Reported Metrics

Dashboard Analytics - Reported Metrics/Definitions

The table below represents metrics available and common among basic reports. Specialized reports such as Supply Path Optimization, Compliance, Brand Safety, Geolocation and others have specialized metrics available.

Combined metrics including specialized reports equal roughly 250+ data points available for granular reporting.

Video Viewability(Beta) & Video Engagement Metrics (Beta): For the complete metric definitions for the Video Viewability and Video Engagement pre-set reports (54 metrics across 3 IVT-filtering tiers), see the dedicated Video Viewability & Video Engagement Metrics page.

Gross: Pre-Removal of Invalid Traffic (IVT) - General Invalid Traffic (GIVT) or Sophisticated Invalid Traffic (SIVT)

Metric Name	Metric Definition
Gross Ad Counts	The total number of Ad Counts before removal of invalid traffic (IVT). This metric aligns with the MRC's definition of 'Gross Tracked Ads' and includes 1x1 pixel and JS traffic recorded via a 'Count on Download' approach (before removal of IVT). This metric may also include server-side-ad-insertion (SSAI) traffic which is unable to be identified - deterministically - as being recorded via a client-side, 'Count on Download' approach. This metric reflects the following counts: 1x1 pixel display traffic recorded in a manner consistent with the MRC's definition of a "Count on Download" measurement approach (before removal of IVT); JavaScript-tagged display traffic recorded in a manner consistent with the MRC's definition of a "Count on Download" measurement approach (before removal of IVT); Video traffic recorded in a manner consistent with the MRC's definition of a video impression (post-buffer/render of first video frame); before removal of IVT. Notes Due to the inherent nature of 1x1 pixel display traffic, such traffic is unable to be evaluated on the basis of the MRC's definition of a "Begin to Render" impression measurement approach; 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, will be reflected in the 'Rendered Display Impressions' and 'Rendered Impressions' metric sets accordingly. Video traffic recorded in a manner consistent with the MRC's definition of a video impression (post-buffer/render of first video frame) will be reflected in the 'Rendered Video Impressions' and 'Rendered Impressions' metric sets accordingly.
Gross Rendered Impressions	The total number of Rendered Ad Impressions (Display & Video); before removal of IVT.
Gross Rendered Display Impressions	The total number of Rendered Display Impressions recorded from Pixalate’s enhanced script technology (excludes 1x1 pixel impressions); before removal of IVT. This metric set reflects the following counts: 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 (before removal of IVT); Notes This metric set excludes video, 1x1 pixel display Impressions and JavaScript-tagged display traffic not determined to have rendered via Pixalate's enhanced JS solution. 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, will be reflected in the 'Rendered Display Impressions' and 'Rendered Impressions' metric sets accordingly.
Gross Rendered Video Impressions	The total number of Rendered Video Impressions; before removal of IVT. This metric set reflects the following counts: Video traffic recorded in a manner consistent with the MRC's definition of a video impression (post-buffer/render of first video frame); before removal of IVT.
Share of Gross Ad Counts %	The percentage distribution of Ad Counts in relation to total Ad Counts; before removal of IVT.
Gross SSAI Ad Counts	Estimated total SSAI Ad Counts, before removal of IVT.
Gross SSAI Transparent Ad Counts	Estimated total SSAI Ad Counts that come from proxies passing X-Device-User-Agent headers for more transparency, before removal of IVT.
Gross SSAI Ad Counts %	Estimated percentage of Ad Counts that correspond to SSAI proxies, before removal of IVT.
Gross SSAI Transparent Ad Counts %	Estimated percentage of Ad Counts that correspond to SSAI and come from proxies passing X-Device-User-Agent headers for more transparency, before removal of IVT.
Gross IPv6 Ad Counts	The total number of IPv6 Ad Counts before removal of IVT.
Gross IPv6 Ad Counts %	The percentage of IPv6 Ad Counts from total Ad Counts before removal of IVT.
Gross Clicks	The total number of measured Clicks; before removal of IVT.
Gross CTR	The percentage of measured Clicks divided by Ad Counts; before removal of IVT.
Gross Matched Clicks	The total number of measured Clicks that were matched to an Ad Count; before removal of IVT.
Gross Conversions	The total number of measured Actions (e.g., purchasing an item) related to Ads; before removal of IVT.
Gross Conversion Rate	The percentage of measured Actions (e.g., purchasing an item) related to Ads; before removal of IVT.
Gross Matched Conversions	The total number of Conversions that were matched to an Ad Count; before removal of IVT.
Gross Matched C-Convs	Click-through Conversions. The total number of matched Conversions in which users clicked on the Ad, visited the website and performed an action (e.g., purchasing an item); before removal of IVT.
Gross Matched V-Convs	View-through Conversions. The total number of matched Conversions in which users took action at a later time after seeing a viewable impression; before removal of IVT.
Gross Reach	The total number of uniquely identified browser cookies; before removal of IVT.
Ad Exposure Time	The amount of time Ad is visible to the user on the web page. Ad exposure is measured in minutes and seconds.
Ad Exposure	The percentage of total time spent on a web page in which the Ad was visible to the user.
Ad Hover	The average amount of time that users hovered over the Ad with the mouse cursor (expressed in minutes:seconds.milliseconds).
Ads Above the Fold	The total number of Ad Counts that were determined to be served within the user’s browser viewport.
Bid Price	The average bid price for Ad Counts.
Media Spend	The total media spend of all Ad Counts is based on the recorded price paid.

Net of GIVT

Metric Name	Metric Definition
Ad Counts	The total number of Ad Counts after removal of General Invalid traffic (GIVT). This metric aligns with the MRC's definition of 'Net Tracked Ads' and includes 1x1 pixel and JS traffic recorded via a 'Count on Download' approach (after the removal of GIVT). This metric may also include server-side-ad-insertion (SSAI) traffic which is unable to be identified - deterministically - as being recorded via a client-side, 'Count on Download' approach. This metric reflects the following counts: 1x1 pixel display traffic recorded in a manner consistent with the MRC's definition of a "Count on Download" measurement approach (net of GIVT); JavaScript-tagged display traffic recorded in a manner consistent with the MRC's definition of a "Count on Download" measurement approach (net of GIVT); Video traffic recorded in a manner consistent with the MRC's definition of a video impression (post-buffer/render of first video frame); net of GIVT. Notes Due to the inherent nature of 1x1 pixel display traffic, such traffic is unable to be evaluated on the basis of the MRC's definition of a "Begin to Render" impression measurement approach; 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, will be reflected in the 'Rendered Display Impressions' and 'Rendered Impressions' metric sets accordingly. Video traffic recorded in a manner consistent with the MRC's definition of a video impression (post-buffer/render of first video frame) will be reflected in the 'Rendered Video Impressions' and 'Rendered Impressions' metric sets accordingly.
Rendered Impressions	The total number of Rendered Impressions (Display & Video); after removal of GIVT. This metric set reflects the following counts: 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 (net of GIVT); Video traffic recorded in a manner consistent with the MRC's definition of a video impression (post-buffer/render of first video frame); net of GIVT.
Rendered Display Impressions	The total number of Rendered Display Impressions recorded from Pixalate’s enhanced script technology (excludes 1x1 pixel impressions); after removal of GIVT. This metric set reflects the following counts: 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 (net of GIVT); Notes This metric set excludes video, 1x1 pixel display Impressions and JavaScript-tagged display traffic not determined to have rendered via Pixalate's enhanced JS solution. 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, will be reflected in the 'Rendered Display Impressions' and 'Rendered Impressions' metric sets accordingly.
Rendered Video Impressions	The total number of Rendered Video Impressions; after removal of GIVT. This metric set reflects the following counts: Video traffic recorded in a manner consistent with the MRC's definition of a video impression (post-buffer/render of first video frame); net of GIVT.
Share of Ad Counts %	The percentage of Ad Counts after the removal of General Invalid Traffic in relation to total Ad Counts; net of GIVT.
SSAI Ad Counts	Estimated total SSAI Ad Counts, excluding GIVT.
SSAI Transparent Ad Counts	Estimated total SSAI Ad Counts that come from proxies passing X-Device-User-Agent headers for more transparency, excluding GIVT.
SSAI Ad Counts %	Estimated percentage of Ad Counts that correspond to SSAI proxies, excluding GIVT.
SSAI Transparent Ad Counts %	Estimated percentage of Ad Counts that correspond to SSAI and come from proxies passing X-Device-User-Agent headers for more transparency, excluding GIVT.
IPv6 Ad Counts	The total number of IPv6 Ad Counts, excluding GIVT.
IPv6 Ad Counts %	The percentage of IPv6 Ad Counts from total Ad Counts, excluding GIVT.
Measured Impressions	The total number of Rendered Display Impressions in which Pixalate’s technology was capable of measuring for Viewability; net of GIVT.
Measured Rate %	The percentage of Rendered Display Impressions in which Pixalate’s technology was capable of measuring for Viewability; net of GIVT.
Views	The total number of Measured Impressions that were determined to be Viewable Impressions; net of GIVT.
Viewability %	The percentage of Measured Impressions that were determined to be Viewable Impressions; net of GIVT.
Non Views	The total number of Measured Impressions that were determined to not meet the requirements of a Viewable Impression; net of GIVT.
Undetermined Imps	The total number of Rendered Display Impressions in which Pixalate’s technology was NOT able to determine if the Ad Impression met the requirements of a Viewable Impression; net of GIVT.
Views %	The percentage of Rendered Display Impressions that were determined to be Viewable Impressions; net of GIVT.
Non Views %	The percentage of Rendered Display Impressions that were determined to not meet the requirements of a Viewable Impression; net of GIVT.
Undetermined Imps %	The percentage of Rendered Display Impressions in which Pixalate’s technology was NOT able to determine if the Ad Impression met the requirements of a Viewable Impression; net of GIVT.
Clicks	The total number of measured clicks; net of GIVT.
CTR	The percentage of matched clicks divided by Ad Counts; net of GIVT.
Matched Clicks	The total number of measured clicks that were matched to an Ad Count; net of GIVT.
Conversions	The total number of measured actions (e.g., purchasing an item) related to Ads; net of GIVT.
Matched Conversions	The total number of conversions that were matched to an Ad Count; net of GIVT.
Reach	The total number of uniquely identified visitors; net of GIVT.

Net of all IVT - (GIVT & SIVT)

Metric Name	Metric Definition
Net Ad Counts	The total number of Ad Counts after removal of all Invalid traffic (IVT). This metrics' aligns with the MRC's definition of 'Total Net Tracked Ads' and includes 1x1 pixel and JS traffic recorded via a 'Count on Download' approach (net of all IVT). This metric may also include server-side-ad-insertion (SSAI) traffic which is unable to be identified - deterministically - as being recorded via a client-side, 'Count on Download' approach. This metric set reflects the following counts: 1x1 pixel display traffic recorded in a manner consistent with the MRC's definition of a "Count on Download" measurement approach (net of all IVT); JavaScript-tagged display traffic recorded in a manner consistent with the MRC's definition of a "Count on Download" measurement approach (net of all IVT); Video traffic recorded in a manner consistent with the MRC's definition of a video impression (post-buffer/render of first video frame); net of all IVT. Notes Due to the inherent nature of 1x1 pixel display traffic, such traffic is unable to be evaluated on the basis of the MRC's definition of a "Begin to Render" impression measurement approach; 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, will be reflected in the 'Rendered Display Impressions' and 'Rendered Impressions' metric sets accordingly. Video traffic recorded in a manner consistent with the MRC's definition of a video impression (post-buffer/render of first video frame) will be reflected in the 'Rendered Video Impressions' and 'Rendered Impressions' metric sets accordingly.
Net Rendered Impressions	The total number of Rendered Impressions (Display & Video); after removal of all IVT. This metric set reflects the following counts: 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 (net of all IVT); Video traffic recorded in a manner consistent with the MRC's definition of a video impression (post-buffer/render of first video frame); net of all IVT.
Net Rendered Display Impressions	The total number of Rendered Display Impressions recorded from Pixalate’s enhanced script technology (excludes 1x1 pixel impressions); after removal of all IVT. This metric set reflects the following counts: 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 (net of all IVT); Notes This metric set excludes video, 1x1 pixel display Impressions and JavaScript-tagged display traffic not determined to have rendered via Pixalate's enhanced JS solution. 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, will be reflected in the 'Rendered Display Impressions' and 'Rendered Impressions' metric sets accordingly.
Net Rendered Video Impressions	The total number of Rendered Video Impressions; net of all IVT. This metric set reflects the following counts: Video traffic recorded in a manner consistent with the MRC's definition of a video impression (post-buffer/render of first video frame); net of all IVT.
Share of Net Ad Counts %	The percentage of Ad Counts after the removal of all Invalid Traffic in relation to total Net Ad Counts; net of all IVT.
SSAI Net Ad Counts	Estimated total SSAI Ad Counts, excluding IVT.
SSAI Net Transparent Ad Counts	Estimated total SSAI Ad Counts that come from proxies passing X-Device-User-Agent headers for more transparency, excluding IVT.
SSAI Net Ad Counts %	Estimated percentage of Ad Counts that correspond to SSAI proxies, excluding IVT.
SSAI Net Transparent Ad Counts %	Estimated percentage of Ad Counts that correspond to SSAI and come from proxies passing X-Device-User-Agent headers for more transparency, excluding IVT.
Net IPv6 Ad Counts	The total number of IPv6 Ad Counts, excluding IVT.
Net IPv6 Ad Counts %	The percentage of IPv6 Ad Counts from total Ad Counts, excluding IVT.
Net Measured Impressions	The total number of Rendered Display Impressions in which Pixalate’s technology was capable of measuring for Viewability; net of all IVT.
Net Measured Rate %	The percentage of Rendered Display Impressions in which Pixalate’s technology was capable of measuring for Viewability; net of all IVT.
Net Views	The total number of Measured Impressions that were determined to be Viewable Impressions; net of all IVT.
Net Viewability %	The percentage of Measured Impressions that were determined to be Viewable Impressions; net of all IVT.
Net Non Views %	The percentage of Rendered Display Impressions that were determined to not meet the requirements of a Viewable Impression; net of all IVT.
Net Non Views	The total number of Measured Impressions that were determined to not meet the requirements of a Viewable Impression; net of all IVT.
Net Undetermined Imps	The total number of Rendered Display Impressions in which Pixalate’s technology was NOT able to determine if the Ad Impression met the requirements of a Viewable Impression; net of all IVT.
Net Views %	The percentage of Rendered Display Impressions that were determined to be Viewable Impressions; net of all IVT.
Net Undetermined Imps %	The percentage of Rendered Display Impressions in which Pixalate’s technology was NOT able to determine if the Ad Impression met the requirements of a Viewable Impression; net of all IVT.
Net Clicks	The number of measured Clicks; net of all IVT.
Net CTR	The percentage of matched Clicks divided by Ad Counts; net of all IVT.
Net Matched Clicks	The number of measured Clicks that were matched to an Ad Count; net of all IVT.
Net Conversions	The total number of measured Actions (e.g., purchasing an item) related to Ads; net of all IVT
Net Matched Conversions	The total number of Conversions that were matched to an Ad Count; net of all IVT
Net Matched V-Conversions	View-through Conversions. The total number of matched conversions in which users took action at a later time after seeing a viewable impression; net of all IVT.
TruReach	The number of uniquely identified visitors; net of all IVT.

Filtered for GIVT

Metric Name	Metric Definition
GIVT Ad Counts	The number of Gross Ad Counts that were filtered as General Invalid Traffic (GIVT).
GIVT Ad Counts %	The percentage of Gross Ad Counts that were filtered as GIVT.
Share of GIVT Ad Counts %	The percentage of Gross Ad Counts that were filtered as GIVT; in relation to total GIVT filtered.
GIVT Traffic	The total number of Gross Ad Counts, Gross Clicks, and Gross Conversions that were filtered as GIVT.
GIVT %	The percentage of Gross Ad Counts, Gross Clicks, and Gross Conversions that were filtered as GIVT.
IPv6 GIVT Ad Counts	The total number of IPv6 Ad Counts that were filtered as GIVT.
IPv6 GIVT Ad Counts %	The percentage of the total number of IPv6 Ad Counts that were filtered as GIVT.
Malware Traffic	The number of Gross Ad Counts that were determined to be generated by Malware.
Phishing Traffic	The number of Gross Ad Counts that were determined to be generated by Phishing activity.
GIVT Clicks	The total number of Gross Clicks that were filtered as GIVT.
GIVT Clicks %	The percentage of Gross Clicks that were filtered as GIVT.
GIVT Matched Clicks	The number of Gross Matched Clicks that were filtered as GIVT.
GIVT Matched Clicks %	The percentage of Gross Matched Clicks that were filtered as GIVT.
GIVT Conversions	The number of Gross Conversions that were filtered as GIVT.
GIVT Conversions %	The percentage of Gross Conversions that were filtered as GIVT.
GIVT Matched Conversions	The number of Gross Matched Conversions that were filtered as GIVT.
GIVT Matched Conversions %	The percentage of Gross Matched Conversions that were filtered as GIVT.

Filtered for SIVT

Metric Name	Metric Definition
SIVT Ad Counts	The number of Gross Ad Counts that were filtered as Sophisticated Invalid Traffic (SIVT).
SIVT Ad Counts %	The percentage of Gross Ad Counts that were filtered as SIVT.
Share of SIVT Ad Counts %	The percentage of Gross Ad Counts that were filtered as SIVT; in relation to total SIVT filtered.
SIVT Traffic	The total number of Gross Ad Counts, Gross Clicks, and Gross Conversions that were filtered as SIVT.
SIVT %	The percentage of Gross Ad Counts, Gross Clicks, and Gross Conversions that were filtered as SIVT.
IPv6 SIVT Ad Counts	The total number of IPv6 Ad Counts that were filtered as SIVT.
IPv6 IVT Ad Counts	The total number of IPv6 Ad Counts that were filtered as IVT.
IPv6 SIVT Ad Counts %	The percentage of the total number of IPv6 Ad Counts that were filtered as SIVT.
IPv6 IVT Ad Counts %	The percentage of IPv6 Ad Counts that were filtered as IVT.
SIVT Clicks	The number of Gross Clicks that were filtered as SIVT.
SIVT Clicks %	The percentage of Gross Clicks that were filtered as SIVT.
SIVT Matched Clicks	The number of Gross Matched Clicks that were filtered as SIVT.
SIVT Matched Clicks %	The percentage of Gross Matched Clicks that were filtered as SIVT.
SIVT Conversions	The number of Gross Conversions that were filtered as SIVT.
SIVT Conversions %	The percentage of Gross Conversions that were filtered as SIVT.
SIVT Matched Conversions	The number of Gross Matched Conversions that were filtered as SIVT.
SIVT Matched Conversions %	The percentage of Gross Matched Conversions that were filtered as SIVT.
IVT %	The total percentage of General Invalid Traffic (GIVT) and Sophisticated Invalid Traffic (SIVT).
Share of IVT Ad Counts %	The percentage of Gross Ad Counts that were filtered as Invalid Traffic (IVT); in relation to total IVT filtered.