| METRIC | DEFINITION | ||
| Basic | |||
| Imp. ( impressions) | Number of ads impressions delivered | ||
| Daily U.U. (Daily unique users) | Sum of users (cookies) exposed to ads per day. | ||
| U.U. ( Unique users) | Number of users (cookies) exposed to ads since the beginning of the campaign or sum of monthly unique users exposed to ads for a campaign of over 90 days or of an unknow length (no campaign end date) | ||
| Unloads | Sample of impressions on which the visibility information (X% of surface and number seconds of visibility on the user screen) is recorded. | ||
| Daily uniques unloads | Sample of daily unique users for which the visibility information (X% of surface and number seconds of visibility on the user screen) is recorded. | ||
| Uniques unloads | Sample of unique users for which the visibility information (X% of surface and number seconds of visibility on the user screen) is recorded. | ||
| Visibility measurement rate (Unloads rate) | Percentage of unloads (sample of impressions on which the visibilty information is recorded) versus the total number of impressions; | ||
| % vis. (Visibility rate) | Percentage of ads visible within the defined visibility threshold ( X% of their surface for at least N seconds, refer to the tool documentation to define the visibility threshold) versus the number of unloads (sample of impressions on which the visibility information is recorded) | ||
| Clicks | Number of clicks performed | ||
| Daily U.clicks (Daily unique clicks ) | Sum of daily unique users who clicked | ||
| U.clicks ( Unique clicks) | Number of unique users who clicked since the beginning of the campaign or sum of monthly unique users who clicked for a campaign of over 90 days or of an unknow length (no campaign end date) | ||
| CTR / Imp (Click rate versus impressions) | Percentage of clicks versus the number of impressions (ads delivered) | ||
| CTR / Visibilities (Click rate versus visibilities) | Percentage of clicks versus the number of visibilities | ||
| Conv. ( Conversions) | Number of conversions performed. | ||
| PC conv. (Post-click conversions) | Number of conversions performed through a click. | ||
| PE conv. (Post-event conversions) | Number of conversions performed through an event, i.e. subsequent to a user having interacted with an ad. | ||
| PV conv. (Post-visibility conversions) | Number of conversions performed through a visibility, i.e., subsequent to the user being exposed to an ad within the visibility threshold defined. This type of conversion is only available if the Visibility module has been activated on the WCM account. | ||
| PI conv.(Post-impression conversions) | Number of conversions performed through an impression, i.e., subsequent to a user being exposed to an ad. If the Visibility module has been activated on the WCM account, the post-impression conversions are the conversions subsequent to a user being exposed to an ad out of the visibility threshold defined. | ||
| Daily U.conv. Daily PC U.conv. , Daily PE U.conv., Daily PV U.conv., Daily PI U.conv. (Daily unique conversions) | Sum of daily unique users having performed a conversion. | ||
| Contributions | Number of actions performed by the users before conversions (excluding the action to which the conversion has been attributed). | ||
| Click contri. (Click contributions) | Number of clicks performed by the users before conversions. | ||
| Event contri.( Event contributions) | Number of events performed by the users before conversions. | ||
| Visibility contri. (Visibility contributions) | Number of visibilities (ads visible) to which users have been exposed before conversions. | ||
| Imp. contri. (Impressions contributions) | Number of impressions to which users have been exposed before conversions. | ||
| Bounce rate | Percentage of single-page visits versus the total number of visits | ||
| Delivery ratio | Percentage of ads delivered (impressions) versus the number of ads purchased. | ||
| Performance | |||
| Page views (funnel) ( Page views on funnel steps) | Number of page views on a funnel step. | ||
| Dailly UU (funnel) (Daily uniques users on funnel steps) | Number of daily unique users on a funnel step. | ||
| UU (funnel) (Uniques users on funnel steps) | Number of unique users on a funnel step. | ||
| PC conv. rate / clicks (Post-click conversion rate versus clicks) | Percentage of post-click conversions versus the number of clicks. | ||
| PC conv. rate /events (Post-click conversion rate versus events) | Percentage of post-click conversions versus the number of events. | ||
| PC conv. rate / visibility (Post-click conversion rate versus visibilities) | Percentage of post-click conversions versus the number of visibilities. | ||
| PC conv. rate / imp. (Post-click conversion rate versus impressions) | Percentage of post-click conversions versus the number of impressions. | ||
| PE conv. rate / events (Post-event conversion rate versus events) | Percentage of post-event conversions versus the number of events. | ||
| PE conv. rate / visibility (Post-event conversion rate versus visibilty) | Percentage of post-event conversions versus the number of visibilities. | ||
| PE conv. rate / imp. (Post-event conversion rate versus impressions) | Percentage of post-visibilities conversions versus the number of visibilities. | ||
| PV conv.rate / visibility (Post-visibility conversion rate versus visibilities) | Percentage of post-visibilities conversions versus the number of visibilities. | ||
| PV conv.rate / imp. (Post-visibilty conversion rate versus impresions) | Percentage of post-visibilities conversions versus the number of impressions. | ||
| PI conv. rate / imp (Post-impression conversion rate versus impressions) | Percentage of post-impressions conversions versus the number of impressions. | ||
| % of PC conv.< 60 min (Percentage of Post-click conversions over 60 min) | Percentage of post-click conversions performed within the 60 minutes following the click versus the total number of conversions. | ||
| New customers | Number of new customers. This metric is available if the ‘is-client’ parameter from the conversion tag is set and can be split into 4 types according to the type of conversion the users have performed (post-click conversions, post-events, post-visibility, post-impression) | ||
| Revenues | Total amount of revenue. This metric is available if the ‘amount’ parameter from the conversion tag has been set, and can be split into 4 types according to the type of conversion the users have performed (post-click conversions, post-events, post-visibility, post-impression). | ||
| Total Items | Total number of items purchased.This metric is available if the ‘quantity’ parameter from the conversion tag has been set and can be split into 4 types according to the type of conversion the users have performed (post-click conversions, post-events, post-visibility, post-impression). | ||
| Avg.cart (Average cart) | Average purchase amount. This metric is available if the ‘amount’ and ‘quantity’ parameters from the conversion tag have been set and can be split into 4 types according to the type of conversion the users have performed (post-click conversions, post-events, post-visibility, post-impression). | ||
| N1 param. (N1 parameters) | Sum of the values retrieved through a customized numerical parameter (‘N’) of the conversion tag. | ||
| T1 param. (T1 parameters) | Breakdown of the values retrieved through a customized alpha numerical parameter (‘T’) of the conversion tag. | ||
| Free param. (Free Parameters) | Values retrieved through a customized alpha numerical parameter of the conversion tag. | ||
| Avg. time to conv. (Average time to conversion) | Average time (days and hours) between the last action which led up to the conversion (attribution) and the conversion. | ||
| Avg .time between steps (Average time between funnel steps) | Average time (days and hours) between funnel steps | ||
| Cost/ conv. (Cost per conversion) | Ratio of the total cost divided by the number of conversions.This metric is only available in the reporting section if the cost has been configured in the campaing settings (refer to the tool documentation) and can be split into 4 types according to the type of conversion the users have performed (post-click conversions, post-events, post-visibility, post-impression). | ||
| Confirmed conv. (Confirmed conversions) | Number of conversions confirmed by the advertiser in WCM (refer to the tool documentation). This metric can be split into 4 types according to the type of conversion the users have performed (post-click conversions, post-events, post-visibility, post-impression). | ||
| Cost /Confirmed conv. Cost per confirmed conversion) | Ratio of the total cost divided by the number of confirmed conversions. This metric is only available in the reporting section if the cost has been configured in the campaing settings (refer to the tool documentation) and can be split into 4 types according to the type of conversion the users have performed (post-click conversions, post-events, post-visibility, post-impression). | ||
| Cost / pages views (Cost per pages views) | Ratio of the total cost divided by the number of page views. This metric is only available in the reporting section if the cost has been configured in the campaing settings (refer to the tool documentation). | ||
| Cost / daily UU ( Site) (Cost per daily unique users on site) | Ratio of the total cost divided by the number daily unique users on site. This metric is only available in the reporting section if the cost has been configured in the campaing settings (refer to the tool documentation). | ||
| Cost / UU (Site) (Cost per unique users on site) | Ratio of the total cost divided by the number unique users on site. This metric is only available in the reporting section if the cost has been configured in the campaing settings (refer to the tool documentation). | ||
| Cost / 100€ of revenue (Cost per 100 € of revenue) | Average cost for 100 € of revenues (ratio of the total cost divided by total revenue divided by 100). This metric is only available in the reporting section if the cost has been configured in the campaing settings (refer to the tool documentation). | ||
| Purchased volume | Number of impressions/ clicks/ conversions/ purchased by the advertiser. To be available as a metric in the reporting section, this information has to be configured in the campaign settings (refer to the tool documentation). | ||
| Total cost | Total spending of the advertiser. This metric is only available in the reporting section if the cost has been configured in the campaing settings (refer to the tool documentation). It can be equal to the total budget set or calculated from the purchased unit price | ||
| Effective cost | Total cost divided by the volume of impressions (for CPM) or clicks (for CPC) measured. This metric is only available in the reporting section if the cost has been configured in the campaing settings (refer to the tool documentation). | ||
| Effective cost per conversion | Ratio of the total effective cost (number of impressions or clicks multiplied by the effective CPM or CPC) divided by the number of conversions. This metric is only available in the reporting section if the cost has been configured in the campaing settings (refer to the tool documentation) and can be split into 4 types according to the type of conversion the users have performed (post-click conversions, post-events, post-visibility, post-impression). | ||
| Rich media | |||
| CTR/ events (Click rate versus events) | Percentage of clicks versus the number of events. | ||
| Imp. with expands (Impressions with expands) | Number of impressions where the ad was expanded at least once. | ||
| Imp. with expands rate (Impressions with expands rate) | Percentage of impressions where the ad was expanded at least once | ||
| Expands | Number of time the ad was expanded. | ||
| Expand rate | Percentage of number of time the ad was expanded versus the number of impressions. | ||
| Expand 1 s | Percentage of expands where the ad was expanded for at least 1 second. | ||
| Daily U.expands (Daily unique expands) | Sum of daily unique users who have expanded the ad. | ||
| U.expands (Unique expands) | Number of unique users (cookies) who have expanded the ad since the beginning of the campaign if the campaign length is up to 90 days or sum of monthly unique users who have expanded the ad if the campaign lengh is over 90 days or unknow (no campaign end date). | ||
| Imp.with dwells (Impressions with dwells) | Number of impressions where he mouse cursor hovered over the ad at least once. | ||
| Imp.with dwells rate (Impressions with dwells rate) | Percentage of impressions where the mouse cursor hovered over the ad at least once. | ||
| Dwells | Number of time the mouse cursor hovered over the ad. | ||
| Dwells 1 s | Number of time the mouse cursor hovered over the ad for at least 1 second. | ||
| Dwell Rate | Percentage of number of time the mouse cursor hovered over the ad versus the number of impressions | ||
| Daily U.dwells (Daily unique dwells) | Sum of daily unique users who have hovered over the ad. | ||
| U.dwells (Unique dwells) | Number of unique users (cookies) who have hovered over the ad since the beginning of the campaign if the campaign length is up to 90 days or sum of monthly unique users who have hovered over the ad if the campaign lengh is over 90 days or unknow ( no campaign end date) | ||
| Closes | Number of time the ad was closed (either automatically or by user). | ||
| Close Rate | Percentage of number of time the ad was closed versus the number of impressions. | ||
| Daily U.closes (Daily unique closes) | Sum of daily unique users who have closesd the ad. | ||
| U.closes (Unique closes) | Number of unique users (cookies) who have closed the ad since the beginning of the campaign if the campaign length is up to 90 days or sum of monthly unique users who have closed the ad if the campaign lengh is over 90 days or unknow (no campaign end date) | ||
| Impressions with events | Number of impressions where the event occured at least once (either automatically or by the user). | ||
| Impressions with events rate | Percentage of number of time the event occured versus the number of impressions. | ||
| Custom events | Number of time a custom event occured. | ||
| Custom events rate | Percentage of number of time a custom event occured versus the number of impressions. | ||
| Avg. Expand time ( Average expand time) | Average time (seconds) of expand. | ||
| Avg. Dwell time ( Average dwell time) | Average time (seconds) of on mouse over. | ||
| Video | |||
| Auto start (Automatic start) | |||
| Total play time | |||
| Avg. Play time (Average play time) | |||
| Total play time (0,25 , 50, 100%) | |||
| Daily U.play time (Daily unique Total play time (0 – 100%)) | |||
| U.play time (Unique Total play time (0,25 , 50, 100%)) | |||
| Video loop | |||
| Play | |||
| Mute | |||
| Unmute | |||
| Fullscreen | |||
| Users actions | |||
| Cue points reached | |||
| Visibility | |||
| Visibilities | Number of impressions where the ad was visible within the defined visibility threshold (X% of their surface for at least N seconds, refer to the tool documentation to define the visibility threshold). | ||
| Daily U.visibilities (Daily unique visibilities) | Sum of daily unique users exposed to visibilities. | ||
| U.visibilities ( Unique visibilities) | Number of unique users (cookies) exposed to visibilities since the beginning of the campaign if the campaign length is up to 90 days or sum of monthly unique users exposed to visibilities if the campaign lengh is over 90 days or unknow (no campaign end date). | ||
| Visibility 5 sec | Number of impressions where the ad was visible at least at 50% of their surface for at least 5 seconds. | ||
| Total visibility time | Total time the ads were visible for all impressions on which visibility information is recorded (unloads). | ||
| Avg. Visibility time / visibilities (Average visibility time versus visibilities) | Average visibility time per visibilities. | ||
| Closes | Number of time the ad was closed (either automatically or by user). | ||
| Close Rate | Percentage of number of time the ad was closed versus the number of impressions. | ||
| Daily U.closes (Daily unique closes) | Sum of daily unique users who have closesd the ad. | ||
| U.closes (Unique closes) | Number of unique users (cookies) who have closed the ad since the beginning of the campaign if the campaign length is up to 90 days or sum of monthly unique users who have closed the ad if the campaign lengh is over 90 days or unknow (no campaign end date) | ||
| Impressions with events | Number of impressions where the event occured at least once (either automatically or by the user). | ||
| Impressions with events rate | Percentage of number of time the event occured versus the number of impressions. | ||
| Custom events | Number of time a custom event occured. | ||
| Custom events rate | Percentage of number of time a custom event occured versus the number of impressions. | ||
| Avg. Expand time ( Average expand time) | Average time (seconds) of expand. | ||
| Avg. Dwell time ( Average dwell time) | Average time (seconds) of on mouse over. | ||
| Analytics | |||
| Pages views | Number of pages viewed on the advertiser’s website after a click. | ||
| Daily U.U. (Site) (Daily unique users on site) | Sum of daily unique users who visited the advertiser’s website after a click. | ||
| U.U. (Site) ( Unique users on site) | Number of unique users (cookies) who visited the advertiser’s website after a click since the beginning of the campaign if the campaign length is up to 90 days or sum of monthly unique users who visited the advertiser’s website after a click if the campaign lengh is over 90 days or unknow (no campaign end date). | ||
| Avg. page views / clicks (Average number of page views per click) | Ratio of the number of page views divided by the total number of clicks. | ||
| Avg. distinct page views/ clicks ( Average number of distinct pages views per clicks) | Ratio of the number of distinct page views divided by the total number of clicks | ||
| Agv. Time spent on site (Average time spent on site) | Average time spent by users on the advertiser’s website after a click. |
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