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 post-click metrics used to evaluate and optimize the success of your campaign properly.

You can find them under 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 a click on your ad. Visits are deduplicated by user and click, meaning you can’t have more than one visit 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 by Teads who navigated away from your website after viewing only one page.
Page views	The average number of pages viewed by users brought by Teads after clicking on your ad.
Session duration	The average time spent on your website by users brought by Teads after clicking on 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 clickers that completed 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.