> 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-network-reports.md).

# Ad Server Statistics

![Network reports](https://2551497454-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FbWd08bYtHMw1HqDKFpBf%2Fuploads%2FGyQGx7yeza2dZXkpYkRg%2Fsaas-network-report-example.png?alt=media\&token=bc9e7b35-353a-4843-ab0d-5fe417151003)

As any **Network Admin User** in Admin View, the **Statistics** tab will show you statistics reports for the whole Ad Server.

* The sub-tabs at the top of the statistics tabs break down the statistics into reports for **Dates**, **Advertising**, **Publishing**, **Account Managers**, **Business Developers**, **Categories**, **Locations**, **Devices**, **Operating Systems**, **Languages**, **Browsers**, **Carriers**, **Ad Block**, **VR**, **Ad Format**, **Hour/Day Intervals**, **Email**, and **Traffic type**. A full list of dimensions available for reporting is [here](#dimensions).
* Whichever sub-tab you are in, you will see **Graph Data** at the top of the screen and **Table Data** at the bottom of the screen.

{% hint style="info" %}
As an Account Manager, you will only see data in the **Statistics** tab for the accounts that are assigned to you.
{% endhint %}

{% hint style="info" %}
Data is displayed using the New York time zone (EST or EDT). You should bear this in mind when analyzing statistics shown for your own time zone. However, you can change the statistics time zone by clicking in your **Statistics** page and selecting the **Hour** tab. In the bottom right of the graph on this tab, you can set the time zone for your data based on your preference.
{% endhint %}

## Choosing a Date Range

![filter](https://2551497454-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FbWd08bYtHMw1HqDKFpBf%2Fuploads%2FulLEoNKeWLtln5heRcBZ%2Fsaas-statistics-7-days.png?alt=media\&token=7da30e0f-746b-4128-a70c-c15da92bfe16)

Click on the date range selector in the top left to choose a date/date range to view statistics for. The default is **Last 7 Days**.

{% hint style="info" %}
Choosing **This Month** in the date range selector will only show data for this month up to the current date.
{% endhint %}

## Filtering Your Data

![filter](https://2551497454-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FbWd08bYtHMw1HqDKFpBf%2Fuploads%2FFhmFPA5IVi8aexzibomJ%2Fsaas-statistics-new-filters.png?alt=media\&token=effbf9c9-0942-429b-859f-294bbba39024)

You can filter the currently selected sub-tab by clicking on the **+Add Filter** button at the top of the screen.

When you select a filter, you can **Select All** or tick the boxes beside the items you wish to view, and click **APPLY**. The results that you see will be filtered by the items that you have selected.

You can add more filters after the first one. For example, you might want to filter by **Countries** and then by **Devices**.

{% hint style="info" %}
As an Account Manager, you will not see the filters **Account Manager (Advertisers)**, or **Account Managers (Publishers)**.
{% endhint %}

## Filtering by Advertiser and Publisher

![new metrics](https://2551497454-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FbWd08bYtHMw1HqDKFpBf%2Fuploads%2FpwV0TEArxwjfJZufJWac%2Fsaas-statistics-filters.png?alt=media\&token=0208bede-4710-4e51-bd8a-66b27d716c56)

By default, you will see statistics for the whole Ad Server. However, you can filter these statistics by Advertiser or Publisher, as well as choosing which individual Advertisers or Publishers you wish to see.

* At the top of the **Statistics** tab, click on the **+Add Filter** button.
* Select **Advertisers** or **Publishers** from the list.
* Tick the **Select All** checkbox to see all Advertisers or Publishers, or tick the checkbox beside the particular Advertisers or Publishers you want to see data for.
* You can search the Advertisers or Publishers to find the ones you want to filter by.
* If you have selected Advertisers or Publishers from various parts of the list you can tick the **Show selected only** checkbox to show them all and exclude the rest:

![new metrics](https://2551497454-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FbWd08bYtHMw1HqDKFpBf%2Fuploads%2FnhlgVFjvy8J37JvGaHTc%2Fsaas-statistics-adv-pub.png?alt=media\&token=153a686e-38f0-46dc-abe1-47f276fd893b)

{% hint style="info" %}
When you tick **Select All** for Advertisers or Publishers, you cannot select more than 500 in total.
{% endhint %}

{% hint style="info" %}
Accounts that are both Advertiser and Publisher will show in both the **Advertisers** and **Publishers** filter.
{% endhint %}

{% hint style="success" %}
**Tip**: You can also drill down into your data in the **Table Data** panel. Clicking on an item in the **Table Data** will automatically add a filter to the multi-filter bar at the top of the **Statistics** tab.
{% endhint %}

## Toggle Options

![toggle](https://2551497454-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FbWd08bYtHMw1HqDKFpBf%2Fuploads%2FmjIqJHigfaXQogeh0Dyb%2Fsaas-reports-toggle-options.png?alt=media\&token=6edc348a-3d84-47f9-b136-a08fb6f3fcaa)

When viewing any report, the Toggle Options are found in the top right of the **Table Data** Panel.

* By clicking on the **General** drop-down menu, you can choose which columns you want to show/hide in the **General** panel data: **Ad Requests**, **Ad Requests RPM**, **Clicks**, **CPC**, **CPM**, **CTR**, **Fill Rate**, **Impressions**, **Margin**, **Network Revenue**, **Publisher Revenue**, **Revenue Share**.
* By clicking on the **Video** drop-down, you can switch on and off the video stats in the **General** panel: **Video**, **Impressions**, **Views**, **Views Ratio**, **CPV**.
* By clicking on the **Push Notifications** drop-down, you can switch on and off the push notifications statistics that show in the **Push Notifications** panel. When **Push Notifications** are switched on, you can use the tick boxes to select which to show/hide.
* If enabled for your network, you will see two extra menus called **RTB-Advertiser** and **RTB-Publisher** which will allow you to show various Real-Time Bidding statistics in the table.

## Saving Custom Filter Sets

![save-filters](https://2551497454-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FbWd08bYtHMw1HqDKFpBf%2Fuploads%2FmeSwUuvrgiMmyGVXDKQb%2Fsave-filters.jpeg?alt=media\&token=afdd3101-cebf-4821-bf3e-b7ce0836b1c8)

Using the **Saved Reports** option, you can save filter sets on the statistics page, give this filter set a custom name, and choose from a list of previously saved filter sets.

### Saving a Report

You can either save a filtered report by adding a few filters of your choice or choose from the list of already saved filters to obtain the desired view.

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

* The Statistics page will be reset once you leave to go to another page in Admin Panel.
* You can see the list of saved filters in the Saved Reports dropdown.
* The order of sorting the Saved reports will be the latest one created on top.
  {% endhint %}

### Update the Existing Report or Save As a New Report

**Save**

* You can update an existing saved report by selecting it, changing the filters and then clicking on the Save button.
* The filter setting will be updated and saved under the chosen Saved Report.

**Save As New**

* You can save an existing filter set with another name.
* You can save a new report by adding or removing a few filters from this set.

### Rename, Delete or Share a Saved Report

You can edit, delete, or share a report using the action buttons next to each saved report in the Saved Report drop-down menu.

![share-filters](https://2551497454-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FbWd08bYtHMw1HqDKFpBf%2Fuploads%2FJYo5HAkAWVwzjsiYvMum%2Fsharing-filters.png?alt=media\&token=3c2f24e6-28e1-465a-9c30-68a3e4ec49c2)

* The Pencil icon allows you to rename a Saved Report. Note that two reports cannot have the same name.
* The Bin icon deletes a Saved Report. Once a report is deleted, this action cannot be undone.
* The Copy Link icon enables you to share a Saved Report. When clicked, the link is copied to your clipboard for easy sharing.

{% hint style="info" %}
Shared report links respect each recipient’s role permissions. For example, an Account Manager opening a report filtered to 10 accounts sees only their assigned accounts.
{% endhint %}

## Dimensions

Below is the list of all dimensions available:

<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 included in the Core plan.

## Ad Server Metrics

![Network metrics](https://2551497454-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FbWd08bYtHMw1HqDKFpBf%2Fuploads%2FMqD1kB2XBu2iMMuoNHnf%2Fsaas-statistics-new-metrics.png?alt=media\&token=70059ce3-6e89-4873-92cd-4f09207f6fd3)

If you view any report in the Statistics tab, in both the Graph Data and the Table Data, you will see a few extra Ad Server metrics that Advertisers and Publishers don't see, such as Network Revenue, Publisher Revenue, Margin, Ad Requests, Ad Requests RPM, Ad Requests or Revenue per Mille, Fill Rate and Revenue Share.

Below is a list of all the metrics that are available to you:

### 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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