Metric Definitions

Overview

This page defines the metrics used throughout the Advertiser Reporting section of the Portal. These metrics are used in tables, graphs, and exported reports.

Unless otherwise specified, all reporting timestamps are shown in UTC.

Impressions

Impressions represent the number of times an advertisement was rendered within an email when the email was opened.

An impression is counted when the ad content is successfully displayed to the user.

Because email clients frequently cache images and proxy requests, impressions may be triggered by automated systems rather than direct user interaction.

Clicks

Clicks represent the number of times a user selected an advertisement and was redirected to the advertiser’s landing page.

Clicks are the primary billing event for campaigns running on a CPC (Cost Per Click) model.

Cost

Cost represents the total amount spent by the advertiser during the selected reporting period.

Cost is calculated based on the campaign’s pricing model and the events that occurred during delivery.

For CPC campaigns, cost is derived from:

Cost = Clicks × Bid Amount

Conversions

Conversions represent successful completion of an advertiser-defined action after a user clicks an ad.

Conversions are tracked through advertiser conversion tracking implementations (such as pixels or postback integrations).

Examples of conversion events may include:

Purchases
Sign-ups
App installs
Other defined actions

Conversion tracking depends on proper implementation of tracking technology on the advertiser’s destination page.

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Click here to get started with conversion tracking

Revenue

Revenue represents the value generated from conversion events.

This metric is typically supplied through advertiser conversion tracking and is used to calculate performance metrics such as ROAS.

CPM (Cost per Mille)

CPM represents the cost per 1,000 impressions.

It is calculated as:

CPM = (Cost ÷ Impressions) × 1000

CPM provides a normalized measure of cost relative to impression volume.

CPC (Cost per Click)

CPC represents the average cost paid for each click.

It is calculated as:

CPC = Cost ÷ Clicks

For campaigns using CPC bidding, this value typically aligns closely with the configured bid amount.

CPA (Cost per Acquisition)

CPA represents the average cost required to generate a single conversion.

It is calculated as:

CPA = Cost ÷ Conversions

CPA helps advertisers evaluate the efficiency of campaign spending relative to conversion outcomes.

CTR (Click Through Rate)

CTR measures how often users click on an ad after it is shown.

It is calculated as:

CTR = Clicks ÷ Impressions

CTR is a key indicator of creative performance and audience relevance.

CVR (Conversion Rate)

CVR measures how often clicks result in conversions.

It is calculated as:

CVR = Conversions ÷ Clicks

A higher CVR indicates stronger alignment between ad messaging and the landing page experience.

ROAS (Return on Ad Spend)

ROAS measures the revenue generated for each dollar spent on advertising.

It is calculated as:

ROAS = Revenue ÷ Cost

A ROAS of 3.0 means that for every $1 spent on advertising, $3 in revenue was generated.