Analytics Metrics

The tables below outline the different metrics available on the Analytics tab. For additional metrics and calculations, see Key Terms and Glossary and Calculations.

Customize columns in Analytics to select the metrics that you want to view. You cannot customize columns for delivery sources—see Delivery Source Fields and Metrics for more information about these metrics.

Note: Data are available up to yesterday. Manage your data sources in the Delivery tab.

Details

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 (e.g. DSP, Direct, 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 (i.e. the final date that the line item can bid.)
Format The selected formats for the line item (e.g. Display, Audio, Interstitial).
Gross % to KPI Goal The gross percentage of the KPI goal the line item has achieved.  
KPI Goal The target value for the line item to achieve.
KPI Type The metric used to evaluate the success of the line item (e.g. CPM, CPC, Imps).
Net % to KPI Goal The net percentage of the KPI goal the line item has achieved.  
Platform The selected platform (Mobile, Tablet, Web Browser, Other).
Property The line item's property (e.g. website, network, ad exchange, or DSP).
Sizes The line item's ad sizes (e.g. 160x600, 300x250).
Start Date The contracted start date of the line item (i.e. the first date that the line item can bid.)
Status The status of the line item (Upcoming, Live, or Completed).
Vendor The line item's vendor.

DSP

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.    
Id The line item's ID number.    
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.  

Note: See Enabling Machine Learning Optimization and Enabling Algorithmic Optimization for more information.

Opt KPI Type The KPI type that the algorithm is optimizing for.  

Note: 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.

Note: 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)

Note: 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.

Note: 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.

Note: 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

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.
Impression Cap The all-time impression cap, set in the DSP group.   Only available for DSP groups.
Impression Pacing The all-time impression pacing. (Impressions up to Yesterday + (Yesterday's Impressions x Days Remaining including Today)) ÷ Contracted Impressions 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.
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.

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.

Base Metrics

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
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 CPM (USD). (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.
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 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

Billing information is only available at the line item level.

Name Description Calculation
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 group(s) 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 Spend Amount spent on media excluding margin or markup and ad serving spend (USD). Net Inventory Spend + Net Data Spend + Net Add-On Spend
Net Total Contracted Net total contract amount (USD).  
Net Total Spend Total amount spent on media and ad serving 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 (e.g. CPM, CPA, CPC).  
Units Contracted Total number of units ordered for the campaign.  

Conversion

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 Acquisition for DSP spend (USD). Net DSP Spend / Conversions Only available for DSP groups and tactics.
eCPA Effective Cost per Acquisition (USD). Total Spend / Conversions  
Media eCPA Effective Cost per Acquisition for media spend (USD). Net Media Spend / Conversions Only available for DSP groups and tactics.
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.

  Only available for GCM 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.

  Only available for GCM campaigns.
Gross CPA+XD Gross 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. Gross Total Spend /(Conversions + XD) Only available for GCM 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 GCM campaigns.
Net CPA + XD Net 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. Net Total Spend /(Conversions + XD) Only available for GCM campaigns.
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 GCM 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.

  Only available for GCM 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.

  Only available for GCM campaigns.

Interactions

These metrics are only available at the line item level.

Name Description Calculation
Num of Interacts Total number of interactions.  
Rate of Interacts Percentage of impressions with which users interacted. Num of Interacts / Imps

Audio & Video

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% Number of audio or video impressions that reached the fourth quartile marker (i.e. viewed to completion).    
AV Comp Rate Percentage of audio or video impressions that were viewed to completion. AV 100% / AV Starts Only available for DSP groups and tactics.
AV Starts Number of times the audio or video ad began to play.    
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) Total Spend / Total Videos Delivered  
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.    

Companion

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 CTR Companion Click-Through Rate. Comp Clicks / Comp Imps Won
Comp Imps Won Number of impressions recorded for companion ads.  
Comp Revenue Total revenue associated with companion ads (USD).  

Viewability

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 Impressions Only available for DSP groups and tactics.
Measurable Imps 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.    
Viewable Rate Percentage of impressions that were determined to be viewable. Viewable Imps / Measurable Imps