Metrics

This article identifies the campaign performance metrics available through the DSP Reporting API, describes how they are measured or calculated, and explains how you can use the metric type ID attribute to select and filter report data.

Overview

A metric is quantitative measurement of data: a number (a sum, average, or ratio) that measures the performance of a line or campaign during the reporting period. For example, the Impressions metric tracks the total number of impressions served.

Campaign performance metrics include both standard metrics and calculated (or derived) metrics.

  • Standard metrics represent measurements of ad impression event data and campaign values that are stored in the fact table.
  • Calculated metrics are derived from the combination of two or more metrics.

Metric Types

Every campaign performance metric is identified by a unique metric type ID. You can specify metric type IDs in request payloads to select report data or filter grouped data based on metric values:

  • Metric type IDs specified in the metricTypeIds array determine the metrics returned in a report. To learn more, see Report Option Object.
  • Metric type IDs, metrics values, and comparison operators specified in the having object define metric-value filters to select ad impression event data. To learn more, see Having Object.

The table lists DSP Reporting API metrics by metric type ID, provides the formula for calculated metrics, and indicates whether the metric type is available to clients with seat or GAN access.

Table 11 DSP Reporting Metrics Fields by ID
ID Metric Type Description Seat Access GAN Access
1 Impressions

Tracks the number of impressions served.

An impression occurs whenever an ad is loaded and displayed.

Y Y
2 Clicks

Tracks the number of ads clicked.

A click occurs whenever a consumer responds to an impression by clicking an ad.

Y Y
11 CTR

Tracks the click-through rate, the percentage of consumers who see an ad that end up clicking that ad:

CTR [11]  = Clicks [2] / Impressions [1]
Y Y
23 Conversion

Tracks the number of conversions.

A conversion occurs whenever a consumer responds to an impression with an action that is defined by a conversion rule.

Y Y
25 Start Views Tracks the number of videos started. Y N
26 25% Completions Tracks the number of video starts that resulted in at least a 25% completed video. Y N
27 50% Completions Tracks the number of video starts that resulted in at least a 50% completed video. Y N
28 75% Completions Tracks the number of video starts that resulted in at least a 75% completed video. Y N
29 100% Completions Tracks the number of video starts that resulted in a 100% video completions. Y N
30 Drop Rate at 0% Tracks the percentage of video starts that were not dropped at all. Y N
31 Drop Rate at 25% Tracks the percentage of video starts that were dropped before at least 25% completion. Y N
32 Drop Rate at 50% Tracks the percentage of video starts that were dropped before at least 50% completion. Y N
33 Drop Rate at 75% Tracks the percentage of video starts that were dropped before at least 75% completion. Y N
41 CPC

Tracks the cost per click, the average cost paid for each click:

CPC [41] = Ad Spend [44] / Clicks [2]
Y Y
42 CNVR

Tracks the conversion rate, the rate of conversions per impressions served:

CNVR [42] = Conversions [23] / Impressions [1]
Y N
43 CPA

Tracks the cost per action, the average cost per conversion recorded:

CPA [43]  = Ad Spend [44] / Conversions [23]
Y Y
44 Advertiser Spending Tracks the total budget delivered as measured by the ad server. Y Y
45 Advertiser eCPM

Tracks the effective cost per thousand impressions:

Advertiser eCPM [45]  = (Ad Spend [44] / Impressions [1]) * 1000
Y N
46 Publisher Earnings Tracks the amount paid to publishers. Y N
47 Publisher Earnings % Tracks the publisher earnings percentage. Y N
48 Inventory eCPM

Tracks the effective cost per thousand impressions that is paid to publishers:

Inventory eCPM [48]  = (Inventory Cost / Advertiser Spending [44])  * 1000
Y N
49 Network Profit

Tracks network profit based on inventory costs.

Note: Network Profit does not take into account data costs, data verification services costs, and other fees.

Y N
50 Network Profit %

Tracks the percentage of Advertiser Spending that is profit.

Note: Network Profit % does not take into account data costs, data verification services costs, and other fees.

Y N
51 Network eCPM

Tracks the network eCPM, the effective cost per thousand impressions paid by the network:

Network eCPM [45]  = (Advertiser Spending [44] - Publisher Earnings [46]) * 1000
Y N
53 Average Frequency

Tracks the number of impressions served per unique consumer:

Average Frequency [53] = Impressions [1] / Unique Viewers [115]
Y N
62 25% Completion Rate Tracks the percentage of video starts that resulted in at least a 25% completed video. Y N
63 50% Completion Rate Tracks the percentage of video starts that resulted in at least a 50% completed video. Y N
64 75% Completion Rate Tracks the percentage of video starts that resulted in at least a 75% completed video. Y N
65 100% Completion Rate Tracks the percentage of video starts that resulted in a 100% completed video. Y N
100 Yahoo Measurable Impressions

Tracks the number of impressions measured for viewability.

Note: Not all impressions may be measured because of technical limitations or publisher page design.

Y N
101 Yahoo Viewable Impressions

Tracks the viewable impressions per MRC Viewable Impression Guidelines.

Yahoo Viewable Impressions [101] = Impressions [1] - Measured Impressions [100]
Y N
102 Yahoo Viewable Rate

Tracks the percentage of measured impressions that were viewable:

Yahoo Viewable Rate [102] = Yahoo Viewable Impressions [101] / Measured Impressions [100]
Y N
103 Non-Viewable Impressions

Tracks the number of impressions that were not viewable:

Non-Viewable Impressions [104] = Impressions [100] - Yahoo Viewable Impressions [101]
Y N
104 Yahoo Non-Measurable Impressions

Tracks the number of impressions where viewability could not be measured:

Non-Measurable Impressions [104] = Impressions [1] - Yahoo Measurable Impressions [100]
Y N
105 Yahoo Measurable Rate

Tracks the percentage of impressions measured for viewability:

Yahoo Measurable Rate [105] = Measured Impressions [100] / Impressions [1]
Y N
106 Impression Distribution Viewable

Tracks the percentage of impressions that were viewable:

Impression Distribution Viewable [106] = Viewable Impressions [101] / Impressions [1]
Y N
107 Impression Distribution Nonviewable

Tracks the percentage of impressions that were not viewable:

Impression Distribution Nonviewable [107] = Non-Viewable Impressions [103] / Impressions [1]
Y N
108 Impression Distribution Nonmeasurable

Tracks the percentage of impressions that were not measured:

Impression Distribution Nonmeasurable [108] = Non-Measured Impressions [104] / Impressions [1]
Y N
109 View Through Conversion

Tracks view-through conversions.

A view-based conversion occurs when a consumer views an ad impression.

Y N
110 Click Through Conversion

Tracks click-through conversions.

A click-based conversion occurs when a consumer clicks on an ad impression, and eventually converts on the advertiser’s site who served the ad.

Y N
111 View Through Conversion Rate Tracks the percentage of view-through conversions. Y N
112 Click Through Conversion Rate Tracks the percentage of click-through conversions. Y N
113 View Through CPA

Tracks the view-through CPA rate, the cost per view through conversion:

View Through CPA [113] = Advertiser Spending [44] / View Through Conversions [109]
Y N
114 Click Through CPA

Tracks the click-through CPA rate, the cost per click-through conversion:

Click Through CPA [114] = Advertiser Spending [44] / Click Through Conversions [110]
Y N
115 Unique Viewers Tracks the number of unique consumers. Y N
116 Seat Tech Fee Tracks the technical fee charged for using the Oath Ad Platforms DSP. Y N
117 Seat Data Fee Tracks the fee charged for using Yahoo audience data. Y N
129 Seat Management Fee Tracks the cost/fee charged for professional services provided by the platform account team. Y N
134 Filtered Impressions Tracks the number of filtered impressions. Y N
135 Filtered Clicks Tracks the number of filtered clicks. Y N
137 Conversion Value Tracks the ROAS conversion value. Y N
138 ROAS

Tracks the return on ad spend:

ROAS [138] = Conversion Value [137] / Advertiser Spending [44]
Y N
163 Moat Viewable Rate

Tracks Moat viewable rate for display metrics:

Moat Viewable Rate [163] = Moat Viewable Impressions [166] / Moat Measurable Impressions [167]
Y N
166 Moat Viewable Impressions Tracks Moat viewable impressions for display metrics. Tracks Moat viewable impressions. Y N
167 Moat Measurable Impressions Tracks Moat measurable impressions for display metrics. Y N
171 Cross-device Conversions Tracks the number of cross-device conversions. Y N
180 Yahoo Data Fees Tracks Yahoo data fees. Y N
184 Third Party Data Fees Tracks third party data fees. Y N
188 Order Management Fee Tracks the order management fee. Y N
242 Moat Impressions Analyzed Tracks the number of impressions tracked by Moat. Y N
243 Moat AVOC Tracks the number of measurable impressions where the ad played to completion and was both visible and audible on completion. Y N
244 Moat AVFH Tracks the number of Moat measurable impressions that are both audibile and fully on-screen for at least half of the ad’s duration. Y N
245 MOAT Measurability Rate

Tracks the Moat measurability rate, the percentage of impressions where Moat viewability was measurable:

Moat Measurability Rate [245] = Moat Measurable Impressions [167] / Impressions [1]
Y N
247 MOAT AVOC Rate

Tracks the Moat AVOC rate, the percentage of measurable impressions where the ad played to completion and was both visible and audible on completion:

MOAT AVOC Rate [247] = MOAT AVOC [243] / Moat Measurable Impressions [167]
Y N
249 Skipped Ads Tracks the total number of skipped ads. Y N