Reporting reference
Reporting reference
Use the reference to understand each metric in detail.
Standard on-site metrics
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.
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:
Enhanced metrics
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:
Unified reporting
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:
Off-site reporting
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:
Wallet manager
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:
Inventory yield report
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:
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