Report metrics
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 |
PaidBuyerConnectAudienceVendorCostCompanyCurrency PaidBuyerConnectAudienceVendorCostDealCurrency PaidBuyerConnectAudienceVendorCostEuro |
The total costs for the usage of audience data made available by an audience data provider. Instant Insights uses the company-level currency. Instant Report Builder uses either the deal or company currency, depending on the selection. |
| Average carbon emissions | emissionsPerMilleImpressions | The average emissions per 1000 impressions displayed in grams (g). |
| Average Floor Price |
AvgFloorPriceCompanyCurrency AvgFloorPriceDealCurrency AvgFloorPriceEuro |
The average minimum price at which the publisher is willing to sell ad opportunities. Instant Insights uses the company-level currency. Instant Report Builder uses either the deal or company currency, depending on the selection. |
| 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 |
PaidBuyerSpendCompanyCurrency PaidBuyerSpendDealCurrency PaidBuyerSpendEuro |
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. |
| Click Rate | clickRate | The ratio of clicks on an ad to ad impressions. |
| Clicks | clicks | The number of clicks on an ad. |
| Climate risk impressions | climateRiskImpressions | The number of ad impressions served on media inventory associated with high carbon emissions, indicating potential climate impact exposure. |
| Climate risk % | ClimateRiskRatio | The ratio of climate risk impressions to ad impressions. |
| Curator Margin |
PaidPlatformVendorCostCompanyCurrency PaidPlatformVendorCostDealCurrency PaidPlatformVendorCostEuro |
The curator margin. Instant Insights uses the company-level currency. Instant Report Builder uses either the deal or company currency, depending on the selection. |
| Delivery Rate | The ratio of winning auctions in relation to delivered impressions. | |
| Discounted Value |
BuyerDiscountedValueCompanyCurrency BuyerDiscountedValueDealCurrency BuyerDiscountedValueEuro |
The total amount of SSP fee reduction and discounts applied on a given deal. Instant Insights uses the company-level currency. Instant Report Builder uses either the deal or company currency, depending on the selection. |
| Equativ Gross Revenue | Identical to “Buyer Spend €”. | |
| Green media rate | GreenMediaRatio | The percentage of impressions served on low-carbon, certified green media products, indicating the share of environmentally preferred inventory in a campaign. It is calculated with the formula: 100 - Climate risk %. |
| Identity Provider Cost |
FirstIdentityProviderCostCompanyCurrency FirstIdentityProviderCostDealCurrency FirstIdentityProviderCostEuro |
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. Instant Insights uses the company-level currency. Instant Report Builder uses either the deal or company currency, depending on the selection. |
| Impressions | impressions | The number of times an ad was shown to an end user, as a result of a won auction. |
| Paid eCPC |
EcpcCompanyCurrency EcpcDealCurrency EcpcEuro |
The paid effective CPC in the DSP, including data and platform fees. Instant Insights uses the company-level currency. Instant Report Builder uses either the deal or company currency, depending on the selection. |
| Paid eCPM |
EcpmCompanyCurrency EcpmDealCurrency EcpmEuro |
The paid effective CPM in the DSP, including data and platform fees. Instant Insights uses the company-level currency. Instant Report Builder uses either the deal or company currency, depending on the selection. |
| Post Auction Discount Revenue Impact |
TotalPostAuctionDiscountedRevenueImpactCompanyCurrency TotalPostAuctionDiscountedRevenueImpactDealCurrency TotalPostAuctionDiscountedRevenueImpact |
The sum of discounted fees at the publisher level. Instant Insights uses the company-level currency. Instant Report Builder uses either the deal or company currency, depending on the selection. |
| Semantic Data Cost |
PaidBuyerConnectSemanticVendorCostCompanyCurrency PaidBuyerConnectSemanticVendorCostDealCurrency PaidBuyerConnectSemanticVendorCostEuro |
The total costs for the usage of semantic data. Instant Insights uses the company-level currency. Instant Report Builder uses either the deal or company currency, depending on the selection. |
| Equativ Service Fee |
PaidCompanyVendorCostCompanyCurrency PaidCompanyVendorCostDealCurrency PaidCompanyVendorCostEuro |
The platform fee charged by Equativ. Instant Insights uses the company-level currency. Instant Report Builder uses either the deal or company currency, depending on the selection. |
| SSP Fee Reduction Revenue Impact |
EquativSspFeeReductionNetRevenueImpactCompanyCurrency EquativSspFeeReductionNetRevenueImpactDealCurrency EquativSspFeeReductionNetRevenueImpact |
The sum of SSP fees subtracted from the paid eCPM. Instant Insights uses the company-level currency. Instant Report Builder uses either the deal or company currency, depending on the selection. |
| Total carbon emissions | totalEmissions | Total carbon emissions displayed in grams (g). |
| 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.
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| 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. |