Report metric reference
Overview
This article provides definitions of the metrics available in Instant Insights and Instant Report Builder.
Metrics
Metrics in Instant Insights and Instant Report Builder are organized by view (e. g. Programmatic view, as shown in the screenshot below). Consider switching the view if you cannot find a metric.
| Metric name | Metric definition | Standard / Advanced** |
|---|---|---|
| Ad | The number of in-stream video ad impressions. Event Id: 35. | Standard |
| AdNetwork Net Revenue | The net revenue, in the network currency, earned by an ad network (or similar business) that manages the publisher’s site. Depends on the chosen business model - read more in chapter "Ad Network Business Model" in Create placements. | Standard |
| Adserving eCPC | The effective CPC revenue from direct insertions, in the network currency, based on the CPC defined in the “General Settings” section in direct insertions. | Standard |
| Adserving eCPM | The effective CPM revenue from direct insertions, in the network currency, based on the CPM defined in the “General Settings” section in direct insertions. | Standard |
| Adserving Revenue | The revenue from direct insertions, in the network currency, based on the pricing information in the “General Settings” section in direct insertions. | Standard |
| Adserving Revenue Insertion Currency | The revenue from direct insertions, in the insertion currency, based on the pricing information in the "General Settings" section in direct insertions. | Standard |
| Auctions | The number of times an ad opportunity was auctioned through real time bidding. | Standard |
| Average Bid Price | The average price of all bids returned in response to bid requests. | Standard |
| Average Floor Price | The average minimum price at which the publisher is willing to sell ad opportunities. | Standard |
| Bid Rate | The ratio of bids in relation to bid requests. The bid rate may exceed 100% as multiple bids may be returned for the same bid request. | Standard |
| Bid Requests | The number of requests sent by Equativ to demand partners inviting them to bid on an ad opportunity. | Standard |
| Bids | The number of bids that buyers (partners) returned in response to the bid requests sent by Equativ. | Standard |
| Clear Rate | The ratio of impressions in relation to Auctions. | Standard |
| Click Rate | The ratio of clicks on an ad in relation to ad impressions. | Advanced |
| Clicks | The number of clicks on an ad. | Standard |
| Comment | An event metric measuring the "Comment" interaction. | Advanced |
| Delivery Rate | The ratio of Impressions in relation to Winning Bids. | Standard |
| Direct impressions | The number of times a master auction resulted in a direct insertion being displayed, instead of a programmatic ad – either because none of Equativ's demand partners won the auction or because a direct insertion had to be prioritized due to its delivery delay. | Standard |
| Download | An event metric measuring the "Download" interaction. | Advanced |
| Estimated Net Revenue | The publisher’s estimated net revenue, exclusive of Equativ’s revenue share. | Standard |
| Fill rate | The master auction fill rate. Formula: Impressions / (Master Auctions - Direct impressions). | Standard |
| Gross eCPM | The gross effective CPM, including Equativ's revenue share. | Standard |
| Gross eCPM per second | The gross effective CPM divided by the video creative duration (in seconds). | Standard |
| Gross Revenue | The publisher's gross revenue, including Equativ’s revenue share. | Standard |
| Holistic eCPM | The overall effective CPM from both direct and programmatic advertising. | Standard |
| Holistic gross revenue | The overall gross revenue from both direct and programmatic advertising, including Equativ's revenue share. | Standard |
| Impressions | The number of times an ad from an insertion was delivered. | Standard |
| Invalid clicks | The number of non-human, fraudulent or otherwise invalid clicks. | Standard |
| Like | An event metric measuring the "Like" interaction. | Advanced |
| Master Auctions | The number of times the first RTB insertion in the waterfall was called, following the ad call from the publisher site/app. One ad call can call multiple RTB insertions and thus trigger multiple auctions. | Standard |
| Measurability Rate | The rate at which the viewability of an ad was measurable. Calculated with the formula: (Viewable Impressions + Not Viewable Impressions) / Impressions. | Advanced |
| No ad | The number of unmonetized in-stream video impressions (empty inventory). Empty inventory occurs when the number of ads returned by Equativ is less than the number of ads requested by the pod size (ps=) parameter or by the maximum ad break duration (mabd=) parameter in the VAST call. Event Id: 36. | Standard |
| Not Measurable Impressions | The number of ad impressions where viewability could not be measured - e. g. when cross-domain iFrames do not allow viewability measurement. | Advanced |
| Not viewable impressions | The number of impressions that were not viewable, as specified by the viewability measurement rules. | Standard |
| Offered eCPM | The average price of RTB bids. Calculated with formula: 1000 * Total offered price / RTB bids. | Standard |
| Page Views | The number of page views. | Standard |
| Pixels | The number of times a 1x1 pixel was delivered. | Standard |
| Publisher Net Revenue | The publisher's net revenue, in the network currency, exclusive of Equativ's revenue share. | Standard |
| Reblog | An event metric measuring the "Reblog" interaction. | Advanced |
| Share | An event metric measuring the "Share" interaction. | Advanced |
| Skip | The number of times the user activated the control to skip the creative (Event Id: 27). | Standard |
| Total Inventory |
The total number of ad calls. The response to an ad call can be:
|
Standard |
| Unfilled inventory | The number of times no ad (no insertion) was delivered in response to an ad call from the publisher's site/app etc. | Standard |
| Unfilled wrapper calls | The number of times a chain of wrappers did not return any ad. Logged only once, when the first redirection has been performed. Works with VPAID embedded manager and plugin integration methods only. For in-stream video only. Event Id: 49. | Standard |
| Unique clicks | The unique clicks, calculated based on the number of clicks, deduplicated by user ID. | Standard |
| Unique Visitors | The number of unique users. This metric can only be used with the dimensions Country and Deal. To count unique users, they must be identifiable (e. g. through a user ID stored in a cookie, IDFA etc.) and have given positive consent (if needed by GDPR, CCPA, etc.). All non-identifiable users have the same user ID: “null”. Thus, all non-identifiable users are counted in the Unique User metric as one unique user. For instance, if there are 1000 users, with 800 identifiable and 200 non-identifiable, and among the 800 identifiable users, 600 are unique, then the total unique users displayed will be 601. | Standard |
| User engagement | An event metric measuring the "User engagement" interaction. | Advanced |
| Video 1st Quartile | The VAST event indicating that 25% of the video ad duration have been viewed. | Standard |
| Video 3rd Quartile | The VAST event indicating that 75% of the video ad duration have been viewed. | Standard |
| Video ad calls | The number of in-stream video ad calls, counted server-side. This metric is based on the value of the pod size (ps=) parameter passed in the ad call, regardless of the number of video ads returned to fill the ad pod. Therefore, this metric represents the potential video inventory that can be sold this metric cannot be combined with insertion related dimensions such as advertiser, campaign, insertion, creative etc. |
Advanced |
| Video Complete | The VAST event indicating that 100% of the video ad duration have been viewed. | Standard |
| Video Completion Rate | The ratio of Video Completes to Video Starts. | Standard |
| Video Error Count | The number of video errors that occurred. | Advanced |
| Video Error Rate | The video error rate calculated with the formula: Video Error Count / (Video Error Count + Impressions). | Standard |
| Video Midpoint | The VAST event indicating that 50% of the video ad duration have been viewed. | Standard |
| Video Start | The VAST event indicating that the video ad playback was started. | Standard |
| View error | The number of times an error occurred when the player parsed the VAST file. For out-stream video only. Event Id: 42. | Standard |
| Viewability Rate | The rate at which ads were viewable by the user. Calculated with the formula: Viewable impressions / (Viewable impressions + Not viewable impressions). | Advanced |
| Viewable Impressions | The number of impressions that were viewable, as specified by the viewability measurement rules. | Advanced |
| Winner eCPM | The average price proposed by advertisers that won the auction, for each delivered impression. The second price is not taken into consideration (full price proposed by buyers is used). This metric is different from the RTB eCPM, where the actual paid price after second price is displayed. Calculated with formula: 1000 * Total winner price / RTB Impressions. | Standard |
| Winning Bids | The number of bids that won an auction. | Standard |
| Wrapper calls | The number of times a first level VAST wrapper redirection occurred in an insertion containing a VAST wrapper. Subsequent wrapper redirections in the redirection chain are not counted. Works with VPAID embedded manager and video plugin integration methods only. This metric is useful when a publisher wants to set a "wrapper call" target volume in an insertion (instead of an impression volume) to call a backfilling partner and stop the insertion once the number of wrapper calls is reached. By comparing the number of impressions (filled by the partner) with the number of wrapper calls, the publisher can determine the partner's fill rate. For in-stream video only. Event Id: 40. | Standard |
** Standard / Advanced** - Read about the impact of the Standard/Advanced categorization in chapter "Reporting plans, standard/advanced fields and data retention" in Instant Report Builder.