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    Table of Contents

    Overview Metrics Metric names and definitions

    Overview

    This article provides definitions for the metrics available in Maestro’s Instant Insights, Instant Report Builder, and Reporting API.  

    Metrics 

    Metrics in Instant Insights and Instant Report Builder are organized by views. Consider switching the view if you cannot find a metric. 

    Metric names and definitions

    Metric name in UI Metric name in Reporting API Metric definition
    Auctions auctions The number of times an ad opportunity was auctioned through real time bidding.
    Audience Data Cost € audienceSegmentCostEuro The total costs in € for the usage of audience data made available by an audience data provider.
    Audience Data Cost Company Currency CompanyCurrencyAudienceSpend The total costs for the usage of audience data made available by an audience data provider in the currency specified at company level.  
    Audience Data Cost Deal Currency DealCurrencyAudienceSpend The total costs for the usage of audience data made available by an audience data provider in the currency specified at deal level. Available in Instant Report Builder only.
    Average Floor Price €   The average minimum price at which the publisher is willing to sell ad opportunities.
    Average floor price Company currency AverageFloorPriceCompanyCurrency The average minimum price at which the publisher is willing to sell ad opportunities in the currency specified at the Maestro company level.
    Average floor price Deal currency AverageFloorPriceDealCurrency The average minimum price at which the publisher is willing to sell ad opportunities in the currency specified at deal level. Available in Instant Report Builder only.
    Bid Requests bidRequests The number of requests sent from the supply side to demand partners inviting them to bid on an ad opportunity.
      bidRequestCompetingDeal The number of times a deal was sent in a bid request.
    Bids bids The number of bids that buyers (partners) returned in response to bid requests.
    Buyer Spend € buyerSpendEuro The gross spend of DSPs working with Equativ, that is, Equativ’s gross revenue before paying third parties. The "Discounted Value €" isn't taken into account in this metric. This metric is identical to the "Equativ Gross Revenue" metric.
    Buyer Spend Company Currency companyCurrencySpend The gross spend of DSPs working with Equativ, that is, Equativ’s gross revenue before paying third parties, in the currency specified at company level. The "Discounted Value Company Currency" isn't taken into account in this metric. This metric is identical to the "Equativ Gross Revenue" metric.
    Buyer Spend Deal Currency  DealCurrencySpend The gross spend of DSPs working with Equativ, that is, Equativ’s gross revenue before paying third parties, in the currency specified at deal level. The "Discounted Value Deal Currency" isn't taken into account in this metric. This metric is identical to the "Equativ Gross Revenue" metric. Available in Instant Report Builder only.
    Click Rate clickRate The ratio of clicks on an ad to ad impressions.
    Clicks clicks The number of clicks on an ad.
    Curator Margin Company Currency CompanyVendorCostCompanyCurrency The curator margin in the currency specified at the Maestro company level.  
    Curator Margin Deal Currency CompanyVendorCostDealCurrency The curator margin in the currency specified at deal level.  Available in Instant Report Builder only.
    Delivery Rate   The ratio of winning auctions in relation to delivered impressions.
    Discounted Value € buyerDiscountedValueEuro The total amount of SSP fee reduction and discounts applied on a given deal.
    Discounted Value Company Currency BuyerDiscountedValueCompanyCurrency The total amount of SSP fee reduction and discounts applied on a given deal in the currency specified at company level.
    Discounted Value Deal Currency BuyerDiscountedValueDealCurrency The total amount of SSP fee reduction and discounts applied on a given deal in the currency specified at deal level. Available in Instant Report Builder only.
    Equativ Gross Revenue   Identical to “Buyer Spend €”.
    Identity Provider Cost Deal Currency FirstIdentityProviderCostDealCurrency The costs for targeting a segment of users identified by an identity provider (also known as alternative/universal/extended IDs). Available in Instant Report Builder only.
    Impressions impressions The number of times an ad was shown to an end user, as a result of a won auction.
    Paid eCPC Company Currency ECPCCompanyCurrency The paid effective CPC in the DSP, including data and platform fees in the currency specified at company level.
    Paid eCPC Deal Currency ECPCDealCurrency The paid effective CPC in the DSP, including data and platform fees in the currency specified at deal level. Available in Instant Report Builder only.
    Paid eCPM €   The paid effective CPM in the DSP, including data and platform fees.
    Paid eCPM Company Currency SmartGrossECpmCompanyCurrency The paid effective CPM in the DSP, including data and platform fees in the currency specified at company level.
    Paid eCPM Deal Currency SmartGrossECpmDealCurrency The paid effective CPM in the DSP, including data and platform fees in the currency specified at deal level. Available in Instant Report Builder only.
    Post Auction Discount Revenue Impact €   The sum of discounted fees at the publisher level.
    Semantic Data Cost € semanticSegmentCostEuro The total costs in € for the usage of semantic data.
    Semantic Data Cost Company Currency CompanyCurrencySemanticSpend The total costs for the usage of semantic data in the currency specified at company level.
    Semantic Data Cost Deal Currency DealCurrencySemanticSpend The total costs for the usage of semantic data in the currency specified at deal level. Available in Instant Report Builder only.
    Smart Service Fee €   The platform fee charged by Equativ.
    SSP Fee Reduction Revenue Impact €   The sum of SSP fees subtracted from the paid eCPM.
    Unique Users  

    The number of unique users. This metric represents the deduplicated amount of users: each individual user is counted only once, even if the user generates multiple ad opportunities in the selected time frame of the report. This metric can only be used with the following dimensions: Auction Package, Company, Country, Publisher, Seat, Targeted Deal.


    To count unique users, they must be identifiable (for example, through a user ID stored in a cookie or IDFA) and must have given explicit consent, if required by regulations such as GDPR, CCPA, or others.
    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 example, 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.
    Video Complete videoComplete The VAST event indicating that 100% of the video ad duration has been viewed.
    Video Completion Rate completionRate The ratio of Video Completes to Video Starts.
    Video Error Count videoErrorCount The number of video errors caused by a video ad.
    Video Error Rate videoErrorRate The video error rate calculated with the formula: Video Error Count / (Video Error Count + Impressions).
    Viewability Rate viewabilityRate The rate at which ads were viewable by the user; calculated with the formula: Viewable impressions / (Viewable impressions + Not viewable impressions).
    Viewable Impressions viewableImpressions The number of impressions where there was a chance that the end user could view the ad. For example, in case of a display ad, an ad is considered viewable when 50% of the ad’s pixels (surface) is viewable.
    Winning Bids winningBids The number of bids that won an auction.

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