the reporting elements you need and deselecting the ones you don't need.

Comparison time frame

This option will define if it should be possible to see metrics broken down on weekly, daily or both weekly and daily level in the report.

Target group 

When you have finished the setup, you define the target group that the report should be based on. 

The target group can be defined on geographical region in the reporting country (NUTS3 level) and our 7 standard demographic variables (Gender, age, education, employment, income, children in household and household size). 

On the right hand side, we will display a short summary of the selected target group. The summary will display the incident rate of the selected target group in the online population.

Media selection & reporting dates

Final step in setting up your new report is the media selection and date range definitions.

Kits explorer is designed for comparison which means you will be able to define one or two data sets that you want to look into and compare. A data set can consist of one or a combination of different media entities and compare the same or two different date ranges. 

Number of data sets

You will have the option to select if you want to base the report in one or two data sets. The default view is a single data set, but if you wish to add a second data set, this can easily be done by clicking on ‘add another set for comparison’. 

You can name each of the data sets and we recommend setting a name that will make sense to you and remind you what you are exploring or comparing. The med a set name will be the display name of the data set in the report. In the example above the user is comparing competitors against their own media. You can also remove a data set, by clicking ‘remove set’.  

Finally you can also switch the order of the two data sets. This can be done by clicking the arrows between the two data set boxes. 

Date range definition

You can select any time period for reporting as long as this does not exceed 90 days or three months.

On each of your data sets you simply click the ‘period’ field. A down-down will appear and you will have multiple choices for setting a time period:

  • Custom time period: Select a custom time period by using the date picker, or type in the start and end date of the reporting period. 
  • Running time periods: Select to use running time periods by using the options; Last week, last 2 weeks, last 3 weeks, last month, last 2 months or last 3 months. When selecting this option, the reporting period will start from the last full week and end on the defined look back. I.e. If today is Wednesday and you select last week, the reporting period will be Monday-Sunday the week before and not the last 7 Days.
  • Same as: You can also choose to set the time period to be the same as for the other data set. You can select "the same period" as the other data set, or "the same period as the other data set last year" or the same "running time period" as the other data set.

Selecting media / track point 

Finally you must select a combination of several or a single media entity or 'track point' for your data sets. The selected media can both be the same or different for the two data sets. To add a media to a data set simply select the data set and click ‘add media’.

This will open a pop-over window allowing you to select between the media entities associated with your account. This includes media entities shared by other accounts and media, section, media titles and media title sections. 

You can from this popover add or remove track points (media or sections) from the list using the button to the right. If a media entity is already selected, you will have the option to remove it. In the same way, if a media is already selected as part of a media title it will not be possible to select it again as a single media - this to avoid double counting. 

From the left hand side in the pop-over you have the option to filter the media entities on different variables:

  • Added to set: Will allow filtering of media entities that are or are not already selected as part of the data set. 
  • Account; allow filtering based on the account a media entities belongs to. Note that in the case of MMF account equals ‘Measurement member’. 
  • Level; filtering on the reporting level of the media entities; Media level, section level, media title level, media title section level. 
  • Group: allows filtering on the Group a track point is associated with.
  • Labels: Filtering on labels
  • Publications type; Filtering on publication type (news, magazines etc). 
  • Platform: Filtering on the ‘platform’ the track point is measuring; Web, IOS, Android, Big screen. 

Once the you have selected the combination of media entities that is needed the list of selected media entities will be displayed on the media selection screen. You have the option to remove selected media from the data set directly from this list. If you are working with two data sets, you can flip between selected media for set A and for set B in the list. 

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Getting started with Kits Explorer API

Target group translation table