Metric definitions and formulas
The following table defines all available metrics in the reporting dashboards. Available metrics vary based on the kind of business you advertise.
Metric | Definition/Formula |
Attributable Outcomes | Number of conversions from the campaign within the attribution window |
Average Frequency | Average number of impressions a user is exposed to within a time frame Total impressions / Number of unique users |
Average Frequency Before Conversion | Average number of impressions a user is exposed to before conversion Total impressions before conversion / Number of unique users |
Average Revenue Per Conversion | Revenue / Number of conversions |
Contracted CPA Rate | Advertiser configured goal value for their ideal cost per acquisition (i.e., cost per conversion) |
Conversions | Any desired action or event performed by a user exposed to your ad (e.g., make an in-app purchase, create an account, etc.). A conversion may not occur immediately after viewing an ad. Additional time may pass or additional events (such as ad views) may occur before there is a conversion. |
Cost per Action (Outcome Date) | Total spend on the date / Count of actions on the date (ignoring the data of the attributable impressions) Actions are defined during account setup and vary by advertiser (e.g. purchases, signups, etc.). |
Cost per Completed Video | Total spend on ads / total completed video views |
Cost per Conversion | Total spend on ads / Number of conversions |
Cost per First Visitor | Cost per unique visitor |
Cost per Install (CPI) | Spend per app install |
Cost per Lead | Average spend per lead generated from your ads |
Cost per Purchase | Total spend on ads / Number of purchase events |
Cost per Registration | Total spend on ads / Number of registration events |
Cost per Visit (CPV) | Average spend per website visit Multiple visits within an hour from the same household are counted as one visit |
eCPM | Effective cost per mille Average spend for every 1,000 impressions that were shown within the specified date range |
Exposed Converted Value (for outcome) | Marketer sales/gross merchandise value attributable to your campaigns |
First Conversion Date | Timestamp of the first conversion event |
First Impression Date | Timestamp of the first ad exposure |
Frequency | Count of times the ad was viewed |
Household Conversion Rate | Count of converting households / Count of total exposed households |
Impressions | Count of ad exposures |
Install Rate | Percentage of impressions served that resulted in an install (Total installs / Total impressions) x 100 |
Latest Conversion Date | Timestamp of the last conversion event |
Last Impression Date | Timestamp of the last ad exposure |
Last Touch | Attribution model – Last touch attribution credits conversions solely to the last ad interaction that directly led to the conversion |
Order Value | Total monetary value of the conversion |
Outcome Time | Time the outcome for the ad occurred. EXAMPLE A person is shown an ad on 6/1 at 3pm, but converts (e.g., makes a purchase, visits the website, etc.) on 6/3 3pm. The outcome time is 6/3 3pm. |
Reach | Count of unique households that were exposed to the ad |
Registration Rate | Ratio of total registrations to total impressions |
Revenue | Your earnings as a result of the ad campaign(s). This value is collected via a postback or tracking code.. |
ROAS | Return on ad spend. Measures the effectiveness of different ad channels and techniques by calculating the revenue you generate by running an ad campaign compared to your campaign spend. Calculated as Total conversion value / Costs |
Site Visit Conversion Rate | Count of site visits that led to a conversion / Count of total site visits |
Site Visit Rate | Count of site visits / Count of impressions |
Time Decay | Chart representing customer touchpoints across the campaign based on their proximity to the conversion goal. More credit is given to interactions closer to the conversion event. |
Total Calls | Count of call events |
Total Clicks | Count of click events by a viewer of an ad |
Total Conversion Rate | Count of attributable events by viewers of an ad |
Total Conversions | Generic term referring to the count of outcomes (purchases and installs are loosely referred to as conversions). Frequently used in CPC and other metric names and when the generic name simplified across use cases. |
Total Exposed Household (Reach) | Count of households who were shown an ad |
Total Funnel Steps | Count of events categorized as funnel steps |
Total In-App Events | Count of attributable post-install events occurring in the downloaded app and used to measure engagement |
Total In-App Purchase | Purchases made by users after they have installed your app. If your campaign is set up to send postbacks about post-install purchases, you can report on in-app purchases to track RAS. In-app purchases don’t include any other in-app events. |
Total Installs | Count of attributable app installs by viewers of an ad |
Total Leads | Count of leads generated from exposure to ads |
Total Other Conversions | Count of converted impressions whose event category is “other” |
Total Purchase Value | Value from purchases attributable to your campaigns, de-duped by household |
Total Purchases | Count of purchases attributable to your campaigns, de-duped by household |
Total Registrations | Count of attributable lead registrations/similar events by viewers of an ad |
Total Spend USD | Amount spent on impressions that were shown during the specified date range |
Total Video Completes | Count of ads that were viewed to completion |
Unique Visitor Rate | Count of unique household visitors / Count of total visitors |
Unique Visitors | Count of deduped visitors |
Video Completion Rate | Count of completed views / Count of impressions |
View of a Key Page | Count of outcomes such as “AboutPage” or “ContactUs” that roll up to the action describing the viewer of an ad visiting a key website page |
Website Visits | Count of website visits by unique user per day |