This article explains the key metrics used in reporting and how they relate to each stage of the ad delivery process.
Understanding these metrics helps you better interpret performance data, identify where inventory is converted, and understand how ad requests progress from initial calls to impressions and revenue.
Each metric reflects a specific step in the auction and delivery flow - from incoming ad calls, through targeting and bidding, to wins, impressions, and revenue calculations. Together, they provide a complete picture of campaign performance and delivery efficiency.
Default Metrics
Core metrics shown in every report
Source level - used when viewing data without any slices applied, or when the report is sliced only by source / channel.
| Format | Metric | Definition | Formula | Common Causes & Fixes |
|---|---|---|---|---|
| Number | Ad Calls | All inbound ad calls received from the supply partner before any targeting or filtering is applied. | - | If no or very few ad calls are received, verify with the supplier that the tag has been correctly implemented and activated. |
| Number | Ad Requests | Valid ad calls that passed Global Lists, Channel and Source targeting, as well as applicable limits. | - | No or very few ad requests usually means that most ad calls were filtered. Check the Filter Reasons template to identify the cause. |
| Number | Wins | Number of bids that won the internal auction and were sent to the supplier. | - | - |
| Number | Impressions | Number of impressions served to users. | - | Low impressions may be caused by impression-level filtering. Check the Wizard > Impressions Filter Reasons group. |
| Formula | Render Rate | Percentage of wins that resulted in a served impression. | Impressions / Wins*100 | - |
| Formula | Responses Rate | Percentage of source ad requests that resulted in a winning bid. | Win / Source Ad Requests * 100 | - |
| Formula | FR Impressions/Requests | Percentage of source ad requests that resulted in a served impression. | Impressions/ Source Ad Requests *100 | - |
| Formula | Bid Rate | Percentage of ad requests that received at least one bid from a demand partner. | Bids / Source Ad Requests * 100 | - |
| Formula | Channel Revenue | Net revenue earned from advertisers for this channel. | Sum of Net Revenue | - |
| Formula | Channel eCPM | Estimated revenue earned per thousand impressions. | Channel revenue / Impressions * 1000 | - |
Campaign level - applies when any campaign or advertiser-related slice is selected.
| Format | Metric | Definition | Formula | Common Causes & Fixes |
|---|---|---|---|---|
| Number | Ad Calls | All potential ad calls received from connected sources before any advertiser or campaign-level targeting is applied. | - | If no or very few ad calls are received, verify that the campaign is connected and activated. |
| Number | Ad Requests | Valid ad calls that passed advertiser and campaign targeting rules, as well as applicable limits. | - | No or very few ad requests usually means that most ad calls were filtered. Check the Filter Reasons template to identify the cause. |
| Number | Bids | Number of valid bid responses received after an ad request is sent to demand partners. | - | A low number of bids usually indicates that the demand partner is not bidding. Check outbound ad requests in the campaign logs ("All campaigns" tab) to ensure all required parameters and macros are present. Confirm with the demand partner that they receive and can process the requests, have active demand for this inventory, and that the floor price and targeting are aligned. |
| Number | Wins | Number of bids that won the auction and were sent to the supply partner. | - | No or very few wins: review why bids are not winning the auction. Check source-level ad category targeting and make sure it aligns with the campaign. If this affects a specific campaign, verify that other campaigns on the same connection have comparable price levels; otherwise, the campaign may win infrequently. Also ensure the campaign is not positioned at the very end of the waterfall priority. |
| Number | Impressions | Number of impressions served to users. | - | Low impressions may be caused by impression-level filtering. Check the Wizard > Impressions Filter Reasons group. |
| Formula | Render Rate | Percentage of wins that resulted in a served impression. | Impressions / Wins*100 | - |
| Formula | Responses Rate | Percentage of campaign ad requests that resulted in a winning bid. | Win / Campaign Ad Requests * 100 | - |
| Formula | FR Impressions/Requests | Percentage of campaign ad requests that resulted in a served impression. | Impressions/Campaign Ad Requests *100 | - |
| Formula | Bid Rate | The percentage of ad requests that receive at least one bid from demand partner. | Bids / Campaign Ad Requests * 100 | - |
| Formula | Win Rate | Percentage of bids that were selected as wins in the auction. | Win / Bid * 100 | - |
| Formula | Total Revenue | Gross revenue generated by the campaign. | Sum of Gross Revenue | - |
| Formula | eCPM | Effective cost per thousand impressions based on total revenue. | Total Revenue / Impressions * 1000 | - |