Report Builder Metrics

The following table includes the Report Builder dimension metrics.

Name Description
25% Complete The number of video starts that resulted in at least a 25% completed video
50% Complete The number of video starts that resulted in at least a 50% completed video.
75% Complete The number of video starts that resulted in at least a 75% completed video.
100% Complete The number of video starts that resulted in 100% video completions.
25% Completion Rate The percentage of video starts that resulted in at least a 25% completed video.
50% Completion Rate The percentage of video starts that resulted in at least a 50% completed video
75% Completion Rate The percentage of video starts that resulted in at least a 75% completed video.
100% Completion Rate The percentage of video starts that resulted in a 100% completed video.
Ad Serving Cost A variable cost that tracks expenses associated with the third-party storage, tracking, and delivery of assets including per-impression charges and fees.
Ad Verification Cost A cost associated with the measurement and verification of target delivery.
Advertiser eCPM Effective cost per thousand impressions (also known as Cost CPM, Revenue CPM).
Advertiser Spending Amount of the Budget Delivered, as counted by the ad server (also known as Revenue, Advertiser Revenue, Advertiser Cost, Campaign Spend). Also known as Delivered Budget, Spend, or Revenue, though it should not be used to represent officially recognized revenue.
Audience Impressions The number of impressions delivered to specific audiences, segments or devices.
Audience Measurement Cost A variable cost that tracks expenses associated with the identification and measurement of delivery to specific audiences, segments, or devices.
Average Frequency Average impressions per unique user. (Impressions / Unique Viewers)
Bid eCPM The bid price without factoring in a bid multiplier.
Bid Shading Cost Savings
The amount of money you save from DSP bid shading on first-price auctions.
Brand Safety Cost A variable cost that tracks expenses related to inventory quality, brand safety, and fraud avoidance.
Click Through Conversion Rate Click Through Conversions / Impressions.
Click Through Conversions The number of conversions that occurred as a result of a customer clicking an advertisement.
Click Through CPA Advertiser Spending / Click Through Conversions.
Clicks The number of clicks on ads during the date range selected.
Conversion Rate Rate at which conversions occurred relative to the number of impressions served.
Conversion Value Conversion values are rules associated with a pixel. Rules allow you to define a specific value that each type of conversion is worth to you. If the line has a CPA goal, the rule value defaults to the target CPA. If the line does not have a CPA goal, the value defaults to the conversion value you defined when you created the conversion rule. If the conversion rule does not have a value, the default conversion value is 0.
Conversions Conversions occur when a user signs up, makes a purchase, or performs some other desired action in response to an ad.
CPA Cost per Action (also known as Revenue CPA, Cost CPA). Average cost per conversion recorded.
CPC Cost per click. A payment model in which advertisers pay each time a user clicks on their advertisement.
CPCV/L Cost per Completed View (when a viewer watches a video to completion) or, in the case of audio ads, Cost per Completed Listen (when a listener listens to an audio ad to completion).
CPV A Cost per View (CPV) goal tracks the number of times end-users watch at least 15-30 seconds of a video ad.
Cross-device Conversions The number of conversions that occurred across devices. For example, if a user views an impression on a phone or tablet, but converts on a desktop, the conversion is considered a cross-device conversion.
CTR Average number of clicks generated by the views of your online ad (impressions).
Data Fee Tax The city, county, and state government tax amount in dollars charged on top of the Total Data Fee. Tax rates vary based on the city, county, and state in which the supply partner is headquartered. Tax rates are subject to change.
Drop Rate at 0% The number of video starts that were not dropped at all.
Drop Rate at 25% The number of video starts that were dropped before at least 25% completion.
Drop Rate at 50% The number of video starts that were dropped before at least 50% completion.
Drop Rate at 75% The number of video starts that were dropped before at least 75% completion.
Dynamic Conversion An amount you assign in the Line Properties to certain pixels, or a dynamic value you pass to DSP via your pixels that represents the actual value in a shopping cart.
Filtered Clicks The number of clicks marked as ‘Invalid’ by Yahoo’s Traffic Protection team. Traffic Protection may mark clicks as invalid if the clicks are duplicates, or because bot traffic or other fraudulent activity.
Filtered Impressions The number of impressions marked as ‘Invalid’ by Yahoo’s Traffic Protection team. Traffic Protection may mark impressions as invalid if the impressions are duplicates, or because bot traffic or other fraudulent activity.
Impression Distribution Nonmeasureable The percentage of delivered impressions that were not measured. (Not Measured Impressions / Delivered Impressions)
Impression Distribution Nonviewable The percentage of delivered impressions that were not viewable. (Non-Viewable Impressions / Delivered Impressions)
Impression Distribution Viewable The percentage of delivered impressions that were viewable. (Viewable Impressions / Delivered Impressions)
Impressions The number of impressions delivered.
Inventory Cost Amount paid to Publishers (also known as Publisher Cost, Publisher Earnings). This is the cost to the network.
Inventory Cost Tax The city, county, and state government tax amount in dollars charged on top of the Inventory Cost. Tax rates vary based on the city, county, and state in which the supply partner is headquartered. Tax rates are subject to change.
Inventory eCPM Effective cost per thousand impressions that is paid to Publishers (also known as Inventory CPM, Publisher eCPM).
Management Fee Reports on management fees (formerly known as advised self serve fees or service fees)
Management Fee Tax The city, county, and state government tax amount in dollars charged on top of the Management Fee. Tax rates vary based on the city, county, and state in which the supply partner is headquartered. Tax rates are subject to change.
Moat Analyzed Impressions Measures and reports on the number of viewable video impressions as measured by Moat.
Moat AVOC The number of Audible and Visible on Complete (AVOC) impressions, as measured by Moat.
Moat AVOC Rate The percentage of video impressions Moat records as audible and visible when the video finishes, relative to the number of Moat-measurable impressions.
Moat GroupM Viewability The number of video impressions that meet the GroupM Viewability standard. According to GroupM standards, a viewable video impression requires that 50% of video ad pixels are active and in the viewable portion of the consumer’s browser for two consecutive seconds.
Moat GroupM Viewability Rate The percentage of video impressions Moat records as meeting the GroupM standard for viewability relative to the number of Moat-measurable impressions.
Moat Measurability Rate The percentage of impressions that are measurable, according to Moat. (Moat Meausrable Impressions / Impressions).
Moat Measureable Impressions The number of impressions that Moat measured for viewability. Not all delivered impressions may be measured because of technical limitations or publisher page design.
Moat Viewability Rate The percentage of measured impressions that were viewable, according to Moat. (Moat Viewable Impressions / Moat Measurable Impressions)
Moat Viewable Impressions Impressions that were viewable according to Moat guidelines. According to Moat, a viewable video impression requires that at least 50% of video ad pixels are active and in the viewable portion of the viewer’s browser for two consecutive seconds.
Multiplied eCPM The bid price with a bid multiplier factored in.
Network eCPM Network effective cost per thousand impressions.
Network Profit The amount of profit allocated to the network, accounting only for inventory costs. This measure ignores data costs, data verification services costs, and other fees.
Nonviewable Impressions Impressions that were not viewable. (Measured Impressions - Viewable Impressions)
Order Management Fee For Verizon Media-managed campaigns only, the fee Verizon Media charges to manage the campaign.
Other Cost A custom fee type that you define at the line level for margin management calculations of miscellaneous costs associated with running digital media campaigns.
Platform Fee A fee that the Verizon Media charges when you use the DSP to successfully place a bid on inventory. The fee is negotiated in your contract with Verizon Media.
Platform Fee Tax The city, county, and state government tax amount in dollars charged on top of the Platform Fee. Tax rates vary based on the city, county, and state in which the supply partner is headquartered. Tax rates are subject to change.
Programmatic Guaranteed Deal Fee The fee charged for running programmatic guaranteed lines using DSP.
ROAS Return on Ad Spend. The rate of return on ad spend. Conversion Value / Advertiser Spending.
Skipped Ads The number of impressions categorized as ‘skipped ads.’ A user skips an ad by clicking the Skip button. Some video ads provide a countdown timer that starts at the beginning of the ad and allows users to skip the ad after a certain number of seconds.
Start Views The number of started videos during the selected date range.
Third Party Data Fee The data fee charged by DSP for using third-party data segments in line targeting as per your billing contract.
Total Data Fee The fee charged for using Yahoo audience data.
Total Tax The total tax amount on all fees related to your use of DSP and third-party services (Data Fees, Inventory Costs, Management Fees, Platform Fees, and Vendor Fees).
Total Variable Cost The total amount of your variable costs (ad serving costs, verification, audience measurement, brand safety, viewability and other).
Total Vendor Fee The total cost of the third-party vendor services you purchase in the Vendor Store, such as targeting, inventory quality and measurement services.
Unique Click Through Converters The number of click through convertsers who are unique user.
Unique Converters The number of converters who are unique users.
Unique View Through Converters The number of view through converters who are unique users.
Unique Viewers The number of unique browser cookies that impressions were served to.
VCPM The Viewable CPM (vCPM) price. Some video advertisers determine ROI by looking at the cost to deliver only viewable impressions. These advertisers may use vCPM to bid the maximum amount they want to pay for a viewable ad.
Vendor Fee Tax The city, county, and state government tax amount in dollars charged on top of the Total Vendor Fee. Tax rates vary based on the city, county, and state in which the supply partner is headquartered. Tax rates are subject to change.
Very First Conversion Includes only the first conversion attributed to an event and ignores any subsequent conversions that map to the same event.
View Through Conversions The number of conversions that occurred as a result of a customer viewing an advertisement.
View Through Conversion Rate View Through Conversions / Impressions
View Through CPA Advertiser Spending / View Through Conversions
Viewability Cost The cost of third-party viewability targeting services you opt in to in the Vendor Store.
Yahoo Data Fee The data fee charged by DSP for using Yahoo data segments in line targeting as per your billing contract.
Yahoo Measurable Impressions Impressions measured for viewability, as measured by Yahoo. Not all delivered impressions may be measured because of technical limitations or publisher page design.
Yahoo Measurable Rate The percentage of impressions measured for viewability (also known as measurement coverage), as measured by Yahoo. (Measured Impressions / Delivered Impressions)
Yahoo Nonmeasureable Impressions Impressions for which viewability could not be measured, according to Yahoo.
Yahoo Viewable Impressions Impressions that were viewable per the MRC/IAB guidelines, as measured by Yahoo.(Delivered Impressions - Measured Impressions)
Yahoo Viewable Rate The percentage of measured impressions that were viewable, as measured by Yahoo. (Viewable Impressions / Measured Impressions)