Metrics

Term	Definition
Bounce rate	Percentage of users that visit a page and then leave the site in a short time frame without visiting any other pages at that site.
CPA (cost-per-action) or CPL (cost-per-lead)	Action or Lead mean exactly that some type of action or lead resulted from the display of the ad such as a sale or registration obtained. The amount an advertiser pays for an action, i.e., a purchase, form submission, etc. CPA = Campaign’s Total Cost/Total Actions
CPC (cost-per-click)	The amount paid every time someone clicks on an advertisement. The cost paid is either an agreed flat rate or bid based, meaning advertisers compete against other advertisers for the ad space. For CPC bidding campaigns, you set the highest amount that you're willing to pay for a click on your ad (unless you're using Enhanced CPC).
eCPC	Effective cost-per-click Calculated by dividing total earnings by the total number of clicks. Enhanced cost per click Helps you get more conversions from manual bidding. eCPC works by automatically adjusting your manual bids for clicks that seem more or less likely to lead to a sale or conversion on your website. To use Enhanced CPC, you’ll need to have conversion tracking enabled.
CPM (cost-per-milli)	The amount paid for every 1,000 qualifying impressions served. CPM bidding means that you pay based on the number of impressions (times your ads are shown).
eCPM (effective cost per mille)	Shows the cost of ad inventory based on the amount of impressions that were actually shown/paid. Here is the formula to determine this amount: eCPM = Revenue/(Paid Imps/1000)
vCPM (viewable CPM)	With vCPM, you bid upon, and are only charged for, impressions that are measured as visible to the user.
CPV (cost per video view)	Means a payout is triggered every time an ad is viewed. On skippable video ads, the payment is usually not triggered unless the video is not skipped for a minimum period, ie, at least 30 seconds have to be seen by a user to count as a view. CPV = (total ad spend/total measured views)" A bidding method for video campaigns where you pay for a view. A view is counted when a viewer watches 30 seconds of your video ad (or the duration if it's shorter than 30 seconds) or interacts with the ad, whichever comes first." be seen by a user to count as a view (or the duration if it's shorter than 30 seconds).
eCPV (effective cost per video view)	The average cost per qualified video view. At least 30 seconds have to be seen by a user to count as a view (or the duration if it's shorter than 30 seconds).
Click	Number of clicks on an ad unit that lead to a person leaving the ad unit. A click does not mean that a person landed on the intended destination of the ad click. There are multiple factors that could lead to a click but not a visit to the destination.e
Click-through Rate	The average number of click-throughs per hundred ad impressions, expressed as a percentage. CTR measures the effectiveness of an advertisement. It is calculated using the following formula that involves the number of clicks and impressions: CTR = (Clicks/Impressions) x 100. A high CTR means that it attracts attention and get clicks often. A low CTR means the ad is under-performing and should be evaluated further. Other similar terms include: response rate, click-thru ratio. Example: A 1.0% CTR means that for every 100 impressions, there is 1 click.
Conversion Rate	CR is calculated by dividing the number of people who take an action (i.e. make a purchase), by the total number of clicks (i.e. visitors to a website). So if 100 people visit a website, and 65 of them actually make a purchase, the CR is 65/100, or 65%.
Fill Rate	Rate of the number of delivered advertisements and the number of required advertisements.
Impression	Each time an ad is displayed on a publisher’s website.
Lead	Not every click turns into a person landing on your website. The Lead measures the clicks that did end up on your site.
Unique Visitor	When a person visits a site the individual is counted once, no matter how many times or pages the person visits, thus creating a better idea of how many people are visiting.
Viewability Rate	Viewability Rate is the percentage of ads which are actually seen by a user, that is, the percentage of ad impressions which count as being viewed. A viewed impression is described as being at least 50% on screen for more than one second. For example if a website has 10 ad impressions, of which five are counted as viewable, then the site will have a Viewability Rate of 50%.
View Through Rate	View Through Rate (VTR) is the number of completed views of a skippable* ad over the number of initial impressions. VTR = Complete views (user did not skip) / Impressions (ad rendered) *A video ad that allows the user to skip the ad after five seconds.
Viewable Impression	A viewable impression is a standard measure of ad viewability defined by the International Advertising Bureau (IAB) to be an ad which appears at least 50% on screen for more than one second. Viewable impressions are the metric that advertisers use to quantify the percentage of ads that are actually viewed by real people.
Video launched	Shows how often a video is launched (0%)
Video viewed	Shows how much of your video ads users actually see. Video ads with low play rates or early viewer drop-off may indicate a creative change decision to keep people engaged with the video content.
Video Quartiles	Video 25%: shows how often a video is played to 25% of its length Video 50%: shows how often a video is played until the middle of its view length Video 75%: shows how often a video is played to 75% of its length Video 100%: Shows how often a video is played to its completion.
Inventory	Ad inventory is the total amount of space that a publisher has available for advertisements at any given time.
Placement match	Our tag has been triggered from a publisher page, an active placement matching the page is compatible.