Reporting Metrics in Advertiser Reports

Toma
Toma
  • Updated

In reports, Adform provides certain metrics related to the specified dimensions in the report.

Note

The term dimensions in this list refers to groupings in a report (such as a campaign or banner format).

A

Metric

Description

Agency Discount (%)

Shows the agency discount in percentage according to the media plan.

Calculation: Net Amount / Net Amount 2 × 100

Category: Media Plan

Amount

Shows the amount from the media plan. This metric can be set to show Gross Amount, Net Amount, or Net Amount 2. By default, it displays the Net Amount.

Category: Media Plan

Assisted Conversions

Shows the number of conversions for which a publisher played an assisting role (was present on the path to conversion at least once).

Adform calculates Assisted Conversions for a media when the media appears at least once per conversion path (either by impression or click).

For example:

Path to conversion 1:

Publisher A (impression) > Publisher B (impression) > Conversion

Path to conversion 2:

Publisher A (impression) > Publisher A (click) > Publisher B (impression) > Conversion

In total, Assisted Sales for Publisher A = 2

Use the Tracking filter to view the Assisted Conversions metric for the necessary conversion points. By default, the impression and click cookie lifetime is 30 days.

The Assisted Conversions metric is available in the standard Assisted Conversions report. You only see Conversions and Sales metrics in this report if you don't have access to a tracking campaign.

Category: Delivery

Assisted Conversions Ratio (%)

The ratio of conversions for which a media played an assisting role.

Calculation: Assisted Conversions / Conversions × 100

For example, 25 (Assisted Conversions of media A) / 50 (Conversions of media A) = 0.5 × 100 = 50% (Assisted Conversions Ratio)

Use the Tracking filter to view the Assisted Conversions Ratio metric for the necessary conversion points. The impression and cookie lifetime is set to 30 days.

Assisted Conversions Ratio metric is available in the standard Assisted Conversions report.

Category: Delivery

Assisted Sales

The monetary value of conversions for which a publisher played an assisting role (was present on the path to conversion at least once).

Adform calculates the Assisted Sales metric for all conversion points in the system — not only those that are available in the Path to conversion filter. Use the Tracking filter to view the Assisted Sales metric for the necessary conversion points. The impression and click cookie lifetime is set to 30 days.

For example:

Path to conversion 1:

Publisher A (impression) > Publisher B (impression) > Conversion (100 EUR)

Path to conversion 2:

Publisher A (impression) > Publisher A (click) > Publisher B (impression) > Conversion (200 EUR)

In total, Assisted Sales for Publisher A = 100+200 = 300

The Assisted Sales metric is available in Assisted Conversions report.

Note

Each conversion can have a different sales value, so in the total amount, a publisher can sometimes benefit more from contributing to one high-value conversion rather than many low-value conversions.

Category: Site Tracking

Assisted Sales Ratio (%)

The percentage of the monetary value of conversions for which the media played an assisting role.

Calculation: Assisted Sales / Sales × 100

The Assisted Sales Ratio metric is available in Assisted Conversions report.

Category: Site Tracking

Avg. Frequency (1st party)

The average number of impressions (with a first-party ID) a visitor was exposed to.

Calculation: Tracked ads / Impressions (first-party)

Based on the selected dimension, you can select a uniqueness level by clicking morereports.png in the Analytics page or in the Metric settings tab in the Custom Reports page.

This metric reports the average frequency for different ID types. For example, if webpage A uses a proprietary first-party ID and webpages B and C use an extended cross-site persistent ID, the frequency is calculated for IDs on website A. For webpages B and C, the average is reported.

Note

First-party IDs and extended IDs (publisher- or vendor-provided IDs) don't work across different ID spaces. Currently, bid requests provided by publishers may contain more than one type of ID: first-party, third-party, or extended IDs. The Adform DSP decides which ID to use in each case to optimize between the reach and usage of first-party and extended IDs. Therefore, first-party and extended ID metrics are available in cases where the impressions are bought by the DSP based on such IDs.

Category: Delivery

Avg. Frequency

Shows the average number of impressions a visitor was exposed to.

Calculation: Tracked Ads / unique impressions

Based on the selected dimension, you can select a uniqueness level by clicking morereports.png in the Analytics page or in the Metric settings tab in in the Custom Reports page.

Category: Delivery

Avg. Frequency (ID Fusion)

Shows the average number of impressions a visitor has been exposed to. When used with different uniqueness levels, this metric displays the number of unique visitors (distinguished using ID Fusion) across different devices, domains, and browsers.

Based on the selected dimension, you can select a uniqueness level by clicking morereports.png in the Analytics page or in the Metric settings tab in the Custom Reports page.

Calculation: Tracked Ads / Impressions (ID Fusion)

Category: Delivery

Average Page Duration (sec.)

Shows the average time (in seconds) spent on a tracked website.

Calculation: Time spent / Pageviews (All).

Time spent is the total amount of time visitors spent viewing pages on the tracked website.

For example, 200 seconds in total spent on a tracked website / 50 pageviews in total on a tracked website = an average duration of 2 seconds per pageview

Note

The time spent on the last page in a visit isn't captured because of technical constraints.

Category: Site Tracking

Average Visit Duration (sec.)

Shows the average time (in seconds) spent per visit.

Calculation: time spent on a tracked website / Visits.

Time spent is the total amount of time visitors spent viewing pages on the tracked website.

A visit is when a visitor enters a tracked website. Only those visits where the first tracked page is included in the tracking filter (if applied) are considered for this metric.

For example, 200 seconds in total spent on a tracked website / 50 visits to a tracked website = an average duration of 2 seconds per visit

Note

The time spent on the last page in a visit isn't captured because of technical constraints.

Category: Site Tracking

Avg. Brand Exposure Duration (sec.) (BXD)

Shows the average banner viewability time adjusted by the percentage of the visitor‘s screen covered by a banner. (JavaScript tags are required.)

Calculation: total brand exposure duration (BXD) / Tracked Ads (with measured Brand Exposure Duration)

Note

Brand Exposure Duration is measured for viewable banners only. For example, if Viewability setting on a campaign is 60%, the banner is viewable when at least 60% of the banner’s area is on the visitor’s screen. You define the viewability when creating or editing a campaign in the Viewability section.

Category: Viewability

Avg. Engagement Time (sec.)

Shows the average time spent while engaging with a viewable rich media or image banner.

The code uses three types of timed events for calculating this metric: hover time (how long a mouse cursor was over a banner), video play time (if used, how long a video was playing), and expansion time (amount of time that a viewable expanding banner has been in its expanded state).

This metric is a banner measurement. For more information, see Understand Adform Banner Measurements

Category: Delivery

Avg. Expansion Time (sec.)

Shows the average amount of time that a viewable expanding banner has been in its expanded state.

You can use this metric to evaluate visitor exposure.

This metric is available only for expandable banners and only considers visitor-initiated banner expansions.

Category: Engagement

Avg. Mouse Over Time (sec.)

Show how long in seconds mouse cursor was over a banner (hover time) on average

Calculation: total hover time / Mouse Overs

Adform counts only hovers that last more than 1 second.

This metric is a banner measurement. For more information see Understand Adform Banner Measurements

Category: Delivery

Avg. Sales

Shows the average sales value.

Calculation: Sales / Conversions

Category: Cost

Avg. Time on Site (sec.)

Shows the average time (in seconds) a visitor spends on a tracked website per visit.

Category: Site Tracking

Avg. Video Play Time (sec.)

Shows the average duration (in seconds) of how long a viewable video banner played.

You can use this metric to evaluate visitor engagement.

Note

This metric is available for rich media banners with video, and considers only visitor-initiated video playback.

Category: Delivery

Avg. Viewability Time (sec.)

Shows the average duration when at least 50% of the banner is viewable.

You define ad viewability when creating or editing a campaign in the Viewability section.

This metric is a banner measurement. For more information, see Understand Adform Banner Measurements

Category: Viewability

Avg. Visit Depth

Shows the average number of page loads per visit.

This metric includes only those visitors with enabled cookies. It considers only those visits where the first tracked page is included in the tracking filter (if applied).

Category: Site Tracking

B

Metric

Description

Blocked Impressions

Shows the number of impressions that were blocked according to the campaign's brand safety settings.

For example, if the total number of tracked ads is 1000 and the number of blocked impressions is 100, the number of ads that were successfully displayed to visitors is 900.

Category: Delivery

Blocked Impressions %

Shows the share of brand safety-blocked impressions.

Calculation: Blocked impressions / Tracked Ads

Category: Delivery

Booked

Shows the number of booked units (clicks, impressions, conversions, or days, weeks, or months) based on what was entered in media plan.

Category: Media Plan

Booked Clicks

Shows the number of booked clicks according to the media plan. It only displays this for the placements booked in clicks.

Category: Media Plan

Booked Conversions

Shows the number of booked conversions according to the media plan. It only display this for the placements booked in conversions.

Category: Media Plan

Booked Impressions

Shows the number of booked impressions according to the media plan. It only displays this for the placements booked in impressions.

Category: Media Plan

Booked Frequency

Shows the booked frequency (the number of times a visitor could see a banner).

Category: Media Plan

Booked Per Time

Shows the number of booked units (clicks, impressions, conversions, or days, weeks, or months, based on what was entered in the media plan) per day.

Calculation: Booked / Number of days in a line item's schedule according to the media plan

Category: Media Plan

Booked Time

Shows the number of booked time units (days, weeks, or months) according to the media plan. It only displays this for placements booked in time units.

Category: Media Plan

Bounces

Shows the number of bounces.

If you apply a tracking point filter in the reports, this metric only those visits where the first tracked page is included in the filter.

If the applied tracking filter includes all pages on a website, bounces and visits are:

  • Customer visits page A and then moves to page B and page C: This is a visit.

  • Customer visits page A and then exits the website:- This is a bounce.

  • Customer visits page A, refreshes the page, and exists the website: This is a bounce.

If the applied tracking filter includes only page B and C on a website , bounces and visits are :

  • Customer visits page A and then moves to page B and page C: This is a visit.

  • Customer visits page A and then exists the website: This visit isn't part of the calculation because page A isn't in the tracking point filter.

  • Customer visits page A, refreshes the page, and exits the website: This visit isn't part of the calculation because page A isn't in the tracking point filter.

Category: Site Tracking

Bounce Rate

Shows the share of bounces in relation to website visits.

Calculation: Bounces / Visits × 100

A bounce is a type of visit that triggers only one tracking point.

Category: Site Tracking

C

Metric

Description

Clicks

Shows the number of clicks for the selected report dimension.

Category: Delivery

Clicks (1st party)

Shows the number of clicks (with first-party or extended ID) for the selected dimension.

This is based on the selected dimension, You can select a uniqueness level by clicking morereports.png in the Analytics page or in the Metric settings tab in the Custom Reports page.

Note

First-party IDs and extended IDs (publisher- or vendor-provided IDs) don't work across different ID spaces. Currently, bid requests provided by publishers may have more than one type of ID: first-party, third-party, or extended IDs. The Adform DSP decides which ID to use in each case to optimize between the reach and usage of first-party and extended IDs. Therefore, first-party and extended ID metrics are available in cases where the impressions are bought by the DSP based on such IDs.

Category: Delivery

Clicks (ID Fusion)

Shows the number of times visitors clicked a banner and went to an advertiser's site. When used with different uniqueness levels, this metric displays the number of unique visitors (distinguished using ID Fusion) across different devices, domains, and browsers.

Based on the selected dimension, you can select a uniqueness level by clicking morereports.png in the Analytics page or in the Metric settings tab in the Custom Reports page.

Note

This metric doesn't include visitor engagements with rich media banners (for example, clicking Play or Start on a video).

Category: Delivery

Clicks to Landing Page

Shows the share of clicks that went to a landing page.

Calculation: Pageviews / Clicks × 100

For pageviews to be included in this calculation, set a Landing Page category for certain tracking points in

Category: Site Tracking

Conversions (All)

Shows the number of conversions from a tracked website.

If the Tracking filter includes more than one tracking point set as a conversion, this metric counts the pageviews from all these tracking points.

Category: Site Tracking

Conversions (by Page) (All)

Separately shows the number of Conversions (All) for each conversion page.

Category: Site Tracking

Conversions (by Page) (Specs)

Separately shows the number of unique conversions for each conversion page.

This metric displays Conversions (by Page) (All) based on uniqueness levels.

You can select a uniqueness level by clicking morereports.png or in the Metric settings tab of a custom report.

Category: Site Tracking

Conversions (by Page)

Separately shows the number of conversions (without repeats) for each conversion page .

Category: Site Tracking

Conversions (Specs)

Shows the number of all conversions for all tracked conversion pages.

This metric displays Conversions (All) based on uniqueness levels.

Based on the dimension selected, you can select a uniqueness level by clicking morereports.png or in the Metric settings tab of a custom report.

Category: Site Tracking

Conversions

Shows the number of conversions (without repeats) on a tracked website.

Category: Site Tracking

Conversions (ID Fusion)

Shows the number of conversions on a tracked website. When used with different uniqueness levels, this metric displays the number of conversions based on unique visitors (distinguished using ID Fusion) across different devices, domains, and browsers.

Based on the selected dimension, you can select a uniqueness level by clicking morereports.png in the Analytics page or in the Metric settings tab in the Custom Reports page.

Category: Site Tracking

Cost

Shows the cost of delivered units (impressions, clicks, days, weeks or months based on what was entered in media plan) or programmatic budget spent in programmatic campaigns.

Cost (max-cost)

Excludes overdelivery

Cost (fixed-cost)

Booked amount is distributed per day according to delivery

Cost (fixed-price)

Includes overdelivery

Buy Type: Impressions

Is equal to Cost (fixed-price) if Delivered Impressions < Booked Impressions

Is equal to Cost (fixed-cost) if Delivered Impressions ≤ Booked Impressions

Net Price × Booked Impressions × (Impressions / Delivered Impressions) / 1000

Net Price × Impressions / 1000

Buy Type: Viewable Impressions

Is equal to Cost (fixed-price) if Delivered Viewable Impressions < Booked Viewable Impressions

Is equal to Cost (fixed-cost) if Delivered Viewable Impressions ≥ Booked  Viewable Impressions

Net Price × Booked Viewable Impressions × (Viewable Impressions / Delivered Viewable Impressions) / 1000

Net Price × Viewable Impressions / 1000

Buy Type: Clicks

Is equal to Cost (fixed-price) if Delivered Clicks  < Booked Clicks 

Is equal to Cost (fixed-cost) if Delivered Clicks ≥ Booked Clicks

Net Price × Booked Clicks × (Clicks / Total Delivered Clicks)

Net Price × Clicks

Buy Type: Conversions

Is equal to Cost (fixed-price) if Delivered Conversions > or = Booked Conversions

Is equal to Cost (fixed-cost) if Delivered ≥ Booked Conversions

Net Price × Booked Conversions × (Conversions / Delivered Conversions)

Net Price × Conversions

Buy Type: Days, Weeks, or Months

Net Price × Delivered Time Units per reporting period

Days with no impressions or clicks are excluded from cost calculation.

(Schedule)

Net Price × Delivered Time Units per reporting period

Days with no impressions or clicks are excluded from cost calculation.

(Schedule)

Net Price x Delivered Time Units per reporting period

Days with no impressions or clicks will be excluded from cost calculation. 

(Schedule)

Buy Type: RTB

Programmatic budget spent

Programmatic budget spent

Programmatic budget spent

Note

For the current day Cost is higher in the morning, but gets lower gradually, and reaches the actual daily Cost by the end of the day. Therefore, it's recommended to set the reporting period to the previous day.

Note

In case of Cost (fixed price), there is no need to enter Volume and Net Amount into a media plan, Net Price per unit is enough.

Category: Cost

Cost (Post Click)

Shows the cost for the selected dimension.

This metric is only for placements with the Conversions buy type and uses only post-click conversions.

Category: Cost

Cost (Viewable)

Shows the cost value considering the share of viewable impressions.

Calculation: Cost × Viewable Impressions

Category: Cost

Cost (Non-Viewable)

Shows the cost value considering the share of non-viewable impressions.

Calculation: Cost – Cost (Viewable)

Category: Cost

Cost/Sales

Shows cost divided by the sales value.

Calculation: Cost / Sales

Category: Cost

COV (%)

Shows the conversion rate for the selected dimension.

Calculation: Conversions (Specs) / Clicks × 100

Category: Site Tracking

COV (ID Fusion, %)

Shows the conversion rate of visitors for the selected dimension. When used with different uniqueness levels, this metric displays the conversion rate of unique visitors (distinguished using ID Fusion) across different devices, domains, and browsers.

Based on the selected dimension, you can select a uniqueness level by clicking morereports.png in the Analytics page or in the Metric settings tab in the Custom Reports page.

Calculation: Conversions (ID Fusion) / Clicks × 100

Category: Site Tracking

COV (visits, %)

Shows the visit conversion rate for the selected dimension.

Calculation: Conversions / Visits × 100

Category: Site Tracking

CTR (%)

Shows the click-through rate for the selected dimension.

Calculation: Clicks / Impressions × 100

Category: Delivery

CTR % (adjusted)

Shows the click-through rate for tags with Adserving set to Impressions, Invisible, XML (In-Stream), or Offline.

Calculation: Clicks / Tracked Ads × 100

Category: Delivery

CTR (ID Fusion, %)

Shows the click-through rate for the selected dimension. When used with different uniqueness levels, this metric displays data based on unique visitors (distinguished using ID Fusion) across different devices, domains, and browsers.

Based on the selected dimension, you can select a uniqueness level by clicking morereports.png in the Analytics page or in the Metric settings tab in the Custom Reports page.

Calculation: Clicks (ID Fusion) / Impressions (ID Fusion) × 100

Category: Delivery

CTR (Product Retargeting item, %)

Shows the product retargeting item's click-through rate for the selected dimension. CTR here is the share of product retargeting item views that resulted in a click.

This metric is commonly used to evaluate the performance of a product retargeting item.

Calculation: Clicks / Product Retargeting Item Views × 100

Category: Delivery

CTR (1st party, %)

Shows the click-through rate for visitors with a first-party ID.

Based on the selected dimension, you can select a uniqueness level by clicking morereports.png in the Analytics page or in the Metric settings tab in the Custom Reports page.

This metric reports CTR for different ID types. For example, if webpage A uses a proprietary first-party ID and webpages B and C use an extended cross-site persistent ID, the CTR is for IDs on website A. For webpages B and C, this metric reports the average.

Note

First-party IDs and extended IDs (publisher- or vendor-provided IDs) don't work across different ID spaces. Currently, bid requests provided by publishers may contain more than one type of ID: first-party, third-party, or extended IDs. The Adform DSP decides which ID to use in each case to optimize between the reach and usage of first-party and extended IDs. Therefore, first-party and extended ID metrics are available in cases where the impressions are bought by the DSP based on such IDs.

Calculation: Clicks (first-party) / Tracked Ads (first-party) × 100

Category: Delivery

CTR Unique (%)

Shows a click-through rate that's unique for a campaign. This CTR is the share of unique visitors who viewed banners of a certain campaign and then clicked the banners.

Calculation: Campaign-unique Clicks / campaign-unique Tracked Ads × 100

Category: Delivery

D

Metric

Description

% Delivered Clicks

Shows the share of delivered clicks.

Calculation: Delivered Clicks / Booked Clicks × 100

This displays values only for placements booked in clicks.

Note

This metric is available for direct line items only. For programmatic line items, use the Clicks metric.

Category: Media Plan

% Delivered Conversions

Shows the share of delivered conversions.

Calculation: Delivered conversions / Booked conversions × 100

This displays values only for placements booked in conversions.

Category: Media Plan

% Delivered Impressions

Shows the share of delivered impressions.

Calculation: Delivered impressions / Booked impressions × 100

Note

This metric is available for direct line items only. For programmatic line items, use the Tracked Ads metric.

Category: Media Plan

Delivered

Shows the number of delivered units (clicks, impressions, conversions, days, weeks, or months) based on what is in the media plan.

Category: Media Plan

Delivered (in %)

Shows the share of delivered units (clicks, impressions, conversions, days, weeks, or months) based on what is in the media plan.

Calculation: Delivered / Booked × 100

Category: Media Plan

Delivered Clicks

Shows the number of delivered clicks (only for placements booked in clicks).

Note

This metric is available for direct line items only. For programmatic line items, use the Clicks metric.

Category: Media Plan

Delivered Conversions

Shows the number of delivered conversions for the selected dimension.

For dimensions that have a booking type other than Conversion, this shows a zero — even if conversions were registered.

Note

This metric is available for direct line items only. For programmatic line items, use Conversions metric.

Category: Media Plan

Delivered Cost (%)

Shows the percentage of cost delivered until now (using max cost, fixed price method) in relation to Net Amount (or Net Amount 2, based on line item settings), or RTB cost in relation to RTB Budget.

This metric can be used to monitor underdelivering or overdelivering.

Category: Media Plan

Delivered Impressions

Shows the number of delivered impressions (only for placements booked in impressions).

Note

This metric is available for direct line items only. For programmatic line items, use the Tracked Ads metric.

Category: Media Plan

Delivered Time

Shows the number of delivered time units: days, weeks, or months (only for placements booked in time units).

Category: Media Plan

Discount

Shows the media spend discount, which is the difference between the Gross Amount and the Net Amount or between the Net Amount and the Net Amount 2.

Category: Media Plan

Distributed Viewable Impressions

Shows the number of served impressions that were on the visitor's screen.

Use this with one of these dimensions: Viewability Time (sec.), Viewability Time (Extended), or Viewability %.

This metric is a banner measurement. For more information, see Understand Adform Banner Measurements

Category: Delivery

DMP ID Fusion Extension Cost

Shows the total cost that was spent on DMP ID Fusion extension data to win an impression.

Category: Cost

DMP Data Cost (Creative)

Shows the total cost that was spent on DMP data to show impressions in rotators or dynamic ads.

Category: Cost

DMP Data Cost (DSP)

Shows the total cost that was spent on DMP data to win an impression in RTB.

Category: Cost

DMP Lookalike Extension Cost

Shows the total cost that was spent on DMP ID Fusion extension data to win an impression.

Category: Cost

Delivered

Shows the number of delivered units (clicks, impressions, conversions, days, weeks, or months) based on what is in the media plan.

Category: Media Plan

E

Metric

Description

eCPA

Shows the cost per conversion with the total number of conversion pages.

Calculation: Cost / Conversions (All)

Cost is either booked or accumulated for a selected dimension. For programmatic campaigns, programmatic budget spent is considered for this metric instead of cost.

The number of conversions depends on the tracking filter used. The calculations use only the tracking points that are set as conversions.

Category: Cost

eCPA (by Page)

Shows the cost per conversion with the conversion pages listed individually.

Calculation: Cost / Conversions (by Page) (All) for each conversion page separately

Cost is either booked or accumulated for the selected dimension, or programmatic budget spent in case of programmatic campaign.

The number of conversions depends on the tracking filter used. The calculations use only the tracking points that are set as conversions.

Category: Cost

eCPA (SE)

Shows the cost per conversion with the total number of conversion pages. This is for search engine campaigns.

Calculation: Cost (of search engine campaign) / Conversions (All)

Cost is either booked or accumulated for a selected dimension. For programmatic campaigns, programmatic budget spent is considered for this metric instead of cost.

The number of conversions depends on the tracking filter used. The calculations use only the tracking points that are set as conversions.

Category: Cost

eCPC

Shows the cost per click for the selected dimension with the cost as the revenue received for sold impressions.

Category: Cost

eCPI

Shows the cost per impression for the selected dimension

Calculation: Cost / number of impressions registered

Category: Cost

eCPM

Shows cost per mille (thousand) impressions for the selected dimension.

Note

To report this metric, set the uniqueness level to Campaign Unique and the Cost Type to RTB in the Metric Settings.

Category: Cost

eCPM (Viewable)

Shows cost per mille (thousand) viewable impressions for the selected dimension.

Category: Cost

eCPP

Shows cost per pageview for the selected dimension.

Calculation: Cost / Pageviews (All)

Cost is either booked or accumulated for a selected dimension. Programmatic budget spent is calculated for programmatic campaigns instead of cost.

The number of pageviews depends on the tracking filter used.

Category: Cost

Elapsed Time

Shows the time units delivered in a reporting period: days, weeks, months, or years. The value of elapsed time comes from the schedule. This doesn't include non-booked days.

Category: Delivery

Eligible Impressions

Shows the number of impressions that were fully rendered in the visitor's browser and were viewable based on the banner and tag type.

Category: Delivery

End Client Compensation

Shows the amount of end-client compensation.

Category: Media Plan

End Client Compensation %

Shows the share of end-client compensation as a percentage.

This data is taken from the Fees table in the media plan.

Category: Media Plan

Engagement Rate (%)

Shows the share of impressions during which visitors were interacting with banners (at least one engagement occurred).

Calculation: Engaging Impressions / Tracked Ads × 100

Category: Engagement

Engagements

Shows the number of visitor interactions with a banner. These interactions are visitor-initiated banner events for rich media, video, and image banner types. Adform doesn't consider either clicks or auto-events as engagements.

For example, visitor-initiated banner events could be moving the pointer over the banner (only if > 1 sec), clicking a video's Play button, or clicking a Close button. Non-visitor-initiated banner events could be showing a floating banner or watching 25% of a video set to auto-play.

Category: Engagement

Engaging Impressions

Shows the number of engaging impressions. Adform considers an impression engaging if at least one engagement occurred during this impression.

Category: Engagement

Entrances

Shows the number of browser visits to a tracked website that were started on an advertiser's website.

Use this metric with the Page dimension to see which pages most often led to a visit.

Estimated Clicks

Shows the number of estimated clicks.

Calculation: Expected Clicks – Booked Clicks

Category: Media Plan

Estimated Conversions

Shows the number of estimated conversions.

Calculation: Expected Conversions – Booked Conversions

Category: Media Plan

Estimated Impressions

Shows the number of estimated impressions.

Calculation: Expected Impressions – Booked Impressions

Category: Media Plan

Events

Shows the number of banner events.

Category: Engagement

Events per Click

Shows the number of banner events per click.

Category: Engagement

Events per Impression

Shows the number of banner events per impression.

Category: Engagement

Exits

Shows the number of exits from a tracked website — either intentionally leaving the site or from a session time-out (after 30 minutes or at midnight).

Use this metric with the Page dimension to see on which pages users tend to leave the site.

Category: Site Tracking

Expansion Rate (%)

This metric shows the share of banner expansions.

Calculation: All Expandsions / Impressions × 100

Note

This doesn't include data from automatically expanding banners.

Category: Engagement

Expected Clicks

Shows the number of expected clicks for the selected line item.

Category: Media Plan

Expected CPC

Shows the expected cost per click.

Calculation based on the Media Plan: Net Amount (2) / Expected (Booked) Clicks.

This only displays values for placements booked in clicks.

Category: Media Plan

Expected CPM

Shows the expected cost per mille.

Calculation based on the Media Plan: Net Amount (2) / Expected (Booked) Impressions × 1000

This only displays values for placements booked in impressions.

Category: Media Plan

Expected Impressions

Shows the number of expected impressions for the selected line item.

Category: Media Plan

F

Metric

Description

Fee per Hour

Show the agency's hourly fee from the Fees table in the media plan.

Category: Media Plan

G

Metric

Description

Gross Amount

Shows the gross amount before any discounts.

Calculation: Gross Price x Booked Volume.

Category: Media Plan

Gross Price

Shows the price paid per booked unit such as CPM or CPC before any discounts.

Category: Media Plan

H

Metric

Description

Hours

Shows the fee charged by the media agency for the hours spent on a campaign

Category: Media Plan

I

Metric

Description

Impressions (%)

Shows the share of impressions for the selected dimension in relation to the total number of impressions.

Calculation: Tracked Ads (for the selected dimension) / Tracked Ads × 100

Category: Delivery

Impressions (ID Fusion)

Shows the number of times that a visitor sees an ad on a publisher's site. When used with different uniqueness levels, this metric displays the number of impressions for unique visitors (distinguished using ID Fusion) across different devices, domains, and browsers.

Based on the selected dimension, you can select a uniqueness level by clicking morereports.png in the Analytics page or the Metric settings tab in the Custom Reports page.

Category: Delivery

Impression Distribution (Non-Viewable, %) for Custom Viewability #1

Shows the share of rendered impressions that weren't viewable on the visitors' screens (based on the Custom Viewability # 1 settings).

Calculation: Non-Viewable Impressions / Rendered Impressions × 100

Category: Viewability

Impression Distribution (Non-Viewable, %) for Custom Viewability #2

Shows the share of rendered impressions that weren't viewable on the visitors' screens (based on the Custom Viewability # 2 settings).

Calculation: Non-Viewable Impressions / Rendered Impressions × 100

Category: Viewability

Impression Distribution (Non-Viewable, %) for IAB Viewability

Shows the share of rendered impressions that weren't viewable on the visitors' screens (based on standard IAB Viewability settings).

Calculation: Non-Viewable Impressions / Rendered Impressions × 100

Category: Viewability

Impression Distribution (Viewable, %) for Custom Viewability #1

Shows the share of rendered impressions that were viewable on the visitors' screens (based on the Custom Viewability # 1 settings).

Calculation: Viewable Impressions / Rendered Impressions × 100

Category: Viewability

Impression Distribution (Viewable, %) for Custom Viewability #2

Shows the share of rendered impressions that were viewable on the visitors' screens (based on the Custom Viewability # 2 settings).

Calculation: Viewable Impressions / Rendered Impressions × 100

Category: Viewability

Impression Distribution (Viewable, %) for IAB Viewability

Shows the share of rendered impressions that were viewable on the visitors' screens (based on the standard IAB Viewability settings).

Calculation: Viewable Impressions / Rendered Impressions × 100

Category: Viewability

Impression Distribution (Undetermined, %)

Shows the share of rendered impressions that were not measured for viewability.

Calculation: Non-measured impressions / Rendered Impressions × 100

Category: Viewability

L

Metric

Description

Lost Bids

Shows the number of lost RTB bids (for instance, when the banner was outbid or if the banner requires additional review).

This is based on sampled data with a sample rate close to 100%.

Category: Delivery

M

Metric

Description

Material List

Shows a list of banner sizes selected in the media plan.

Category: Media Plan

Material List (name/size)

Shows a list of banner names and sizes selected in the media plan.

Category: Media Plan

Measurable Impressions

Shows the number of impressions that Adform could measure viewability for (based on the IAB definition).

Category: Viewability

Measurable Rate (%)

Shows the share of rendered impressions that Adform could measure viewability for (based on the IAB definition).

Calculation: Rendered Impressions / Measurable Impressions × 100

Category: Viewability

Mouse Over Rate (%)

Shows how many times a pointer moves over a banner from JavaScript tracking based on sampling.

Adform counts only movements over banners that last more than 1 second.

Calculation: Tracked Ads / Mouse Overs × 100

Category: Engagement

Mouse Overs

Shows how many times a pointer moves over a banner from JavaScript tracking based on sampling.

Adform counts only movements over banners that last more than 1 second.

Calculation: (the number of movements × the total number of impressions) / (the number of viewable impressions)

For example, if there were 5 mouseover events with 1000 total impressions (of which 7 were viewable). Then: 5 × 1000 / 7 = 714 for 714 mouse overs.

Category: Engagement

N

Metric

Description

% New Visits

Shows the share of new visits in relation to the total number of visits for the selected dimension.

When a visitor goes to a publisher's site the first time, Adform registers a new visit and the visitor. Therefore, the number of visitors equals the number of new visits.

Calculation: Visitors / Visits × 100

Category: Site Tracking

Net Amount

Shows the budget after any rebate (discount agreed with the publisher).

Calculation: Net Price × Booked volume

Category: Media Plan

Net Amount 2

Shows the budget after applying all discounts (rebate and agency discount).

Calculation: Net Price 2 × Booked volume

Category: Media Plan

Net Price

Shows the price per booked unit (clicks, impressions, conversions, days, weeks, or months) after a rebate.

Category: Media Plan

Net Price 2

Shows the price per booked unit (clicks, impressions, conversions, days, weeks, or months) after applying all discounts (rebate and agency discount).

Category: Media Plan

Non-Viewable Impressions for Custom Viewability #1

Gives the number of rendered impressions that weren't considered viewable on visitors' screens (based on the Custom Viewability # 1 settings).

Category: Viewability

Non-Viewable Impressions for Custom Viewability #2

The number of rendered impressions that weren't considered viewable on visitors' screens (based on the Custom Viewability # 2 settings).

Category: Viewability

Non-Viewable Impressions for IAB Viewability

The number of rendered impressions that weren't considered viewable on visitors' screens (based on the default, standard IAB Viewability settings).

Category: Viewability

Number of Time Units

Shows the number of booked time units (days, weeks or months) based on what is in media plan.

Category: Media Plan

O

Metric

Description

Overdelivered

Shows the number of overdelivered units (clicks, impressions, conversions, days, weeks, or months) based on what is in the media plan).

Calculation: Delivered – Booked

If units are underdelivered, Adform shows a negative value.

Category: Delivery

% Overdelivered

Shows the share of overdelivered units (clicks, impressions, conversions, days, weeks, or months) based on what is in the media plan).

Calculation: Overdelivered / Booked × 100

Use this metric with the Buy Type dimension to see the unit type.

Category: Delivery

Overdelivered Clicks

Shows the number of overdelivered clicks.

Calculation: Delivered Clicks – Booked Clicks

Category: Delivery

Overdelivered Impressions

Shows the number of overdelivered impressions.

Calculation: Delivered Impressions – Booked Impressions

Category: Delivery

P

Metric

Description

Pageviews

Shows the number of pageviews (without repeats including refreshed pages) on a tracked website.

Adform excludes repeated pageviews within 15 minutes by the same visitor.

Category: Site Tracking

Pageviews (All)

Shows the number of all tracked pages views.

If there are multiple tracking points in a tracking filter, Adform includes pageviews from all such tracking points in this metric.

Category: Site Tracking

Pageviews (by Page)

Shows the number of pageviews (without repeats including refreshed the pages) separately for each of the tracked pages.

Adform excludes repeated pageviews within 15 minutes by the same visitor.

Category: Site Tracking

Pageviews (by Page) (All)

Shows the number of pageviews for each page separately.

If there are multiple tracking points in a tracking filter, Adform includes pageviews from all such tracking points in this metric.

Category: Site Tracking

Pageviews (by Page) (Specs)

Shows the number of unique pageviews for each tracked page.

This metric displays Pageviews (by Page) (All) including uniqueness level.

You can select a uniqueness level by clicking morereports.png in the Analytics page or in the Metric settings tab in the Custom Reports page.

Category: Site Tracking

Pageviews (ID Fusion)

Shows the number of all tracked pageviews. When used with different uniqueness levels, this metric displays the number of times pages were viewed by unique visitors (distinguished using ID Fusion) across different devices, domains, and browsers.

You can select a uniqueness level by clicking morereports.png in the Analytics page or in the Metric settings tab in the Custom Reports page.

Category: Site Tracking

Pageviews (Specs)

Shows the number of pageviews for all tracked conversion pages.

This metric displays Pageviews (All) including uniqueness level.

You can select a uniqueness level by clicking morereports.png in the Analytics page or in the Metric settings tab in the Custom Reports page.

Category: Site Tracking

Product COV (%)

Shows the conversion rate for each product.

Calculation: Unique Product Count / Visits × 100

Note

This metric is only available if an advertiser sends Product ID or Product Name to Adform through the Adform tracking variables.

Category: Site Tracking

Product Retargeting Item Views

Shows the number of times a product retargeting item appears in a banner.

You can use this metric to evaluate the performance of a product retargeting item.

Category: Banner

R

Metric

Description

% Remaining Impressions

Shows the share of remaining clicks in relation to the Booked Impressions metric in a media plan.

Calculation: Remaining Impressions / Booked Impressions × 100

Adform only displays values for placements booked in impressions.

Category: Delivery

Remaining Clicks

Shows the number of remaining clicks.

Adform only displays values for placements booked in clicks.

Category: Delivery

Remaining Impression

Shows the number of remaining impressions.

Adform only displays values for placements booked in impressions

Category: Delivery

Rendered Impressions

The number of times that all an banne'sr assets were delivered to a visitor's browser.

Category: Delivery

ROI (%)

Shows the return on investment as a percentage.

A positive value indicates capital growth; a negative value indicates capital decay. 0% indicates no change.

Calculation for direct campaigns and line items: (Sales – Cost) / Cost × 100

Calculation for programmatic campaigns and line items: (Sales – programmatic budget spent) / programmatic budget spent × 100%

Category: Cost

RTB Adform Included Fee

This metric shows the amount of the fee included by Adform. It's part of the RTB Cost Breakdown module.

Access to this metric is granted through Module Access. For more information, see Manage Your Business Costs

Category: Cost

RTB Bids

Shows the number of RTB bids.

Category: Delivery

RTB Brand Safety Cost

Shows the amount for brand safety costs. It's part of the RTB Cost Breakdown module.

Access to this metric is granted through Module Access. For more information, see Manage Your Business Costs

Category: Cost

RTB Contextual Targeting Cost

Shows the amount for contextual targeting costs. It's part of the RTB Cost Breakdown module.

Access to this metric is granted through Module Access. For more information, see Manage Your Business Costs

Category: Cost

RTB Custom Third-Party Fee

This metric shows the amount for the Real-Time Bidding (RTB) custom third-party fee that's paid to third-party vendors. It's part of the RTB Cost Breakdown module.

Access to this metric is granted through Module Access. For more information, see Manage Your Business Costs

Category: Cost

RTB Media Cost

Shows the cost of inventory that was purchased from ad exchanges. It's part of the RTB Cost Breakdown module.

Access to this metric is granted through Module Access. For more information, see Manage Your Business Costs

Category: Cost

RTB Rich Media Fee

Shows the amount of rich media fees that are applied to heavy banners, rich media banners, and banners with video. It's part of the RTB Cost Breakdown module.

Access to this metric is granted through Module Access. For more information, see Manage Your Business Costs

Category: Cost

RTB Trading Desk Fee

Shows the amount for trading desk fees. It's part of the RTB Cost Breakdown module.

Access to this metric is granted through Module Access. For more information, see Manage Your Business Costs

Category: Cost

RTB Win Rate (%)

Shows the share of impressions in relation to the total number of RTB bids.

Calculation: RTB Bids / Tracked Ads × 100

Adform can't report bids and the win rate per banner because of various banner rotation and optimization options that it makes available.

Category: Delivery

S

Metric

Description

Sales (All)

Shows the monetary value of product sales collected from the tracked pages of an advertiser's website.

If the sales variable is implemented, Adform retrieves this data with the sales variable on any tracked page with a page vie .

Category: Site Tracking

Sales (Specs)

Shows the monetary value of product sales (without repeats, including refreshed pages) collected from the tracked pages of an advertiser's website.

This metric displays Sales (All) including uniqueness level.

Category: Site Tracking

Sales

Shows the monetary value of product sales (without repeats, including refreshed pages) collected from the tracked pages of an advertiser's website.

Category: Site Tracking

Sales / Cost

Shows the monetary value of sales divided by cost.

Calculation: Sales / Cost

Category: Cost

Sales (ID Fusion)

Shows the monetary value of product sales collected from the tracked pages of an advertiser's website.

When used with different uniqueness levels, this metric displays data based on unique visitors (distinguished using ID Fusion) across different devices, domains, and browsers.

You can select a uniqueness level by clicking morereports.png in the Analytics page or in the Metric settings tab in the Custom Reports page.

Category: Site Tracking

Schedule

Shows the media plan schedule. Use this metric with Media and Line Item dimensions.

Category: Media Plan

SE Avg. CPC

In search engine campaigns, shows the average cost per click for for a selected dimension.

Calculation: SE Cost / Clicks

Adform collects search engine cost data from Google Ads.

Note

Adform only displays these values for search engine campaigns that are synchronized with the Adform API.

Category: Cost

SE Avg. CPM

In search engine campaigns, shows the average cost per mille (thousand) impressions for a selected dimension

Calculation: search engine cost / 1000 impressions

Adform collects search engine cost data from Google Ads.

Category: Cost

SE Avg. Position

In search engine campaigns, shows the average rank (position) of an ad compared to other ads.

This metric displays the order that ads appear on a search engine page. (An ad displays at the top with 1 as the highest position.).

Note

Adform only displays these values for search engine campaigns that are synchronized with the Adform API.

Category: Delivery

SOV (%)

Shows the share of voice (SOV) for the selected dimension. SOV is the total possessed percentage of the particular market or audience an advertiser targets.

Summary Costs

Shows a table of fees that includes End Client Compensation, Agency Fee, Ad Management, and Optimization costs.

Category: Media Plan

Sys Var Basket Size

Shows the number of items in a shopping cart. (This requires a site-tracking setup.)

This metric is a system variable and can be reported in all standard reports, as well as in Web Variable data exports.

If the Sys Var Basket Size metric is implemented, any tracked pages pass this data.

Category: Site Tracking

Sys Var Numeric 1

Sys Var Numeric 2

Shows any custom numeric data collected from the tracked pages of an advertiser's website. (This requires a site-tracking setup.)

You can edit the name of the variable in Audiences > Site Tracking > Variable names.

If the variable is implemented, any tracked pages passes this data.

Category: Site Tracking

Sys Var Product Count

Shows the count (amount, sequential number, or any other data) of products ordered on the advertiser's website. (This requires a site-tracking setup.)

If any product-level variables are implemented but they do not pass any data, Adform display 1. If the advertiser defines what data the tracking point passes, then Adform displays an appropriate value.

If the variable is implemented, any tracked pages passes this data.

Category: Site Tracking

Sys Var Product Sale

Shows the monetary value of how much a visitor paid for each product on the advertiser's website. (This requires a site-tracking setup.)

If the variable is implemented, any tracked pages passes this data.

Category: Site Tracking

T

Metric

Description

Time Basis

Shows the time basis selected in a schedule (D, W, or M for day, week, or month, respectively).

Category: Media Plan

Total Amount

Shows the total budget of a media plan.

Calculation: Net Amount + Summary Costs

Category: Media Plan

Tracked Ads

Shows the number of tracked ads (including rendered and served-but-not-rendered ads).

Adform considers both client-initiated and server-initiated measurements. Only client-initiated measurement is compliant with Media Rating Council (MRC) guidelines.

Category: Delivery

Tracked ads (1st party)

Shows the number of tracked ads that have a first-party ID (including rendered ads and served but not rendered ads).

This metric represents the part of the total tracked ads measured for first-party or extended IDs.

Based on the selected dimension, you can select a uniqueness level by clicking morereports.png in the Analytics page or in the Metric settings tab in the Custom Reports page.

Note

First-party IDs and extended IDs (publisher- or vendor-provided IDs) don't work across different ID spaces. Currently, bid requests provided by publishers may contain more than one type of ID: first-party, third-party, or extended IDs. The Adform DSP decides which ID to use in each case to optimize between the reach and usage of first-party and extended IDs. Therefore, first-party and extended ID metrics are available in cases where the impressions are bought by the DSP based on such IDs.

Category: Delivery

U

Metric

Description

Undetermined Impressions

Shows the number of served impressions that were not measured for viewability.

Category: Viewability

Unique Product Count

Shows the number of products visitors purchased on an advertiser's website.

Note

This metric is only available if an advertiser sends Product ID or Product Name to Adform through the Adform tracking variables.

Category: Site Tracking

Unique Visitors per Time

Shows the number of unique visitors per time unit (day, week or month) as specified on the media plan's summary page.

You enter the number of unique visitors manually when creating a media plan (Base Data > Media).

Category: Media Plan

% Unique Clicks

Shows the share of unique campaign clicks based on cookie IDs.

Category: Delivery

% Unique Impressions

Shows the share of unique campaign impressions based on cookie IDs.

Category: Delivery

V

Metric

Description

VAT

Shows the value added tax (VAT)

Category: Media Plan

Video Completions

Shows the number of times a video banner or an in-stream video plays to 100% completion.

Category: Engagement

Video Completion Rate (%)

Shows the video completion rate.

Calculation: Video Completed / Video Starts × 100

Category: Engagement

Video Events (Interactions)

Shows the number of interactions with video banners.

You can indicate a specific video event such as pressing Play, Pause, Stop, or other buttons. By default, this metric indicates Play interactions.

Category: Engagement

Video Events (Play Time, %)

Shows the number of times a video plays to a defined point.

Calculation: Video Events (from specific events category) / Video Starts (All) /

Intervals of 25, 50, 75, or 100% of video played define the length of video play. You specify an interval in Custom Reports > Add Metric > Metric Settings. The default setting is 25% of video playback.

Use this metric to see where visitors stop the video.

Category: Engagement

Video Plays (user-initiated)

Shows the number of times visitors press the video Play button.

Category: Engagement

Video Start Rate (%)

Shows the share of video starts.

Calculation: Video Starts / Tracked Ads × 100

Category: Engagement

Video Starts (All)

This metric shows the total number of times a video started (including auto-play and visitor-initiated play).

Category: Engagement

Viewable Impressions for Custom Viewability #1

The number of eligible impressions that were on the visitors' screens (based on the Custom Viewability # 1 settings).

Category: Viewability

Viewable Impressions for Custom Viewability #2

The number of eligible impressions that were on the visitors' screens (based on the Custom Viewability # 2 settings).

Category: Viewability

Viewable Impressions for IAB Viewability

The number of eligible impressions that were on the visitors' screens (based on the default standard IAB Viewability settings).

Category: Viewability

Viewable Rate (%) for IAB Viewability

Shows the share of measurable impressions that were on the visitors' screens (based on the default standard IAB Viewability settings).

Calculation: Viewable Impressions for IAB Viewability / Measurable Impressions × 100

Category: Viewability

Viewable Rate (%) for Custom Viewability #1

Shows the share of measured impressions that were on the visitors' screens (based on the Custom Viewability # 1 settings).

Calculation: Viewable Impressions for Custom Viewability #1 / Measurable Impressions × 100

Category: Viewability

Viewable Rate (%) for Custom Viewability #2

Shows the share of measured impressions that were on the visitors' screens (based on the Custom Viewability # 2 settings).

Calculation: Viewable Impressions for Custom Viewability #2 / Measurable Impressions × 100

Category: Viewability

Visitors

Shows the number of unique visitors on a tracked website.

Category: Site Tracking

Visits

Shows the number of all visits on a tracked website for the selected report period.

To see a total number of visits, set the Tracking filter to All tracking points. A visit is assigned to the first tracking point in a session. If not all tracking points are included, not all visits will be shown in the report.

For example, a visitor views the Homepage (A), then the About page (B), and finally, the Our Products page (C).

The visitor triggered tracking points A, B and C. This is considered a single visit (session), and it is attributed to the first tracking point—A.

If you set the Tracking Filter to include only tracking points B and C, the visit count will be 0. But if you set the filter to include all tracking points, the visit count will be 1.Category: Site Tracking

Verified Tracked Ads

Shows the net count of impressions rendered or tracked on a publisher's page.

This metric consists of rendered impressions and tracked ads (only for pixel tags).

Category: Delivery

VTR (%)

Shows the impression conversion rate for the selected dimension (view-through rate).

Calculation: Conversions / Impressions × 1000

Category: Site Tracking

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