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

Leads

Leads reported by Facebook

Reach

TS Clicks

Facebook Clicks

Comments

Facebook Comments

Ad. Impressions

Facebook Ad Impressions

Inline Link Clicks

Inline link clicks on you Ad

ROAS

Return on Ad spending reported by Facebook

Likes

Likes on your Ad

Link clicks

App installs

Page Eng.

Page engagements initiated by this Ad.

Post Eng.

Post engagements initiated by this Ad

Reactions

Reactions on your Ad post

U. Inline Link Clicks

Unique Inline link clicks

Conversions

Facebook Conversions

Assertive Yield Metrics and Terms

Check out the Official docs for more

AY Clicks

Assertive Yield Clicks

Clicks Bounced

Assertive Yield Clicks Bounced

Clicks Returned

Assertive Yield Clicks Returned

D Impressions

Assertive Yield Direct Impressions

D Revenue

Assertive Yield Direct Revenue

DA Impressions

Dynamic Allocation Impressions

DA Predicted Impressions

Dynamic Allocation Predicted Impressions

DA Predicted Revenue (Client)

Dynamic Allocation Predicted Revenue

DA Predicted Revenue (Server)

Dynamic Allocation Predicted Revenue Server

DA Revenue

Dynamic Allocation Revenue

DA Revenue with Forecast

Dynamic Allocation Revenue With Forecast

DA Revenue with Forecast (Client)

Dynamic Allocation Revenue With Forecast Client

First Five Indicator

Assertive Yield First Five Indicator

AY Impressions

Assertive Yield Impressions

AY Line Item Revenue

Assertive Yield Line Item Revenue

AY Page Views

Assertive Yield Page Views

PB Lost Impressions

Prebid Lost Impressions

PB Lost Revenue

Prebid Lost Revenue

PB Lost Impressions

Prebid Lost Impressions

PB Lost Revenue

Prebid Lost Revenue

PB Revenue

Prebid Revenue

PB Won Impressions

Prebid Won Impressions

PB Won Revenue

Prebid Won Revenue

AY New Sessions

Assertive Yield Session Starts

AY Sessions

Assertive Yield Sessions

AY Viewable

Assertive Yield Viewable

Nativo Impressions

Assertive Yield Nativo Impressions

Nativo Revenue

Assertive Yield Nativo Revenue

AY Ads Per Pageview

Assertive Yield Ads Per Pageview

impressions / pageViews

AY Ads Per Session

Assertive Yield Ads Per Session

impressions / sessions

Click-Leave Rate

Click-Leave Rate

( clicks - clicksReturned )/ clicks

AY CTR

AY CTR

clicks / impressions *100

D PageView RPM

Direct PageView RPM

direct_revenue / pageViews * 1000

D PageView Value-RPM

Direct PageView Value-RPM

direct_pageView_rpm * viewability

D RPM

Direct RPM

direct_revenue / direct_impressions * 1000

D Session RPM

Direct Session RPM

direct_revenue / sessions * 1000

D Win Rate

Direct Win Rate

direct_impressions / impressions

DA PageView RPM

DynamicAllocation PageView RPM

dynamicAllocation_revenue / pageViews * 1000

DA RPM

DynamicAllocation RPM

dynamicAllocation_revenue / dynamicAllocation_impressions * 1000

DA Session RPM

DynamicAllocation Session RPM

dynamicAllocation_revenue / sessions * 1000

DA Session RPM with Forecast

DynamicAllocation Session RPM

dynamicAllocation_revenue_with_forecast / sessions * 1000

DA Win Rate

DynamicAllocation Win Rate

dynamicAllocation_impressions / impressions

AY Miss-Click Rate

Assertive Yield Miss-Click Rate

clicksBounced / clicks

P Impressions

Programmatic Impressions

prebid_won_impressions + dynamicAllocation_impressions

P Revenue

Programmatic Revenue

prebid_won_revenue + dynamicAllocation_revenue

P Revenue with DA Forecast

Programmatic Revenue with Dynamic Allocation Forecast

prebid_won_revenue + dynamicAllocation_revenue_with_forecast

PageViews per Session

pageViews / sessions

PB PageView RPM

Prebid PageViews RPM

prebid_revenue / pageViews * 1000

PB RPM

Prebid RPM

prebid_revenue / impressions * 1000

PB Session RPM

Prebid Session RPM

prebid_revenue / sessions * 1000

PB Win Rate

Prebid Win Rate

prebid_won_impressions / impressions

PBL PageView RPM

Prebid Lost Pageview RPM

prebid_lost_revenue / pageViews * 1000

PBL RPM

Prebid Lost RPM

prebid_lost_revenue / prebid_lost_impressions * 1000

PBL Session RPM

Prebid Lost RPM

prebid_lost_revenue / sessions * 1000

PBL Session Value-RPM

Prebid Lost Session Value-RPM

prebid_lost_session_rpm * viewability

PBL Value-RPM

Prebid Lost Value-RPM

prebid_lost_rpm * viewability

PBW PageView Value-RPM

PrebidWon PageView Value-RPM

prebid_won_pageView_rpm * viewability

PBW PageView RPM

Prebid Won Pageview RPM

prebid_won_revenue / pageViews * 1000

PBW RPM

Prebid Won RPM

prebid_won_revenue / prebid_won_impressions * 1000

PBW Session RPM

Prebid Won Session RPM

prebid_won_revenue / sessions * 1000

PBW Session Value-RPM

Prebid Won Session Value-RPM

prebid_won_session_rpm * viewability

PBW Value-RPM

Prebid Won Value RPM

prebid_won_rpm * viewability

RPM with DA Forecast

RPM with Dynamic Allocation Forecast

revenue_with_forecast / impressions * 1000

Session RPM with DA Forecast

Session RPM with Dynamic Allocation Forecast

revenue_with_forecast / sessions * 1000

Session Value-RPM

Session Value-RPM

session_rpm * viewability

Value-RPM

Value RPM

rpm * viewability

NTV PageView RPM

Nativo Pageview RPM

nativo_revenue / pageViews * 1000

NTV RPM

Nativo RPM

nativo_revenue / nativo_impressions * 1000

NTV Session RPM

Nativo Session RPM

nativo_revenue / sessions * 1000

Revenue

Assertive Yield Revenue

prebid_won_revenue + dynamicAllocation_revenue + direct_revenue

Revenue with DA Forecast

Revenue with Dynamic Allocation Forecast

prebid_won_revenue + dynamicAllocation_revenue_with_forecast + direct_revenue

Viewability

Assertive Yield Viewability

viewable / impressions

RPM

RPM

revenue / impressions * 1000

Session RPM

Session RPM

revenue / sessions * 1000

D Session Value-RPM

Direct Session Value-RPM

direct_session_rpm * viewability

PB PageView Value-RPM

Prebid PageView Value-RPM

prebid_pageView_rpm * viewability

PB Session Value-RPM

Prebid Session Value-RPM

prebid_session_rpm * viewability

PB Value-RPM

Prebid Value-RPM

prebid_rpm * viewability

PBL PageView Value-RPM

Prebid Lost PageView Value-RPM

prebid_lost_pageView_rpm * viewability

D Value-RPM

Direct Value-RPM

direct_rpm * viewability

P RPM

Programmatic RPM

programmatic_revenue / programmatic_impressions * 1000

P Session RPM

Programmatic Session RPM

programmatic_revenue / sessions * 1000

P Session RPM with Forecast

Programmatic Session RPM with Forecast

programmatic_revenue_with_forecast / sessions * 1000

P Session Value-RPM

Programmatic Session Value-RPM

programmatic_session_rpm * viewability

P Value-RPM

Programmatic Value-RPM

programmatic_rpm * viewability

P Win Rate

Programmatic Win Rate

programmatic_impressions / impressions

PageView RPM

PageView RPM

revenue / pageViews * 1000

PageView Value-RPM

PageView Value-RPM

pageView_rpm * viewability

DA PageView Value-RPM

Dynamic Allocation PageView Value-RPM

dynamicAllocation_pageView_rpm * viewability

DA Session Value-RPM

DynamicAllocation Session Value-RPM

dynamicAllocation_session_rpm * viewability

DA Value-RPM

DynamicAllocation Value-RPM

dynamicAllocation_rpm * viewability

P PageView RPM

Programmatic PageView RPM

programmatic_revenue / pageViews * 1000

P PageView Value-RPM

Programmatic PageView Value-RPM

programmatic_pageView_rpm * viewability

Amazon Metrics and Terms

Total Cost

Total Cost including all fees reported by Amazon

Total Fee

Total fees reported by Amazon 

Supply Cost

Sales

Clicks

Click Throughs

Impressions

Measurable Imp

Measurable Impressions

Video plays

Video starts

Video Completed

Video Completed

App views

Mobile App views

App Clicks

App Clicks

DPV Views

DPv Views

DPV Clicks

DPv Clicks

PRPV Views

PRPV Views

PRPV Clicks

ATL Views

ATL Clicks

ATC Views

ATC Clicks

Purchase Clicks

Watchlist Views

Add to watchlist views

Subscription Clicks

Subscription Views

Units Sold

Subscribe Views

Subscribe and Save Views

Subscribe Clicks

Subscribe and Save Clicks

Purchase Views

Purchase Views

Purchase Clicks

Purchase Clicks

Total Pixel CVR

eCPP

Estimated Cost per purchase

Total cost / Purchase

Total Pixel CPA

Total COST / Total Pixel

Product Purchased CVR

Product purchased / Impressions

Total Product Purchased CVR

Total Product purchased / Impressions

eCP DPV

Total cost / DPV

eCP ATC

Total cost / ATC

Purchases Rate

Purchases / Impressions

eCP Purchase

Total cost / Purchases

New Subscribe And Save eCPP

Total cost / Subscription and save

Cost Per Subscription And Save

Total cost / amz_total_subscribe_and_save_subscription

Total Subscribe And Save Subscription Rate

SnSS / Impressions

DPV Rate

DPV / Impressions

Total Add To Cart Rate

ATCR = ATC / Impressions

Total Add To Cart CPA

eCPATC = Total cost / ATC

Total eCPP

Total cost / Total Purchases

Total New To Brand Product eCPP

Total cost / New-to-brand purchases

Total New To Brand Purchase Rate

Total purchases / New-to-brand purchases

Total ROAS

Total cost / total sales

Purchases Views

Add To Watchlist Clicks

Total Detail Page Clicks

Total Detail Page Views

Total Add To List Views

Total Add To List Clicks

Total Add To Cart Views

Total Add To Cart Clicks

Total Purchases Views

Total Purchases Clicks

Total New To Brand Purchases Views

Total New To Brand Purchases Clicks

Total Subscribe And Save Subscription Views

Total Subscribe And Save Subscription Clicks

Total Pixel Views

Total Pixel Clicks

Mobile App First Start

DPV

Detail Page view

PPRV

Product Page Views

ATL

Add to List

ATC

Add To Card

Purchases

Add To Watchlist

Subscription Page

New Subscribe And Save

Product Purchased

Total Detail Page

Total Add To List

Total Add To Cart

Total Purchases

Total New To Brand Purchases

Total Subscribe And Save Subscription

Total Pixel

Viewable Impressions

Video Midpoint

Total New To Brand Units Sold

New To Brand Units Sold

New To Brand Product Sales

Total New To Brand Product Sales

Total Units Sold

Total Sales

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