An overview of how ad metrics available within the Adnami Reporting of tracking are defined
|
Metric |
Definition |
|
Creative Code |
The unique code of every creative |
|
Site |
The domain the creative was served on. In most cases, we read the URL the banner was displayed on to identify the site. If reading the URL banner is not possible, we look at the source macro (data-adnm-source) in the DSP tag to determine and identify the site. If neither works, we will use the initial URL we receive (safeframe, double-click, etc.). These initial URLs delivered valid impressions however, for some not common reason the URL could not be registered. |
|
Impressions |
The total number of times your ad was loaded. This means the ad was 'served' to a user's device, regardless of whether it was actually seen. |
|
Impressions Viewed |
The number of times your ad was actually visible on a user's screen for at least 1 second.
|
|
Viewability |
The percentage of your ads that were genuinely viewable by users. This metric helps you understand if your ads are placed in positions where they have a real chance to be seen. Calculated as: Impressions Viewed / Impressions |
|
Clicks |
The number of unique times users clicked on your ad and were directed to your landing page. To avoid inflating numbers, we count a maximum of one click per user session. |
|
CTR (Click-Through Rate) |
The percentage of Impressions that resulted in a user clicking on your ad and were directed to your landing page. This metric shows how effective your ad is at grabbing attention and prompting action. Calculated as: Clicks / Impressions |
|
Engagement |
The total number of meaningful interactions users had with your ad beyond just clicking to a landing page. This includes clicks on interactive elements within the ad itself (e.g., expanding the ad, interacting with a poll) and swipes on rich media formats. We count a maximum of one engagement per user session. |
|
Engagement Rate |
The percentage of Impressions that resulted in any form of user engagement with your ad. This metric highlights how interactive and captivating your ad is. Calculated as: Engagement / Impressions |
|
Time in View |
The duration, measured in seconds, that your ad was actively visible on a user's screen. For High Impact ads, this measurement specifically begins when at least 30% of the ad's pixels are in view and stops when less than 30% are visible, ensuring a meaningful impression. |
|
Average Time In View |
The average duration your ad was actively visible by users. We calculate this as a weighted average of the time in view measured at the 5%, 15%, 50%, 85%, and 95% fractiles. This method provides a more accurate and comprehensive understanding of how long our ads are actually seen by users, accounting for varying engagement levels across the entire audience. |
|
APM (Attention per Mille) |
Measures the amount of user attention points your ad generated for every 1,000 viewable impressions. It tells you how engaging your ad is when it's actually seen. |
|
eAPM (Effective Attention per Mille) |
Measures the amount of user attention your ad generated for every 1,000 total impressions. This metric provides a broader view of your campaign's overall efficiency in capturing attention, even if some ads weren't fully viewable. |
|
aCPM (Attentive cost per mille) |
The cost you pay for every 1,000 'attention points' your ad generates. An 'attention point' is our proprietary measure of meaningful user engagement and time spent with your ad, giving you insight into the true value for money of your attentive advertising. Calculated as: CPM / eAPM * 1000 |
|
Video Quartile Metrics (First Quartile, Halfs, Third Quartile, Complete) |
These metrics track how many times your video ad was played through 25%, 50%, 75%, and 100% of its duration, respectively. They show how far viewers progress into your video content. Calculated as: Video [Q1, Half, Q2, Complete] / Video Starts |
|
VTR (View-Through Rate) |
The percentage of video starts that resulted in the video being watched to completion. This indicates how many viewers saw your entire video message. Calculated as: Video Completes / Video Starts |
|
Avg. Video View Rate |
The average percentage of your video ad that was watched by users. This provides a single metric for overall video consumption. |
|
Viewed 2, 5, 10 seconds |
Number of impressions where your ad had a time in view of 2, 5, 10 seconds or longer. |
|
Viewed 2, 5, 10 seconds % |
The percentage of impressions where your ad had a time in view of 2, 5, 10 seconds or longer. Calculated as: Viewed 2, 5, 10 seconds / Impressions |