C

Click-through

The process of a user clicking on the creative and going to the brand's landing page.

Click-through Rate (CTR)

CTR is a ratio that displays how often people viewing the creative finally clicks on the creative. The ratio appears as percent (%).

CTR = (Total clicks/ Total Impressions) * 100

E

Engagement Rate (ER)

ER is the percentage of Impressions with at least one Interaction. 

ER enables you to gauge user's interest in the creative. High ER indicates that a large set of users interacted with the creative. 

* ER is one of the recommended ad performance measurement metric.

Engagement Rate = Total Engagements / Total Impressions 

F

Fallback Impressions

The impression captured for the total number of ad requests with no ad served for browser or device not supporting rich media or JavaScript.

First Interaction (FI)

FI provides the count of interactions when a user interacted with the creative.

I

Impressions (Requested)

The total number of Ad requests received against a Tag/Creative.

Impressions (Rendered)

The total number of impressions for all the ad where an ad request was made. 

For In-app, total number of impressions when the ad was completely loaded in MRAID SDK environment

Impressions (Served)

An impression is served when the creative loads from our servers and shown to the viewer’s screen. In case of expandable format, it is counted when the banner is loaded, however for other formats where the first layer of Creative was displayed.

 Impressions in 7 days

The total number of impressions served by the Creative in the last 7 days.

Interaction Rate

It is the ratio of First Interactions to Total served Impressions.

L

Labels

Labels enable easy organization of the campaigns in your account. Label act as a group to quickly filter and display data for you.

N

Non-Fallback Impressions

The impression captured for the total number of ad requests with ad served for browser or device supporting rich media or JavaScript.

P

Primary Category

The Primary Categories are the taxonomy and standard defined by IAB to categorize Brands.

S

Served Rate

Served Rate is the ratio of Impressions Served to Impressions Requested.

T

Time Spent (Auto Expansion)

The total time spent on the Creative by a user when the Creative expanded automatically.

Time Spent (Total)

Total Time Spent on a particular ad transaction= Time of the last event fired for a particular ad transaction — Time of the first interaction with the ad


Time Spent (User Initiated)

The total time spent on the creative by a user when the creative expanded due to the user action.

Total Engagements

The total number of impressions when the user interacted with the creative (click, tap, swipe etc.)

Total Interactions

The total number of user interactions on the creative.

Total Impressions Served (All-time)

The total impressions served by the Campaign from the campaign start date to this day.

To know more about the served impressions, check out the Impressions (Served) definition.

V

Video - Total hours watched - Auto Play

The total hours a video was played when configured to play automatically once the creative loaded.

Video - Total hours watched - User Initiated

The total hours a video was played when configured to play via a user play action once the creative loads.

Video Completion

The total number of times a user completed watching the full length of the video.

Video Completion Rate

The ratio of total video plays to the total number of time a video was displayed to a user.

Video Plays

Video Plays provides the number of times playback was initiated on a video file.