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    Reporting API: metric reference

    Table of Contents

    Overview Metric reference

    Overview

    This document lists the metrics supported by the reporting API of Equativ's Monetization platform. 

    Metric reference

    In the following table, each row contains the Metric name, Metric use case, and the Metric definition. For more information about use cases, see Reporting API: get started.

    Metric name Metric use case* Metric definition
    Ad a, h, r The number of times a video ad was successfully loaded and started playing, representing each instance where the ad creative began to render during a session.
    AdLoadedCount a, h, r The number of times an ad was successfully loaded (EventTypeId IN (70,10010)).
    AdNetworkNetRevenue a, h The net revenue earned by an ad network (or similar business) that manages the publisher's site.
    AdservingECPC a, h The effective cost per click of direct campaigns, expressed in the publisher's currency.
    AdservingECPM a, h The effective cost per 1,000 impressions of direct campaigns, expressed in the publisher's currency.
    AdservingRevenue a, h The revenue from direct campaigns, computed based on the CPM or CPC declared in the insertions.
    AdservingRevenueInsertionCurrency a, h The revenue from direct campaigns, expressed in the currency declared in the insertions.
    Auctions h, r The number of ad opportunities Equativ has sent to multiple demand partners so they can bid on a given auction. Multiple demand partners can be in competition.
    AudienceSegmentNetworkCpmNetworkCurrency a, h, r The cost per 1,000 impressions (CPM) paid for an audience segment, expressed in the publisher’s network currency.
    AverageBidPricePublisherCurrency r The average price of all bids, expressed in the publisher’s currency, representing the typical amount buyers are willing to pay per impression.
    BidRate h, r The ratio of bids to bid requests, used to assess the level of participation in the bidding processes. This metric can be an indicator of demand or interest in a particular auction or advertising opportunity.
    BidRequestPartner h, r The number of requests sent by Equativ to demand partners, requesting them to bid on an ad opportunity.
    BidRequests h, r The number of requests sent by Equativ to demand partners, requesting them to bid on an ad opportunity.
    BidResponsePartner h, r The number of bid responses that demand partners returned in response to bid requests sent by Equativ.
    Bids h, r The number of bids that demand partners returned in response to bid requests sent by Equativ.
    Bumpers a, h, r The number of times a bumper segment was inserted into the video stream, before or after an ad break (Id=10025).
    ClickRate a, h, r The ratio of clicks to impressions.
    Clicks a, h, r The number of clicks on an ad.
    Comment a, h, r The number of times content received a comment (EventTypeId=10021).
    CompletionRate a, h, r The video completion rate (VCR), representing the percentage of times a video ad played to the end (ratio of complete video views to video impressions).
    DefaultPixels a, h The number of times no ad (no insertion) was delivered in response to an ad call from the publisher's site/app etc.
    In case of in-stream video, a NoAd is counted for each unfilled position in each ad pod. Positions can remain unfilled because there was no ad returned or because the ad could not be played by the player.
    DeliveryRate h, r The ratio of Impressions to WinningBids.
    Download a, h, r The number of times content was downloaded (EventTypeId=50).
    Ecpc a, h The effective cost per click.
    EstimatedPublisherNetRevenuePublisherCurrency h, r The publisher’s estimated net revenue in the network currency.
    This metric is an estimation because it does not take into account the custom fee or min. CPM. The value may differ from the invoice amount.
    FormatTypeAuctions h, r The format type of auctions.
    0: Banner/Default
    1: VideoInStream
    2: Native
    3: VideoOutStream
    4: Unknown
    -1: NoAd (or OneCall)
    HeaderBiddingCpmEuro a, h The CPM of bids offered by a DSP for an impression in header bidding auctions, expressed in EUR.
    HeaderBiddingImpressions a, h The impressions served by header bidding SSPs winning the competition against bids from Equativ's demand partners.
    Impressions a, h, r The event of an ad being displayed to an end user.
    InvalidClicks a, h The number of non-human, fraudulent, or otherwise invalid clicks.
    Like a, h, r The number of likes received (EventTypeId=10018).
    MasterAuctions h, r The number of times the first RTB insertion in the waterfall was called, following the ad request from the publisher site/app. One ad request can call multiple RTB insertions and thus trigger multiple auctions.
    MeasurabilityRate a, h, r The rate at which the viewability of an ad was measurable, based on the viewability measurement guidelines specified by the Media Rating Council (MRC). Formula: (ViewableImpressions + NotViewableImpressions) / Total Impressions.
    NetworkGrossECpmPerSecondNetworkCurrency h, r The gross effective CPM per second, expressed in the network’s currency.
    This metric represents the total revenue earned per 1,000 impressions (eCPM), aggregated at a per-second granularity, before any fees, and converted into the network currency.
    NoAd a, h, r The number of times no ad (no insertion) was delivered in response to an ad call from the publisher's site or app.
    In case of in-stream video, a NoAd is counted for each unfilled position in each ad pod. Positions can remain unfilled because there was no ad returned or because the ad could not be played by the player.
    NotViewableImpressions a, h, r The number of impressions that were not viewable, based on the viewability measurement guidelines specified by the Media Rating Council (MRC).
    PaidAdNetworkClientNetPriceNetworkCurrency h, r The net price paid to the ad network client, in the network currency.
    PaidAdNetworkNetPriceNetworkCurrency h, r The net price paid to the ad network, in the network currency.
    PaidNetworkNetPriceEuro h, r The net price paid for ad inventory on a specific ad network, expressed in EUR.
    PaidWinnerOfferedDspNetPriceDspCurrency h, r The net price offered by the winning DSP in a programmatic auction, in the DPS's currency.
    PartnerResponseTime h, r The time a partner took to place a bid.
    PartnerResponseTimeSquared h, r The squared response time from the partner during the ad request process.
    Pixels a, h The number of ad calls where the creative is a pixel, not an actual impression delivery.
    PublisherGrossECpmPublisherCurrency h, r The gross revenue earned by the publisher per 1,000 impressions, in the publisher’s currency. This metric represents the effective CPM based on total revenue, before any deductions.
    PublisherGrossRevenuePublisherCurrency h, r The price paid by winning demand partners in the network currency for client-side impressions. This metric represents the publisher revenue from programmatic monetization without fees, margin or vendor cost.
    PublisherNetRevenue a, h The publisher revenue, after deducting the ad network's share (data type: DOUBLE).
    Reblog a, h, r The number of times content was reblogged or reposted (EventTypeId=10019).
    Share a, h, r The number of times content was shared (EventTypeId=10020).
    TotalInventory a, h The total of potential ad impressions available, combining both direct and RTB ad opportunities.
    UnfilledWrapperCalls a, h, r The number of server-side wrapper requests that did not result in a filled impression. This metric represents missed monetization opportunities in server-side bidding (Id=49).
    UniqueClicks a, h, r The number of individual users who clicked on an ad, regardless of how many times they clicked. Multiple clicks made by the same user are only counted as one click.
    UniqueVisitors a, h, r The number of unique visits of users to a site or app over a specific period. Multiple visits of the same user are counted as one visit.
    UnsoldInventoryFillRate h, r The percentage of premium (direct) impressions that were sold via RTB when there was competition.
    When a premium ad slot is also exposed to RTB (auction), this metric shows how often that unsold premium inventory is filled by RTB bids.
    VideoAdCalls a, h, r The number of times a request was made to serve a video ad. Each occurrence of a video ad call is counted as a discrete event, helping to measure demand and delivery attempts in video advertising (Id=10007).
    VideoErrorRate a, h, r The percentage of errors occurring during video playback or ad delivery, dividing the number of errors by the total number of video delivery attempts or video impressions.
    VideoFirstQuartileRate a, h, r The percentage of video ads that reached the first quartile (25%) of video playback.
    VideoMidPointRate a, h, r The percentage of video ads that reached the first half (50%) of video playback.
    VideoMuteCount a, h, r The number of times users muted videos (EventTypeId=18).
    VideoSkipCount a, h, r The number of times users skipped videos (EventTypeId=18).
    VideoStartCount a, h, r The number of times video ads began playing (EventTypeId=2).
    VideoStartRate a, h, r The ratio of video ad starts to video ad renderings, representing the percentage of video ads that began playback after they were rendered.
    VideoStopCount a, h, r The number of times video ads were stopped (EventTypeId=3).
    VideoThirdQuartileRate a, h, r The percentage of video ads that reached the third quartile (75%) of video playback.
    VideoUnmuteCount a, h, r The number of times users unmuted videos (EventTypeId=19).
    ViewabilityMeasurabilityRate a, h, r The rate at which the viewability of an ad was measurable, based on the viewability measurement guidelines specified by the Media Rating Council (MRC). Formula: (ViewableImpressions + NotViewableImpressions) / Total Impressions.
    ViewabilityRate a, h, r The rate at which ads were viewable by the user, based on the viewability measurement guidelines specified by the Media Rating Council (MRC). Formula: ViewableImpressions / (ViewableImpressions + NotViewableImpressions).
    ViewableImpressions a, h, r The number of ad impressions that met the viewability criteria, based on the viewability measurement guidelines specified by the Media Rating Council (EventTypeId=41).
    ViewError a, h, r The number of times an error occurred during the attempt to display a video ad. Each count represents one failed attempt to render the ad properly (Id=49).
    WinnerOfferedDspNetCpmEuro h, r The net CPM offered by the winning DSP, after platform fees, and expressed in EUR. This metric represents the actual net revenue received by the publisher per 1000 impressions in EUR, excluding any fee deducted from the DSP.
    WinnerOfferedDspNetPriceDspCurrency h, r The net price offered by the winning DSP, after platform fees, and expressed in the DSP currency. This metric represents the actual net revenue received by the publisher in the DSP currency, excluding any fee deducted from the DSP.
    WinningBids h, r The number of bids that won an auction.
    WrapperCalls a, h, r The number of times a server-side wrapper initiated a bid request to Equativ in the server-side bidding process (Id=40).

    * Use cases refer to the context the given metric is used in:

    • a: adserving (data related to direct (non-programmatic) campaigns/insertions)
    • r: rtb (programmatic data)
    • h: holistic (both direct campaign/insertion data and programmatic data)
    • s: segment (data related to audience segments or semantic segments)

    For more information, see Reporting API: get started.

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