Metrics
This page defines the metrics that are common to the standard Analytics reports. Specialized reports, such as Supply Path Optimization, compliance, brand safety and geolocation reports, have their own metrics as well. Across all reports, Analytics offers roughly 250 metrics and other data points.
The API name in each table is the metric’s name in the Analytics Reports API. For the full API list, see Query language: Metrics.
IVT tiers
Most metrics come in up to three versions, one for each stage of invalid traffic (IVT) removal. The prefix on the metric name tells you which one you’re looking at.
A few metrics break the pattern: TruReach is the net of all IVT version of Reach, and the SSAI metrics put “Net” after “SSAI” (for example, SSAI Net Ad Counts). In display viewability, the API names for net of all IVT have no prefix (for example measuredImpressions and views), and the net of GIVT names start with nonGivt.
For how Pixalate classifies invalid traffic, see Reported IVT types and the IVT Taxonomy.
How impressions are counted
Ad Counts and Rendered Impressions use different counting methods.
Ad Counts (Gross Ad Counts, Ad Counts, Net Ad Counts) align with the MRC’s definitions of ‘Gross Tracked Ads’, ‘Net Tracked Ads’ and ‘Total Net Tracked Ads’ respectively. They include 1x1 pixel and JS traffic recorded via a ‘Count on Download’ approach, and reflect:
- 1x1 pixel display traffic recorded in a manner consistent with the MRC’s definition of a “Count on Download” measurement approach
- JavaScript-tagged display traffic recorded in a manner consistent with the MRC’s definition of a “Count on Download” measurement approach
- Video traffic recorded in a manner consistent with the MRC’s definition of a video impression (post-buffer/render of first video frame)
Ad Counts may also include server-side ad insertion (SSAI) traffic that can’t be identified, deterministically, as being recorded via a client-side, ‘Count on Download’ approach.
Rendered Impressions count display and video impressions that rendered:
- Rendered Display Impressions are recorded by Pixalate’s enhanced script (JavaScript) technology. They reflect JavaScript-tagged display traffic determined to have begun to render in a manner consistent with the MRC’s definition of a “Begin to Render” impression recording approach. They exclude video, 1x1 pixel display impressions, and JavaScript-tagged display traffic not determined to have rendered.
- Rendered Video Impressions reflect video traffic recorded in a manner consistent with the MRC’s definition of a video impression (post-buffer/render of first video frame).
- Rendered Impressions are the two combined.
Because of how a 1x1 pixel works, 1x1 pixel display traffic can’t be evaluated against the MRC’s “Begin to Render” approach. It’s counted in Ad Counts only.
For which metrics are within Pixalate’s MRC accreditation, see MRC-accredited metrics.
Impressions
Server-side ad insertion (SSAI)
SSAI metrics are estimates. “Transparent” SSAI traffic comes from proxies that pass X-Device-User-Agent headers for more transparency. For background on SSAI, see CTV and OTT reporting.
IPv6
For the IPv6 traffic filtered as IVT, see IVT. To break traffic down by IPv6 address type, use the IPv6 Type dimension.
Display viewability
Viewability metrics are based on Rendered Display Impressions and aren’t available in the Gross tier. For video, see Video viewability metrics.
Viewability % and Views % use different denominators. Viewability % divides Views by Measured Impressions. Views % divides Views by all Rendered Display Impressions, including those that couldn’t be measured.
Clicks
Gross CTR is defined using measured clicks. CTR and Net CTR are defined using matched clicks.
Conversions
Reach
Gross Reach is defined as the number of uniquely identified browser cookies. Reach and TruReach are defined as the number of uniquely identified visitors.
Duplicates
These metrics are listed in the Analytics Reports API. For why duplicates happen, see the Analytics FAQ.
Engagement and attention
These metrics aren’t split by IVT tier. Ad Exposure Time and Ad Exposure most closely align with the industry’s definitions of attention metrics.
Cost
IVT
These metrics measure the traffic that was filtered out. Their percentages are based on Gross metrics.
Metrics for all IVT (GIVT and SIVT together) and for specific threats:
High risk apps
Impressions from apps on the High Risk Mobile Apps 2.0 and High Risk CTV Apps 2.0 lists aren’t classified as IVT only because the app is listed, so this traffic doesn’t appear in the IVT metrics above. To flag individual apps, use the High Risk App (Yes/No) dimension. For the lists themselves, see High Risk Mobile Apps 2.0 and High Risk CTV Apps 2.0.
Video viewability metrics
The Video Viewability (Beta) and Video Engagement (Beta) reports provide 54 metrics across three IVT-filtering tiers. Methodology is informed by the MRC Video Viewable Impression Measurement Guidelines (50% of the video player’s pixels visible on-screen for at least 2 continuous seconds while the video is playing), with audibility detection powered by Open Measurement SDK (OM SDK) signals.
For setup requirements, see Video viewability and engagement.
The Video Viewability report measures video ad delivery and viewability outcomes: how many video impressions were rendered, how many could be measured, and whether they met MRC viewability requirements. It has 24 metrics.
Video engagement metrics
The Video Engagement report measures how users interact with video ad content: quartile completion, full playback, average duration and audibility. It has 30 metrics.
Related
Questions? Contact support@pixalate.com.