Analytics Metrics

The following sections outline the different metrics available on the Analytics tab. Customize columns in Analytics to select the metrics that you want to view.

Only metrics that are specific to a certain channel are available for selection.

See Delivery Source Fields and Metrics for more information about delivery source metrics. For metrics and calculations not found in Analytics, see Key Terms and Glossary and Calculations.

Data is available up to yesterday. Manage data sources on the Delivery tab.

Name Description
Act Start Date The first day Basis receives delivery greater than zero for any delivery metric within the contracted flight range.
Channel The type of channel that the line item belongs to, such as DSP, Direct, or Search.
Data Thru The date range of the available data for this line item, defined by the Start and End dates.
End Date The contracted end date of the line item, that is, the final date that the line item can bid.
Format

The selected formats for the line item, such as Display, Audio, or Interstitial.
Gross % to KPI Goal

The gross percentage of the KPI goal the line item has achieved.  

If KPI goal to exceed target: (Metric / KPI Goal) * 100

If KPI goal to stay under target: (KPI Goal / Metric) * 100
KPI Goal The target value for the line item to achieve.
KPI Type The metric used to evaluate the success of the line item, such as CPM, CPC, or Imps.
Net % to KPI Goal

The net percentage of the KPI goal the line item has achieved.  

If KPI goal to exceed target: (Metric / KPI Goal) * 100

If KPI goal to stay under target: (KPI Goal / Metric) * 100
Platform The selected platform.
Property The line item's property, such as website, network, ad exchange, or DSP.
Sizes The line item's ad sizes, such as 160x600 or 300x250.
Start Date The contracted start date of the line item, that is, the first date that the line item can bid.
Status The status of the line item.
Vendor The line item's vendor.

These metrics are only available for DSP groups and tactics.

Name Description Calculation Notes
Budget Total budget amount (USD) allocated for the line item, group, or tactic.    
Budget Type

How the budget is allocated.

 

Budget types:

  • Daily: The budget applies for each day that the group or tactic runs.

  • All time: The budget applies to the entire run time of the group or tactic.
Default Bid The default bid amount set for the group or tactic.    
GBO Daily Budget Daily budget set by group budget optimization. A tactic will only have an optimized budget once group budget optimization is in the optimized state.    
GBO Manual Rank The rank assigned to the tactic for group budget optimization   See Group Budget Optimization for more information.
Id The line item's ID number.    
Max Bid Max CPM the tactic can bid (USD).   Not available for Programmatic Guaranteed tactics.
Net Add-On Spend Amount spent on tactic add-ons (USD).    
Net Data Spend Amount spent on DSP audience data, excluding margin or markup (USD).    
Net DSP Spend Amount spent on DSP inventory and data (USD). Net Inventory Spend + Net Data Spend  
Net Inventory Spend Amount spent on DSP inventory, excluding margin or markup (USD).    
Net Media Spend Amount spent on media, including add-ons, excluding margin and markup (USD). Net Inventory Spend + Net Data Spend + Net Add-On Spend  
Opt KPI Goal The target KPI goal set for the optimizer to achieve.  

See Enabling Machine Learning Optimization and Enabling Algorithmic Optimization for more information.
Opt KPI Type The KPI type that the algorithm is optimizing for.  

See Enabling Machine Learning Optimization and Enabling Algorithmic Optimization for more information.
Opt Status The current status of the optimizer (only for machine learning optimization).  

Learning - the optimizer is in learning mode.

Optimized - the optimizer is active.

See Optimization - Machine Learning Optimization to learn more. about learning mode and optimized mode.
Opt Type The optimization method set for this tactic, if set.  

Machine - Machine Learning Optimization (MLO)

Algorithmic - Algorithmic Optimization (AO)

See Optimization to learn more about optimization.
Status The group or tactic's status; whether the group or tactic is running (Online) or not running (Offline).    
Today's Auc Bid Number of auction bids for today.   Only available for DSP tactics.
Today's Win Rate Percentage of impressions won out of all bids for today. (Impressions Won / Impressions Bid) * 100

Only available for DSP tactics.

Win rate is calculated using available impression opportunities in real time. Due to factors such as header bidding, you may experience a win rate % that is lower than expected.
We recommend using tactic forecasting and bid guidance to gauge available inventory by winning price, where historical win data is used to predict the amount of available inventory.
Viewability Spend Amount spent on DSP viewability measurements (USD).    
Y'day's Auc Bid Number of auction bids for yesterday.   Only available for DSP tactics.
Y'day's Win Rate Percentage of impressions won out of all bids for yesterday. (Impressions Won / Impressions Bid) * 100

Only available for DSP tactics.

Win rate is calculated using available impression opportunities in real time. Due to factors such as header bidding, you may experience a win rate % that is lower than expected.
We recommend using tactic forecasting and bid guidance to gauge available inventory by winning price, where historical win data is used to predict the amount of available inventory.

Pacing metrics are primarily available for DSP groups and tactics. For channels and line items, the pacing column is categorized under Base Metrics.

See Pacing and Pacing Schedule Indicator for more information about pacing metrics.

Name Description Calculation Notes
Days Remaining Number of days remaining until the End Date.   Only available for DSP groups.
Max Budget The total budget defined for the line item, group, or tactic (USD).   Only available for DSP groups.
Net Media Daily Difference Difference between the Daily Target and the actual spend (USD). Net Media Daily Target - Yesterday's Net Media Spend Only available for DSP groups.
Net Media Daily Target Target spend amount per day (USD). (Net Media Contracted - Net Media Spend up to Yesterday) / Days Remaining including today Available across all channels, found under Billing for non-DSP line items.
Net Media Pacing Pacing based on net media spend numbers. (Net Media Spend up to Yesterday + (Yesterday's Net Media Spend * Days Remaining including today)) / Max Budget

Only available for DSP groups.

Net Media Pacing is based on yesterday's spend.

See Pacing and Pacing Schedule Indicator for more information about pacing.
Y'day's Impressions Number of impressions for yesterday, independent of the date picker.   Only available for DSP groups.
Y'day's Net Media Spend Yesterday's net media spend (USD).  

"Yesterday" always specifies the day before the current day. It is independent of the selected date range.

Found under Billing for the line items.

Pacing is included under Base Metrics for channels and line items. For DSP groups and tactics, there is a separate Pacing tab with additional metrics.

Name Description Calculation Notes
Ad Spots Number of ads served.  

For many delivery sources, ad spots and impressions are one-to-one and identical. Some delivery sources have one-to-many relationships between ad spots and impressions, and display a lower number of ad spots compared to impressions. This means that each time the ad is served, multiple impressions are counted or calculated because multiple users are shown the ad simultaneously. Examples of some one-to-many ad types include digital out of home, radio, or TV.
Gross Clicks Gross number of clicks.    
Net Clicks Net number of clicks.    
Clicks Number of clicks.    
CTR Click-through Rate. Clicks / Imps  
DSP eCPC Effective Cost per Click for Net DSP Spend (USD). Net DSP Spend / Clicks Only available for DSP groups and tactics.
DSP eCPM Effective CPM for Net DSP Spend (USD). (Net DSP Spend / Imps) * 1000 Only available for DSP groups and tactics.
eCPC Effective Cost per Click (USD). Total Spend / Clicks  
eCPM Effective Cost per 1,000 impressions (USD). (Gross Total Spend / Impressions) * 1000  
Gross Total Pacing Pacing based on gross total spend amounts. (Gross Total Spend up to Yesterday + (Yesterday's Gross Total Spend * Days Remaining including today)) / Days Remaining including today

See Pacing and Pacing Schedule Indicator for more information about pacing.
Gross Unit Pacing Pacing based on the gross total unit numbers for flat rate and added value rate types. Gross Total Units up to Yesterday + (Yesterday's Gross Total Units × Days Remaining including today)) ÷ Total Contracted Units Unit Pacing values only display if the contract rate type is Flat Rate or Added Value.
Gross Imps Gross number of impressions won.    
Net Imps Net number of impressions won.    
Imps Number of impressions won.    
Media eCPC Effective Cost per Click for Net Media Spend (USD). Net Media Spend / Clicks Only available for DSP groups and tactics.
Media eCPM Effective CPM for Net Media Spend (USD). (Net Media Spend / Impressions) * 1000 Only available for DSP groups and tactics.
Net Media Pacing Pacing based on net media spend numbers (excluding ad serving amounts). (Net Media Spend up to Yesterday + (Yesterday's Net Media Spend * Days Remaining including today)) / Days Remaining including today See Pacing and Pacing Schedule Indicator for more information about pacing.
Net Media Pacing (7d avg) Pacing based on the average Net Media Spend over the last seven days (excluding today). ((Net Media Spend up to Yesterday) / (7-day average Net Media Spend * Days Remaining including today)) / Net Media Contracted If the line item has fewer than 7 days in flight, pacing is based on the average for the total days in flight (excluding today).
Net Unit Pacing Pacing based on the net total unit numbers for flat rate and added value rate types. (Net Total Units up to Yesterday + (Yesterday's Net Total Units × Days Remaining including today)) ÷ Total Contracted Units Unit Pacing values only display if the contract rate type is Flat Rate or Added Value.

Billing information is only available at the line item level.

Name Description Calculation Notes
Gross Ad Server Spend Amount spent on ad serving, including margin or markup (USD).    
Gross Media Spend Gross amount spent on media, including data (USD).    
Gross Rate Contracted Total contract amount charged for media, ad serving, and data including margin or markup (USD).    
Gross Total Contracted Total contract amount (USD).    
Gross Total Spend Total amount spent on media and ad serving, including margin or markup (USD), and add-ons. Gross Media Spend + Gross Ad Serving Spend + Add-On Spend  
Gross Unspent Gross amount remaining for the campaign (USD). Gross Total Contract - Gross Total Spend  
Media Rate Contracted Total contract amount charged for media prior to additional fees (USD).    
Net Ad Server Spend Amount spent on ad serving, excluding margin or markup (USD).    
Net Data Spend Amount spent on data, excluding margin or markup (USD).    
Net Add-On Spend Spend that the groups under a certain line item have delivered for tactic add-ons (USD).    
Net DSP Spend Amount spent on DSP inventory and data. This matches what you are billed by Basis DSP (USD). Net Inventory Spend + Net Data Spend  
Net Inventory Spend Amount spent on inventory excluding margin or markup costs (USD).    
Net Media Contracted Net media contract amount (USD).    
Net Media Daily Target Target spend amount per day (USD). (Net Media Contracted - Net Media Spend up to Yesterday) / Days Remaining including today Available across all channels, found under Pacing for DSP line items.
Net Media Spend Amount spent on media excluding margin or markup and ad serving spend (USD).

Net Inventory Spend + Net Data Spend + Net Tactic Add-On Spend (DSP)

Net Inventory Spend (Non-DSP Channels)

  
Net Total Contracted Net total contract amount (USD).    
Net Total Spend Total amount spent on media, ad serving, and data, excluding margin or markup (USD). Net Media Spend + Net Ad Serving Spend  
Net Unspent Net amount remaining for the campaign (USD). Net Total Contract - Net Total Spend  
Rate Type The cost structure of the campaign, such as CPM, CPA, or CPC.    
Units Contracted Total number of units ordered for the campaign.    
Y'Day's Net Media Spend Yesterday's net media spend (USD), independent of the date picker.  

Available at the line item level.

"Yesterday" always specifies the day before the current day. It is independent of the selected date range.
Name Description Calculation Notes
Conversions All click-through and view-through conversions. CTC + VTC  
CTC Click-through Conversions: conversions recorded after a user clicked an ad.    
CTC Revenue Revenue from click-through conversions.   Only available for DSP groups and tactics.
DSP eCPA Effective Cost per Action for DSP spend (USD). Net DSP Spend / Conversions Only available for DSP groups and tactics.
eCPA Effective Cost per Action (USD). Total Spend / Conversions  
Gross eCPA + XD

Cost per Action + XD (USD). These values are inclusive of attributed impressions or click to one device or environment, then a conversion recorded on the same or different device or environment.

Gross effective Cost per Action + XD

  
Gross ROAS Gross Return on Ad Spend: the ratio of revenue generated to the Gross amount spent on advertising (USD). Revenue / Gross Total Spend  
Media eCPA Effective Cost per Action for media spend (USD). Net Media Spend / Conversions Only available for DSP groups and tactics.
Net ROAS Net Return on Ad Spend: the ratio of revenue generated to the Net amount spent on advertising (USD). Revenue / Net Total Spend  
Primary Conversions All primary click-through and primary view-through conversions. Primary CTC + Primary VTC Only available for DSP groups and tactics.
Primary CTC Primary Click-Through Conversions: all primary conversions after a user clicked an ad.   Only available for DSP groups and tactics.
Primary eCPA Primary effective Cost per Acquisition (USD). Total Spend / Primary Conversions Only available for DSP groups and tactics.
Primary VTC Primary View-Through Conversions: all primary conversions recorded after a user saw an ad but did not click through.   Only available for DSP groups and tactics.
ROAS Return on Ad Spend: the ratio of revenue generated to the amount spent on advertising (USD). Total Revenue / (Media Spend + Data Spend) Only available for DSP groups and tactics.
Revenue Revenue attributed to all conversions in the reporting period, including both click-through and view-through conversions (USD).    
Total Revenue Total revenue from all conversions (USD). CTC Revenue + VTC Revenue Only available for DSP groups and tactics.
VTC View-through Conversions: conversions recorded after a user saw an ad but did not click through.    
VTC Revenue Revenue from view-through conversions (USD).   Only available for DSP groups and tactics.
Conversions +XD

All click-through and view-through conversions, including cross-environment.

This includes conversions recorded on the same device or environment as their attributed impressions or clicks, as well as conversions recorded on a different device or environment as the attributed impressions or clicks.

 Total Conversions + Cross Environment Only available for Campaign Manager 360 campaigns.
CTC+XD

All conversions recorded after a user clicks an ad, including cross environment.

This includes conversions recorded on the same device or environment as their attributed clicks, as well as conversions recorded on a different device or environment as the attributed clicks.

 Click-through Conversions + Cross Environment Only available for Campaign Manager 360 campaigns.
Gross ROAS + XD Gross Return on Ad Spend + XD (USD). These values are inclusive of attributed impressions or clicks to one device or environment, then a conversion recorded on the same or different device or environment. (Revenue + XD) / Gross Media Spend Only available for Campaign Manager 360 campaigns.
Net eCPA + XD Cost per Action + XD (USD). These values are inclusive of attributed impressions or clicks to one device or environment, then a conversion recorded on the same or different device or environment. Net effective Cost per Action + XD  
Net ROAS + XD Net Return on Ad Spend + XD (USD). These values are inclusive of attributed impressions or clicks to one device or environment, then a conversion recorded on the same or a different device or environment. (Revenue + XD) / Net Media Spend Only available for Campaign Manager 360 campaigns.
Revenue+XD

The total amount of revenue attributed to all conversions in the reporting period including both click-through and view-through conversions (USD).

This includes conversions recorded on the same device or environment as their attributed impressions or clicks, as well as conversions recorded on a different device or environment as the attributed impressions or clicks.

 Revenue + Cross Environment Only available for Campaign Manager 360 campaigns.
VTC+XD

All conversions recorded after a user saw an ad but did not click.

This includes conversions recorded on the same device or environment as their attributed impressions, as well as conversions recorded on a different device or environment as the attributed impressions.

 View-through Conversions + Cross Environment Only available for Campaign Manager 360 campaigns.

These metrics are only available at the line item level.

Name Description Calculation
Num of Interacts Total number of interactions.  
Rate of Interacts The percentage of impressions that were interacted with. Total Interactions / Impressions
Net Interacts Net number of interactions.  
Gross Interacts Gross number of interactions.  
Name Description Calculation Notes
AV 25% Number of audio or video impressions that reached the first quartile marker.   Only available for DSP groups and tactics.
AV 50% Number of audio or video impressions that reached the second quartile marker.   Only available for DSP groups and tactics.
AV 75% Number of audio or video impressions that reached the third quartile marker.   Only available for DSP groups and tactics.
AV 100% The number of times the audio or video ad was viewed to completion (the fourth quartile marker).    
AV Comp Rate Percentage of audio or video impressions that were viewed to completion. AV 100% / AV Starts  
AV Starts Number of times the audio or video ad began playing.    
CPCV Average cost per completed view. Net Total Spend / AV 100%  
CPV Average cost per view. Net Total Spend / Total Delivered Views  
DSP eCPCV Effective Cost per Completed Video for DSP spend: the cost of running a video through to completion (USD).

Net DSP Spend / Completed Views

 Only available for DSP groups and tactics.
eCPV Effective Cost per View (USD). Gross Total Spend / Total Videos Delivered  
eCPCV Effective Cost per Completed Video (USD). The cost of running a video through to completion. Gross Total Spend / AV 100%  
Media eCPCV Effective Cost per Completed Video for media spend (USD). Net Media Spend / Completed Views Only available for DSP groups and tactics.
Viewed Total number of times the audio or video ad was viewed.    

These metrics are only available for DSP groups and tactics.

Name Description Calculation
Comp Clicks Number of clicks recorded for companion ads.  
Comp CTC Companion Click-Through Conversions: the number of conversions recorded after a user clicked on a companion ad.  
Comp Imps Won Number of impressions recorded for companion ads.  
Comp CTC Revenue Companion Click-Through Conversion revenue associated with companion ads (USD).  
Comp CTR Click-through rate for companion ads. Companion Clicks / Companion Impressions Won
Name Description Calculation Notes
Eligible Imps Number of impressions for which there was an attempt to measure viewability.   Only available for DSP groups and tactics.
Eligible Spend Amount spent on eligible impressions (USD).   Only available for DSP groups and tactics.
Eligible vCPM Viewable CPM for eligible impressions. (Eligible Spend * 1000) / Viewable Imps Only available for DSP groups and tactics.
Measurable Imps Number of impressions that could be determined as viewable or not viewable.    
Gross Measurable Imps Gross number of impressions that were determined to be viewable.    
Net Measurable Imps Net number of impressions that could be determined as viewable or not viewable.    
Measurable Rate Percentage of impressions that could be determined as measurable or not. Measurable Imps / Eligible Imps Only available for DSP groups and tactics.
Viewable Imps Number of impressions that were determined to be viewable.    
Net Viewable Imps Net number of impressions that were determined to be viewable.    
Gross Viewable Imps Gross number of impressions that could be determined as viewable or not viewable.    
Viewable Rate Percentage of impressions that were determined to be viewable. Viewable Imps / Measurable Imps