> For the complete documentation index, see [llms.txt](https://help.citrusad.com/retail-media-interface/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://help.citrusad.com/retail-media-interface/advertiser-reporting/reporting-reference.md).
# Reporting reference
## Reporting reference
Use the reference to understand each metric in detail.
{% hint style="info" %}
Depending on your retailer, you may not see certain reports. Sales metrics may not be available on banner placements.
{% endhint %}
### Standard on-site metrics
| Metric | Definition | Appears On |
| ------------------------- | ----------------------------------------------------------------------------------------------------------------------------------------------------------------- | ----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- |
| Impressions | Number of impressions. | On-site performance dashboard, keywords, products, campaign-level, category, and history reporting. |
| Reach | Estimated number of unique shoppers exposed to an ad at least once in the selected period. Updates daily. | On-site performance dashboard All Campaigns table, campaign History breakdown (daily only), and Brand Page reporting. Availability is rolling out by retailer. |
| Impression Frequency | Average number of times each reached shopper saw an ad in the selected period, calculated as impressions ÷ reach. Updates daily. | On-site performance dashboard All Campaigns table and campaign History breakdown (daily only). Availability is rolling out by retailer. |
| Clicks | Number of clicks. | On-site performance dashboard, keywords, products, campaign-level, category, and history reporting. |
| Average Auction Ad Rank | The average ad position your ads are served in when sent to the retailer. Applies only to auction campaigns. | On-site performance dashboard, keywords, product, campaign-level, and history reporting. |
| CTR | Ratio of clicks to impressions, represented as a percentage. | On-site performance dashboard, keywords, products, campaign-level, category, and history reporting. |
| CPC | Cost per click. | On-site performance dashboard, keywords, products, campaign-level, category, and history reporting. |
| CPI | Cost per impression. | On-site performance dashboard, keywords, products, campaign-level, category, and history reporting. |
| Ad Spend | Total amount spend on ads. | On-site performance dashboard, keywords, products, campaign-level, category, and history reporting. |
| Units Sold | Total number of units sold across attributed orders. | On-site performance dashboard, keywords, products, campaign-level, category, and history reporting. |
| Average Units Sold | Average units sold per day for the selected period. | On-site performance dashboard, campaign-level report. |
| Sales Value | Total value of units sold. | On-site performance dashboard, keywords, products, campaign-level, category, and history reporting. |
| Average Sales Value | Average sales generated per ad for the selected period. | On-site performance dashboard, campaign-level report. |
| Conversions | The number of unique orders attributed to ads. | On-site performance dashboard, keywords, products, campaign-level, category, and history reporting.
Note: Only displays on retailers that have click and impression attribution enabled.
|
| Click-through Conversions | The number of unique orders attributed to ads that have been the result of a click. | On-site performance dashboard
Note: Only displays on retailers that have click and impression attribution enabled.
|
| Click-through Sales Value | Total value of units sold specific to click-through conversions. | On-site performance dashboard
Note: Only displays on retailers that have click and impression attribution enabled.
|
| View-through Conversions | The number of unique orders attributed to ads that have been the result of a view. | On-site performance dashboard
Note: Only displays on retailers that have click and impression attribution enabled.
|
| View-through Sales Value | Total value of units sold specific to view-through conversions. | On-site performance dashboard
Only displays on retailers that have click and impression attribution enabled.
|
| Conversion Rate | The rate of conversions to clicks represented as a percentage. | On-site performance dashboard, keywords, products, campaign-level, category, and history reporting. |
| Average Order Value | Average value of an order over the selected period. | On-site performance dashboard, campaign-level report. |
| Units Per Purchase | Average number of units purchased per order. | On-site performance dashboard, campaign-level report. |
| CPA | Cost per acquisition. The ratio of ad spend to conversions representing the cost to acquire a converting customer. | On-site performance dashboard, keywords, products, campaign-level, category, and history reporting. |
| ROAS | Return on ad spend. Calculated as a ratio of sales value to ad spend | On-site performance dashboard, keywords, products, campaign-level, category, and history reporting. |
| Search Volume | The total amount of searched by customers for the keyword on the retailer's site in the previous 30 days. Can be represented as a numeric value or a volume band. | Campaign-level keyword reporting. |
| Average Winning Bid | The average cost of a click that occurs on ads on the keyword in the previous 30 days. | Campaign-level keyword reporting. |
| Maximum Bid | Your campaign's maximum bid. Editable in the campaign report page. | Campaign-level keyword reporting. |
| Match Type | How the keyword has been matched to the campaign. Options include exact, close, and phrase match. | Keyword match reporting, campaign-level keyword match reporting. |
| Search Term | The customer's search that has been matched to the keyword. | Keyword match reporting, campaign-level keyword match reporting. |
| Impression Share | The share of voice you are winning on keywords. | Keyword reporting, campaign-level keyword reporting. Only applies on certain conditions. See [Keyword impression share](/retail-media-interface/advertiser-reporting/keyword-impression-share.md). |
| Active Campaigns | Total # of campaigns with ads associated in the date range. | Retailer teams performance dashboard. |
| Active Wallets | Total # of wallets with ads associated in the date range. | Retailer teams performance dashboard. |
Learn more:
* [On-site performance reporting](/retail-media-interface/advertiser-reporting/on-site-performance-reporting.md)
* [Campaign-level reporting](/retail-media-interface/advertiser-reporting/campaign-level-reporting.md)
* [Product reporting](/retail-media-interface/advertiser-reporting/product-reporting.md)
* [Keyword reporting](/retail-media-interface/advertiser-reporting/keyword-reporting.md)
* [Keyword impression share](/retail-media-interface/advertiser-reporting/keyword-impression-share.md)
* [History reporting](/retail-media-interface/advertiser-reporting/history-reporting.md)
* [Category reporting](/retail-media-interface/advertiser-reporting/category-reporting.md)
* [Understanding reach metrics](/retail-media-interface/advertiser-reporting/understanding-reach-metrics.md)
### Enhanced metrics
| Metric | Definition |
| ------------------------ | ------------------------------------------------------------------------------------------------------------ |
| Online Conversions | Online conversions through standard metrics. |
| Online Revenue | Online sales revenue through standard metrics. |
| Online ROAS | Online ROAS through standard metrics. |
| Halo Online Conversions | Online purchases of products in the same brand halo within the retailer's attribution window. |
| Halo Online Revenue | Total online sales revenue through halo online conversions. |
| Halo Online ROAS | Total online ROAS through halo online conversions. |
| Instore Conversions | Instore conversions of the exact same product code purchase instore by a customer advertised to on-site. |
| Instore Revenue | Total sales revenue through instore conversions. |
| Instore ROAS | Total ROAS through instore conversions. |
| Halo Instore Conversions | Instore conversions of products in the same brand halo purchase instore by a customer advertised to on-site. |
| Halo Instore Revenue | Total halo sales revenue through instore conversions. |
| Halo Instore ROAS | Total halo ROAS through instore conversions. |
| Total ROAS | Total combined ROAS across all enhanced metrics. |
Learn more:
* [Understanding on-site standard and enhanced metrics](/retail-media-interface/advertiser-reporting/understanding-on-site-standard-and-enhanced-metrics.md)
* [On-site performance reporting](/retail-media-interface/advertiser-reporting/on-site-performance-reporting.md)
### Unified reporting
| | Definition | Appears On |
| --------------------- | ------------------------------------------------------------------------- | ------------------------------------------------------ |
| Total Spend | Total spend across both onsite and offsite campaigns. | Key KPIs. |
| Total Impressions | Total impressions across both onsite and offsite campaigns. | Key KPIs. |
| Total Clicks | Total clicks across both onsite and offsite campaigns. | Key KPIs. |
| Total Unique Shoppers | Total unique shoppers that have converted across both onsite and offsite. | Key KPIs. |
| SKU ROAS | Total ROAS for the SKU group across onsite and offsite. | Key KPIs. |
| Spend | Spend across the SKU group. | Delivery & clicks table. |
| Impressions | Impressions across the SKU group. | Delivery & clicks table. |
| Individuals Messaged | Unique individuals messaged. | Delivery & clicks table. |
| Clicks | Clicks across the SKU group. | Delivery & clicks table. |
| Unique Converters | Unique shoppers that have purchased as a result of your ads. | SKU group performance & brand halo performance tables. |
| Orders | The number of unique orders attributed to ads. | SKU group performance & brand halo performance tables. |
| Items | The number of units purchased in the attributed orders. | SKU group performance & brand halo performance tables. |
| Revenue | Total sales revenue of products purchased in attributed orders. | SKU group performance & brand halo performance tables. |
Learn more:
* [#unified-reporting](#unified-reporting "mention")
### Off-site reporting
| Metric | Value | Appears On |
| --------------------------------------- | ---------------------------------------------------------------------------- | ------------------ |
| Spend | Total amount spent. | KPI section. |
| Total Impressions | Total number of impressions. | KPI section. |
| Unique Impressions | Number of unique impressions compared to total impressions. | KPI section. |
| Individuals Messaged | Number of unique individuals messaged. | KPI section. |
| Clicks | Total number of clicks. | KPI section. |
| Total SKU Unique Converters | Unique conversions for the specified SKU. | SKU performance. |
| Total SKU Orders | Total orders for the specified SKU. | SKU performance. |
| Total SKU Items | Total purchased item total for the specified SKU. | SKU performance. |
| Total SKU Revenue (Local Currency) | Total sales revenue for the specified SKU. | SKU performance. |
| Online SKU Unique Converters | Unique conversions for the specified SKU that have occurred online. | SKU performance. |
| Online SKU Orders | Total orders for the specified SKU that have occurred online. | SKU performance. |
| Online SKU Items | Total purchased item total for the specified SKU that have occurred online. | SKU performance. |
| Online SKU Revenue (Local Currency) | Total sales revenue for the specified SKU that have occurred online. | SKU performance. |
| In-Store SKU Unique Converters | Unique conversions for the specified SKU that have occurred instore. | SKU performance. |
| In-Store SKU Orders | Total orders for the specified SKU that have occurred instore. | SKU performance. |
| In-Store SKU Items | Total purchased item total for the specified SKU that have occurred instore. | SKU performance. |
| In-Store SKU Revenue (Local Currency) | Total sales revenue for the specified SKU that have occurred instore. | SKU performance. |
| Total Brand Unique Converters | Unique conversions for the brand. | Brand performance. |
| Total Brand Orders | Total orders for the brand. | Brand performance. |
| Total Brand Items | Total purchased item total for the brand. | Brand performance. |
| Total Brand Revenue (Local Currency) | Total sales revenue for the brand. | Brand performance. |
| Online Brand Unique Converters | Unique conversions for the total brand that have occurred online. | Brand performance. |
| Online Brand Orders | Total orders for the total brand that have occurred online. | Brand performance. |
| Online Brand Items | Unique conversions for the total brand that have occurred online. | Brand performance. |
| Online Brand Revenue (Local Currency) | Total sales revenue for the total brand that have occurred online. | Brand performance. |
| In-Store Brand Unique Converters | Unique conversions for the total brand that have occurred instore. | Brand performance. |
| In-Store Brand Orders | Total orders for the total brand that have occurred instore. | Brand performance. |
| In-Store Brand Items | Total purchased item total for the total brand that have occurred instore. | Brand performance. |
| In-Store Brand Revenue (Local Currency) | Total sales revenue for the total brand that have occurred instore. | Brand performance. |
Learn more:
* [Unified reporting](/retail-media-interface/advertiser-reporting/unified-reporting.md)
### Wallet manager
| Metric | Definition | Appears On |
| ------------------ | --------------------------------------------------------------------------------------------------------- | ----------------- |
| Name | The wallet's name. | Wallet manager. |
| Available Balance | Available total balance of the wallet. | Wallet manager. |
| Daily Budget | The daily budget set on the wallet. | Wallet manager. |
| Projected End Date | The expected end date if the wallet spends up to its daily budget consecutively. | Wallet manager. |
| Currency | Currency of the wallet. | Wallet manager. |
| Status | The wallet's balance status. Can be Active, Out of balance (0 or below), Running low (<500), or Archived. | Wallet manager. |
| Transaction Date | Date the top-up/debit has occurred. | Activity history. |
| Wallet Name | The wallet's name that has had a transaction. | Activity history. |
| Wallet ID | ID of the wallet. | Activity history. |
| Amount | The amount that has been topped up or debited. | Activity history. |
| Ledger Type | Defines if the wallet is topped up or debited. | Activity history. |
Learn more:
* [Advertiser wallet management](/retail-media-interface/advertiser-wallet-management/navigating-the-wallet-manager.md)
* [Wallet reporting](/retail-media-interface/advertiser-reporting/wallet-reporting.md)
### Inventory yield report
| Metric | Definition | Appears On |
| --------------------- | --------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- | -------------------------------------------------------------------------------- |
| Placement | The ad placement the row reports on. | Placement Breakdown table. |
| Ad requests | Total number of ad requests received in the selected date range. | Placement Breakdown table, Targeting Opportunities table, Trend over time chart. |
| Ads served | Total number of ads served in the selected date range. | Placement Breakdown table, Targeting Opportunities table. |
| Percentage Ads Served | The share of ad requests that were served, calculated as ads served ÷ ad requests. A low fill rate can indicate unsold inventory, eligibility or targeting limits, or integration inefficiencies worth investigating. | Placement Breakdown table, Trend over time chart. |
| Impressions | Total impressions delivered for the placement. | Placement Breakdown table. |
| Auction revenue | Revenue from auction demand for the placement, in catalogue currency. | Placement Breakdown table. |
| FTA Revenue | Revenue from fixed tenancy campaigns for the placement, in catalogue currency. | Placement Breakdown table, Trend over time chart. |
| eCPM | Effective cost per mille — revenue earned per thousand impressions. Use it to compare how efficiently each placement monetises. | Placement Breakdown table. |
| FTA share | The share of the placement's demand attributable to fixed tenancy campaigns or Targeted Auction. | Placement Breakdown table. |
| Revenue | Revenue for each placement over time, shown in your catalogue currency. Bars are split into Auction revenue and FTA Revenue when Featured or Targeted Auction is configured. | Trend over time chart. |
| Targeting Dimension | The targeting dimension value the row reports on, such as a display category. | Targeting Opportunities table. |
| Fill rate | The share of the category's ad requests that were served. A high request volume with a low fill rate signals unmet demand. | Targeting Opportunities table. |
| Campaign name | The name of the FTA campaign. | Active and Scheduled FTA campaigns table. |
| Advertiser | The name of the advertiser team. | Active and Scheduled FTA campaigns table. |
| Start date | When the campaign starts. | Active and Scheduled FTA campaigns table. |
| End date | When the campaign ends. | Active and Scheduled FTA campaigns table. |
| Status | Whether the campaign is active or scheduled. | Active and Scheduled FTA campaigns table. |
Learn more:
* [Inventory yield report](/retail-media-interface/retailer-reporting/inventory-yield-report.md)
---
# Agent Instructions
This documentation is published with GitBook. GitBook is the documentation platform designed so that both humans and AI agents can read, navigate, and reason over technical content effectively. Learn more at gitbook.com.
## Querying This Documentation
If you need additional information that is not directly available in this page, you can query the documentation dynamically by asking a question.
Perform an HTTP GET request on the current page URL with the `ask` query parameter, and the optional `goal` query parameter:
```
GET https://help.citrusad.com/retail-media-interface/advertiser-reporting/reporting-reference.md?ask=&goal=
```
`ask` is the immediate question: it should be specific, self-contained, and written in natural language.
`goal` is optional and describes the broader end goal you are ultimately trying to accomplish on behalf of the user. GitBook uses it to tailor the answer towards what is most useful for that goal.
The response will contain a direct answer to the question and relevant excerpts and sources from the documentation.
Use this mechanism when the answer is not explicitly present in the current page, you need clarification or additional context, or you want to retrieve related documentation sections.