Metrics
Name | Category | Definition |
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Active View Custom Metric Measurable Impressions | Active View |
The number of impressions that were measurable for custom viewability. |
Active View Custom Metric Viewable Impressions | Active View |
The number of impressions considered viewable based on your criteria. |
Active View Custom Metric Viewable Rate | Active View |
The percentage of custom measurable impressions that were considered custom viewable. |
Active View Custom Video Metrics | Active View |
In Campaign Manager 360 navigate to Advertiser > Floodlight configuration > Active View custom viewability metric, or in Display & Video 360 navigate to Advertiser > Resources > Floodlight > Basic Details > Active View custom metric to create video viewability metrics available in reporting. Users of both who manage Floodlight in Campaign Manager 360 should enable there. Set the following criteria to determine if impressions are counted (based on your metric):
If both time and quartile thresholds are set, an impression will be counted when the first of either criteria is met. The following metrics appear in reporting:
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Active View: % Audible and Visible at Completion | Active View | The percentage of not skipped measurable impressions that were audible and visible at the completion of the video. Audible means the video's audio volume was greater than 0%. Visible means at least 50% of the ad's pixels were on screen. |
Active View: % Audible and Visible at First Quartile | Active View | The percentage of measurable impressions that were played to, and considered audible and visible at, the first quartile of the video. Audible means the video's audio volume was greater than 0%. Visible means at least 50% of the ad's pixels were on screen. |
Active View: % Audible and Visible at Midpoint | Active View | The percentage of measurable impressions that were played to, and considered audible and visible at, the second quartile of the video. Audible means the video's audio volume was greater than 0%. Visible means at least 50% of the ad's pixels were on screen. |
Active View: % Audible and Visible at Start | Active View | The percentage of measurable impressions that were considered audible and visible at the start of the video. Audible means the video's audio volume was greater than 0%. Visible means at least 50% of the ad's pixels were on screen. |
Active View: % Audible and Visible at Third Quartile | Active View | The percentage of measurable impressions that were played to, and audible and visible at, the third quartile of the video. Audible means the video's audio volume was greater than 0%. Visible means at least 50% of the ad's pixels were on screen. |
Active View: % Audible Impressions | Active View | The percentage of measurable impressions that were considered audible. Audible means the video's audio volume was greater than 0% at any point. |
Active View: % Full-Screen | Active View | The percentage of impressions that were put in full-screen mode at any time during play. |
Active View: % Fully On-Screen 2 sec | Active View | The percentage of non-skipped impressions that had 100% of their pixels in view for at least 2 seconds. |
Active View: % In Background | Active View | The percentage of impressions that were put in a background browser tab at any time during play. |
Active View: % Measurable Impressions | Active View | The percentage of impressions that were measurable with Active View, out of the total number of Active View eligible impressions. Accredited by the Media Rating Council. Learn more |
Active View: % of Ad Played | Active View | The percentage of total ad duration that was played, regardless of if it was considered audible or visible. |
Active View: % of Completed Impressions Audible and Visible | Active View | The percentage of impressions that were played to, and considered audible and visible at, the completion of the video out of all impressions that completed the video. This is calculated as (Impressions Audible and Visible at Completion) / (Completions) . Audible means the video's audio volume was greater than 0%. Visible means at least 50% of the ad's pixels were on screen. |
Active View: % of Completed Impressions Visible | Active View | The percentage of impressions that were played to, and visible at, the completion of the video out of all impressions that completed the video. This is calculated as (Impressions Visible at Completion) / (Completions) . Visible means at least 50% of the ad's pixels were on screen. |
Active View: % of First Quartile Impressions Audible and Visible | Active View | The percentage of impressions that were played to, and considered audible and visible at, the first quartile of the video out of all impressions that reached the first quartile. This is calculated as (Impressions Audible and Visible at First Quartile) / (First Quartile Completions) . Audible means the video's audio volume was greater than 0%. Visible means at least 50% of the ad's pixels were on screen. |
Active View: % of First Quartile Impressions Visible | Active View | The percentage of impressions that were played to, and visible at, the first quartile of the video out of all impressions that reached the first quartile. This is calculated as (Impressions Visible at First Quartile) / (First Quartile Completions) .Visible means at least 50% of the ad's pixels were on screen. |
Active View: % of Midpoint Impressions Audible and Visible | Active View | The percentage of impressions that were played to, and considered audible and visible at, the midpoint of the video out of all impressions that reached the midpoint. This is calculated as (Impressions Audible and Visible at Midpoint) / (Midpoint Completions) . Audible means the video's audio volume was greater than 0%. Visible means at least 50% of the ad's pixels were on screen. |
Active View: % of Midpoint Impressions Visible | Active View | The percentage of impressions that were played to, and visible at, the midpoint of the video out of all impressions that reached the midpoint. This is calculated as (Impressions Visible at Midpoint) / (Midpoint Completions) . Visible means at least 50% of the ad's pixels were on screen. |
Active View: % of Third Quartile Impressions Audible and Visible | Active View | The percentage of impressions that were played to, and considered audible and visible at, the third quartile of the video out of all impressions that reached the third quartile. This is calculated as (Impressions Audible and Visible at Third Quartile) / (Third Quartile Completions) . Audible means the video's audio volume was greater than 0%. Visible means at least 50% of the ad's pixels were on screen. |
Active View: % of Third Quartile Impressions Visible | Active View | The percentage of impressions that were played to, and visible at, the third quartile of the video out of all impressions that reached the third quartile. This is calculated as (Impressions Visible at Third Quartile) / (Third Quartile Completions) . Visible means at least 50% of the ad's pixels were on screen. |
Active View: % Play Time Audible | Active View | The percentage of ad play time that was considered audible. Audible means the video's audio volume was greater than 0%. |
Active View: % Play Time Audible and Visible | Active View | The percentage of ad play time that was considered both audible and visible. Audible means the video's audio volume was greater than 0%. Visible means at least 50% of the ad's pixels were on screen. |
Active View: % Play Time Visible | Active View | The percentage of ad play time that was considered visible. Visible means at least 50% of the ad's pixels were on screen. |
Active View: % Viewable Impressions | Active View | The percentage of viewable impressions out of all measurable impressions, calculated as (Viewable Impressions) / (Measurable Impressions) . For example, say the ads on your site had 100 measurable impressions. That means there were 100 impressions where Active View tags were able to measure viewability. If only 10 of those 100 impressions were measured as viewable, then the site would have 10% viewable impressions.Accredited by the Media Rating Council. Learn more |
Active View: % Visible 10 Seconds | Active View | The percent of measurable video impressions that were visible for at least 10 seconds. Visible means at least 50% of the ad's pixels were on screen. |
Active View: % Visible at Completion | Active View | The percentage of measurable impressions that were played to, and visible at, the completion of the video. Visible means at least 50% of the ad's pixels were on screen. |
Active View: % Visible at First Quartile | Active View | The percentage of measurable impressions that were played to, and considered visible at, the first quartile of the video. Visible means at least 50% of the ad's pixels were on screen. |
Active View: % Visible at Midpoint | Active View | The percentage of measurable impressions that were played to, and considered visible at, the second quartile of the video. Visible means at least 50% of the ad's pixels were on screen. |
Active View: % Visible at Start | Active View | The percentage of measurable impressions that were considered visible at the start of the video. Visible means at least 50% of the ad's pixels were on screen. |
Active View: % Visible at Third Quartile | Active View | The percentage of measurable impressions that were played to, and visible at, the third quartile of the video. Visible means at least 50% of the ad's pixels were on screen. |
Active View: Audible (Unmuted) for 2 sec Impressions | Active View |
The number of measurable impressions for audio ads that were considered audible and had two continuous seconds of playback. |
Active View: Audible (Unmuted) for 30 sec Impressions | Active View |
The number of impressions for audio or video ads that were considered audible and where the ad played for 30 seconds (or its full length, whichever is shorter). |
Active View: Audible & Fully On-Screen for Half Of Duration (15 sec. cap) Impressions | Active View | The number of impressions that were considered audible and had 100% of their pixels in view for whichever came first: 15 seconds or half of the duration of the ad. Audible means the video's audio volume was greater than 0%. |
Active View: Audible & Fully On-Screen for Half Of Duration (15 sec. cap) Measurable Impressions | Active View | The number of impressions that could be measured for audio and had 100% of pixels in view for whichever came first: 15 seconds or the ad's midpoint. |
Active View: Audible & Fully On-Screen for Half Of Duration (15 sec. cap) Rate | Active View | The percentage of impressions that were considered audible and had 100% of their pixels in view for whichever came first: 15 seconds or half of the duration of the ad. Audible means the video's audio volume was greater than 0%. |
Active View: Audible & Fully On-Screen for Half Of Duration (TrueView) Impressions | Active View | The number of non-skipped TrueView impressions that were considered audible and had 100% of their pixels in view for whichever came first: 15 seconds or half of the duration of the ad. Audible means the video's audio volume was greater than 0%. |
Active View: Audible & Fully On-Screen for Half Of Duration (TrueView) Measurable Impressions | Active View | The number of non-skipped TrueView impressions that could be measured for audio and had 100% of pixels in view for whichever came first: 15 seconds or the ad's midpoint. |
Active View: Audible & Fully On-Screen for Half Of Duration (TrueView) Rate | Active View | The percentage of non-skipped Trueview impressions that were considered audible and had 100% of their pixels in view for whichever came first: 15 seconds or half of the duration of the ad. Audible means the video's audio volume was greater than 0%. |
Active View: Audible and Background Impressions | Active View |
The number of impressions for audio or video ads that were considered audible and put in a background browser tab. |
Active View: Audible Measurable Impressions | Active View |
The number of measurable impressions for audio ads that were considered audible when playback started. |
Active View: Average Viewable Time (Seconds) | Active View |
The average time, in seconds, the ad appeared on screen. Only viewable impressions are counted toward this metric. Average Viewable Time is capped (stops recording) as follows:
If the user scrolls away from the ad so that it is no longer considered viewable, the time on screen counter stops. If the user scrolls back to the ad so that it is considered viewable again, the counter resumes. If the user switches to a different browser tab, time on screen stops recording. For video ads, the ad must be playing in addition to all of the above for time to be counted. Example: A video ad that played for 10 seconds, was navigated away from, then returned to and played for another 10 seconds gives an average viewable time of 20 seconds. Note: This metric is not available in Display & Video 360 for YouTube. |
Active View: Complete Audible Impressions | Active View |
The number of impressions for audio or video ads that were considered audible and played to completion. |
Active View: Eligible Impressions | Active View | The total number of impressions that were eligible to measure viewability. An impression is eligible if the ad unit has a supported creative format and tag type.
Accredited by the Media Rating Council. Learn more |
Active View: Ever Muted Count | Active View |
The number of times an audio or video ad was muted. |
Active View: First Quartile Audible Impressions | Active View |
The number of impressions for audio or video ads that were considered audible and played to the end of the first quarter of the ad's entire length. |
Active View: Impression Distribution (Not Measurable) | Active View | Percentage of eligible impressions where measurement was attempted, but failed. Impression Distribution (not measurable) is calculated using the following formula: Not measurable impressions / Active View eligible impressions Accredited by the Media Rating Council. Learn more |
Active View: Impression Distribution (Not Viewable) | Active View | Percentage of eligible impressions where measurement was attempted, succeeded and the ad was deemed non-viewable.
Impression distribution (not viewable) is calculated using the following formula: Not viewable impressions / Active View eligible impressions
Accredited by the Media Rating Council. Learn more |
Active View: Impression Distribution (Viewable) | Active View | Percentage of eligible impressions where measurement was attempted, succeeded and the ad was deemed viewable. This metric differs from % Viewable Impressions, as it is the number of viewable impressions of ads where measurement is eligible, but not necessarily successful. This metric will be less than or equal to % Viewable Impressions, because the number of measurable impressions is always less than or equal to the total number of impressions. Impression distribution (viewable) is calculated using the following formula: Viewable impressions / Active View eligible impressions
Accredited by the Media Rating Council. Learn more |
Active View: Impressions Audible and Visible at Completion | Active View | The number of measurable impressions that were played to video completion, and also audible and visible at the time of completion. Audible means the video's audio volume was greater than 0%. Visible means at least 50% of the ad's pixels were on screen. |
Active View: Impressions Visible 10 Seconds | Active View | The number of measurable video impressions that were visible for at least 10 seconds. Visible means at least 50% of the ad's pixels were on screen. |
Active View: Measurable Impressions | Active View | The total number of impressions that were measurable with Active View. An ad is measurable when the Active View tag is able to capture viewability data about the impression and communicate that data to the Google Marketing Platform servers. Accredited by the Media Rating Council. Learn more |
Active View: Midpoint Audible Impressions | Active View |
The number of impressions for audio or video ads that were considered audible and played to the end of the ad's midpoint. |
Active View: Not Measurable Impressions | Active View | The total number of impressions that were not measurable with Active View. An ad is not measurable when the Active View tag fails to capture viewability information about the impression. Even when an ad has Active View, some factors may prevent the tag from capturing data. For example, in certain instances when an ad tag is served through a cross-domain Iframe, its viewability may not be measurable.
Accredited by the Media Rating Council. Learn more |
Active View: Not Viewable Impressions | Active View |
Total number of impressions that were measured, but deemed not viewable.
Accredited by the Media Rating Council. Learn more
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Active View: Third Quartile Audible Impressions | Active View |
The number of impressions for audio or video ads that were considered audible and played to the end of the third quarter of its entire length. |
Active View: Viewable Impressions | Active View |
The number of impressions on the site that were viewable out of all measurable impressions.
All viewable ads are measurable, because you can't confirm that an ad has met the criteria for viewability unless it can be measured. |
Click-through Assisted Conversions | Attribution - Assisted Conversions | The total number of click-through conversions that had an assisting interaction in the path, either as a total, or broken down by channel. |
Click-through Assisted Revenue | Attribution - Assisted Revenue | The total revenue value of click-through conversions that had an assisting interaction in the path, either as a total, or broken down by channel. |
Rich Media Assisted Conversions | Attribution - Assisted Conversions | The total number of conversions that had an assisting Rich Media interaction in the path, either as a total, or broken down by channel. |
Unassisted conversions | Attribution - Assisted Conversions | The number of conversions for which the there was only one interaction that led to the conversion, and no other impressions or clicks assisted in the conversion. |
View-through Assisted Conversions | Attribution - Assisted Conversions | The total number of view-through conversions that had an assisting interaction in the path, either as a total, or broken down by channel. |
View-through Assisted Revenue | Attribution - Assisted Revenue | The revenue value of view-through conversions that had an assisting interaction in the path, either as a total, or broken down by channel. |
Activity per Click (Conversion Rate) | Conversion | For each Floodlight activity, the average number of activities (conversions) that result from one click, calculated as: Activities / Clicks If there are more clicks than activities, the value for this metric will be less than 1. |
Activity per Thousand Impressions | Conversion | For each Floodlight activity, the average number of activities (conversions) that result from 1000 impressions, calculated as: Activities / (Impressions / 1000) If there are more than 1000 impressions for each activity, the value for this metric will be less than 1. |
Click-through Conversions | Conversion |
All conversions in the reporting period that are attributed to a click on an ad. |
Click-through Revenue | Conversion | The total amount of revenue attributed to click-through conversions. Revenue is calculated for Floodlight sales activities. |
First Click Conversions | Conversion | The number of first clicks (by dimension and conversion window) that led to a conversion. For example, if the first click (in the conversion window) for a given conversion path was on mobile, this metric will show a count of 1 for mobile environments but 0 for desktop environments. |
Conversion Events | Conversion |
The number of times that a Floodlight activity was associated with a click or impression. Unlike conversions, Floodlight never counts more than one conversion event at a time, even if the conversion is a sales activity that reports multiple conversions at once. |
Click-through Conversion Events | Conversion |
All conversion events in the reporting period that are attributed to a click on an ad. |
First Impression Revenue | Conversion | The value of conversions where an impression was the first interaction in a conversion path. |
First Impression Conversions | Conversion | The number of first impressions (by dimension and conversion window) that led to a conversion. For example, if the first impression (in the conversion window) for a given conversion path was on mobile, this metric will show a count of 1 for mobile environments but 0 for desktop environments. |
First Click Revenue | Conversion | The value of the conversions for which a click was the first interaction in the conversion path. |
Conversions | Conversion |
The number of times that users took a desired action during the reporting period, after seeing or clicking on an ad. Each action is defined by a Floodlight activity. A conversion is only counted if the ad impression or click falls within the conversion windows set for the placement where it occurred. For sales activities, Floodlight might count more than one conversion per event. For example, you can set up Floodlight to count the number of items purchased as the number of conversions for a single event. |
Revenue per Click | Conversion | For each user click, the average amount of revenue recorded by each Floodlight sales activity, calculated as: Revenue / Clicks |
Revenue per Thousand Impressions | Conversion | For each user click, the average amount of revenue recorded by each Floodlight sales activity, calculated as: Revenue / (Impressions / 1000) |
Total Revenue | Conversion |
The total amount of revenue attributed to all conversions in the reporting period, including both click-through and view-through conversions. Revenue is calculated for Floodlight sales activities. In the standard report, revenue for each Individual floodlight conversion is capped at one million (of the conversion's currency). This may cause discrepancies with other reports. |
Total conversion events | Conversion |
All conversion events in the reporting period, including both click-through and view-through conversions. |
Total Conversions | Conversion |
All conversions in the reporting period, including both click-through and view-through conversions. |
View-through Conversions | Conversion |
Conversions that are attributed to an ad that was displayed but not clicked on. |
View-through Conversion Events | Conversion |
Conversion events that are attributed to an ad that was displayed but not clicked on. |
View-through Revenue | Conversion |
The total amount of revenue attributed to view-through conversions. Revenue is calculated for Floodlight sales activities. |
Gmail Total Conversions | Conversion |
The number of Floodlight activity conversions for Gmail ads calculated as: Gmail Post-Click Conversions + Gmail Post-View Conversions These won't be included in the standard conversions metric. |
Gmail Post-View Conversions | Conversion |
The number of Floodlight activity conversions after the user viewed a collapsed Gmail ad. These won't be included in the standard post-view conversions metric. |
Gmail Post-Click Conversions | Conversion |
The number of Floodlight activity conversions after the user clicked the expanded Gmail ad to visit the advertiser landing page. These won't be included in the standard post-click conversions metric. |
Gmail Click-through Revenue | Conversion |
The total revenue attributed to Gmail click-through conversions. Revenue is calculated for Floodlight sales activities.
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Gmail View-through Revenue | Conversion |
The total revenue attributed to Gmail view-through conversions. Revenue is calculated for Floodlight sales activities.
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Gmail Total Revenue | Conversion |
The total revenue attributed to all Gmail conversions (view-through and click-through) in the reporting period. Revenue is calculated for Floodlight sales activities.
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Total Revenue + Unattributed | Conversion | The total amount of revenue attributed to click-through, view-through, and unattributed conversions. Revenue is calculated for Floodlight sales activities. |
Total Conversions + Unattributed | Conversion | The number of conversions in the reporting period, including click-through, view-through, and unattributed conversions. |
Transaction Count + Unattributed | Conversion | The number of events counted, including attributed and unattributed events. |
Booked Activities | General | The number of Floodlight activities booked for each placement in the report, adjusted for the time period specified. Add this metric to report on placements that are associated with a CPA cost model. |
Booked Clicks | General | The number of clicks booked for each placement in the report, adjusted for the time period specified. Add this metric to report on placements that are associated with a CPC cost model. |
Booked Impressions | General |
The number of impressions booked for each placement in the report (known as "booked impression units"), adjusted for the date range of the report. Example equation: Booked impressions = (booked impression units)/(number of days for which they Notes:
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DBM Cost | General |
DBM cost is a composite value that represents the amount of money spent to purchase impressions from exchanges, plus any additional markups from Display & Video 360, partners, or third parties, as well as various other costs. See DBM Cost Article |
Downloaded Impressions | General |
The number of times that a user’s client (browser or mobile device) sent a ping to our ad server that creative content was requested and has started to download during the specified date range. Considerations
As of October 2017, the Impressions metric uses the same count on download methodology that you could preview with this metric. |
HTML5 Impressions | General |
The number of impressions delivered of rich media HTML5 creatives and display creatives with HTML5 assets. |
Impressions | General |
The number of times that a user’s client (browser or mobile device) sent a ping to our ad server that creative content was requested and has started to download during the specified date range. Considerations
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Roadblock Impressions | General |
The number of impressions recorded for the primary placement within a roadblock. |
User List Current Size | General |
The number of users (cookies) who are currently members of this list. |
Booked Viewable Impressions | General |
The number of viewable impressions as measured by Active View booked for each placement in the report (known as "booked impression units"), adjusted for the date range of the report. Example equation: Booked viewable impressions = (booked viewable impression units)/(number of days for which they Notes:
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Clicks | General |
The number of times that users clicked on a creative during the specified date range. A click is recorded even if the user does not actually reach the landing page. For example, if a user clicks on an ad, then closes the browser before the landing page loads, a click is still recorded. For YouTube ads, this is the number of clicks on a call to action that leads to a destination URL. These are clicks that lead outside of the video. For YouTube ads on a connected TV, this is the number of clicks on Send to phone on the TV screen. Accredited by the Media Rating Council. Learn more |
Click Rate | General |
The percentage of impressions that result in users clicking an ad, calculated as: (Clicks / Impressions) × 100 %For example, if an ad delivers 500,000 impressions and receives 6000 clicks, the click rate is 1.2%. Accredited by the Media Rating Council. Learn more |
Tracked Ads | General | This number is identical to impressions. It represents:
The number of times that a user’s client (browser or mobile device) sent a ping to our ad server that creative content was requested and has started to download during the specified date range. Considerations
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Begin to Render Impressions | General |
The number of impressions where the image assets were downloaded (for display), or the video assets were buffered (for video), and have started to appear on screen.
Accredited by the Media Rating Council. Learn more
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Begin to Render Eligible Impressions | General |
The number of impressions that were eligible for begin to render measurement.
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Provisional Impressions | General | For OMID enabled mobile app display inventory, Impressions will soon only be counted when at least 1 pixel of the creative is on screen. Provisional Impressions can be compared with the existing Impressions metric to see the impact of this change. |
Vendor Blocked Ads | General |
The number of ads blocked by your third-party provider based on Campaign Manager 360’s automated third-party verification. Use this metric with the Impressions metric to see a complete view of total impression attempts, impressions served, and impressions blocked. |
Cookie Unconsented Impressions | General |
The number of impressions that didn't have consent for the use of cookies or other local identifiers and were therefore served by the publisher as limited ads. A value of 1 in the |
Cookie Unconsented Clicks | General |
The number of clicks that didn't have consent for the use of cookies or other local identifiers and were therefore served by the publisher as limited ads. A value of 1 in the |
% Impression Share by Demographic | GRP |
Percentage of impressions for a given portion of the audience out of the campaign’s total number of impressions. For example, a given portion of the audience might have 25% of the total number of impressions for a campaign. In this case, the audience impression share is 25%. |
% Audience Share by Demographic | GRP | Percentage of unique users from a specific demographic of the audience out of the campaign’s total unique audience. For example, a given portion of the audience might constitute 25% of the total unique audience. In this case, the audience share is 25%. |
% Population Share by Demographic | GRP | Percentage of users reached out of the total potential reach for a given demographic (the population). For example, a campaign might reach 5% of the users who belong to a given demographic bucket in the US. In this case, audience reach is 5%. |
Impressions (GRP reports) | GRP | The number of impressions from a given demographic. |
Audio Companion Clicks | In-stream audio |
The number of clicks recorded for companion creatives for audio creatives.
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Audio Companion Views | In-stream audio |
The number of impressions recorded for companion creatives for audio creatives.
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Audio Completions | In-stream audio |
The number of impressions for which an audio clip played to completion. An event is logged once, and if the user restarts the clip, it's not counted again. For example, if the user plays a 30-second clip for a full 30 seconds, the event is logged. If the user replays the clip for 30 seconds, the event isn't logged again. If, however, the user plays 20 seconds of the clip, then stops and exits the clip, no completion event is logged. Additionally, a completion will be logged even if the user skips some of the audio, as long as the endpoint is played.
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Audio First Quartile Completions | In-stream audio |
The number of impressions for which an ad clip played to the end of the first quarter of the audio content’s total length. An event is logged once per impression. If the user restarts the clip, it's not counted again. For example, if the user plays a 40-second clip up to the 10-second mark, the event is logged. If the user replays the first 10 seconds of the clip, the event isn't logged again. If the user plays 5 seconds of the clip, then stops and exits the clip, no first quartile event is logged. Additionally, if the user skips over the first-quartile point in the audio content, no first quartile completion is logged.
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Audio Midpoints | In-stream audio |
The number of impressions for which an ad clip played to the midpoint of the audio content’s total length. An event is logged once, and if the user restarts the clip, it's not counted again. For example, if the user plays a 40-second clip up to the 20-second mark, the event is logged. If the user replays the first 20 seconds of the clip, the event isn't logged again. If the user plays 10 seconds of the clip, then stops and exits the clip, no midpoint event is logged. Additionally, if the user skips over the midpoint in the audio content, no midpoint is logged.
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Audio Mutes | In-stream audio |
The number of impressions for which the ad was muted. The action is counted even if the user mutes the ad before the audio content plays. One mute is counted per impression, even if the user mutes and unmutes the audio content multiple times. Only audio player mutes are counted. Instances where the user muted their computer operating system, or audio hardware, are not counted unless the audio player is also controlled by that action.
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Audio Pauses | In-stream audio |
The number of impressions for which the user paused the audio clip in the ad. Only one pause is counted per impression, even if the user paused and restarted the audio content multiple times.
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Audio Plays | In-stream audio |
The number of served audio impressions, counted when the audio clip was played or started by the user. Autoplays are not counted as part of audio plays. Only one audio play is counted, even if the user stopped and restarted the audio content. This metric is also known as "audio starts."
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Audio Replays | In-stream audio |
The number of impressions for which a user restarted an audio clip after it was stopped or paused. Only one replay is counted per impression, even if the user stopped and restarted the audio content multiple times.
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Audio Stops | In-stream audio |
The number of impressions for which a user stopped an audio clip that was playing. Only one stop is counted per impression, even if the user restarted and stopped the audio content multiple times.
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Audio Third Quartile Completions | In-stream audio |
The number of impressions for which an ad clip played to the end of the third quarter of the audio content’s total length. An event is logged once, and if the user restarts the clip, it's not counted again. For example, if the user plays a 40-second clip up to the 30-second mark, the event is logged. If the user replays the first 30 seconds of the clip, the event isn't logged again. If the user plays 20 seconds of the clip, then stops and exits the clip, no third quartile event is logged. Additionally, if the user skips over the third-quartile point in the audio content, no third quartile completion is logged.
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Audio Unmutes | In-stream audio |
The number of impressions for which mute was turned off to allow the audio’s sound to be played. An unmute is counted even if the user unmutes the ad before the audio content plays. One unmute is counted per impression, even if the user mutes and unmutes the audio content multiple times. Only audio player unmutes are counted. Instances where the user unmuted their computer operating system, or audio hardware, are not counted unless the audio player is also controlled by that action.
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Video Skips | In-stream video | The number of times a user has skipped a video clip that was playing. This metric is only available on VAST 3.0 compliant publishers with skippable inventory, when "Include skip button" is enabled at the creative level. |
Video Progress Events | In-stream video | The number of times a user has either played 30 seconds of a video or played the entire video to its completion (whichever is shorter). This metric is only available when tracking skippable video inventory. |
Companion Views | In-stream Video |
The number of impressions recorded for companion creatives, which are additional creatives that accompany in-stream video and VPAID creatives. |
Companion Clicks (Video) | In-stream Video |
The number of clicks recorded for companion creatives, which are additional creatives that accompany in-stream video and VPAID creatives. |
YouTube: Views | In-stream video |
The number of times your ad has been viewed. For skippable in-stream ads running on YouTube, paid advertising views will be counted as public views on the video when one of the following happens: someone watches a complete ad that’s 11-30 seconds long, someone watches at least 30 seconds of an ad that’s more than 30 seconds long, or someone interacts with the ad. For in-feed video ads, this is the number of times viewers choose to watch your ad by clicking a thumbnail. |
Unique Reach: Incremental Total Reach | Reach |
For each time increment within a report — day, week or month — the estimated number of additional new users who saw or clicked on an ad during each time period within a report, and who didn't click or see an ad during any previous increment. The total for all increments is the total reach for the full reporting period. For example, if your report is broken down by week, incremental total reach will show how many unique users saw or clicked during Week 1, how many additional users saw or clicked during Week 2, and so on. Users are only counted once and attributed to a particular week. For the first time increment in a report, the incremental reach will equal the total reach. This is expected, because there are no prior time increments with data to use as a basis for comparison.
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Unique Reach: Incremental Impression Reach | Reach |
For each time increment within a report — day, week or month — the estimated number of additional new users who were served an ad, and who weren't served an ad during any previous increment. The total for all increments is the impression reach for the full reporting period. For example, if your report is broken down by day incremental impression reach will show how many unique users were served an ad during Day 1, how many additional users were served an ad during Day 2, and so on. Users are only counted once and attributed to a particular day. |
Unique Reach: Incremental Click Reach | Reach |
For each time increment within a report — day, week or month — the estimated number of additional new users who clicked on an ad, and who didn't click on an ad during any previous increment. The total for all increments is the click reach for the full reporting period. For example, if your report is broken down by day, incremental click reach will show how many unique users clicked on Day 1, how many additional users clicked on Day 2, and so on. Users are only counted once and attributed to a particular day. The total for all increments is the click reach for the full reporting period. |
Unique Reach: Impression Reach | Unique Reach | The estimated number of unique users (across devices) who saw an ad during the reporting period. The impression estimate is based on unique cookies, mobile device IDs, and aggregated sign-in data. |
Unique Reach: Click Reach | Unique Reach | The estimated number of unique users (across devices) who clicked an ad during the reporting period. The click estimate is based on unique cookies, mobile device IDs, and aggregated sign-in data. |
Unique Reach: Total Reach | Unique Reach | The estimated number of unique users (across devices) who saw or clicked an ad during the reporting period. The total estimate is based on unique cookies, mobile device IDs, and aggregated sign-in data. |
Unique Reach: Average Impression Frequency | Unique Reach | The average frequency at which an ad is seen by unique users (across devices) during the reporting period. A frequency of 1 means that, on average, users saw your ad once. A higher average means that more users saw your ads multiple times. The user estimate is based on unique cookies, mobile device IDs, and aggregated sign-in data. |
Unique Reach: Viewable Impression Reach | Unique Reach | The estimated number of unique users (across devices) who viewed an ad (according to viewability standards) during the reporting period. The viewable impression estimate is based on unique cookies, mobile device IDs, and aggregated sign-in data. |
Unique Reach: Average Viewable Impression Frequency | Unique Reach | The average frequency at which an ad is viewed by unique users (across devices, and according to viewability standards) during the reporting period. A frequency of 1 means that, on average, users viewed your ad once. A higher average means that more users viewed your ads multiple times. The user estimate is based on unique cookies, mobile device IDs, and aggregated sign-in data. |
Unique Reach: Incremental Viewable Impression Reach | Reach |
For each time increment within a report — day, week or month — the estimated number of additional new users who were served a viewable ad, and who weren't served a viewable ad during any previous increment. The total for all increments is the viewable impression reach for the full reporting period. For example, if your report is broken down by day, incremental viewable impression reach will show how many unique users were served a viewable ad during Day 1, how many additional users were served a viewable ad during Day 2, and so on. Users are only counted once and attributed to a particular day. |
Unique Reach: Total Reach (Co-viewed) | Unique Reach | The estimated number of unique users (across devices) who saw or clicked an ad during the reporting period. This metric accounts for co-viewing, when multiple people watch ads together on connected TV devices. The total estimate is based on unique cookies, mobile device IDs, and aggregated sign-in data. |
Unique Reach: Impression Reach (Co-viewed) | Unique Reach | The estimated number of unique users (across devices) who saw an ad during the reporting period. This metric accounts for co-viewing, when multiple people watch ads together on connected TV devices. The impression estimate is based on unique cookies, mobile device IDs, and aggregated sign-in data. |
Unique Reach: Average Impression Frequency (Co-viewed) | Unique Reach | The average frequency at which an ad is seen by unique users (across devices) during the reporting period. This metric accounts for co-viewing, when multiple people watch ads together on connected TV devices. A frequency of 1 means that, on average, users saw your ad once. A higher average means that more users saw your ads multiple times. The user estimate is based on unique cookies, mobile device IDs, and aggregated sign-in data. |
Unique Reach: Viewable Impression Reach (Co-viewed) | Unique Reach | The estimated number of unique users (across devices) who viewed an ad (according to viewability standards) during the reporting period. This metric accounts for co-viewing, when multiple people watch ads together on connected TV devices. The viewable impression estimate is based on unique cookies, mobile device IDs, and aggregated sign-in data. |
Unique Reach: Average Viewable Impression Frequency (Co-viewed) | Unique Reach | The average frequency at which an ad is viewed by unique users (across devices, and according to viewability standards) during the reporting period. This metric accounts for co-viewing, when multiple people watch ads together on connected TV devices. A frequency of 1 means that, on average, users viewed your ad once. A higher average means that more users viewed your ads multiple times. The user estimate is based on unique cookies, mobile device IDs, and aggregated sign-in data. |
% Composition Impressions (Co-viewed) | Unique Reach Audience |
The percentage of total unique audience impressions made up by the demographic. This metric accounts for co-viewing, when multiple people watch ads together on connected TV devices.
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% Composition Reach (Co-viewed) | Unique Reach Audience |
The percentage of total unique reach made up by the demographic. This metric accounts for co-viewing, when multiple people watch ads together on connected TV devices.
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Target Rating Points (Co-viewed) | Unique Reach Audience |
The population reached in a specific target demographic or that matched your specific target audience. This metric accounts for co-viewing, when multiple people watch ads together on connected TV devices.
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Unique Reach: Impression Reach (pivoted) | Unique Reach | The estimated number of unique users (across devices) who saw an ad during the reporting period. The impression estimate is based on unique cookies, mobile device IDs, and aggregated sign-in data. For reports with pivoted metrics, dimensions are rearranged from rows to columns. This metric is rearranged by the frequency buckets: 1+, 2+, 3+, 4+, 5+, 6+, 7+, 10+. |
Unique Reach: Click Reach (pivoted) | Unique Reach | The estimated number of unique users (across devices) who clicked an ad during the reporting period. The click estimate is based on unique cookies, mobile device IDs, and aggregated sign-in data. For reports with pivoted metrics, dimensions are rearranged from rows to columns. This metric is rearranged by the frequency buckets: 1+, 2+, 3+, 4+, 5+, 6+, 7+, 10+. |
Unique Reach: Total Reach (pivoted) | Unique Reach | The estimated number of unique users (across devices) who saw or clicked an ad during the reporting period. The total estimate is based on unique cookies, mobile device IDs, and aggregated sign-in data. For reports with pivoted metrics, dimensions are rearranged from rows to columns. This metric is rearranged by the frequency buckets: 1+, 2+, 3+, 4+, 5+, 6+, 7+, 10+. |
Unique Reach: Total Reach (Co-viewed) (pivoted) | Unique Reach | The estimated number of unique users (across devices) who saw or clicked an ad during the reporting period. This metric accounts for co-viewing, when multiple people watch ads together on connected TV devices. The total estimate is based on unique cookies, mobile device IDs, and aggregated sign-in data. For reports with pivoted metrics, dimensions are rearranged from rows to columns. This metric is rearranged by the frequency buckets: 1+, 2+, 3+, 4+, 5+, 6+, 7+, 10+. |
Unique Reach: Viewable Impression Reach (pivoted) | Unique Reach | The estimated number of unique users (across devices) who viewed an ad (according to viewability standards) during the reporting period. The viewable impression estimate is based on unique cookies, mobile device IDs, and aggregated sign-in data. For reports with pivoted metrics, dimensions are rearranged from rows to columns. This metric is rearranged by the frequency buckets: 1+, 2+, 3+, 4+, 5+, 6+, 7+, 10+. |
Unique Reach: Impression Reach (Co-viewed) (pivoted) | Unique Reach | The estimated number of unique users (across devices) who saw an ad during the reporting period. This metric accounts for co-viewing, when multiple people watch ads together on connected TV devices. The impression estimate is based on unique cookies, mobile device IDs, and aggregated sign-in data. |
Unique Reach: TV Campaign Reach | Unique Reach |
The total number of people who viewed ads from a TV campaign.
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Unique Reach: TV Campaign Exclusive Cross Media Reach | Unique Reach |
The number of people who viewed ads from a TV campaign but not from a digital campaign.
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Invalid Clicks | Invalid Traffic | The number of clicks that were proactively removed by traffic quality filtering. This number includes general invalid traffic (GIVT) and sophisticated invalid traffic (SIVT). Accredited by the Media Rating Council. Learn more |
Invalid Impressions | Invalid Traffic | The number of impressions that were proactively removed by traffic quality filtering. This number includes general invalid traffic (GIVT) and sophisticated invalid traffic (SIVT). |
General Invalid Traffic (GIVT) Impressions | Invalid Traffic | The number of invalid impressions that were categorized as general invalid traffic (GIVT). GIVT is identified through routine and list based means that flag: bots, spiders & crawlers, non-browser user agent headers, and prefetch traffic. |
General Invalid Traffic (GIVT) Clicks | Invalid Traffic | The number of invalid clicks that were categorized as general invalid traffic (GIVT). GIVT is identified through routine and list based means that flag: bots, spiders & crawlers, non-browser user agent headers, and prefetch traffic. Accredited by the Media Rating Council. Learn more |
% Invalid Clicks | Invalid Traffic | The percent of total clicks that were proactively removed by traffic quality filtering. |
% Invalid Impressions | Invalid Traffic | The percent of total impressions that were proactively removed by traffic quality filtering. |
Invalid Active View Eligible Impressions | Invalid Traffic | The number of impressions that were eligible to measure viewability, but were proactively removed by traffic quality filtering. This number includes general invalid traffic (GIVT) and sophisticated invalid traffic (SIVT). Accredited by the Media Rating Council. Learn more |
Invalid Active View Measurable Impressions | Invalid Traffic | The number of impressions that were measurable for viewability, but were proactively removed by traffic quality filtering. This number includes general invalid traffic (GIVT) and sophisticated invalid traffic (SIVT). Accredited by the Media Rating Council. Learn more |
Invalid Active View Viewable Impressions | Invalid Traffic | The number of impressions that were considered viewable by Active View, but were proactively removed by traffic quality filtering. This number includes general invalid traffic (GIVT) and sophisticated invalid traffic (SIVT). Accredited by the Media Rating Council. Learn more |
General Invalid Traffic (GIVT) Active View Eligible Impressions | Invalid Traffic | The number of impressions that were eligible to measure viewability, but were proactively removed as general invalid traffic (GIVT) by traffic quality filtering. Accredited by the Media Rating Council. Learn more |
General Invalid Traffic (GIVT) Active View Measurable Impressions | Invalid Traffic | The number of impressions that were measurable for viewability, but were proactively removed as general invalid traffic (GIVT) by traffic quality filtering. Accredited by the Media Rating Council. Learn more |
General Invalid Traffic (GIVT) Active View Viewable Impressions | Invalid Traffic | The number of impressions that were considered viewable by Active View, but were proactively removed as general invalid traffic (GIVT) by traffic quality filtering. Accredited by the Media Rating Council. Learn more |
Invalid Tracked Ads | Invalid Traffic |
The number of tracked ads that were proactively removed by traffic quality filtering. This number includes general invalid traffic (GIVT) and sophisticated invalid traffic (SIVT).
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General Invalid Traffic (GIVT) Tracked Ads | Invalid Traffic |
The number of invalid tracked ads that were categorized as general invalid traffic (GIVT). GIVT is identified through routine and list based means that flag: bots, spiders & crawlers, non-browser user agent headers, and prefetch traffic.
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Invalid Begin to Render Impressions | Invalid Traffic |
The number of begin to render impressions that were proactively removed by traffic quality filtering. This number includes general invalid traffic (GIVT) and sophisticated invalid traffic (SIVT).
Accredited by the Media Rating Council. Learn more
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General Invalid Traffic (GIVT) Begin to Render Impressions | Invalid Traffic |
The number of invalid begin to render impressions that were categorized as general invalid traffic (GIVT). GIVT is identified through routine and list based means that flag: bots, spiders & crawlers, non-browser user agent headers, and prefetch traffic.
Accredited by the Media Rating Council. Learn more
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Inactive Impressions | Invalid Traffic | The number of impressions served to a connected TV at the end of a prolonged session.
Accredited by the Media Rating Council. Learn more
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Impression Delivery Status | Media Cost | For each placement, the percentage of impressions booked for the specified time period that have actually occurred, calculated as:
This value only applies to placements with a CPM cost structure. |
Activity Delivery Status | Media Cost | For each placement, the percentage of Floodlight activities (conversions) booked for the specified time period that have actually been delivered, calculated as: (Total conversions / Booked activities) x 100%
This value only applies to placements with a CPA cost structure. |
Click Delivery Status | Media Cost | For each placement, the percentage of clicks booked for the specified time period that have actually occurred, calculated as:
This value only applies to placements with a CPC cost structure. |
Cost per Revenue (Floodlight conversions) | Media Cost | For each Floodlight sales activity, the media cost for each unit of revenue recorded, calculated as: Media Cost / Revenue Keep in mind that revenue is recorded only for sales activities, not for counter activities. |
Cost Per Revenue | Media Cost | The media cost for each unit of revenue recorded, calculated as:
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Cost Per Click | Media Cost | The media cost per user click, calculated as:
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Cost Per Activity | Media Cost | For each Floodlight activity, the media cost per user activity (conversion), calculated as:
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Effective CPM (eCPM) | Media Cost | The amount of revenue per 1000 impressions that is generated by your ads, calculated as:
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Media Cost | Media Cost | See Media Cost Article |
Planned Media Cost | Media Cost |
The sum of the cost of all pricing flights over the entire lifetime of a placement. This metric is calculated based on the pricing information you enter for each placement in Campaign Manager 360. The exact calculations depend on which cost structure you select when creating a placement:
This metric represents your expected total media cost for each placement. Keep in mind that the planned cost is not necessarily the actual cost, because Campaign Manager 360 may deliver more or fewer than the booked number of impressions, clicks, or activities.
Additional considerationsIf a placement is part of a group (a package or roadblock), then the cost of each placement within the group is derived from its parent. All placements within a group share the same value. If you’re running a Reach report, you must include “Placement" as an additional dimension. You don’t need to include “Placement” in a Standard report, but doing so makes it easier to identify which placement is which. If you include flighting dimensions in the report, the same value will appear for “Placement total planned media cost” for each row/flight within a placement. |
Natural Search Transactions | Natural Search Conversions | The number of sales conversions attributed to natural search ads, as recorded by Floodlight sales activities. |
Natural Search Revenue | Natural Search Conversions | The amount of revenue recorded from Floodlight conversions attributed to natural search ads. |
Paid Search Revenue | Paid Search Conversions | The amount of revenue recorded from Floodlight conversions attributed to paid search ads. |
Paid Search Impressions | Paid Search | The number of times a paid search ad was shown. |
Paid Search Cost | Paid Search | The total fees for clicks on paid search ads during the specified date range. |
Paid Search Clicks | Paid Search | The number of times that users clicked on a paid search ad during the specified date range, as reported by a search engine. |
Paid Search Click Rate | Paid Search | The percentage of paid search impressions that result in users clicking an ad, calculated as: (Paid search clicks / Paid search impressions) × 100%
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Paid Search Average Position | Paid Search | The average position (or rank) of a paid search ad, which describes how the ad ranks against other ads in terms of where they appear on the search results page. For example, a value of 1 equals position 1, and a value of 1.7 equals an average position between 1 and 2. |
Paid Search Actions | Paid Search Conversions | The number of non-revenue conversions—such as email subscriptions—that were recorded by Floodlight counter activities and attributed to paid search ads. |
Floodlight: Paid Search Transaction Revenue Per Spend | Paid Search Conversions | The ratio of paid search revenue to paid search cost, calculated as: Paid search revenue / Paid search cost
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Floodlight: Paid Search Transaction Conversion Percentage | Paid Search Conversions | The number of transactions (conversions) recorded by Floodlight sales activities divided by paid search clicks. For example, if 10 customers click on a paid search ad and 4 of them complete a purchase, the paid search transaction conversion percentage is 40%, calculated as: 4 / 10 × 100%
(Depending on how they're set up, sales activities can count a single purchase as more than one transaction.) |
Floodlight: Paid Search Spend Per Transaction Revenue | Paid Search Conversions | The ratio of paid search cost to paid search revenue, calculated as: Paid search cost / Paid search revenue
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Floodlight: Paid Search Average DCM Transaction Amount | Paid Search Conversions |
The average amount of money per transaction (that is, conversion) that is recorded by a Floodlight sales activity and attributed to a paid search click. The average amount is calculated by dividing the total sales amount by the total number of transactions (conversions); depending on how they're set up, sales activities can count a single purchase as more than one transaction. |
Floodlight: Paid Search Average Cost Per Transaction | Paid Search Conversions | The average cost per transaction (CPT) of paid search, which is the amount you spend on paid search clicks per transaction that a customer performs. A transaction is a conversion recorded by a Floodlight sales activity; depending on how they're set up, sales activities can count a single purchase as more than one transaction. |
Floodlight: Paid Search Average Cost Per Action | Paid Search Conversions | The average cost per action (CPA) of paid search, which is the amount spent on paid search clicks per action that a customer performs. An action is a non-revenue conversion—such as a catalog subscription—that is recorded by a Floodlight counter activity. |
Floodlight: Paid Search Action Conversion Percentage | Paid Search Conversions | The number of actions divided by the number of paid search clicks. Actions are non-revenue conversions—such as catalog subscriptions—that were recorded by Floodlight counter activities. For example, if 10 users click on a paid search ad and 5 of them sign up for catalog subscriptions (triggering a Floodlight counter activity), the paid search action conversion percentage is 50%, calculated as: 5 / 10 × 100%
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Paid Search Transactions | Paid Search Conversions | The number of sales conversions attributed to paid search ads, as recorded by Floodlight sales activities. |
Average Display Time | Rich Media | The average amount of time, in seconds, that Rich Media creatives were displayed to users during the specified date range. For creatives that include both an in-page element and an external element (Rich Media in-page with floating and Rich Media image with floating), only the display time for the external element is included. For Rich Media expanding creatives, display time is counted even when the creative is not expanded. For Floating with reminder creatives, the display time for the floating element is counted. |
Average Expansion Time | Rich Media | For Rich Media Expanding creatives, the average amount of time, in seconds, that each expanded creative was displayed in its expanded state. Only one expansion is counted per impression. If a user expands a creative, closes it, and expands it again, the expansion time is cumulative. Once the creative has been displayed for more than 20 minutes, no further expansion time is counted. The expansion time does not take into account Rich Media impressions for which no expansion was recorded. |
Average Interaction Time | Rich Media |
The average amount of time, in seconds, that each user interaction with a Rich Media creative lasted. An interaction is counted when a user moves the mouse cursor over the creative. To ensure that accidental mouse movements aren't counted, interactions that last less than 1 second are discarded. Similarly, if the mouse stops moving for more than a second, Reporting stops counting additional interaction time. When the mouse then begins moving again, if the cursor stays over the creative for more than a second, additional interaction time will be counted. The time is cumulative; only one interaction is counted per impression. Once the creative has been displayed for more than 20 minutes, no further interaction time is counted. For creatives that include both an in-page element and an external element (Rich Media in-page with floating and Rich Media image with floating), interaction time is counted for the external element only. For Rich Media expanding creatives, interaction time is counted even when the creative is not expanded. For Floating with reminder creatives, the interaction time is only counted for the floating element. The average interaction time does not take into account Rich Media impressions for which no interaction was recorded.
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Average Time | Rich Media | The average amount of time, in seconds, of Rich Media custom timers recorded during the specified date range. Custom timers are only reported when added by the creative developer. |
Backup Image | Rich Media |
The total number of times that a backup image was served in place of an HTML5 asset during the specified date range. Some common reasons a backup image is served:
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Code Serves | Rich Media |
The number of times that the code for creatives has been served to users during the specified date range. The code serves metric is only relevant for video creatives and creatives serving in mobile app environment. For these creative types, there might be more code serves than impressions, because the creative isn't displayed when the webpage is first loaded. Instead, Campaign Manager 360 first serves the code, which tells the browser when and how to display the asset (the piece that users actually see). A code serve is counted when the webpage loads, but not an impression. The impression is counted only when the asset is requested by the browser. In some cases, the code tells the browser to wait several seconds before the asset is shown, so it's possible that users will close their browsers or navigate to other webpages after the code is served but before an impression is counted. |
Counters (Rich Media) | Rich Media | This custom metric counts the number of times that a user interacts with any part of a Rich Media ad in a specified way (mouse-overs, mouse-outs, click-ins, data loading, keyboard entries, etc.). Anything that can be captured by the creative code can be recorded with a counter. By default, only one counter event is counted per impression (except for exit links, which are counted every time). However, the designer can override this default to allow multiple events to be counted within a single impression. |
Custom Variable Count | Rich Media | The aggregate number of events that occur for each custom variable and other dimensions in your report. There are separate custom variable metrics for each custom variable. |
Exits | Rich Media | Rich Media custom events that take place when a user clicks on or otherwise interacts with a Rich Media creative in a way that takes the user to a new webpage. |
Expansion Time | Rich Media | For Rich Media Expanding creatives, the amount of time, in seconds, that an expanded creative was displayed in its expanded state. |
Expansions | Rich Media |
The number of impressions of Rich Media Expanding creatives in which the creative was expanded. Only one expansion is counted per impression. For third-parties to measure expansions in real-time, you can manually add the dc_expa= parameter to your placement tags. The parameter value is an encoded URL from a publisher that will receive a postback when the creative is expanded. |
Full-screen Average View Time | Rich Media | For Rich Media creatives that contain video that can be expanded to full-screen mode, the average amount of time that the video played full-screen. Only one full-screen impression is counted per impression. If a user expands to full-screen mode, then returns to standard mode, then expands to full-screen again, the full-screen time is cumulative. Time is only counted when the video is playing, not when the video is paused. Once the creative has been displayed for more than 20 minutes, no further full-screen time is counted. The full-screen average view time does not take into account Rich Media impressions for which no full-screen impression was recorded. |
Full-screen Impressions | Rich Media | The number of Rich Media impressions during which a video played in full-screen mode. Only one full-screen impression is counted per impression, even if the user expands to full-screen mode, then returns to standard mode, then expands to full-screen again. |
Full-Screen Video Completions | Rich Media | The number of impressions for which an ad clip played to completion in full-screen mode. An event is logged once, and if the user restarts the clip, it's not counted again. For example, if the user plays a 30-second clip in full-screen mode for a full 30 seconds, the event is logged. If the user replays the clip for 30 seconds in full-screen mode, the event isn't logged again. If, however, the user plays 20 seconds of the clip in full-screen mode, then stops and exits the clip, no completion event is logged. Additionally, a completion will be logged even if the user skips some of the video, as long as the endpoint is played. |
Full-Screen Video Plays | Rich Media | The number of served video impressions, counted when the video clip was played or started in full-screen mode by the user. Only one video play is counted, even if the user stopped and restarted the video in full-screen mode. This metric is also known as "video starts." |
HD Video Player Size Impressions | Rich Media | The number of impressions that served to a HD video player. (Desktop: 1280 pixels wide by 720 pixels high, or larger. Mobile: 91% of the screen or more covered.) |
Interaction Rate | Rich Media | The ratio of Rich Media ad interactions to the number of times the ad was displayed. This number is reached using the following calculation: Rich Media interactive impressions / Rich Media impressions For example, if a Rich Media ad was displayed ten times and two impressions experienced interaction with the ad, then the Rich Media Interaction Rate is reported as 20 percent. |
Interactive Impressions | Rich Media |
The number of impressions that occurred when a user interacted with a Rich Media ad. Interactive impressions are captured when the user:
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Large Video Player Size Impressions | Rich Media | The number of impressions that served to a large video player (Desktop: Greater than 400 pixels wide by 300 pixels high, but smaller than 1280 pixels wide by 720 pixels high. Mobile: Between 21% and 90% of the screen covered). |
Manual Closes | Rich Media | The number of times that a user manually closes a Floating, Expanding, or In-Page with Floating ad. This metric is not tracked automatically by Rich Media. The ad designer must add the necessary event function to a Close button in order for this metric to be tracked. |
Measurable Impressions For Audio | Rich Media | The number of impressions that were measured by Verification for audio. |
Measurable Impressions For Video Player Location | Rich Media | The number of impressions that were measured by Verification for video player location. |
Measurable Impressions For Video Player Size | Rich Media | The number of impressions that were measured by Verification for video player size. |
Percentage Of Measurable Impressions For Audio | Rich Media | The percentage of impressions that were measured by Verification for audio. |
Percentage Of Measurable Impressions For Video Player Location | Rich Media | The percentage of impressions that were measured by Verification for video player location. |
Percentage Of Measurable Impressions For Video Player Size | Rich Media | The percentage of impressions that were measured by Verification for video player size. |
Rich Media Click Rate | Rich Media |
The percentage of Rich Media impressions that result in users clicking an ad, calculated as: (Rich Media clicks / Rich Media impressions) × 100 % |
Rich Media Clicks | Rich Media | The number of times that users clicked on a rich media creative during the specified date range. A click is recorded even if the user does not actually reach the landing page. For example, if a user clicks on an ad, then closes the browser before the landing page loads, a click is still recorded. |
Rich Media Engagements | Rich Media |
The number of times that users engaged with an interactive element in a rich media creative. |
Rich Media Impressions | Rich Media | Impressions of Rich Media creatives. |
Rich Media Scrolls | Rich Media |
The number of times that a user has scrolled through a rich media creative. |
Small Video Player Size Impressions | Rich Media | The number of impressions that served to a small video player. (Desktop: Less than 400 pixels wide by 300 pixels high. Mobile: 20% of the screen or less.) |
Timers | Rich Media | Custom Rich Media events that record the time between two other events. For example, timers can track how long a video is displayed, the duration of a mouse-over, the time between clicks, and so on. In reports:
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Total Display Time | Rich Media | The total amount of time, in seconds, that the Rich Media ad is displayed to users. For ads with multiple assets (for example, a Rich Media In-Page with Floating ad), the total display time is only counted for the out-of-banner asset. This number is reached using the following calculation: Rich Media display time × Rich Media impressions |
Total Interaction Time | Rich Media | The total amount of time, in seconds, that users interacted with a Rich Media ad. This number is reached using the following calculation. Rich Media interaction time × Rich Media interactive impressions |
Total Interactions | Rich Media | The total number of custom and standard events that are triggered when a user interacts with a Rich Media ad. This number is reached by totaling all custom counter, exit, and timer events, as well as standard events triggered upon user interaction, such as video plays, video mutes, Rich Media expansions, Rich Media interactive impressions, and Rich Media closes. |
Video Average View Time | Rich Media | The average amount of time that an ad clip was played. For example, if a 20-second clip is played by one user for 20 seconds and a second user for 10 seconds, then the average time is calculated as 15.00 seconds. The event is logged when the user plays the ad clip to completion, stops play of the ad clip, or rewinds it. |
Video Companion Clicks | Rich Media |
Track the first click on any companion banner. This is a unique number and fires a maximum of once per impression. This reporting metric is no longer in use.
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Video Completions | Rich Media | The number of impressions for which an ad clip played to completion. An event is logged once, and if the user restarts the clip, it's not counted again. For example, if the user plays a 30-second clip for a full 30 seconds, the event is logged. If the user replays the clip for 30 seconds, the event isn't logged again. If, however, the user plays 20 seconds of the clip, then stops and exits the clip, no completion event is logged. Additionally, a completion will be logged even if the user skips some of the video, as long as the endpoint is played. |
Video First Quartile Completions | Rich Media | The number of impressions for which an ad clip played to the end of the first quarter of the video's total length. An event is logged once per impression. If the user restarts the clip, it's not counted again. For example, if the user plays a 40-second clip up to the 10-second mark, the event is logged. If the user replays the first 10 seconds of the clip, the event isn't logged again. If the user plays 5 seconds of the clip, then stops and exits the clip, no first quartile event is logged. Additionally, if the user skips over the first-quartile point in the video, no first quartile completion is logged. |
Video Full-Screen | Rich Media | The number of impressions for which an ad clip was played in full-screen mode. An event is logged only once per impression. |
Video Interaction Rate | Rich Media | The ratio of video interactions to video plays. This number is reached using the following calculation: Video interactions / Video plays |
Video Interactions | Rich Media | The number of impressions where the user interacted with the video. A video interaction is counted when the user plays, pauses, stops, mutes, unmutes the video, and so on. Only one interaction is counted per impression. Depending on the code in the creative, autoplay videos might count an interaction. |
Video Length | Delivery | The length, in minutes and seconds, of a video asset. |
Video Midpoints | Rich Media | The number of impressions for which an ad clip played to the midpoint of the video's total length. An event is logged once, and if the user restarts the clip, it's not counted again. For example, if the user plays a 40-second clip up to the 20-second mark, the event is logged. If the user replays the first 20 seconds of the clip, the event isn't logged again. If the user plays 10 seconds of the clip, then stops and exits the clip, no midpoint event is logged. Additionally, if the user skips over the midpoint in the video, no midpoint is logged. |
Video Muted At Start | Rich Media | The number of impressions where the video player had a volume of 1% or lower at start. |
Video Mutes | Rich Media | The number of impressions for which the ad was muted. The action is counted even if the user mutes the ad before the video plays. One mute is counted per impression, even if the user mutes and unmutes the video multiple times. Only video player mutes are counted. Instances where the user muted their computer operating system, or audio hardware, are not counted unless the video player is also controlled by that action. |
Video Pauses | Rich Media | The number of impressions for which the user paused the video clip in the ad. Only one pause is counted per impression, even if the user paused and restarted the video multiple times. |
Video Player Location Avg Pixels From Left | Rich Media | The average number of pixels from the left edge of the browser that the video player was located. |
Video Player Location Avg Pixels From Top | Rich Media | The average number of pixels from the top edge of the browser that the video player was located. |
Video Player Size Avg Height | Rich Media | The average height, in pixels, of the video player that your impressions served in. |
Video Player Size Avg Width | Rich Media | The average width, in pixels, of the video player that your impressions served in. |
Video Plays | Rich Media | The number of served video impressions, counted when the video clip was played or started by the user. Only one video play is counted, even if the user stopped and restarted the video. This metric is also known as "video starts." |
Video Prominence Score | In-stream video | The prominence score of video impressions reported as low, medium, and high. Video player size and location determine prominence. Large video players located at the top left of the browser window are high prominence. Small video players located at the bottom right of the browser are low prominence. More about prominence. |
Video Replays | Rich Media | The number of impressions for which a user restarted a video clip after it was stopped or paused. Only one replay is counted per impression, even if the user stopped and restarted the video multiple times. |
Video Stops | Rich Media | The number of impressions for which a user stopped a video clip that was playing. Only one stop is counted per impression, even if the user restarted and stopped the video multiple times. |
Video Third Quartile Completions | Rich Media | The number of impressions for which an ad clip played to the end of the third quarter of the video's total length. An event is logged once, and if the user restarts the clip, it's not counted again. For example, if the user plays a 40-second clip up to the 30-second mark, the event is logged. If the user replays the first 30 seconds of the clip, the event isn't logged again. If the user plays 20 seconds of the clip, then stops and exits the clip, no third quartile event is logged. Additionally, if the user skips over the third-quartile point in the video, no third quartile completion is logged. |
Video Unmutes | Rich Media | The number of impressions for which mute was turned off to allow the video's sound to be played. An unmute is counted even if the user unmutes the ad before the video plays. One unmute is counted per impression, even if the user mutes and unmutes the video multiple times. Only video player unmutes are counted. Instances where the user unmuted their computer operating system, or audio hardware, are not counted unless the video player is also controlled by that action. |
Video View Rate | Rich Media | The percentage of the ad clip that was played. For example, if a user plays 20 seconds of a 30-second ad clip, then the rate is reported as 66.66%. |
Video Views | Rich Media | The number of impressions for which a video clip was played. An event is logged only once per impression, even if the video is played multiple times. The user doesn't need to play the entire clip; if any portion is played, including if the video was autoplayed, an event is logged. |
Shares (External) | Social | The number of times a social network user shared your content outside of the platform. |
Follows | Social | The number of users that clicked follow to get updates about your promoted content. |
Likes | Social | The number of times users reacted to your promoted content, such as clicking the like button. |
Other Social Interactions | Social | The total number of other interactions a social network user had with your content. |
Replies | Social | The number of times users replied to or commented on your promoted content. |
Social Engagement Rate | Social | The total number of engagements on your promoted content divided by the number of times the content was shown. |
Shares (Internal) | Social | The number of times a social network user shared your content within the platform. |
Twitter Offers Accepted | Social | The number of times Twitter users added your Tweeted offer to their registered credit/debit card. |
Twitter Leads Generated | Social | The number of times Twitter users shared their name and email address with you by clicking through a lead generation card in your Tweets. |
Twitter Buy Now Purchases | Social | The number of times Twitter users clicked the Buy button in your Tweet(s) and then completed the purchase. |
Twitter Buy Now Clicks | Social | The number of times Twitter users clicked the Buy button in your Tweet(s). |
Twitter App Install Clicks | Social | The number of times Twitter users clicked through your Tweet(s) to download your app. |
Total Social Engagements | Social | The total number of likes, follows, replies, or clicks on your promoted content. |
Twitter URL Clicks | Social | The number of times Twitter users clicked on URLs in your Tweets. These are limited to clicks that happen in Twitter clients and URLs that point to your content. |
Twitter: video 50% in view for 2 seconds | Social | For Twitter campaigns, the number of times a video (with a least 50% of the video player on screen) was played for at least two seconds . |
Twitter: video 100% in view for 3 seconds | Social | For Twitter campaigns, the number of times a video (with at least 100% of the video player on screen) was played for at least three seconds . |
Blocked Impressions | Verification | The number of display and video impressions that Verification prevented from serving based on ad blocking criteria. |
Classified Impressions | Verification |
Number of verifiable impressions for which there is a referrer URL and for which the content of the URL or domain has been analyzed for the purposes of classification. Keep in mind that analysis doesn't always lead to the assignment of a sensitive category because many sites have content that doesn't fall into any of the classification categories, which are designed to catch potentially inappropriate content. |
Publisher Problems | Verification | The number of incidents where Verification detected a problem attributed to the publisher, such as an empty third-party click string. |
Reporting Problems | Verification | The number of incidents where Verification detected a problem that could cause counting discrepancies, such as a missing or invalid |
Serving Problems | Verification | The number of incidents where Verification detected a problem that could cause problems with ad delivery, such as a missing size parameter in the tag or a lack of creatives available to serve. |
Verifiable Impressions | Verification |
The number of impressions recorded by Verification in Campaign Manager 360. Ads must be supported for Verification to record impressions. |
Warnings | Verification | The number of incidents where Verification detected tags that have unclear instructions for the ad server that may not necessarily prevent them from rendering correctly. |
Blocked Percentage | Verification |
The percentage of display and video impressions that Verification prevented from serving based on ad blocking criteria, calculated as |
Sensitive Category Impressions | Verification | The number of impressions for which an ad was shown with content that was categorized by a flagged sensitive category. The same content can be categorized by multiple sensitive categories. |
% Composition Impressions | Unique Reach Audience |
The percentage of total unique audience impressions made up by the demographic.
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% Viewable Composition Impressions | Unique Reach Audience |
The percentage of total unique audience viewable impressions made up by the demographic.
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% Composition Reach | Unique Reach Audience |
The percentage of total unique reach made up by the demographic.
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% Viewable Composition Reach | Unique Reach Audience |
The percentage of total unique reach made up by the demographic, and that was considered viewable.
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Population | Unique Reach Audience |
The total number of users in a given population that belong to a given demographic. |
% Population Reach | Unique Reach Audience |
The percentage of Population (see population metric) that was reached. |
% Viewable Population Reach | Unique Reach Audience |
The percentage of Population (see population metric) that was reached with a viewable ad.
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Target Rating Points | Unique Reach Audience |
The population reached in a specific target demographic or that matched your specific target audience.
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Viewable Target Rating Points | Unique Reach Audience |
The population reached with a viewable ad, in a specific target demographic, or that matched your specific target audience.
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% Population Reach (Co-Viewed) | Unique Reach Audience |
The percentage of Population (see population metric) that was reached. This metric accounts for co-viewing, when multiple people watch ads together on connected TV devices.
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Floodlight Impressions | Floodlight Report |
The number of Floodlight or ad impressions recorded for each Floodlight configuration. You can use Floodlight impression data to debug your tags and ensure that they are implemented and firing correctly. Floodlight impression data is only available at the Floodlight configuration, activity group, and activity levels. Selecting this metric limits the other types of data that can be selected for a given report. For example, Floodlight impressions cannot be matched with ads or creatives, so ad-level and creative-level data will be unavailable. In cases where the Floodlight configuration is shared, the report shows aggregated impression data under the the parent advertiser where the configuration was set, then lists all of the child advertisers that are using the parent advertiser's Floodlight configuration. The Floodlight impressions metric is compatible with the following dimensions:
A Floodlight impression is not the same as a Floodlight conversion (user activity). A Floodlight impression is counted whenever a user visits a webpage with a Floodlight tag. A conversion is only counted if that user has previously interacted with an ad that belongs to the same advertiser as the Floodlight tag.
Keep in mind that the number of Floodlight impressions will be higher than the number of conversions, because it counts every visit to Floodlight-tagged web pages, not just visits from users who have seen or clicked on an ad within the specified conversion window. |
Cookie Consented Floodlight Impressions | Floodlight Report (Offline reporting only) |
The number of Floodlight impressions where the the user consented to cookies.
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Cookie Unconsented Floodlight Impressions | Floodlight Report (Offline reporting only) |
The number of Floodlight impressions where the the user didn't consent to cookies.
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Duplicate Consented Floodlight Impressions | Floodlight Report (Offline reporting only) |
The number of times where a user changed consent state during the same page view and therefore a duplicate consented Floodlight impression was counted. For example, there might have been 100 total floodlight impressions, where 60 were consented, 50 were unconsented, and 10 were duplicate consented. This means that 10 of the 100 impressions moved from unconsented to consented in the same page view.
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Total Fee | CM360 Tech Fee |
The aggregate amount of all tech fee types. |
Display Ad Serving | CM360 Tech Fee |
The tech fee type for display ad impressions. |
Advanced Ad Serving | CM360 Tech Fee |
The tech fee type for rich media ad impressions. |
Ad Serving | CM360 Tech Fee |
The tech fee type for click trackers. |
Video Ad Serving | CM360 Tech Fee |
The tech fee type for video ad impressions. |
Audio Ad Serving | CM360 Tech Fee |
The tech fee type for audio ad impressions. |
Tracking Ad Impressions | CM360 Tech Fee |
The tech fee type for impression tracking of tracking ads. |
Tracking Ad Clicks | CM360 Tech Fee |
The tech fee type for click trackers of tracking ads. |
Unique Reach: Duplicate Click Reach | Unique Reach Overlap | Unique reach clicks with a given dimension that were NOT exclusive. |
Unique Reach: Duplicate Click Reach Percent | Unique Reach Overlap | Percent of unique reach clicks with a given dimension that were NOT exclusive. |
Unique Reach: Duplicate Cross Media Impression Reach (Co-viewed) | Unique Reach Overlap | The reach that is shared between the Campaign Manager 360 campaign and the TV campaign. With the “site” dimension filter, it indicates the reach shared with the Campaign Manager 360 site vs. linear TV and all other Campaign Manager 360 sites. Without the “site” dimension, it indicates the reach shared with the Campaign Manager 360 campaign vs. linear TV. |
Unique Reach: Duplicate Impression Reach | Unique Reach Overlap | Unique reach impressions with a given dimension that were NOT exclusive. |
Unique Reach: Duplicate Impression Reach Percent | Unique Reach Overlap | Percent of unique reach impressions with a given dimension that were NOT exclusive. |
Unique Reach: Duplicate Total Reach | Unique Reach Overlap | Total unique reach with a given dimension that was NOT exclusive. |
Unique Reach: Duplicate Total Reach Percent | Unique Reach Overlap | Percent of total unique reach with a given dimension that was NOT exclusive. |
Unique Reach: Exclusive Click Reach | Unique Reach Overlap | Unique reach clicks with a given dimension that were exclusive. |
Unique Reach: Exclusive Click Reach Percent | Unique Reach Overlap | Percent of unique reach clicks with a given dimension that were exclusive. |
Unique Reach: Exclusive Cross Media Impression Reach (Co-viewed) | Unique Reach Overlap | The reach that is exclusive to the Campaign Manager 360 campaign in comparison to everything else. With the “site” dimension filter, it indicates the reach unique to the Campaign Manager 360 site vs. linear TV and all other Campaign Manager 360 sites. Without the “site” dimension, it indicates the reach that is unique to the Campaign Manager 360 campaign vs. linear TV. |
Unique Reach: Exclusive Impression Reach | Unique Reach Overlap | Unique reach impressions with a given dimension that were exclusive. |
Unique Reach: Exclusive Impression Reach Percent | Unique Reach Overlap | Percent of unique reach impressions with a given dimension that were exclusive. |
Unique Reach: Exclusive Total Reach | Unique Reach Overlap | Total unique reach with a given dimension that was exclusive. |
Unique Reach: Exclusive Total Reach Percent | Unique Reach Overlap | Percent of total unique reach with a given dimension that was exclusive. |
Unique Reach: Overlap Click Reach | Unique Reach Overlap | The number of unique clicks that overlap across a given pair of dimensions. |
Unique Reach: Overlap Click Reach Percent | Unique Reach Overlap | The percent of unique clicks that overlap across a given pair of dimensions. |
Unique Reach: Overlap Impression Reach | Unique Reach Overlap | The number of unique impressions that overlap across a given pair of dimensions. |
Unique Reach: Overlap Impression Reach Percent | Unique Reach Overlap | The percent of unique impressions that overlap across a given pair of dimensions. |
Unique Reach: Overlap Viewable Impression Reach | Unique Reach Overlap | The number of unique viewable impressions that overlap across a given pair of dimensions. |
Unique Reach: Overlap Viewable Impression Reach Percent | Unique Reach Overlap | The percent of unique viewable impressions that overlap across a given pair of dimensions. |
Unique Reach: Overlap Total Reach | Unique Reach Overlap | The total reach that overlaps across a given pair of dimensions. |
Unique Reach: Overlap Total Reach Percent | Unique Reach Overlap | The percent of total reach that overlaps across a given pair of dimensions. |
Unique Reach: Duplicate Viewable Impression Reach | Unique Reach Overlap | Viewable unique reach impressions with a given dimension that were not exclusive. |
Unique Reach: Duplicate Viewable Impression Reach Percent | Unique Reach Overlap | Percent of viewable unique reach impressions with a given dimension that were not exclusive. |
Unique Reach: Exclusive Viewable Impression Reach | Unique Reach Overlap | Viewable unique reach impressions with a given dimension that were exclusive. |
Unique Reach: Exclusive Viewable Impression Reach | Unique Reach Overlap | Percent of viewable unique reach impressions with a given dimension that were exclusive. |
Unique Reach: Overlap Click Reach (pivoted) | Unique Reach Overlap | The number of unique clicks that overlap across a given pair of dimensions. For reports with pivoted metrics, dimensions are rearranged from rows to columns. |
Unique Reach: Overlap Click Reach Percent (pivoted) | Unique Reach Overlap | The percent of unique clicks that overlap across a given pair of dimensions. For reports with pivoted metrics, dimensions are rearranged from rows to columns. |
Unique Reach: Overlap Impression Reach (pivoted) | Unique Reach Overlap | The number of unique impressions that overlap across a given pair of dimensions. For reports with pivoted metrics, dimensions are rearranged from rows to columns. |
Unique Reach: Overlap Impression Reach Percent (pivoted) | Unique Reach Overlap | The percent of unique impressions that overlap across a given pair of dimensions. For reports with pivoted metrics, dimensions are rearranged from rows to columns. |
Unique Reach: Overlap Total Reach (pivoted) | Unique Reach Overlap | The total reach that overlaps across a given pair of dimensions. For reports with pivoted metrics, dimensions are rearranged from rows to columns. |
Unique Reach: Overlap Total Reach Percent (pivoted) | Unique Reach Overlap | The percent of total reach that overlaps across a given pair of dimensions. For reports with pivoted metrics, dimensions are rearranged from rows to columns. |
Unique Reach: Overlap Viewable Impression Reach (pivoted) | Unique Reach Overlap | The number of unique viewable impressions that overlap across a given pair of dimensions. For reports with pivoted metrics, dimensions are rearranged from rows to columns. |
Unique Reach: Overlap Viewable Impression Reach Percent (pivoted) | Unique Reach Overlap | The percent of unique viewable impressions that overlap across a given pair of dimensions. For reports with pivoted metrics, dimensions are rearranged from rows to columns. |
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