Metrics in reports

All metrics are generated based on data with General Invalid Traffic (GIVT) filtered out. Data for IMS metrics is additionally filtered to exclude SIVT (Sophisticated Invalid Traffic).

Note. Statistics are displayed in Moscow time (UTC+3).

Common


Metric	Description
Impressions	Events that occur at the start of ad rendering.
Total impressions	The total count of banner impressions in the system, including backup ad. The number of impressions may differ from the number of banner ad responses if the impression count method is overridden at the campaign level.
Viewable Ad Impression	Ad impressions in the window's viewable area in the active browser tab, which are counted according to the established criteria: the minimum percentage of pixels in the viewable area and the duration in the browser viewable area.
Undetermined ad impressions	Impressions for which it's impossible to determine the viewability status.


Metric	Description
Impressions	Events that occur at the start of ad rendering.
Total impressions	The total count of banner impressions in the system, including backup ad. The number of impressions may differ from the number of banner ad responses if the impression count method is overridden at the campaign level.
Viewable Ad Impression	Ad impressions in the window's viewable area in the active browser tab, which are counted according to the established criteria: the minimum percentage of pixels in the viewable area and the duration in the browser viewable area.
Undetermined ad impressions	Impressions for which it's impossible to determine the viewability status.

Events


Metric	Description
Viewable Ad Impression, Yandex	Impressions that meet the Yandex standard viewability criteria. The metric is only available for campaigns with the count method Viewable impression, Yandex (previously — Viewable impression, 2 seconds) that were created before March 18, 2022.


Metric	Description
Viewable Ad Impression, Yandex	Impressions that meet the Yandex standard viewability criteria. The metric is only available for campaigns with the count method Viewable impression, Yandex (previously — Viewable impression, 2 seconds) that were created before March 18, 2022.

Unique

To calculate metrics for unique users, Adfox uses sampling: this is a statistical data processing method, in which a general view of the data is based on a certain part of it. This reduces the time it takes to build reports.

Adfox makes a selection from all the data and counts the number of unique users based on it. When building reports, this number is multiplied by the sampling ratio.

The larger the number of impressions, the smaller the error that sampling can cause. With a small number of impressions (for example, if the campaign has just started), the number of unique users may exceed the number of impressions. In this case, the data on impressions will be correct.


Metric	Description
Total unique impressions	Banner impressions for the user that were recorded by the system, including backup ad, but excluding repeat impressions. The impression count may differ from the banner response count if the impression count method is overridden at the campaign level.
Impression frequency	Count of banner ad impressions for unique users.
Unique Yandex HB total ad requests	The number of all requests sent via Yandex Header Bidding (without repeat requests).
Unique banner ad responses	A banner response (without repeat responses) to the user, counted by the system. The response count may differ from the number of banner impressions if the impression count method is overridden at the campaign level.
Unique impressions	The banner impression recorded by the system, excluding repeat impressions. The impression count may differ from the banner ad response count if the impression count method is overridden at the campaign level.
Unique unfilled ad responses	A response of a backup ad (without repeat responses) to the user, counted by the system.


Metric	Description
Total unique impressions	Banner impressions for the user that were recorded by the system, including backup ad, but excluding repeat impressions. The impression count may differ from the banner response count if the impression count method is overridden at the campaign level.
Impression frequency	Count of banner ad impressions for unique users.
Unique Yandex HB total ad requests	The number of all requests sent via Yandex Header Bidding (without repeat requests).
Unique banner ad responses	A banner response (without repeat responses) to the user, counted by the system. The response count may differ from the number of banner impressions if the impression count method is overridden at the campaign level.
Unique impressions	The banner impression recorded by the system, excluding repeat impressions. The impression count may differ from the banner ad response count if the impression count method is overridden at the campaign level.
Unique unfilled ad responses	A response of a backup ad (without repeat responses) to the user, counted by the system.

Additional


Metric	Description
Average ad requests	Average number of requests during the period.
Yandex HB total ad requests	The number of all requests sent via Yandex Header Bidding.
Unfilled clicks	Number of clicks from backup ad to the advertiser site.
Total clicks	Total number of clicks from ad banners to the advertiser site.
Quantity of events	The total number of events triggered.


Metric	Description
Average ad requests	Average number of requests during the period.
Yandex HB total ad requests	The number of all requests sent via Yandex Header Bidding.
Unfilled clicks	Number of clicks from backup ad to the advertiser site.
Total clicks	Total number of clicks from ad banners to the advertiser site.
Quantity of events	The total number of events triggered.

IMS metrics

Data on IMS metrics is collected if the account has at least one active campaign using a template labeled “IMS” , regardless of the selected method for counting impressions.

Any data used for IMS metrics is additionally subject to SIVT (Sophisticated Invalid Traffic) filtering.


Metric	Description
Impressions (IMS)	Events that occur at the start of ad rendering based on invalid traffic (GIVT and SIVT) filtering.
Viewable Ad Impressions (IMS)	Ad impressions in the window's viewable area in the active browser tab, which are counted according to the criteria of international media standards, such as the minimum percentage of pixels in the viewable area and the duration in the browser viewable area, based on invalid traffic (GIVT and SIVT) filtering.
Viewable Ad Impression, Yandex (IMS)	Impressions that meet the Yandex viewability criteria: 50% (30% for ads of 242,500 pixels (970 × 250 px) or more) of the banner area is viewable in the active browser window for at least two seconds, based on invalid traffic (GIVT and SIVT) filtering.
Clicks (IMS)	Number of clicks from ad banners to the advertiser site, based on invalid traffic (GIVT and SIVT) filtering.
Viewable Rate (IMS)	The percentage of impressions in the viewable area of the browser window counted according to the international media standards criteria relative to the impressions with viewability determined, based on invalid traffic (GIVT and SIVT) filtering.
Measured Rate (IMS)	The ratio of impressions with viewability determined to the total number of Impressions (IMS), based on invalid traffic (GIVT and SIVT) filtering.
Non-viewable ad impressions (IMS)	Impressions with rendering on the page registered, but without confirmation of viewability according to the international media standards criteria, based on invalid traffic (GIVT and SIVT) filtering.
Undetermined ad impressions (IMS)	Impressions for which it's impossible to determine the viewability status, based on invalid traffic (GIVT and SIVT) filtering.