> For the complete documentation index, see [llms.txt](https://docs.exads.com/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://docs.exads.com/ad-server/saas-dashboard.md).

# Ad Server Dashboard

![dashboard](https://2551497454-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FbWd08bYtHMw1HqDKFpBf%2Fuploads%2FIoz6tIwAkZk0rBODdOEw%2Fsaas-ad-server-dashboard.png?alt=media\&token=22f1fc53-55c5-48bd-bfd3-9b7d4aafdd9d)

As a Network Admin User the **Dashboard** shows you important data to give you instant insights into how your entire Ad Server is performing.

{% hint style="info" %}
As an Account Manager or Business Development Manager, you will only see data on the Dashboard for the accounts that are assigned to you.
{% endhint %}

## The Dashboard Highlights Bar

![dashboard](https://2551497454-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FbWd08bYtHMw1HqDKFpBf%2Fuploads%2Fgb6ZcYziKD9cBkaxoDYh%2Fsaas-dashboard-highlights.png?alt=media\&token=41e7de39-43b7-4872-bd6f-b086b0df9749)

When managing your Ad Server, there is a Highlights Bar at the top of the Dashboard where you can see revenue and funds across your Ad Server:

* **Today - Network Revenue**: Here you will see the amount of revenue your Ad Server has generated so far today.
  * In the green/red box to the left of this figure, you will see if revenue for the day is higher (green) or lower (red) than it was at the same time yesterday. This is expressed as a percentage difference.
  * If you roll over the percentage you will see it expressed as a cash amount.
* **This Month - Network Revenue**: Here you will see the amount of revenue your Ad Server has generated so far this month.
  * In the green/red box to the left of this figure, you will see if revenue for this month so far is higher (green) or lower (red) than it was at the same time last month. This is expressed as a percentage difference.
  * If you roll over the percentage you will see it expressed as a cash amount.
* **This Quarter - Network Revenue**: Here you will see the amount of revenue your Ad Server has generated so far this quarter.
  * In the green/red box to the left of this figure, you will see if revenue for this quarter so far is higher (green) or lower (red) than it was at the same time last quarter. This is expressed as a percentage difference.
  * If you roll over the percentage you will see it expressed as a cash amount.
* **6 Month**: The last panel shows a **6 Month** bar chart summary of your revenue. Click on **View** to see more detail.

## Adding New Dashboards

As a Network Admin User, you can create multiple custom Dashboards. This way, you can set up each of your Dashboards with specific data that is most relevant to your business. This will allow you to organize multiple Dashboards and see at a glance the information that you need to know.

### Add New Dashboard

![dashboard](https://2551497454-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FbWd08bYtHMw1HqDKFpBf%2Fuploads%2FYkaxhurE1qoUr1Cr3yp5%2FNetwork_new_dashboard.png?alt=media\&token=28da4fd7-02b5-4a63-83f5-5124795b941f)

* Click on the **NEW DASHBOARD** button to add a new **Dashboard**.
* Click on the **NEW WIDGET** button to update it with a table or chart of your choice and to add information that best suits your attention.

### Rename a Dashboard

![dashboard](https://2551497454-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FbWd08bYtHMw1HqDKFpBf%2Fuploads%2FSKCQJVg4o6oi27HIcCtV%2FNetwork_rename_dashboard.png?alt=media\&token=59b70a8d-ba64-4b2c-b738-b9a5131ad31a)

* Click on the **Pencil** icon to rename a Dashboard.
* You can choose a name that best defines the information you choose to display on that Dashboard.
* Click on the **APPLY** button for this name to be saved.

### Delete a Dashboard

![dashboard](https://2551497454-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FbWd08bYtHMw1HqDKFpBf%2Fuploads%2FcoGYo2VVnBMnqu1OFVQh%2FNetwork_delete_dashboard.png?alt=media\&token=255918e9-02fb-4863-beeb-7ff553119a37)

* Click on the **Trash** icon to delete a Dashboard.
* Once you delete a Dashboard, you will not be able to undo this action.

## Dashboard Widgets - Graphs and Tables

![dashboard](https://2551497454-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FbWd08bYtHMw1HqDKFpBf%2Fuploads%2F4riBNibubNh1pWlZ8BGY%2Fsaas-dashboard-6-panels.png?alt=media\&token=52203ad9-5111-43ae-88ff-3c615f3bba90)

By default, the lower six panels of the Dashboard will show three graphs in the top row and three tables in the bottom row.

* The graphs will show a **Combo**, **Line** or **Pie** chart showing various important metrics.
* The tables will show a [**Metric**](#available-metrics) compared to a [**Dimension**](#available-dimensions).

Each of the three graphs shows two lines, to enable you to compare how things have changed in the time period you select in the top left (**Today**, **Yesterday**, **Last 7 Days**, **Last 30 Days**, **This Month**):

* The red/green line shows the later time, and the grey line shows the earlier time for comparison.

### Customizing the Dashboard Widgets

In the top right of each of the six panels, click on the **Settings** icon to customize the data shown in any of the panels. Here you can choose what metrics and dimensions you want to show in the widget panels of your **Dashboard**. This can help you to focus your dashboard on the particular data that is most relevant to your business.

![Dashboard Widget - Chart](https://2551497454-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FbWd08bYtHMw1HqDKFpBf%2Fuploads%2Fx8turdmLwKaurTHUxxUR%2Fsaas-dashboard-settings.png?alt=media\&token=daabcee4-7e77-4791-ad61-691bf62fe5e7)

The **Settings** pop-up will appear. Here you can set what dimensions and metrics you wish to see in the widget. You can also set whether you wish to see a **Chart** or a **Table** using the radio button.

### Creating/Editing a Chart

![dashboard](https://2551497454-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FbWd08bYtHMw1HqDKFpBf%2Fuploads%2Fz0bjqMS4jvpy42xJQ8Cp%2Fsaas-dashboard-chart.png?alt=media\&token=ffba6043-84c1-4231-9c1f-8e42728bed77)

If you choose **Chart** you can then select whether to show a **Line** chart, or **Pie** Chart:

* **Combo**: Select a [**Metric**](#available-metrics) to show on a bar chart, with a [**Secondary Metric**](#available-metrics) to show on a line chart.
* **Line**: Select a [**Metric**](#available-metrics) to show on the line graph. This will show two lines, one for the selected time period e.g. days, and a red/green line for the corresponding time period before that.
* **Pie**: Select a [**Metric**](#available-metrics) to compare with a [**Dimension**](#available-dimensions) from the drop-downs.

You will see a preview of your chart on the right side of the **Dashboard Settings** box.

Click **Apply** to show this chart on your Dashboard.

### Creating/Editing a Table

![dashboard](https://2551497454-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FbWd08bYtHMw1HqDKFpBf%2Fuploads%2FTxAAx8zvyQszcY9KCcYv%2Fsaas-dashboard-table.png?alt=media\&token=b40169c2-2278-4a86-91aa-119ae6ac9fc3)

If you choose **Table** when creating or editing a dashboard widget, select a [**Metric**](#available-metrics) to compare with a [**Dimension**](#available-dimensions) in the table.

You will see a preview of your table on the right side of the **Dashboard Settings** box.

Click **Apply** to show this table on your Dashboard.

### Action Icons in the Tables

![](https://2551497454-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FbWd08bYtHMw1HqDKFpBf%2Fuploads%2FEGDT5FH52Z9ndMOQrJ0o%2FNetwork_action_buttons.png?alt=media\&token=5aac538f-4d25-4d43-8abf-4af81ae1bb9e)

You can use the action icons in the tables on your Dashboard widget to:

* Edit the details for any campaign, site, or zone on your Ad Server.
* View the Dashboard that any Advertiser or Publisher sees.
* View the Statistics tab filtered by any item in the table.

To do this, roll over any campaign name, site/zone name, or Advertiser/Publisher name in the table. Two icons will appear on the right side of the table:

* The first icon will take you into the campaign, site, zone, or dashboard for the item.
* The second icon will take you to the **Statistics** tab, filtered for that item.

| Icon       | Campaign Name                                   | Site/Zone Name                                       | Advertiser Name                                   | Publisher Name                                   |
| ---------- | ----------------------------------------------- | ---------------------------------------------------- | ------------------------------------------------- | ------------------------------------------------ |
| Jump       | Step 1: **General Details** of that campaign.   | **New Zone**/**New Site** screen for that site/zone. | Advertiser's **Dashboard** tab.                   | Publisher's **Dashboard** tab.                   |
| Statistics | **Statistics** tab, filtered for that campaign. | **Statistics** tab, filtered for that site/zone.     | **Statistics** tab, filtered for that Advertiser. | **Statistics** tab, filtered for that Publisher. |

{% hint style="info" %}
For dimensions other than **Campaign**, **Site**, **Zone**, **Advertiser**, or **Publisher**, you will see a **Statistics** icon only, which will take you to the **Statistics** tab filtered for that dimension.
{% endhint %}

### Filtering Your Tables or Charts

![filter widget](https://2551497454-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FbWd08bYtHMw1HqDKFpBf%2Fuploads%2FkGMjtx03ZxtMLap5ZYLz%2Fdashboard-widget-filter.png?alt=media\&token=adbb7710-d6eb-4b30-b53d-a37c16f99312)

You can also add a filter to any charts or tables you create on your dashboard. For example, you could create a **Line** graph showing **Network Revenue**, and then filter it by **Browser**.

To do this, click the **+Add Filter** button at the bottom of the **Dashboard Settings** panel, and select a filter from the list:

* When you choose a filter, you can then choose which items you wish to filter by: For example, if you choose to filter by **Browsers**, you can then use the checkboxes to choose which browsers to filter by.
* Use the **Show selected only** checkbox to exclude the items that you haven't selected, and choose **Select All** to select all items.
* You can add multiple filters by clicking on the **Add Filter** button again.

Once you have added the filters you require, click on the **Update Preview** button on the chart or table to see how it looks.

Once a widget has had a filter applied, you will see a **Filter applied** symbol on the left side of it:

![filter widget](https://2551497454-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FbWd08bYtHMw1HqDKFpBf%2Fuploads%2FcrdkPgBZZWydpEvjiVl2%2Ffilters-applied.png?alt=media\&token=338d15c8-0ee9-4ea3-b522-50f9678460c2)

## Drag, Drop and Expand Dashboard Widgets

You can also drag, drop or expand any widget within the Dashboard. This will enable you to easily change the position of widgets and/or expand them, such that your dashboards are highlighting the relevant data in the best way possible.

### Expand Dashboard Widgets

* The four corners are highlighted with expand icons.
* The cursor changes to a four headed cursor anywhere on the widget where it can be expanded along any of its four sides.
* The cursor changes to a two headed cursor when hovering over the top/bottom or right/left borders of the widget respectively.
* Using your cursor you will be able to use the new features as you require.

### Drag and Drop Dashboard Widgets

* Using the cursor, you can change the position of any widget by dragging and dropping them from one place to another.
* A grid is shown in dotted lines in the background while moving a widget which acts as a template for you to know which spot is available.

{% hint style="info" %}
**Note**:

* The maximum number of widgets in any dashboard is 18.
* The maximum size of an expanded widget is 2x2.
* While resizing or drag and drop of a widget the neighboring widgets will automatically adjust/move to the next available space.
  {% endhint %}

### Available Dimensions

<table data-header-hidden="false" data-header-sticky data-search="false"><thead><tr><th valign="top">Group</th><th valign="top">Dimension Name</th><th valign="top">Values</th></tr></thead><tbody><tr><td valign="top"></td><td valign="top">Dates</td><td valign="top">Year, Month, Week, Day, Hour.</td></tr><tr><td rowspan="9" valign="top">Advertising</td><td valign="top">Advertisers</td><td valign="top">Contains values for Advertiser usernames.</td></tr><tr><td valign="top">Campaign Groups</td><td valign="top">Contains values for the campaign groups defined for grouping campaigns.</td></tr><tr><td valign="top">Campaigns</td><td valign="top">Contains values as defined in Campaign Name.</td></tr><tr><td valign="top">Variations</td><td valign="top">Ad Variations uploaded for campaigns.</td></tr><tr><td valign="top">Landing Pages Groups</td><td valign="top">Contains values for Ad Destinations set when creating campaigns.</td></tr><tr><td valign="top">Landing Page</td><td valign="top">Contains values for Ad Destinations set when creating campaigns.</td></tr><tr><td valign="top">Campaign Type</td><td valign="top">Values depend on the types of campaigns set at the ad server level, i.e. Standard, Exclusive, Exchange, etc.</td></tr><tr><td valign="top">Standard-Internal</td><td valign="top">Standard - Normal campaigns that generate revenue.<br>Internal - Internal campaigns that do not generate revenue.</td></tr><tr><td valign="top">Pricing Models</td><td valign="top">Values depend on the pricing models set at the ad server level, i.e. CPC, CPM, Smart CPM, etc.</td></tr><tr><td rowspan="7" valign="top">Publishing</td><td valign="top">Publishers</td><td valign="top">Contains values for Publisher usernames.</td></tr><tr><td valign="top">Site Types</td><td valign="top">Contains values for Site Types.</td></tr><tr><td valign="top">Sites</td><td valign="top">Contains values for Site.</td></tr><tr><td valign="top">Ad Zones</td><td valign="top">Contains values for Zone names.</td></tr><tr><td valign="top">Ad Placement</td><td valign="top">Contains values for the ad placement positions on the publisher's website. Defined per zone by Account Managers (e.g. "Tab", "Video") to indicate where ads will appear.</td></tr><tr><td valign="top">Sub IDs</td><td valign="top">Contains values for SubIDs numbers.</td></tr><tr><td valign="top">Domains</td><td valign="top">Contains values for the publisher domains.</td></tr><tr><td rowspan="2" valign="top">Account Managers</td><td valign="top">Account Managers Advertisers</td><td valign="top">Contains values for Acc Managers (Advertisers) usernames.</td></tr><tr><td valign="top">Account Managers Publishers</td><td valign="top">Contains values for Acc Managers (Publishers) usernames.</td></tr><tr><td rowspan="3" valign="top">Business Developers</td><td valign="top">BD Advertisers</td><td valign="top">Contains values for Business Developers (Advertisers) usernames.</td></tr><tr><td valign="top">BD Publishers</td><td valign="top">Contains values for Business Developers (Publishers) usernames.</td></tr><tr><td valign="top">Categories</td><td valign="top">Contains the Categories from the pages where the ad was shown.</td></tr><tr><td rowspan="2" valign="top">Locations</td><td valign="top">Countries</td><td valign="top">Contains values for countries as per IP address.</td></tr><tr><td valign="top">Regions*</td><td valign="top">Contains values for regions as per IP address.</td></tr><tr><td rowspan="4" valign="top">Devices</td><td valign="top">Device Type*</td><td valign="top">Contains values for device types such as Desktop, Mobile, Smart TV, Console, etc.</td></tr><tr><td valign="top">Devices*</td><td valign="top">Contains values for devices in the format of device type and manufacturer name, such as Mobile-Iphone, Mobile-Samsung, Tablet-IPad, etc.</td></tr><tr><td valign="top">Operating Systems*</td><td valign="top">Contains values for the operating systems used on the devices where ads were requested.</td></tr><tr><td valign="top">Languages*</td><td valign="top">Contains values for the end users' languages.</td></tr><tr><td rowspan="5" valign="top">Browsers</td><td valign="top">Browsers*</td><td valign="top">Contains values for the end users’ browsers.</td></tr><tr><td valign="top">Browser Versions*</td><td valign="top">Contains values for the end users’ browser versions.</td></tr><tr><td valign="top">Carriers*</td><td valign="top">Contains values for the end users’ mobile carriers.</td></tr><tr><td valign="top">Ad Block*</td><td valign="top">Ad Block Users - End users with AdBlock software enabled and detected.<br>Standard Users - End users without AdBlock software enabled.</td></tr><tr><td valign="top">VR*</td><td valign="top">VR Users - End users who are requesting ads via VR.<br>Standard Users - End users who are not requesting ads via VR.</td></tr><tr><td rowspan="2" valign="top">Ad Format</td><td valign="top">Ad Format</td><td valign="top">Contains values for the Ad Formats in which the ad was shown.</td></tr><tr><td valign="top">Zone Types</td><td valign="top">Contains values for the Zone Types where the ad was shown.</td></tr><tr><td rowspan="2" valign="top">Hour/Day Intervals</td><td valign="top">Day of Week*</td><td valign="top">Contains values for the days of the week.</td></tr><tr><td valign="top">Hour of Day*</td><td valign="top">Contains values for the hours of the day.</td></tr><tr><td valign="top"></td><td valign="top">Proxy*</td><td valign="top"><p>Contains values for the type of proxy traffic.<br>- <strong>Anonymous Proxy:</strong> Anonymous proxies hide the user's IP address, making it difficult to trace their online activity back to their original location. These proxies are often used to bypass regional restrictions or to enhance privacy. In the context of ad traffic, this type of proxy may obscure the user's real location, potentially affecting campaign targeting and analytics.</p><p><br>- <strong>Corporate Proxy:</strong> Corporate proxies are used by companies to manage and monitor their employees' internet access. Traffic routed through a corporate proxy may be filtered or restricted according to the organization’s policies. This type of proxy could affect ad delivery, especially if the proxy blocks or modifies ad content.</p><p><br>- <strong>Hosting Proxy:</strong> Hosting proxies are IP addresses associated with data centers and cloud services. These are typically used by automated systems, such as bots, rather than individual users. Traffic from hosting proxies may impact ad campaign metrics, as it could represent non-human traffic, which might skew performance data.</p><p><br>- <strong>VPN (Virtual Private Network):</strong> VPNs encrypt a user’s internet connection and route it through a remote server, often in a different location. This can hide the user's actual IP address and location, which might affect the accuracy of location-based ad targeting. VPNs are commonly used for privacy, bypassing geo-restrictions, or accessing content securely.</p><p><br>- <strong>Browser Relay:</strong> Browser relays are used to route traffic through other users' devices, typically as part of a distributed network like Tor. This method is often employed to anonymize browsing activity. Traffic from browser relays can appear from multiple, unpredictable locations, potentially leading to challenges in accurately tracking and targeting ads.</p><p><br>- <strong>No Proxy:</strong> No proxy indicates that the traffic is coming directly from the user's device without any intermediary server. This is the most straightforward type of traffic, providing the most accurate data for ad targeting and analytics.</p><p><br>- <strong>Consumer Privacy Proxy:</strong> Consumer privacy proxies are designed to protect individual users' privacy by masking their IP addresses and sometimes encrypting their data. These proxies are typically used by privacy-conscious users. While this can provide better security for the user, it may also obscure certain details relevant for ad targeting, such as the user’s true location or device type.</p></td></tr><tr><td valign="top"></td><td valign="top">Traffic Type*</td><td valign="top">Depending on your ad server configuration such as Premium, Members Area, Email Clicks, etc.</td></tr><tr><td valign="top"></td><td valign="top">Click Invalid Reason*</td><td valign="top"><p>Contains the reason why a Click was invalid:<br>- <strong>Data Integrity Error</strong>: The data integrity check failed.</p><p><br>- <strong>Expired Timestamps:</strong> Click is invalid because the timestamp is older than the allowed window (24h for push, 20min for others).</p><p><br>- <strong>IP mismatch</strong>: When the user IP on click is not the same as the impression (Disabled).</p><p><br>- <strong>Missing Data Site Hostname</strong>: Click is invalid because the site hostname is missing.</p><p><br>- <strong>Missing Data IP</strong>: Click is invalid because the user’s IP is missing.</p><p><br>- <strong>Multi Click</strong>: If the User Identity, zone ID, IP, device model, and device platform for campaign variation are the same within 12h.</p><p><br>- <strong>Same IP 50 Clicks</strong>: If the User Identity, zone ID, IP, device model, and device platform are the same for 50 clicks within 12h.</p><p><br>- <strong>Anonymous Proxy</strong>: The proxy detected as hosting cloud, hosting DNS.</p><p><br>- <strong>Email Blacklisted:</strong> Click is invalid because the user’s email is on a blacklist.</p><p><br>- <strong>Country mismatch</strong>: When the country defined for impression (by IP address) is different from the click count.</p></td></tr><tr><td valign="top"></td><td valign="top">ISP*</td><td valign="top">Contains values for the Internet Service Provider where the traffic comes from.</td></tr><tr><td valign="top"></td><td valign="top">Ad Request Result*</td><td valign="top"><p>- <strong>Success (No Zone Floor)</strong> - We have ads to show and fallback is not configured, an Ad will be shown.</p><p><br>- <strong>Success (Above Zone Floor)</strong> - We have ads to show, it has fallback configured and the price is over the floor, an Ad will be shown.</p><p><br>- <strong>No Ads (Fallback)</strong> - We have no ads to deliver but a fallback is configured. Fallback is shown.</p><p><br>- <strong>No Ads (No Fallback)</strong> - We have no ads to deliver. No fallback is configured. Nothing is shown.</p><p><br>- <strong>RTB bidfloor not Reached (No Bid)</strong> - We have an ad to deliver. The RTB bid floor was not reached. Nothing is returned.</p><p><br>- <strong>Zone Floor not Reached (Fallback)</strong> - We have ads to show, it has fallback configured but the price is below the floor, Fallback will be shown.</p></td></tr><tr><td valign="top"></td><td valign="top">RTB Error Reasons*</td><td valign="top">Contains the reason why a Real-Time Bidding (RTB) request failed, available when RTB is enabled.</td></tr><tr><td valign="top"></td><td valign="top">Product Category*</td><td valign="top">Contains values for the vertical or type of product being promoted in campaigns (e.g., Dating, Games, Finance).</td></tr><tr><td valign="top"></td><td valign="top">Ad Serving Hostname</td><td valign="top">Contains values for the hostname used to serve the ad. Helps identify which hostnames are serving ads and which publishers are still using deprecated ones.</td></tr><tr><td valign="top"></td><td valign="top">Campaign Display Position</td><td valign="top">Contains values for the campaign display positions where ads were shown. Useful to assess the performance of each image within a Native Ad widget and the performance of ad zones with RDA enabled.</td></tr></tbody></table>

\* Dimensions not available in Core Plan.

### Available Metrics

<table data-header-hidden="false" data-header-sticky data-search="false"><thead><tr><th valign="top">Group</th><th valign="top">Metric</th><th valign="top">Description</th></tr></thead><tbody><tr><td rowspan="23" valign="top"><strong>General</strong></td><td valign="top">Ad Requests</td><td valign="top">Requests made to the Ad Server for an ad to be displayed.</td></tr><tr><td valign="top">Response Rate</td><td valign="top">This represents the percentage of Ad Requests that were filled with an ad by the Ad Server.</td></tr><tr><td valign="top">Total Impressions</td><td valign="top">Total Impressions measure the number of times an ad is displayed to users, regardless of whether it is clicked or interacted with.</td></tr><tr><td valign="top">Total Fill Rate</td><td valign="top">Total Fill Rate provides an overall view of how effectively both display and video ad inventory are being utilized.</td></tr><tr><td valign="top">Impressions</td><td valign="top">Number of ad impressions.</td></tr><tr><td valign="top">Fill Rate</td><td valign="top">The percentage of Ad Requests that result in actual Impressions.</td></tr><tr><td valign="top">Impression Distribution</td><td valign="top">The proportion of Total Impressions attributed to a specific dimension value (i.e., a campaign, advertiser, publisher, browser, etc.). It helps in understanding share of voice or traffic distribution.</td></tr><tr><td valign="top">Clicks</td><td valign="top">Number of ad clicks.</td></tr><tr><td valign="top">CPM</td><td valign="top">Cost per Mille.</td></tr><tr><td valign="top">Ad Request RPM</td><td valign="top">This measures the revenue generated by 1000 Ad Requests or Revenue per Mille.</td></tr><tr><td valign="top">Publisher Revenue</td><td valign="top">This is the Network Revenue minus the Ad Server fee. It is the amount that is paid out to Publishers.</td></tr><tr><td valign="top">Revenue Share</td><td valign="top">This represents the percentage of revenue generated by the Publisher.</td></tr><tr><td valign="top">Network Revenue</td><td valign="top">This is the gross revenue of the Ad Server before payouts to Publishers.</td></tr><tr><td valign="top">Network Revenue Distribution</td><td valign="top">The share of Network Revenue generated by a specific dimension value. It helps in performance evaluation and revenue allocation.</td></tr><tr><td valign="top">Margin</td><td valign="top">This shows the Network Revenue minus the Publisher revenue.</td></tr><tr><td valign="top">Margin Rate</td><td valign="top">The percentage of Network Revenue that is retained as Margin.</td></tr><tr><td valign="top">Margin Distribution</td><td valign="top">The contribution of a specific dimension value to the Total Margin.</td></tr><tr><td valign="top">CTR</td><td valign="top">Click through rate.</td></tr><tr><td valign="top">CPC</td><td valign="top">Cost per Click.</td></tr><tr><td valign="top">Invalid Impressions</td><td valign="top">The number of Impressions that are deemed invalid due to bot traffic or other forms of ad fraud.</td></tr><tr><td valign="top">Invalid Impression Rate</td><td valign="top">The proportion of Total Impressions that are deemed invalid due to bot traffic, or other forms of ad fraud.</td></tr><tr><td valign="top">Invalid Clicks</td><td valign="top">Number of Clicks that are deemed invalid due to bot traffic or other forms of ad fraud.</td></tr><tr><td valign="top">Invalid Click Rate</td><td valign="top">The percentage of Invalid Clicks out of the total number of Clicks.</td></tr><tr><td rowspan="5" valign="top"><strong>Video</strong></td><td valign="top">Video Impressions</td><td valign="top">Number of times that the video ad thumbnail was shown.</td></tr><tr><td valign="top">Video Fill Rate</td><td valign="top">The percentage of Ad Requests that successfully resulted in Video Impressions.</td></tr><tr><td valign="top">Views</td><td valign="top">Number of times the video ad was viewed.</td></tr><tr><td valign="top">CPV</td><td valign="top">Cost per View.</td></tr><tr><td valign="top">Views Ratio</td><td valign="top">Number of video views to the number of impressions.</td></tr><tr><td rowspan="2" valign="top"><strong>CDN</strong></td><td valign="top">Average File Size</td><td valign="top">Average size in KB of each asset being served.</td></tr><tr><td valign="top">CDN Usage</td><td valign="top">Size in KB for each impression, including video.</td></tr><tr><td rowspan="3" valign="top"><strong>Push Notification</strong></td><td valign="top">Sent</td><td valign="top">Number of push messages sent to users' devices.</td></tr><tr><td valign="top">Subs.</td><td valign="top">Number of users who accepted to receive Push Notifications.</td></tr><tr><td valign="top">Unsubs.</td><td valign="top">Number of users who have been removed and will not receive Push Notifications anymore.</td></tr><tr><td rowspan="20" valign="top"><strong>RTB</strong></td><td valign="top">Queries</td><td valign="top">Number of bid requests sent to the advertiser.</td></tr><tr><td valign="top">Success</td><td valign="top">The number of valid bid requests that were received.</td></tr><tr><td valign="top">Bid</td><td valign="top">Number of bids returned in response to bid requests.</td></tr><tr><td valign="top">Avg. Bid</td><td valign="top">Average bid price for selected auctions.</td></tr><tr><td valign="top">No Bid</td><td valign="top">Number of bid requests that did not return a bid as there were no campaigns available.</td></tr><tr><td valign="top">No Bid Ratio</td><td valign="top">Percentage of requests that did not make it to the bid, against the total number of queries.</td></tr><tr><td valign="top">Wins</td><td valign="top">Number of bid requests that won the auction.</td></tr><tr><td valign="top">Win Ratio</td><td valign="top">Percentage of wins against the total number of queries.</td></tr><tr><td valign="top">Errors</td><td valign="top">Number of bid requests that did not go through the bidding process due to errors.</td></tr><tr><td valign="top">Errors Ratio</td><td valign="top">Percentage of Bid requests with errors against the total number of queries.</td></tr><tr><td valign="top">Avg. Time</td><td valign="top">Average time taken between a request and response.</td></tr><tr><td valign="top">Timeouts</td><td valign="top">Number of bid requests that were timed out with no response.</td></tr><tr><td valign="top">Timeouts Ratio</td><td valign="top">Percentage of requests that have timed out against the total number of queries.</td></tr><tr><td valign="top">Skipped</td><td valign="top">Number of bid requests that were automatically throttled by the system.</td></tr><tr><td valign="top">Skipped Ratio</td><td valign="top">Percentage of Skipped requests against the total number of queries.</td></tr><tr><td valign="top">Resp. Ratio</td><td valign="top">Percentage of bid responses out of the total number of bid requests.</td></tr><tr><td valign="top">MPMQ</td><td valign="top">Margin per Mille Queries.</td></tr><tr><td valign="top">RPMQ</td><td valign="top">Revenue per Mille Queries.</td></tr><tr><td valign="top">Actual MPMQ</td><td valign="top">Actual Margin per Mille Queries. (without skipped queries)</td></tr><tr><td valign="top">Actual RPMQ</td><td valign="top">Actual Revenue per Mille Queries. (without skipped queries)</td></tr><tr><td rowspan="10" valign="top"><strong>Conversion Tracking</strong></td><td valign="top">Conversions</td><td valign="top">Number of conversions that take place.</td></tr><tr><td valign="top">CR (Conversion Rate)</td><td valign="top">Records the percentage of users who have completed a desired action. This is calculated as Conversions / Clicks and then expressed as a %.</td></tr><tr><td valign="top">CV (Conversion Value)</td><td valign="top">A monetary value of the conversion, and it is used to determine the Revenue, Profit and ROI (Return on Investment) of the campaign. Conversions values are based on the following options as set by the Advertiser on Conversion Goal setup.<br>No Value: The goal was set up with no conversion value.<br>Fixed - The goal will have a fixed value each time it's fired.<br><br>Dynamic - A dynamic amount that was associated with the goal. This value is an average of all the conversions that have happened (Revenue/Conversions).</td></tr><tr><td valign="top">eCPA</td><td valign="top">effective Cost Per Acquisition.</td></tr><tr><td valign="top">Profit</td><td valign="top">Determines the amount by which the Advertiser is profitable based on the revenue and cost metrics.</td></tr><tr><td valign="top">Revenue</td><td valign="top">A monetary income that the Advertiser earns from the number of conversions that take place.</td></tr><tr><td valign="top">ROAS</td><td valign="top">Return on Ad Spend measures the revenue generated for every unit of ad spend.</td></tr><tr><td valign="top">ROI</td><td valign="top">This is calculated as Profit / Cost and expressed as a %.</td></tr><tr><td valign="top">RPM</td><td valign="top">Revenue per Mille measures the revenue earned per 1,000 Impressions.</td></tr><tr><td valign="top">RPC</td><td valign="top">Revenue per Click measures how much revenue is earned per individual Click.</td></tr></tbody></table>


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