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. |