> For clean Markdown of any page, append .md to the page URL. > For a complete documentation index, see https://docs.pixalate.com/llms.txt. > For AI client integration (Claude Code, Cursor, etc.), connect to the MCP server at https://docs.pixalate.com/_mcp/server. # Metrics > Pixalate Analytics metrics dictionary. Definitions of ad counts, rendered impressions, viewability, clicks, conversions, reach, SSAI, IPv6, IVT and video viewability and engagement metrics, with their Analytics Reports API names. 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](/apis/analytics-reports-api). For the full API list, see [Query language: Metrics](/apis/analytics-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. | Tier | What it includes | Name pattern | Example | | ----------------- | ----------------------------------------------------------------------------------------------------- | --------------------- | --------------- | | Gross | All traffic, before removal of General Invalid Traffic (GIVT) or Sophisticated Invalid Traffic (SIVT) | Starts with **Gross** | Gross Ad Counts | | Net of GIVT | Traffic after removal of GIVT | No prefix | Ad Counts | | Net of all IVT | Traffic after removal of both GIVT and SIVT | Starts with **Net** | Net Ad Counts | | Filtered for GIVT | The traffic that was filtered as GIVT | Starts with **GIVT** | GIVT Ad Counts | | Filtered for SIVT | The traffic that was filtered as SIVT | Starts with **SIVT** | SIVT Ad Counts | 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](/analytics/ivt-types) and the [IVT Taxonomy](/trust/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](/trust/mrc-accredited-metrics). ## Impressions | What it measures | Gross | Net of GIVT | Net of all IVT | | --------------------------------------------------------------------------------------------------------------- | ----------------------------------------------------------- | ------------------------------------------------------------ | -------------------------------------------------------------------- | | Ad Counts (see [How impressions are counted](#how-impressions-are-counted)) | Gross Ad Counts `impressions` | Ad Counts `nonGivtImpressions` | Net Ad Counts `nonGivtSivtImpressions` | | Rendered ad impressions, display and video | Gross Rendered Impressions `renderedImpressions` | Rendered Impressions `nonGivtRenderedImpressions` | Net Rendered Impressions `nonGivtSivtRenderedImpressions` | | Rendered display impressions recorded by Pixalate's enhanced script technology (excludes 1x1 pixel impressions) | Gross Rendered Display Impressions `scriptImpressions` | Rendered Display Impressions `nonGivtScriptImpressions` | Net Rendered Display Impressions | | Rendered video impressions | Gross Rendered Video Impressions `renderedVideoImpressions` | Rendered Video Impressions `nonGivtRenderedVideoImpressions` | Net Rendered Video Impressions `nonGivtSivtRenderedVideoImpressions` | | Percentage distribution of Ad Counts in relation to the tier's total Ad Counts | Share of Gross Ad Counts % `shareOfImpressions` | Share of Ad Counts % `shareOfNonGivtImpressions` | Share of Net Ad Counts % `shareOfNonGivtSivtImpressions` | ## 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](/analytics/ctv-and-ott#server-side-ad-insertion-ssai). | What it measures | Gross | Net of GIVT | Net of all IVT | | ------------------------------------------------------------------------------------------------------------------- | ------------------------------------------------------------------- | -------------------------------------------------------------------- | ---------------------------------------------------------------------------- | | Estimated total SSAI Ad Counts | Gross SSAI Ad Counts `ssaiImpressions` | SSAI Ad Counts `nonGivtSsaiImpressions` | SSAI Net Ad Counts `nonGivtSivtSsaiImpressions` | | Estimated SSAI Ad Counts from proxies passing X-Device-User-Agent headers | Gross SSAI Transparent Ad Counts `ssaiTransparentImpressions` | SSAI Transparent Ad Counts `nonGivtSsaiTransparentImpressions` | SSAI Net Transparent Ad Counts `nonGivtSivtSsaiTransparentImpressions` | | Estimated percentage of Ad Counts that correspond to SSAI proxies | Gross SSAI Ad Counts % `ssaiImpressionsRate` | SSAI Ad Counts % `nonGivtSsaiImpressionsRate` | SSAI Net Ad Counts % `nonGivtSivtSsaiImpressionsRate` | | Estimated percentage of Ad Counts that correspond to SSAI and come from proxies passing X-Device-User-Agent headers | Gross SSAI Transparent Ad Counts % `ssaiTransparentImpressionsRate` | SSAI Transparent Ad Counts % `nonGivtSsaiTransparentImpressionsRate` | SSAI Net Transparent Ad Counts % `nonGivtSivtSsaiTransparentImpressionsRate` | ## IPv6 | What it measures | Gross | Net of GIVT | Net of all IVT | | --------------------------------------------------- | -------------------------------------------- | --------------------------------------------- | ----------------------------------------------------- | | Number of IPv6 Ad Counts | Gross IPv6 Ad Counts `ipv6Impressions` | IPv6 Ad Counts `nonGivtIpv6Impressions` | Net IPv6 Ad Counts `nonGivtSivtIpv6Impressions` | | Percentage of IPv6 Ad Counts out of total Ad Counts | Gross IPv6 Ad Counts % `ipv6ImpressionsRate` | IPv6 Ad Counts % `nonGivtIpv6ImpressionsRate` | Net IPv6 Ad Counts % `nonGivtSivtIpv6ImpressionsRate` | For the IPv6 traffic filtered as IVT, see [IVT](#ivt). To break traffic down by IPv6 address type, use the [IPv6 Type dimension](/analytics/dimensions#ipv6-types). ## Display viewability Viewability metrics are based on Rendered Display Impressions and aren't available in the Gross tier. For video, see [Video viewability metrics](#video-viewability-metrics). | What it measures | Net of GIVT | Net of all IVT | | --------------------------------------------------------------------------------------------------------------------------------------------------------------------- | ------------------------------------------------- | ---------------------------------------------- | | Rendered Display Impressions that Pixalate's technology was capable of measuring for viewability | Measured Impressions `nonGivtMeasuredImpressions` | Net Measured Impressions `measuredImpressions` | | Percentage of Rendered Display Impressions that Pixalate's technology was capable of measuring for viewability | Measured Rate % `nonGivtMeasuredRate` | Net Measured Rate % `measuredRate` | | Measured Impressions that were determined to be viewable impressions | Views `nonGivtViews` | Net Views `views` | | Percentage of Measured Impressions that were determined to be viewable impressions | Viewability % `nonGivtViewability` | Net Viewability % `viewability` | | Measured Impressions that were determined to not meet the requirements of a viewable impression | Non Views `nonGivtNonViews` | Net Non Views `nonViews` | | Rendered Display Impressions where Pixalate's technology was not able to determine whether the impression met the requirements of a viewable impression | Undetermined Imps `nonGivtUndeterminedImps` | Net Undetermined Imps `undeterminedImps` | | Percentage of Rendered Display Impressions that were determined to be viewable impressions | Views % `nonGivtViewsRate` | Net Views % `viewsRate` | | Percentage of Rendered Display Impressions that were determined to not meet the requirements of a viewable impression | Non Views % `nonGivtNonViewsRate` | Net Non Views % `nonViewsRate` | | Percentage of Rendered Display Impressions where Pixalate's technology was not able to determine whether the impression met the requirements of a viewable impression | Undetermined Imps % `nonGivtUndeterminedImpsRate` | Net Undetermined Imps % `undeterminedImpsRate` | > **Note** > > **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 | What it measures | Gross | Net of GIVT | Net of all IVT | | --------------------------------------------------------------------------- | ----------------------------- | ------------------------------ | -------------------------------------- | | Number of measured clicks | Gross Clicks `totalClicks` | Clicks `nonGivtTotalClicks` | Net Clicks `nonGivtSivtTotalClicks` | | Number of measured clicks that were matched to an Ad Count | Gross Matched Clicks `clicks` | Matched Clicks `nonGivtClicks` | Net Matched Clicks `nonGivtSivtClicks` | | Click-through rate: clicks divided by Ad Counts, as a percentage (see note) | Gross CTR `ctr` | CTR `nonGivtCtr` | Net CTR `nonGivtSivtCtr` | > **Note** > > Gross CTR is defined using measured clicks. CTR and Net CTR are defined using matched clicks. ## Conversions | What it measures | Gross | Net of GIVT | Net of all IVT | | ------------------------------------------------------------------------------------------------------------------------- | --------------------------------------- | ---------------------------------------- | ------------------------------------------------ | | Number of measured actions (for example, purchasing an item) related to ads | Gross Conversions `totalConversions` | Conversions `nonGivtTotalConversions` | Net Conversions `nonGivtSivtTotalConversions` | | Percentage of measured actions related to ads | Gross Conversion Rate `totalConvRate` | | | | Number of conversions that were matched to an Ad Count | Gross Matched Conversions `conversions` | Matched Conversions `nonGivtConversions` | Net Matched Conversions `nonGivtSivtConversions` | | Click-through conversions: matched conversions where the user clicked the ad, visited the website and performed an action | Gross Matched C-Convs `clickConvs` | | | | View-through conversions: matched conversions where the user took action later, after seeing a viewable impression | Gross Matched V-Convs `viewConvs` | | Net Matched V-Conversions `nonGivtSivtViewConvs` | ## Reach | What it measures | Gross | Net of GIVT | Net of all IVT | | ----------------------- | ------------------- | -------------------- | --------------------------- | | Unique users (see note) | Gross Reach `reach` | Reach `nonGivtReach` | TruReach `nonGivtSivtReach` | > **Note** > > 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](/analytics/faq#why-does-pixalate-report-duplicate-impressions). | What it measures | Gross | Net of GIVT | Net of all IVT | | ------------------------------------------ | ------------------------------------------------------------- | -------------------------------------------------------------- | ---------------------------------------------------------------------- | | Duplicate Ad Counts | Gross Duplicate Ad Counts `duplicateImps` | Duplicate Ad Counts `nonGivtDuplicateImps` | Net Duplicate Ad Counts `nonGivtSivtDuplicateImps` | | Duplicate Ad Counts, as a percentage | Gross Duplicate Ad Counts % `duplicateImpsRate` | Duplicate Ad Counts % `nonGivtDuplicateImpsRate` | Net Duplicate Ad Counts % `nonGivtSivtDuplicateImpsRate` | | Duplicate measured clicks | Gross Duplicate Clicks `duplicateClicks` | Duplicate Clicks `nonGivtDuplicateClicks` | Net Duplicate Clicks `nonGivtSivtDuplicateClicks` | | Duplicate measured clicks, as a percentage | Gross Duplicate Clicks % `duplicateClicksRate` | Duplicate Clicks % `nonGivtDuplicateClicksRate` | Net Duplicate Clicks % `nonGivtSivtDuplicateClicksRate` | | Duplicate matched clicks | Gross Duplicate Matched Clicks `duplicateMatchedClicks` | Duplicate Matched Clicks `nonGivtDuplicateMatchedClicks` | Net Duplicate Matched Clicks `nonGivtSivtDuplicateMatchedClicks` | | Duplicate matched clicks, as a percentage | Gross Duplicate Matched Clicks % `duplicateMatchedClicksRate` | Duplicate Matched Clicks % `nonGivtDuplicateMatchedClicksRate` | Net Duplicate Matched Clicks % `nonGivtSivtDuplicateMatchedClicksRate` | ## 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. | Metric | Definition | API name | | ------------------ | ------------------------------------------------------------------------------------------------------------ | ----------------- | | Ad Exposure Time | The amount of time the ad is visible to the user on the web page, in minutes and seconds. | `adExposureTime` | | Ad Exposure | The percentage of total time spent on a web page in which the ad was visible to the user. | `adExposure` | | Ad Hover | The average amount of time users hovered over the ad with the mouse cursor, in minutes:seconds.milliseconds. | `adHoverTime` | | Time Spent on Page | The average amount of time users spent on the web page, in minutes:seconds. | `timeSpentOnPage` | | Ads Above the Fold | The number of Ad Counts that were determined to be served within the user's browser viewport. | `adsAboveTheFold` | ## Cost | Metric | Definition | API name | | ----------- | ------------------------------------------------------------------------- | ------------ | | Bid Price | The average bid price for Ad Counts. | `priceBid` | | Media Spend | The total media spend of all Ad Counts, based on the recorded price paid. | `mediaSpend` | ## IVT These metrics measure the traffic that was filtered out. Their percentages are based on Gross metrics. | What it measures | Filtered for GIVT | Filtered for SIVT | | ------------------------------------------------------------------------------------------------------ | -------------------------------------------------- | -------------------------------------------------- | | Gross Ad Counts filtered as this class | GIVT Ad Counts `givtImpressions` | SIVT Ad Counts `sivtImpressions` | | Percentage of Gross Ad Counts filtered as this class | GIVT Ad Counts % `givtImpsRate` | SIVT Ad Counts % `sivtImpsRate` | | Percentage of Gross Ad Counts filtered as this class, in relation to the total filtered for this class | Share of GIVT Ad Counts % `shareOfGivtImpressions` | Share of SIVT Ad Counts % `shareOfSivtImpressions` | | Gross Ad Counts, Gross Clicks and Gross Conversions filtered as this class | GIVT Traffic `givtTraffic` | SIVT Traffic `sivtTraffic` | | Percentage of Gross Ad Counts, Gross Clicks and Gross Conversions filtered as this class | GIVT % `givtRate` | SIVT % `sivtRate` | | IPv6 Ad Counts filtered as this class | IPv6 GIVT Ad Counts `givtIpv6Impressions` | IPv6 SIVT Ad Counts `sivtIpv6Impressions` | | Percentage of IPv6 Ad Counts filtered as this class | IPv6 GIVT Ad Counts % `givtIpv6ImpressionsRate` | IPv6 SIVT Ad Counts % `sivtIpv6ImpressionsRate` | | Gross Clicks filtered as this class | GIVT Clicks `givtTotalClicks` | SIVT Clicks `sivtTotalClicks` | | Percentage of Gross Clicks filtered as this class | GIVT Clicks % `givtTotalClicksRate` | SIVT Clicks % `sivtTotalClicksRate` | | Gross Matched Clicks filtered as this class | GIVT Matched Clicks `givtClicks` | SIVT Matched Clicks `sivtClicks` | | Percentage of Gross Matched Clicks filtered as this class | GIVT Matched Clicks % `givtClickRate` | SIVT Matched Clicks % `sivtClickRate` | | Gross Conversions filtered as this class | GIVT Conversions `givtTotalConversions` | SIVT Conversions `sivtTotalConversions` | | Percentage of Gross Conversions filtered as this class | GIVT Conversions % `givtTotalConvsRate` | SIVT Conversions % `sivtTotalConvsRate` | | Gross Matched Conversions filtered as this class | GIVT Matched Conversions `givtConversions` | SIVT Matched Conversions `sivtConversions` | | Percentage of Gross Matched Conversions filtered as this class | GIVT Matched Conversions % `givtConvsRate` | SIVT Matched Conversions % `sivtConvsRate` | Metrics for all IVT (GIVT and SIVT together) and for specific threats: | Metric | Definition | API name | | ------------------------ | ----------------------------------------------------------------------------------------- | ----------------------------- | | IVT % | The total percentage of GIVT and SIVT. | `givtSivtRate` | | Share of IVT Ad Counts % | The percentage of Gross Ad Counts filtered as IVT, in relation to the total IVT filtered. | `shareOfGivtSivtImpressions` | | IPv6 IVT Ad Counts | The number of IPv6 Ad Counts filtered as IVT. | `givtSivtIpv6Impressions` | | IPv6 IVT Ad Counts % | The percentage of IPv6 Ad Counts filtered as IVT. | `givtSivtIpv6ImpressionsRate` | | Malware Traffic | The number of Gross Ad Counts determined to be generated by malware. | `malwareTraffic` | | Phishing Traffic | The number of Gross Ad Counts determined to be generated by phishing activity. | `phishingTraffic` | ## High risk apps | Metric | Definition | | ------------------------------- | ------------------------------------------------------------------------------------------- | | Traffic from High Risk Apps (%) | The percentage of your total traffic originating from apps on the High Risk Apps 2.0 lists. | 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](/analytics/dimensions#high-risk-app). For the lists themselves, see [High Risk Mobile Apps 2.0](/data-feeds/high-risk-mobile-apps) and [High Risk CTV Apps 2.0](/data-feeds/high-risk-ctv-apps). ## 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](/analytics/video-viewability). 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. | What it measures | Gross | Net of GIVT | Net of all IVT | | ---------------------------------------------------------------------------------------------------------------------------------------------------------------- | ------------------------------------- | -------------------------------- | ------------------------------------ | | Recorded video ad content count-on-download events | Gross Ad Counts (Video) | Ad Counts (Video) | Net Ad Counts (Video) | | Impressions eligible for video viewability (VV) decisioning, recorded in a manner consistent with MRC Video Impression Guidelines, post-buffer/playback | Gross Rendered Video Impressions (VV) | Rendered Video Impressions (VV) | Net Rendered Video Impressions (VV) | | Rendered Video Impressions (VV) that Pixalate's technology was capable of measuring for video viewability | Gross Measured Video Impressions | Measured Video Impressions | Net Measured Video Impressions | | Percentage of Rendered Video Impressions (VV) that Pixalate's technology was capable of measuring for video viewability | Gross Measured Video Impressions % | Measured Video Impressions % | Net Measured Video Impressions % | | Measured Video Impressions determined to be viewable video impressions | | Viewable Video Impressions | Net Viewable Video Impressions | | Measured Video Impressions determined to not meet the requirements of a viewable video impression | | Non-Viewable Video Impressions | Net Non-Viewable Video Impressions | | Rendered Video Impressions (VV) where Pixalate's technology was not able to determine whether the impression met the requirements of a viewable video impression | | Undetermined Video Impressions | Net Undetermined Video Impressions | | The same, as a percentage of Rendered Video Impressions (VV) | | Undetermined Video Impressions % | Net Undetermined Video Impressions % | | Percentage of Rendered Video Impressions (VV) determined to be viewable video impressions | | Video Views % | Net Video Views % | | Percentage of Rendered Video Impressions (VV) determined to not meet the requirements of a viewable video impression | | Video Non-Views % | Net Video Non-Views % | ## 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. | What it measures | Gross | Net of GIVT | Net of all IVT | | ---------------------------------------------------------------------------------------------- | ------------------------ | ------------------ | ---------------------- | | Number of times the first quartile of video content completed playback | Gross First Quartile | First Quartile | Net First Quartile | | Percentage of times the first quartile completed playback | Gross First Quartile % | First Quartile % | Net First Quartile % | | Number of times the midpoint of video content (quartile 2 of 4) completed playback | Gross Midpoint | Midpoint | Net Midpoint | | Percentage of times the midpoint completed playback | Gross Midpoint % | Midpoint % | Net Midpoint % | | Number of times the third quartile of video content completed playback | Gross Third Quartile | Third Quartile | Net Third Quartile | | Percentage of times the third quartile completed playback | Gross Third Quartile % | Third Quartile % | Net Third Quartile % | | Number of times video content completed full playback | Gross Video Completions | Video Completions | Net Video Completions | | Percentage of times video content completed full playback | Gross Video Completion % | Video Completion % | Net Video Completion % | | Average playback time across video ad content | Gross Average Playback | Average Playback | Net Average Playback | | Percentage of video ad content determined to have audibility turned on, as signaled via OM SDK | Gross Audibility Rate | Audibility Rate | Net Audibility Rate | ## Related * [Dimensions](/analytics/dimensions) * [Reported IVT types](/analytics/ivt-types) * [Run and customize reports](/analytics/reports) * [Pre-set reports](/analytics/pre-set-reports) * [Query language: Metrics](/apis/analytics-query-language#metrics) Questions? Contact [support@pixalate.com](mailto:support@pixalate.com).