Reporting Metrics
The table below presents and defines all the metrics available in the reporting section of Teads Ad Manager.
Note: this is the list of metrics as they are displayed in TAM Reporting UI (and reports generated from the UI). If you need the API version, refer to this document.
KPI Metric Name in Reporting | Definition of Metric |
Billable Events | Billable Events (Number of results delivered) **note: is not only impressions can be complete for CPCV buying model) |
Billable Events (Deprecated) | Similar to Usage of |
Clicks | Creative clicks |
Clickthrough rate | Rate of clicks v. impressions |
Cookieless Impressions | The volume of impressions that delivered using cookieless signals |
Cookieless Impressions Rate | The percentage of impressions that delivered using cookieless signals vs. the total impressions delivered |
Impressions | impression |
Visits | Number of post click website visits attributed to the campaign |
Quality Visits | Number of visits attributed to the campaign that are a minimum of 10 seconds or 2 page views |
Post Click conversions | Number of post click conversions attributed to the campaign |
Post View conversions | Number of post view conversions attributed to the campaign |
Unique Viewers | Estimated number of unique Teads IDs exposed to the ad. This metric is only compatible with specific dimensions & metrics (learn more) |
Budget Metric Name in Reporting | Definition of Metric |
Budget Delivered | Budget delivered - paid + AV) |
Budget Delivered Total Ad Cost | Total cost of media delivered (AV +paid) |
Budget Delivered Total Ad Cost - cost per result | cost per result for total cost of media delivered (AV +paid) |
Budget Delivered Agency Fee | Fee on the budget delivered for the agency |
Budget Delivered - CPC | Average price of a click, based on the budget_delivered. This is the CPC value paid by the Advertiser, including advertising cost, Ad Manager fee and Agency fee. |
Budget Delivered - CPM | Average price of an impression, based on the budget_delivered. This is the CPM value paid by the Advertiser, including advertising cost, Ad Manager fee and Agency fee. |
Budget delivered - Cost per result | cost per result for budget delivered (AV + paid), including advertising cost, Ad Manager fee and Agency fee. |
Budget Delivered Fee | Fee on the budget delivered for the agency |
Budget delivered Teads | Total media value delivered by Teads. Includes Added Value budget and Ad Manager fee. Does not include Agency fee. |
Budget Delivered Teads - Cost per result | determination of the cost per result of buying model selected (ex: CPCV max rate => eCPCV clearing rate) - paid + AV |
Budget Delivered Teads - CPM | CPM against budget delivered (paid + AV) |
Budget Delivered Teads - CPC | Average price of a click, based on the budget_delivered_teads. This is the CPC value delivered by Teads, including advertising cost and Ad Manager fee. |
Budget Spent - CPC | Cost per Click against budget spent (paid only) |
Budget Spent - CPM | CPM against budget spent (paid only) |
Total ad cost | Budget spent on advertising cost. Does not include Added Value Budget, nor Ad Manager fee, nor Agency fee. |
Fee | Budget spent on Ad Manager fee cost |
Video Progress Metric Name in Reporting | Definition of Metric |
Video completes | 100% of creative viewed |
Video completion rate | Rate of completion |
Video starts | starts |
Video first quartile | 25% of creative viewed |
Video midpoint | 50% of creative viewed |
Video third quartile | 75% of creative viewed |
Video progress 1 second | 1 second view of the video creative |
Video progress 2 second | 2 second view of the video creative |
Video progress 3 second | 3 second view of the video creative |
Video progress 4 second | 4 second view of the video creative |
Video progress 5 second | 5 second view of the video creative |
Video progress 6 second | 6 second view of the video creative |
Video progress 7 second | 7 second view of the video creative |
Video progress 8 second | 8 second view of the video creative |
Video progress 9 second | 9 second view of the video creative |
Video progress 10 second | 10 second view of the video creative |
Video progress 11 second | 11 second view of the video creative |
Video progress 12 second | 12 second view of the video creative |
Video progress 13 second | 13 second view of the video creative |
Video progress 14 second | 14 second view of the video creative |
Video progress 15 second | 15 second view of the video creative |
Video progress 16 second | 16 second view of the video creative |
Video progress 17 second | 17 second view of the video creative |
Video progress 18 second | 18 second view of the video creative |
Video progress 19 second | 19 second view of the video creative |
Video progress 20 second | 20 second view of the video creative |
Video progress 21 second | 21 second view of the video creative |
Video progress 22 second | 22 second view of the video creative |
Video progress 23 second | 23 second view of the video creative |
Video progress 24 second | 24 second view of the video creative |
Video progress 25 second | 25 second view of the video creative |
Video progress 26 second | 26 second view of the video creative |
Video progress 27 second | 27 second view of the video creative |
Video progress 28 second | 28 second view of the video creative |
Video progress 29 second | 29 second view of the video creative |
Video progress 30 second | 30 second view of the video creative |
Lumen Metric Name in Reporting | Definition of Metric |
Lumen - Attention seconds per 1000 impressions | Aggregate amount of ‘eyes on’ visual attention received by 1,000 impressions. |
Lumen - Eyes-on Dwell Time | The average amount of time - in seconds - that viewed ads were looked at, as predicted by Lumen attention models. |
Lumen - View Rate | % of impressions receiving at least 1 eye fixation (minimum duration 100ms) as predicted by Lumen attention models. |
Display Viewability Metric Name in Reporting | Definition of Metric |
Display 1 second view | 1 second view of the display creative |
Display 2 second view | 2 second view of the display creative |
Display 3 second view | 3 second view of the display creative |
Display 4 second view | 4 second view of the display creative |
Display 5 second view | 5 second view of the display creative |
Display 6 second view | 6 second view of the display creative |
Display 7 second view | 7 second view of the display creative |
Display 8 second view | 8 second view of the display creative |
Display 9 second view | 9 second view of the display creative |
Display 10 second view | 10 second view of the display creative |
Display 11 second view | 11 second view of the display creative |
Display 12 second view | 12 second view of the display creative |
Display 13 second view | 13 second view of the display creative |
Display 14 second view | 14 second view of the display creative |
Display 15 second view | 15 second view of the display creative |
Display 16 second view | 16 second view of the display creative |
Display 17 second view | 17 second view of the display creative |
Display 18 second view | 18 second view of the display creative |
Display 19 second view | 19 second view of the display creative |
Display 20 second view | 20 second view of the display creative |
Display 21 second view | 21 second view of the display creative |
Display 22 second view | 22 second view of the display creative |
Display 23 second view | 23 second view of the display creative |
Display 24 second view | 24 second view of the display creative |
Display 25 second view | 25 second view of the display creative |
Display 26 second view | 26 second view of the display creative |
Display 27 second view | 27 second view of the display creative |
Display 28 second view | 28 second view of the display creative |
Display 29 second view | 29 second view of the display creative |
Display 30 second view | 30 second view of the display creative |
Moat Metric Name in Reporting | Definition of Metric |
MOAT - Average Ad Length (ms) | Average Ad Length (ms) |
MOAT - Average In-View Time (ms) | Average In-View Time (ms) |
MOAT - Impressions Analyzed (unfiltered for IVT) | Total Impressions Analyzed by MOAT (unfiltered for Invalid traffic) |
MOAT - Impressions Analyzed (filtered for IVT) | Total Impressions Analyzed by MOAT(filtered for Invalid traffic) |
MOAT - In-View Measurable Impressions | In-View Measurable Impressions |
MOAT - In-View Measurable Impressions (Deprecated) | Similar to Usage of |
MOAT - Valid and Viewable Impressions | Valid and Viewable Impressions |
MOAT - Valid and Viewable % | Valid and Viewable % |
MOAT - Total In-View Time (ms) | Total In-View Time (ms) |
MOAT - Total Ad Length (ms) | Total Ad Length (ms) |
MOAT - Complete In-View Impressions | Complete In-View Impressions |
MOAT - 1 Sec In-View Impressions | 1 Sec In-View Impressions |
MOAT - 2 Sec In-View Impressions | 2 Sec In-View Impressions |
MOAT - 3 Sec In-View Impressions | 3 Sec In-View Impressions |
MOAT - 4 Sec In-View Impressions | 4 Sec In-View Impressions |
MOAT - 5 Sec In-View Impressions | 5 Sec In-View Impressions |
MOAT - 6 Sec In-View Impressions | 6 Sec In-View Impressions |
MOAT - 7 Sec In-View Impressions | 7 Sec In-View Impressions |
MOAT - 8 Sec In-View Impressions | 8 Sec In-View Impressions |
MOAT - 9 Sec In-View Impressions | 9 Sec In-View Impressions |
MOAT - 10 Sec In-View Impressions | 10 Sec In-View Impressions |
MOAT - 11 Sec In-View Impressions | 11 Sec In-View Impressions |
MOAT - 12 Sec In-View Impressions | 12 Sec In-View Impressions |
MOAT - 13 Sec In-View Impressions | 13 Sec In-View Impressions |
MOAT - 14 Sec In-View Impressions | 14 Sec In-View Impressions |
MOAT - 15 Sec In-View Impressions | 15 Sec In-View Impressions |
MOAT - 16 Sec In-View Impressions | 16 Sec In-View Impressions |
MOAT - 17 Sec In-View Impressions | 17 Sec In-View Impressions |
MOAT - 18 Sec In-View Impressions | 18 Sec In-View Impressions |
MOAT - 19 Sec In-View Impressions | 19 Sec In-View Impressions |
MOAT - 20 Sec In-View Impressions | 20 Sec In-View Impressions |
MOAT - 21 Sec In-View Impressions | 21 Sec In-View Impressions |
MOAT - 22 Sec In-View Impressions | 22 Sec In-View Impressions |
MOAT - 23 Sec In-View Impressions | 23 Sec In-View Impressions |
MOAT - 24 Sec In-View Impressions | 24 Sec In-View Impressions |
MOAT - 25 Sec In-View Impressions | 25 Sec In-View Impressions |
MOAT - 26 Sec In-View Impressions | 26 Sec In-View Impressions |
MOAT - 27 Sec In-View Impressions | 27 Sec In-View Impressions |
MOAT - 28 Sec In-View Impressions | 28 Sec In-View Impressions |
MOAT - 29 Sec In-View Impressions | 29 Sec In-View Impressions |
MOAT - 30 Sec In-View Impressions | 30 Sec In-View Impressions |
-- old table below to delete--
Metric Name in Reporting | Definition of Metric |
Budget Spent | Budget spent - paid budget delivered |
Fee | Budget spent on Ad Manager fee cost |
Budget Delivered | Budget delivered - paid + AV) |
Budget Delivered Agency Fee | Fee on the budget delivered for the agency |
Budget Delivered Teads - Cost per result | determination of the cost per result of buying model selected (ex: CPCV max rate => eCPCV clearing rate) - paid + AV |
Budget Delivered - CPC | Average price of a click, based on the budget_delivered. This is the CPC value paid by the Advertiser, including advertising cost, Ad Manager fee and Agency fee. |
Budget Delivered Teads - CPC | Average price of a click, based on the budget_delivered_teads. This is the CPC value delivered by Teads, including advertising cost and Ad Manager fee. |
Budget Delivered Teads - CPM | CPM against budget delivered (paid + AV) |
Budget Spent - Cost per result | determination of the cost per result of buying model selected (paid only) |
Budget Spent - CPC | Cost per Click against budget spent (paid only) |
Budget Spent - CPM | CPM against budget spent (paid only) |
Budget Delivered Total Ad Cost | Total cost of media delivered (AV +paid) |
Budget Delivered Total Ad Cost - cost per result | cost per result for total cost of media delivered (AV +paid) |
Budget Delivered Total Ad Cost - CPC | cost per click for total cost of media delivered (AV +paid) |
Budget Delivered Total Ad Cost - CPM | CPM for total cost of media delivered (AV +paid) |
Billable Events | Billable Events (Number of results delivered)
**note: does not refer only to impressions. Can also include video completes for CPCV buying model |
impression | Impressions |
Post Click conversions | Number of post click conversions attributed to the campaign |
start | Video starts |
Post View conversions | Number of post view conversions attributed to the campaign |
1 second view | 1 second view of the video creative |
2 second view | 2 second view of the video creative |
3 second view | 3 second view of the video creative |
4 second view | 4 second view of the video creative |
5 second view | 5 second view of the video creative |
6 second view | 6 second view of the video creative |
7 second view | 7 second view of the video creative |
8 second view | 8 second view of the video creative |
9 second view | 9 second view of the video creative |
10 second view | 10 second view of the video creative |
11 second view | 11 second view of the video creative |
12 second view | 12 second view of the video creative |
13 second view | 13 second view of the video creative |
14 second view | 14 second view of the video creative |
15 second view | 15 second view of the video creative |
16 second view | 16 second view of the video creative |
17 second view | 17 second view of the video creative |
18 second view | 18 second view of the video creative |
19 second view | 19 second view of the video creative |
20 second view | 20 second view of the video creative |
21 second view | 21 second view of the video creative |
22 second view | 22 second view of the video creative |
23 second view | 23 second view of the video creative |
24 second view | 24 second view of the video creative |
25 second view | 25 second view of the video creative |
26 second view | 26 second view of the video creative |
27 second view | 27 second view of the video creative |
28 second view | 28 second view of the video creative |
29 second view | 29 second view of the video creative |
30 second view | 30 second view of the video creative |
Video first quartile | 25% of creative viewed |
Video midpoint | 50% of creative viewed |
Video third quartile | 75% of creative viewed |
Video completes | 100% of creative viewed |
Video completion rate | Rate of completion |
Clicks | Creative Clicks |
Clickthrough rate | Rate of clicks v. impressions |
MOAT - Impressions Analyzed (unfiltered for IVT) | Total Impressions Analyzed by MOAT (unfiltered for Invalid traffic) |
MOAT - Impressions Analyzed (filtered for IVT) | Total Impressions Analyzed by MOAT(filtered for Invalid traffic) |
MOAT - In-View Measurable Impressions | In-View Measurable Impressions |
MOAT - Valid and Viewable Impressions | Valid and Viewable Impressions |
MOAT - Valid and Viewable % | Valid and Viewable % |
MOAT - Total In-View Time (ms) | Total In-View Time (ms) |
MOAT - Average In-View Time (ms) | Average In-View Time (ms) |
MOAT - Total Ad Length (ms) | Total Ad Length (ms) |
MOAT - Average Ad Length (ms) | Average Ad Length (ms) |
MOAT - 1 Sec In-View Impressions | 1 Sec In-View Impressions |
MOAT - 2 Sec In-View Impressions | 2 Sec In-View Impressions |
MOAT - 3 Sec In-View Impressions | 3 Sec In-View Impressions |
MOAT - 4 Sec In-View Impressions | 4 Sec In-View Impressions |
MOAT - 5 Sec In-View Impressions | 5 Sec In-View Impressions |
MOAT - 6 Sec In-View Impressions | 6 Sec In-View Impressions |
MOAT - 7 Sec In-View Impressions | 7 Sec In-View Impressions |
MOAT - 8 Sec In-View Impressions | 8 Sec In-View Impressions |
MOAT - 9 Sec In-View Impressions | 9 Sec In-View Impressions |
MOAT - 10 Sec In-View Impressions | 10 Sec In-View Impressions |
MOAT - 11 Sec In-View Impressions | 11 Sec In-View Impressions |
MOAT - 12 Sec In-View Impressions | 12 Sec In-View Impressions |
MOAT - 13 Sec In-View Impressions | 13 Sec In-View Impressions |
MOAT - 14 Sec In-View Impressions | 14 Sec In-View Impressions |
MOAT - 15 Sec In-View Impressions | 15 Sec In-View Impressions |
MOAT - 16 Sec In-View Impressions | 16 Sec In-View Impressions |
MOAT - 17 Sec In-View Impressions | 17 Sec In-View Impressions |
MOAT - 18 Sec In-View Impressions | 18 Sec In-View Impressions |
MOAT - 19 Sec In-View Impressions | 19 Sec In-View Impressions |
MOAT - 20 Sec In-View Impressions | 20 Sec In-View Impressions |
MOAT - 21 Sec In-View Impressions | 21 Sec In-View Impressions |
MOAT - 22 Sec In-View Impressions | 22 Sec In-View Impressions |
MOAT - 23 Sec In-View Impressions | 23 Sec In-View Impressions |
MOAT - 24 Sec In-View Impressions | 24 Sec In-View Impressions |
MOAT - 25 Sec In-View Impressions | 25 Sec In-View Impressions |
MOAT - 26 Sec In-View Impressions | 26 Sec In-View Impressions |
MOAT - 27 Sec In-View Impressions | 27 Sec In-View Impressions |
MOAT - 28 Sec In-View Impressions | 28 Sec In-View Impressions |
MOAT - 29 Sec In-View Impressions | 29 Sec In-View Impressions |
MOAT - 30 Sec In-View Impressions | 30 Sec In-View Impressions |
MOAT - Complete In-View Impressions | Complete In-View Impressions |
Unique Viewers | Estimated number of unique Teads IDs exposed to the ad. This metric is only compatible with specific dimensions & metrics (learn more) |
Cookieless Impressions | The volume of impressions that delivered using cookieless signals |
Cookieless Impressions Rate | The percentage of impressions that delivered using cookieless signals vs. the total impressions delivered |
Cookieless Impressions Rate (Deprecated) | Similar to Usage of |