Performance metrics

The following is a list of metrics available in various reports in Teads Ad Manager.

Updated over a week ago

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.

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