Reporting Metrics in Publisher Reports

Available Impressions

Shows the number of initial requests received by the ad server from the website or app. It generates an opportunity to show an impression. If a placement is also enabled for real-time bidding (RTB), then Adform creates an OpenRTB auction for the available impression.

Category: Deliveryus

Avg. Video Play time (sec.)

Shows the average amount of time that both viewable and non-viewable video ads were played. It considers both visitor-initiated and autoplay video plays. Use this metric to evaluate visitor engagement.

Category: Engagement

Avg. Video Play Time (Viewable, sec.)

Shows the average amount of time that a viewable video ad was played. It considers both autoplay and visitor-initiated video plays.

Category: Engagement

Avg. Viewability Time (sec.)

Shows how long, on average, an ad was visible on visitors' browser screen. See more information in Guide to Adform Banner Measurement.

Bid Count (for Bid Loss Reasons)

Shows the total number of bids, including both lost and won bids. Use this metric together with bid loss reason dimension to identify the number of bids lost for each reason.

Bid Rate (%)

Shows the proportion of bid responses in a total number of bid requests.

Calculation: Bid Responses / Bid Requests × 100

Category: Delivery

Bid Responses

Shows the number of bid responses.

Category: Delivery

Bid Requests

Shows the number of offers by a publisher in an attempt to sell an impression in an ad exchange auction.

Category: Delivery

Booked

Shows the number of booked units based on the campaign goal.

You can set goals for impressions, viewable impressions, clicks, or a budget. A campaign stops when a goal is reached. If you select Unlimited goal type, the campaign doesn't have any booked units, so it runs until you manually stop it or until it reaches the end date.

Buy Rate (%)

Shows the proportion of impressions (won bids) in total number of bid requests (offers for an impression).

Calculation: Impressions / Bid Requests × 100

Category: Delivery

Clicks

Shows the number of clicks for the selected report dimension.

Category: Delivery

Cost

Shows the cost of delivered units (impressions) for the selected dimension, usually at the campaign or line item level. Adform includes over-delivery information into the calculation.

If the line item goal is set to unlimited, the cost is 0. If you set the line item goal to reach a certain amount of impressions or revenue, Adform calculates the cost according to the Fixed Price algorithm.

For example: CPM Price = 7 and Delivered Impressions (actual) = 20,000, Cost = CPM Price / 1000 x Delivered = 7 / 1000 x 20,000 = 140 (EUR)

Creative Bid Rate (%)

Shows the proportion of creative bid responses in relation to the total number of creative bid requests.

Calculation: Creative Bid Responses / Creative Bid Requests × 100

Category: Delivery

Creative Bid Requests

Shows the number of offers by a publisher attempting to sell a specific creative element in an ad exchange auction.

Category: Delivery

Creative Bid Responses

Shows the number of creative settings' bid responses.

Category: Delivery

Creative Buy Rate (%)

Shows the proportion of impressions (won bids) in relation to the total number of creative bid requests (offers for impression).

Calculation: Impressions / Creative Bid Requests × 100

Category: Delivery

Creative Win Rate (%)

Shows the proportion of impressions in relation to the total number of creative bid responses.

Calculation: Impressions / Creative Bid Responses × 100

Category: Delivery

CTR (%)

Shows the click-through rate (CTR) for the selected dimension. This is the percentage of visitors who clicked an ad after being exposed to it.

Calculation: Clicks / Impressions × 100

Category: Delivery

Custom Fee (Publisher)

Shows the fee that Adform calculates based on fixed CPM or Revenue share (%), defined at the publisher level. For more information, see Custom Fees.

Category: Cost

Custom Fee (Deal)

Shows the fee that Adform calculates based on fixed CPM or Revenue share (%), defined on the deal level. For more information, see Custom Fees.

Category: Cost

Deal Bid Rate (%)

Shows the proportion of deal bid responses in relation to the total number of deal bid requests.

Calculation: Deal Bid Responses / Deal Bid Requests × 100

Category: Delivery

Deal Bid Requests

Shows the number of offers by a publisher when attempting to sell an impression in a fixed-price ad exchange auction.

Category: Delivery

Deal Bid Responses

Shows the number of deal bid responses.

Category: Delivery

Deal Buy Rate (%)

Shows the proportion of impressions (bids won) in relation to the total number of deal bid requests (offers for impressions).

Calculation: Impressions / Deal Bid Requests × 100

Category: Delivery

Deal Win Rate (%)

Shows the proportion of impressions in relation to the total number of deal bid responses.

Calculation: Impressions / Deal Bid Responses × 100

Category: Delivery

Demand Partner Bid Requests

Shows the number of offers made by a publisher in an attempt to sell an impression in an ad exchange auction.

Category: Delivery

Demand Partner Bid Responses

Shows the number of demand partners' bid responses.

Category: Delivery

Delivered

Shows the number of delivered units (impressions).

eCPC

Shows the cost per click for the selected dimension. The cost is the revenue received for sold impressions.

Category: Cost

eCPC (Gross)

Shows cost per click for the selected dimension. The cost is the gross revenue received for sold impressions.

Category: Cost

eCPC (Net)

Shows cost per click for the selected dimension. The cost is the net revenue received for sold impressions.

Category: Cost

eCPM

Shows cost per mille (thousand) impressions for the selected dimension. The cost is the revenue received for sold impressions.

Category: Cost

eCPM (Gross)

Shows cost per mille (thousand) impressions for the selected dimension. The cost is the gross revenue received for sold impressions.

Category: Cost

eCPM (Net)

Shows cost per mille (thousand) impressions for the selected dimension. The cost is the net revenue received for sold impressions.

Category: Cost

Engagement Rate (%)

Shows the share of impressions during which visitors were interacting with ads. Adform considers an impression engaging if at least one engagement occurred.

Calculation: Engaging Impressions / Impressions × 100

Engagements

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

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

Engaging Impressions

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

Events

Shows the number of different video ad events, such as video completion rates, viewability percentages, or interaction points.

Category: Engagement

Impressions

Shows the number of registered impressions for the selected dimension. Adform determines that an impression occurs when a visitor is exposed to an advertisement.

Category: Delivery

Impression Visibility Time

Describes how long a visitor had the ad showing based on the IAB definition.

Category: Viewability

Measurable Impressions

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

Category: Viewability

Measurable (%)

Shows the share of measurable impressions as a percentage. Use this metric for insights on how reliable and accurate ad measurements are.

Calculation: Measurable Impressions / Total Impressions Registered × 100

Category: Viewability

Measurable Rate (%)

Shows the part of rendered impressions that were measured for viewability. This metric has been accredited by the Media Rating Council (MRC).

Calculation: Measurable Impressions / Rendered Impressions × 100

Category: Viewability

Mouse Overs

Shows the number of mouse-overs from JavaScript tracking based on sampling, which is how many times a pointer moves over an ad. Adform counts only mouse-overs that lasted more than 1 second.

Calculation: The number of mouse-overs × The total number of impressions / The number of viewable impressions

For example: If there were 5 mouse over events with 1000 total impressions (of which 7 were viewable). Then: 5 × 1000 / 7 = 714 → 714 mouse overs.

Paid eCPM

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

Calculation: Revenue / Paid Impressions × 100

Category: Cost

Paid Impressions

Shows the number of paid impressions for the selected dimension.

Category: Delivery

Paid Impressions (%)

Shows the proportion of paid impressions (acc. to Buy Type) in total number of impressions (bids won).

Calculation: Paid Impressions / Impressions × 100

Category: Delivery

Publisher eCPC

Shows cost per click for the selected dimension. The cost is the revenue a publisher received for sold impressions.

Category: Cost

Publisher eCPM

Shows cost per mille (thousand) impressions for the selected dimension. The cost is the revenue a publisher received for sold impressions.

Category: Cost

Revenue

Shows the price that was paid for winning bids. It can display either as gross, net, or publisher revenue depending on account settings. For open auctions, the winning price is the price of the second highest bid. For fixed-price auctions, the winning price is the deal price set by the publisher.

Category: Cost

Revenue (Gross)

The price paid for the winning bids without deducting any fees. For open auctions, the winning price is the price of the second-highest bid. For fixed-price auctions, the winning price is the deal price set by the publisher.

Category: Cost

Revenue (Net)

The price paid for the winning bids minus the Adform tech fee. For open auctions winning price equals to the price of the second-highest bid. For fixed-price auctions the winning price is the deal price set by the publisher.

Category: Cost

Revenue (Publisher)

Net revenue generated by the publisher excluding all applicable publisher fees.

Category: Cost

Unique Campaign Clicks

Shows the number of unique clicks by campaign.

Category: Delivery

Unique Campaign Impressions

Shows the number of unique campaign impressions.

Category: Delivery

Unique Line Item Clicks

Shows the number of unique clicks by line item.

Category: Delivery

Unique Line Item Impressions

Shows the number of unique line item impressions.

Category: Delivery

Unique Viewable Campaign CTR (%)

Shows the unique viewable click-through rate at the campaign level for the selected dimension.

This is a percentage of visitors who clicked an ad after being exposed to it for some time when a large part of the ad was on the visitors' screens.

Calculation: Unique Campaign Clicks / Viewable Impressions × 100

Category: Viewability

Unique Viewable Line Item CTR (%)

Shows the unique viewable click-through rate at the line item level for the selected dimension.

This is a percentage of visitors who clicked an ad after being exposed to it for some time when a large part of the ad was on the visitors' screens.

Calculation: Unique Line Item Clicks / Viewable Impressions × 100

Category: Viewability

Video Completions

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

Category: Engagement

Video Completion Rate (%)

Shows the video completion rate. For audio, this rate represents the Listen-Through Rate (LTR).

Calculation:  Video Completed / Video Starts × 100

Category: Engagement

Viewable

Shows the number of viewable available impressions for the selected dimension.

Viewable (%)

Shows the share of all measurable impressions that were viewable based on the IAB definition.

Calculation: Viewable Impressions / Total Impressions × 100

Viewable CTR (%)

Shows the viewable click-through rate for the selected dimension.

This is the percentage of visitors who clicked an ad after being exposed to it for some time when a large part of the ad was on the visitors' screens.

Calculation: Clicks / Viewable Impressions × 100

Category: Viewability

Viewable Impressions (%) for IAB Viewability

Shows the proportion of viewable impressions in relation to the total number of measured impressions. An impression is viewable when at least 50% of the ad area is visible on the visitor's screen for at least 1 second.

Calculation: Viewable Impressions / Measurable Impressions × 100

Category: Viewability

Viewable Impressions for IAB Viewability

Shows the number of measurable impressions that were actually on the visitors' screens. An impression is viewable when at least 50% of the ad area is visible on a visitor's screen for at least 1 second.

Category: Viewability

Viewable Impression for Custom Viewability #1

Shows the number of measurable impressions that were actually seen on the visitors' screens. These impressions are measured based on Viewability #1 settings and are only applicable for PAS campaigns. Data is available because additional viewability levels are enabled for an inventory source.

Category: Viewability

Viewable Impressions for Custom Viewability #2

Shows the number of measurable impressions that were actually seen on the visitors' screens. These impressions are measured based on Viewability #2 settings and are only applicable for PAS campaigns. Data is available because additional viewability levels are enabled for an inventory source.

Category: Viewability

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 / Impressions × 100%

Category: Engagement

Video Starts (All)

Shows the total number of times a video started, including auto-play and visitor-initiated play. The metric counts only unique starts.

Category: Engagement

Weekdays

Shows the proportion of impressions in a total number of bid responses. This metric is available only with RTB.

Calculation: Impressions / Bid Responses × 100