DSP metrics definition

Common Metrics

UI Name	Description
Auction Request	The number of auction requests received. An auction request is initiated when an ad request (from the supply side, such as a publisher's site or app) triggers a query to the DSP's RTB endpoint, starting the auction process.
Auction Bad Request	The number of auction requests that were filtered out due to various reasons and therefore did not proceed to auction. Occurs when an auction request fails to meet certain criteria or prerequisites for the auction to take place. This could be due to validation failures — requests that the DSP cannot process into actual ad auctions, either because no suitable line item can bid on them or due to errors in the request itself.
Auction Result	The number of auction requests that successfully resulted in an auction, meaning the auction request was matched with at least one eligible line item based on targeting criteria and other specified parameters (such as banner size, format, bid floor, currency, placement ID, etc.).
Auction Empty Result	Counts the number of auction requests that did not initiate an auction. Occurs when no line items can match or bid on the auction request due to lack of targeting alignment. These are missed opportunities where the DSP was unable to process an auction request into an actual ad placement. Highlights areas where the DSP needs to expand demand or adjust targeting criteria to decrease empty results.
Ad Candidate	The total number of auction requests that successfully passed all targeting filters and became candidates for participation in an internal DSP auction. Shows how many requests from the initial pool are deemed suitable for bidding based on criteria such as ad size, format, bid floor, currency, and placement ID.
Ad Candidate Win	The number of bids from line items that won in the internal DSP auction and were selected to fulfill an auction request. Represents the successful transition of an ad candidate into a winner that will be served in response to the auction request.
Ad Candidate Lose	The number of bids from line items that participated in an internal auction but did not win. Reflects cases where a bid, despite meeting targeting criteria and becoming an ad candidate, was outbid by another item offering a higher price or better match.
Ad Opportunity	Represents the number of times an opportunity to display an ad was presented - when advertisers responded to ad requests with their creatives, ready to compete for the ad slot. Ad opportunities mark potential displays that have crossed the initial threshold of matching supply with demand.
RTB NURL Call	Tracks the number of times a Win Notice URL (NURL) was called in response to a winning bid within the RTB process. A NURL call does not guarantee that the ad was delivered, viewed, or billable; it simply signals that the bid won the auction.
RTB BURL Call	The number of Billing URL (BURL) calls initiated by the exchange once a winning bid is deemed billable. Serves as a notification to the bidder that an ad impression was successfully delivered and qualified as billable (delivered and possibly viewed).
Ad Impression	Indicates when an ad is displayed - the moment the first frame appears to the user. Aggregates all such events.
Imp UA Mismatch	Tracks impressions with mismatched User-Agent data (browser/device differences between request and display). Example: request from Chrome Android, but impression recorded on Chrome Linux. Included in the "Ad Impression" metric.
Imp DC Mismatch	Tracks impressions with mismatched data-center location of the request differs from that of the impression. Included in the "Ad Impression" metric.
Imp GEO Mismatch	Tracks impressions with geographical mismatches between ad request and ad impression (e.g., requested in one country, shown in another). Included in the "Ad Impression" metric.
Unique Users (All)	Total distinct users initiating auction requests during a session.
Unique Users (Imp)	Unique users who were actually shown an ad during the session. Each user counted once, regardless of multiple impressions.
Unique Users (Opportunity)	Number of unique users who clicked an ad. Each user counted once, providing the count of individuals who interacted via clicks.
Frequency	Average number of impressions per unique user within a campaign/timeframe = impressions ÷ unique users.
Error Ad Skip	Counts instances where users skipped video ads (typically allowed after 25–75 % of playback).
No Script Event	Counts occurrences where JavaScript was blocked or unsupported (e.g., browser extensions or page settings preventing scripts). High values may indicate publisher-side issues affecting ad rendering.

Financial Metrics

UI Name	Description
Client Revenue	Represents the net revenue retained by the client after deducting advertiser spend. Computed as Total Spend - Advertiser Spend, it shows the actual margin or profit generated through DSP activity.
Total Spend	Total expenditure for ad campaigns. Reflects aggregated costs of all impression.
CPM Spend	Total spend for campaigns billed on a Cost Per Mille (CPM) model - counts only impressions-based spend.
eCPM	Effective Cost Per Mille - total revenue ÷ impressions × 1000 . Measures effective cost per 1000 impressions.
Total Spend (Advertiser)	Total gross spend by an advertiser across all campaigns (before revenue shares).

Video (VAST) Event Metrics

UI Name	Description
Video Resume	Counts how many times users resumed playback of an ad video after pausing it. Indicates active engagement, showing that viewers chose to continue watching after an interruption.
Ad Video First Quartile	The number of times users watched at least 25% of the video ad’s duration. Useful for assessing early engagement.
Ad Video Midpoint	The number of times users watched 50% of the ad’s duration. Indicates mid-level engagement and retention.
Ad Video Third Quartile	The number of times users watched 75% of the ad’s duration. Represents high engagement before completion.
Ad Video Complete	The number of times an ad video was viewed in full (100% completion). Shows the total count of complete ad views.
VTR (View-Through Rate)	Calculated as (Video Completes / Ad Impressions) × 100. Measures the percentage of impressions that resulted in the ad being watched to completion.
Ad Paused	ad video during playback.
Ad Volume Change – Mute	video. Indicates how often viewers choose to disable sound.
Ad Volume Change – Unmute	Counts the number of times users re-enabled sound during playback after muting.
Ad Started	Tracks the initiation of a video ad playback - when the first frame begins to play. Represents the starting point for other quartile and completion metrics.

Targeting & Filtering Metrics

A. Validation & Request Errors

UI Name	Description
Invalid Request Geo IP Missing	Indicates that the IP address in an auction request is missing or incorrectly formatted, preventing geo-location detection. Such requests can’t be used for geo-targeted delivery.
Error Parse Request	Logged when the platform can’t decode the body of an incoming request (e.g., corrupted or malformed payload). Tracks requests that fail at the parsing stage.
Error Gunzip	Occurs when the system can’t decompress a request due to incorrect or missing encoding information in the header.
Unknown Device	Counts cases where the device can’t be identified - usually because user-agent (UA) information is missing.
Unknown IP	Tracks invalid or malformed IP address formats in ad requests, which block geo-location or security checks.
No Creative	Requests missing creative description data (banner, video, native, etc.). Such requests cannot serve ads.
No Distribution Channel	Occurs when the system can’t determine the traffic source (e.g., missing site ID, bundle ID, or app name).
Unsupported Currency	Requests made in currencies not supported by the system.
Unknown Currency Rates	Temporary issue when the platform fails to retrieve current exchange rates.
Unknown Publisher ID	Logged when the publisher ID in a request doesn’t match any known ID in the platform database.
Unknown Inventory Source	Requests from inventory sources not recognized by the platform (e.g., mismatched publisher IDs).
Unsupported Request	Tracks HTTP requests that are neither GET nor POST - invalid protocol types for ad delivery.
Invalid Request Rate	The percentage of requests classified as invalid compared with the total number of recorded errors.
Blocked Publisher	Indicates that a publisher or inventory source was blocked and the corresponding request skipped.

B. Targeting Filters / Skipped Requests

UI Name	Description
Inventory Source Mismatch	Request skipped because its inventory source doesn’t match the line item’s targeting settings.
Unmatched User	Request skipped because the user ID wasn’t found in the targeted user list for that line item.
UID Wrong Format	User identifier received in an unrecognized or unsupported format.
Daily Reader Cap / Frequency Caps (Campaign & Line Item)	Tracks requests filtered out after frequency limits were reached on campaign or line-item level (minute, hour, day, week).
Budget by Campaign / Line Item / Advertiser	Requests skipped once a campaign, line item, or advertiser budget cap was reached to prevent overspending.
Daily Reader Cap Rate	Percentage of total errors related to daily reader cap triggers.
Targeting Content Category	Request skipped due to mismatched content-category targeting.
Content Language	Request filtered because content language didn’t match include/exclude lists.
Domain	Request skipped because its domain didn’t match the line item’s targeted domains.
Geo Country / Region / City / ZIP / IP	Requests excluded because their geo-location didn’t meet targeting rules. Separate counters track each level of granularity.
Inventory Deal / Site / Placement / Environment	Requests filtered because deal ID, site ID, placement ID, or environment didn’t align with targeting settings.
App Bundle / App Name	Requests skipped because the originating app bundle ID or name didn’t match targeting filters.
Time Schedule	Request arrived outside the time window set in line item scheduling (days/hours).
Placement Size	Request filtered because the ad-slot dimensions didn’t match creative sizes allowed by the campaign.
Browser / OS / Connection Type / Device Type	Requests excluded because the browser, operating system, connection type, or device type was not targeted (or explicitly excluded).
Inventory Creative Type / Format Mismatch / Interstitial Mismatch / Creative Protocol	Requests filtered due to mismatches in creative type, ad format, interstitial settings, or supported VAST protocol versions.
Domain Zone	Requests excluded because their top-level domain (e.g., .can, .de) didn’t match targeting rules.
Segment	Requests filtered out because user segments didn’t match include/exclude criteria.
AdBlock Traffic	Requests identified as coming from users with ad-blocking software enabled.
Inventory Key-Value	Requests skipped because they didn’t meet specified key-value targeting conditions.
Bidding Optimization	performance-based optimization rules (e.g., CTR, CPA, yield thresholds).
Inventory SubIDs	Requests filtered out based on subID targeting mismatches.
Coordinates	Requests skipped due to missing or out-of-range geographic coordinates.
Browser Language	Requests filtered because browser language didn’t match targeting criteria.
Subscription	Requests skipped because user subscription duration for web-push notifications didn’t meet targeting requirements.
Creative Size	Requests excluded because creative dimensions couldn’t be matched or adapted to the available ad slot.
Geo IP DC	Requests skipped because the IP range belonged to a data center, which was outside targeting filters.
Targeting Mismatch Rate	Percentage of total targeting-related errors among all recorded errors.
Floor	Requests skipped because the bid price was below the publisher’s minimum acceptable bid (bid floor).

Action & Conversion Metrics

UI Name	Description
Action #1 – Action #5	Represent user actions tracked via specific action trackers on the publisher’s site or advertiser’s landing page. These actions may include registration, confirmation, billing events, or verification steps. The DSP supports up to five customizable action trackers per campaign.
Total Conversions	The cumulative number of conversion events recorded across all tracked actions (Action #1 to Action #5). Reflects total successful outcomes triggered by user interaction.
Action #1 CR – Action #5 CR	Conversion rates for each specific action tracker, showing the percentage of clicks that resulted in conversions. Formula: (Conversions ÷ Clicks) × 100.
Total CR (Conversion Rate)	Average conversion rate across all actions, calculated by comparing total conversions (Actions #1–5) to total ad clicks that initiated them.
Action #1 – Action #5 Conversion Value	The total monetary value generated from conversions tied to each specific action tracker, expressed in original transaction currency.
Action #1 – Action #5 Conversion Value via Account Currency	Conversion values (Action #1–5) converted into the account’s base currency using current exchange rates. Allows unified financial reporting across currencies.
Total Conversion Value via Account Currency	Aggregated conversion value across all actions, adjusted to the account’s base currency. Reflects the total postback-recorded revenue from all conversion events.