Glossary Of Terms

Traffic Source Metrics and Terms

List of reported metrics using traffic source reported information.

Cost - currency
Shows the ad spend as reported by the traffic source (ad network).

TS Clicks - number
Shows the number of ad clicks reported by the traffic source (ad network).

TS Conv. - number
Shows the number of conversions tracked and reported by the traffic source (ad network).

TS CPA - currency
Shows the calculated cost per action based on the ad spend and the number of conversions reported by the traffic source (ad network).

Formula:
[TS CPA] = [Cost] / [TS Conv]

TS CVR - percentage
Shows the calculated conversion rate based on the ad clicks and the number of conversions reported by the traffic source (ad network).

Formula:
[TS CVR] = ( [TS Clicks] / [TS Conv] ) x 100

TS Rev - currency
Shows the tracked results revenue reported by the traffic source (ad network).

TS Net - currency
Shows the calculated net profit based on the ad spend and revenue reported by the traffic source (ad network).

Formula:
[TS Net] = [TS Rev] - [Cost]

TS ROI - percentage
Shows the calculated return on investment based on the ad spend and revenue reported by the traffic source (ad network).

Formula:
[TS ROI] = ( [TS Net] / [Cost] ) x 100

TS EPC - currency

Shows the calculated earning per click based on the reported number of ad clicks and revenue from the traffic source (ad network).

Formula:
[TS EPC] = [TS Rev] / [TS Clicks]

Impressions - number
Shows the number of ad impressions reported by the traffic source (ad network).

CTR - percentage (Taboola only)

Shows the click-through rate reported by the traffic source (ad network).

Formula:
[CTR] = ( [TS Clicks] / [Imp] ) x 100

Viewable Impressions - number (Taboola only)

Shows the amount of viewed ad impressions as reported by the traffic source (ad network).

vCTR - percentage (Taboola only)

Shows the viewable click-through rate reported by the traffic source (ad network)

Formula:
[vCTR] = ( [TS Clicks] / [ Viewable Impressions] ) x 100

Avg. CPC - currency

Shows the average cost-per-click calculated based on the total cost and number of ad clicks reported by the traffic source.

Formula:
[Avg. CPC] = [Cost] / [TS Clicks]

Camp. ID

Shows the unique campaign identifier as reported by the traffic source (ad network).

Status

Specifies the current status of a campaign, widget, content, etc. as reported from the traffic source (ad network).

Daily Budget - currency

Shows the daily budget allocated on the campaign level as reported by the traffic source. The value can be edited from TheOptimizer.

Total Budget - currency

Shows the total budget allocated on the campaign level as reported by the traffic source. The value can be edited from TheOptimizer.

Widget ID - string / sub-entity of the campaign

Refers to the publisher site name or id as pulled by the traffic source. Depending on the traffic source, this value can be a text string, number, or a combination of both.

This entity also determines the value based on which TheOptimizer matches publisher-level performance statistics from the traffic source to the tracker side.

Content ID - string / sub-entity of the campaign

Refers to the unique identifier of the ad creative as reported by the traffic source. Depending on the traffic source, this value can be a text string, number, or a combination of both.

This entity also determines the value based on which TheOptimizer matches ad-level performance statistics from the traffic source to the tracker side.

Section ID - string / sub-entity of the campaign (Outbrain only)

Refers to the unique identifier of the publisher section as reported by the traffic source. Depending on the traffic source, this value can be a text string, number, or a combination of both.

This entity also determines the value based on which TheOptimizer matches section-level performance statistics from the traffic source to the tracker side.

Tracking Platform Metrics and Terms

TRK Clicks - number

Shows the amount of campaign link visits reported by the tracking platform.

LP Clicks - number

Shows the amount of landing page clicks reported by the tracking platform.

LP CTR - percentage

Shows the calculated click-through rate percentage reported by the tracking platform.

Formula:
[LP CTR] = ( [LP Clicks] / [ TRK Clicks] ) x 100

LP CPC - currency

Shows the calculated landing page cost-per-click based on the number of landing page clicks reported by the tracking platform and the matched cost traffic reported by the traffic source.

Formula:
[LP CPC] = [Cost] / [ LP Clicks]

LP CR - percentage

Shows the calculated conversion rate from the reported amount of landing page clicks and conversions reported by the tracking platform.

Formula:
[LP CR] = ( [TR Conv] / [LP Clicks] ) x 100

TR Conv. - number

Shows the number of conversion events reported by the tracking platform.

TR CPA - currency

Shows the calculated cost per action (acquisition) based on the number of conversions reported by the tracking platform and cost reported by the traffic source.

Formula:
[TR CPA] = [Cost] / [TR Conv]

TR CVR - percentage

Shows the calculated campaign link visit to conversion ratio based on the number of campaign link visits and conversions reported by the tracking platform.

Formula:
[TR CVR] = ( [TR Conv] / [TRK Clicks] ) x 100

TR Rev - currency

Shows the generated revenue as reported by the tracking platform.

TR Net - currency

Shows the calculated net profit based on the cost reported by the traffic source and the revenue reported by the tracking platform.

Formula:
[TR Net] = [TR Rev] - [Cost]

TR ROI - percentage

Shows the calculated return on investment based on the ad spend reported by the traffic source and revenue reported by the tracking platform.

Formula:
[TR ROI] = ( [TR Net] / [Cost] ) x 100

TR EPC - currency

Shows the calculated earning per click based on the revenue and campaign link visits reported by the tracking platform.

Formula:
[TR EPC] = [TR Rev] / [TRK Clicks]

EPC - currency (best option)

Shows the most realistic earning per click calculation based on the revenue reported by the tracking platform and ad clicks you paid for on the traffic source.

Formula:
[TR EPC] = [TR Rev] / [TS Clicks]

Payout - currency

Shows the calculated average revenue per conversion value (aka. payout) based on the revenue and conversions reported by the tracking platform.

Formula:
[Payout] = [TR Rev] / [TR Conv]

** Important: Please note that this value can also be set manually by overriding the actually calculated metric.

Est. Cost - currency

Shows the estimated cost calculation based on the average cost-per-click reported by the traffic source and the number of campaign link visits reported by the tracking platform.

Formula:
[Est. Cost] = [Avg. CPC] x [TRK Clicks]

Est. Net - currency

Shows the estimated net profit calculation based on the estimated cost calculated in TheOptimizer and the number of campaign link visits reported by the tracking platform.

Formula:
[Est. Net] = [TR Rev] - [Est. Cost]

Est. ROI - percentage

Shows the calculated return on investment based on the estimated traffic cost calculated in TheOptimizer and revenue reported by the tracking platform.

Formula:
[Est. ROI] = ( [Est. Net] / [Est. Cost] ) x 100

Search Arbitrage Metrics and Terms

Publisher Clicks - number

Refers to the amount of the reported search ad clicks (aka. revenue events) happening on a parked domain.

Publisher Revenue - currency

Refers to the revenue generated by the publisher clicks happening on the parked domain.

Google Analytics Metrics and Terms

Entrances - number

The number of entrances to the property measured as the first pageview in a session.

Page Views - number

Reports the total number of page views for the tracked content property.

Unique Page Views - number

Reports the number of sessions during which the specified page was viewed at least once. A unique pageview is counted for each page URL + page title combination.

Time on Page - time

Reports the average time a visitor spent on a specific page.

PVS - number

Reports the calculated number of page views per session.

Exits - number

Reports the total amount of tracked exits from the content property.

Page Value - time

Reports the average value of a page or set of pages, which is equal to (ga:transactionRevenue + ga:goalValueAll) / ga:uniquePageviews.

Users - number

Reports the number of visitors accessing the content property.

New Users - number

Reports the number of sessions marked as a user's first sessions accessing the content property.

Sessions - number

Reports the total number of sessions measured on the content property.

Session Duration - time

Reports the duration of the user session.

Avg. Session Duration - time

Reports the calculated average duration time of the visitor session.

Bounces - number

Reports the total number of single page (or single interaction hit) sessions for the property.

Bounce Rate - percentage

Reports the calculated one-page visits divided by the total number of entrances to a content property.

Goal Starts - number

Reports total number of starts for the first 5 goals (1 - 5) defined in the GA account.

Goal Completions - number

Reports total number of competitions for the first 5 goals (1 - 5) defined in the GA account.

AdSense Revenue - currency

Reports the total revenue generated from AdSense ads.

AdSense Ad Units Viewed - number

Reports the number of AdSense ad units viewed (requires integration with AdSense). An ad unit is a set of ads displayed as a result of one piece of the AdSense ad code. For details, see https://support.google.com/adsense/answer/32715?hl=en.

AdSense Ad Clicked - number

Reports the number of times AdSense ads on the site were clicked (requires integration with AdSense).

AdSense Page Impressions - number

Reports the number of pageviews during which an AdSense ad was displayed (requires integration with AdSense). A page impression can have multiple ad units.

EPAC - currency

Reports the calculated earnings per ad click.

EPV - currency

Reports the calculated earnings per view.

EPS - currency

Reports the calculated earnings per session.

Facebook Metrics and Terms

Assertive Yield Metrics and Terms

Check out the Official docs for more

Amazon Metrics and Terms