Delivery metrics
Metric name in reporting | Definition of metric |
Impressions | The number of times your ad was displayed. |
Clicks | The total number of times users clicked on one of your creatives. |
CTR (Click Through Rate) | The percentage of time people clicked on an ad, calculated as (total number of clicks / impressions). |
eCPM (effective Cost Per Mille) | The average amount of money you paid per thousand impressions, calculated as (total budget spent / impressions) x 1000. The eCPM can differ from the CPM you entered in your campaign as the campaigns are delivered on a max price basis. |
eCPC (effective Cost Per Click) | The average CPC you paid, calculated as (total budget spent / clicks). The eCPC can differ from the CPC you entered in your campaign as the campaigns are delivered on a max price basis. You will only be charged for clicks we consider intentional; we have a protection that allows us to prevent unintentional clicks and discard them from your reports. |
Traffic metrics
Note: These metrics show the onsite traffic analytics measured with our pixel/tag on your website. They are metrics used to evaluate and optimize the success of your campaign properly. For a CTV campaign, they are calculated post-view. Whereas for a Web campaign, they are calculated post-click.
These can be found from your campaign's dashboard.
Metric name in reporting | Definition of metric |
Visits | The total number of visits. A visit is counted when a user visits your website after having interacted with your ad.
Visits are deduplicated based on user and click (or impression in the case of a CTV campaign), ensuring that only one visit is counted per click. |
eCPV (effective Cost Per Visit) | The average cost you paid for visits, calculated as (total budget spent / visits). |
Landing rate | The percentage of clicks that generated a visit on your website. Calculated as (total visits / total clicks) x 100. |
Bounce rate | The percentage of visitors, brought to your website through Teads, who left the site after viewing just one page or spending less than 10 seconds on it. |
Qualified visits | The total number of visits brought by Teads that resulted in either a minimum of 10 seconds of time spent on the website or at least 2 page views. |
Page views | The average number of pages viewed by users brought by Teads after having interacted with your ad. |
Session duration | The average time spent on your website across all visits brought by Teads after having interacted with your ad. |
Conversion metrics
Note: For Traffic Acquisition campaigns, conversion metrics are only available when leveraging a Teads pixel on your website. For Conversion campaigns, conversion metrics will always be available in your reports.
Metric name in reporting | Definition of metric |
Conversions Post-Click | The total number of times people took a desired action (e.g., Purchase, AddToCart…), after clicking on an ad.
For a given user, one click can lead to several conversions. For example, a user can add several items to his cart. |
Conversion Rate Post-Click | The percentage of users who clicked on an ad and subsequently performed a desired action. It is calculated as (total number of post-click conversions / total number of clicks). It is based on the selected post-click lookback window. |
Conversions Post-View | The total number of times people took a desired action (e.g., Purchase, AddToCart…), after viewing an ad. |
Conversion Rate Post-View | The percentage of viewers that completed a desired action. It is calculated as (total number of post-view conversions / total number of impressions). It is based on the selected lookback window |
eCPA (effective Cost Per Action) | The effective Cost Per Action is the average cost of each conversion (e.g., Purchase, AddToCart…), calculated as (total budget spent / number of conversions). It is based on the selected lookback window. |