Metrics

1

Impressions

Tracks the number of impressions served. An impression occurs whenever an ad is loaded and displayed.

Y

Y

N

2

Clicks

Tracks the number of ads clicked. A click occurs whenever a user responds to an impression by clicking an ad.

Y

Y

N

11

CTR

Tracks the click-through rate, the percentage of users who view an ad that end up clicking that ad:

CTR [11] = Clicks [2] / Impressions [1]

Y

Y

N

23

Conversion

Tracks the number of conversions. A conversion occurs whenever a user responds to an impression with an action that is defined by a conversion rule.

Y

Y

N

25

Start Views

Tracks the number of videos started.

Y

N

N

26

25% Completions

Tracks the number of video starts that resulted in at least a 25% completed video.

Y

N

N

27

50% Completions

Tracks the number of video starts that resulted in at least a 50% completed video.

Y

N

N

28

75% Completions

Tracks the number of video starts that resulted in at least a 75% completed video.

Y

N

N

29

100% Completions

Tracks the number of video starts that resulted in a 100% video completion.

Y

N

N

30

Drop Rate at 0%

Tracks the percentage of video starts that were not dropped at all.

Y

N

N

31

Drop Rate at 25%

Tracks the percentage of video starts that were dropped before at least 25% completion.

Y

N

N

32

Drop Rate at 50%

Tracks the percentage of video starts that were dropped before at least 50% completion.

Y

N

N

33

Drop Rate at 75%

Tracks the percentage of video starts that were dropped before at least 75% completion.

Y

N

N

41

CPC

Tracks the cost per click, the average cost paid for each click:

CPC [41] = Ad Spend [44] / Clicks [2]

Y

Y

N

42

CNVR

Tracks the conversion rate, the rate of conversions per impressions served:

CNVR [42] = Conversions [23] / Impressions [1]

Y

N

Y

43

CPA

Tracks the cost per action, the average cost per conversion recorded:

CPA [43] = Ad Spend [44] / Conversions [23]

Y

Y

N

44

Advertiser Spending

Tracks the total budget delivered as measured by the ad server.

Y

Y

N

45

Advertiser eCPM

Tracks the effective cost per thousand impressions:

Advertiser eCPM [45] = (Ad Spend [44] / Impressions [1]) * 1000

Y

N

N

46

Publisher Earnings

Tracks the amount paid to publishers.

Y

N

N

47

Publisher Earnings %

Tracks the publisher earnings percentage.

Y

N

N

48

Inventory eCPM

Tracks the effective cost per thousand impressions that is paid to publishers:

Inventory eCPM [48] = (Inventory Cost / Advertiser Spending [44]) * 1000

Y

N

N

49

Network Profit

Tracks network profit based on inventory costs.

Note: Network Profit does not take into account data costs, data verification services costs, and other fees.

Y

N

N

50

Network Profit %

Tracks the percentage of Advertiser Spending that is profit.

Note: Network Profit % does not take into account data costs, data verification services costs, and other fees.

Y

N

N

51

Network eCPM

Tracks the network eCPM, the effective cost per thousand impressions paid by the network:

Network eCPM [45]  = (Advertiser Spending [44] - Publisher Earnings [46]) * 1000

Y

N

N

53

Average Frequency

Tracks the number of impressions served per unique user:

Average Frequency [53] = Impressions [1] / Unique Viewers [115]

Y

N

N

500,000 row limit per report

62

25% Completion Rate

Tracks the percentage of video starts that resulted in at least a 25% completed video.

Y

N

N

63

50% Completion Rate

Tracks the percentage of video starts that resulted in at least a 50% completed video.

Y

N

N

64

75% Completion Rate

Tracks the percentage of video starts that resulted in at least a 75% completed video.

Y

N

N

65

100% Completion Rate

Tracks the percentage of video starts that resulted in a 100% completed video.

Y

N

N

100

Yahoo Measurable Impressions

Tracks the number of impressions measured for viewability.

Note: Not all impressions may be measured because of technical limitations or publisher page design.

Y

N

N

101

Yahoo Viewable Impressions

Tracks the viewable impressions per MRC Viewable Impression Guidelines.

Yahoo Viewable Impressions [101] = Impressions [1] - Measured Impressions [100]

Y

N

N

102

Yahoo Viewable Rate

Tracks the percentage of measured impressions that were viewable:

Yahoo Viewable Rate [102] = Yahoo Viewable Impressions [101] / Measured Impressions [100]

Y

N

N

103

Yahoo Nonviewable impressions

Tracks the number of impressions that were not viewable:

Non-Viewable Impressions [104] = Impressions [100] - Yahoo Viewable Impressions [101]

Y

Y

N

104

Yahoo Non-Measurable Impressions

Tracks the number of impressions where viewability could not be measured:

Non-Measurable Impressions [104] = Impressions [1] - Yahoo Measurable Impressions [100]

Y

N

N

105

Yahoo Measurable Rate

Tracks the percentage of impressions measured for viewability:

Yahoo Measurable Rate [105] = Measured Impressions [100] / Impressions [1]

Y

N

N

106

Impression Distribution Viewable

Tracks the percentage of impressions that were viewable:

Impression Distribution Viewable [106] = Viewable Impressions [101] / Impressions [1]

Y

N

N

107

Impression Distribution Nonviewable

Tracks the percentage of impressions that were not viewable:

Impression Distribution Nonviewable [107] = Non-Viewable Impressions [103] / Impressions [1]

Y

N

N

108

Impression Distribution Nonmeasurable

Tracks the percentage of impressions that were not measured:

Impression Distribution Nonmeasurable [108] = Non-Measured Impressions [104] / Impressions [1]

Y

N

N

109

View Through Conversion

Tracks view-through conversions. A view-based conversion occurs when a user views an ad impression.

Y

N

N

110

Click Through Conversion

Tracks click-through conversions. A click-based conversion occurs when a user clicks on an ad impression, and eventually converts on the advertiser’s site who served the ad.

Y

N

N

111

View Through Conversion Rate

Tracks the percentage of view-through conversions.

Y

N

N

112

Click Through Conversion Rate

Tracks the percentage of click-through conversions.

Y

N

N

113

View Through CPA

Tracks the view-through CPA rate, the cost per view through conversion:

View Through CPA [113] = Advertiser Spending [44] / View Through Conversions [109]

Y

N

N

114

Click Through CPA

Tracks the click-through CPA rate, the cost per click-through conversion:

Click Through CPA [114] = Advertiser Spending [44] / Click Through Conversions [110]

Y

N

N

115

Unique Viewers

Tracks the number of unique users.

Y

N

N

500,000 row limit per report

116

Seat Tech Fee

Tracks the technical fee charged for using the Yahoo DSP.

Y

N

N

117

Seat Data Fee

Tracks the fee charged for using Yahoo audience data.

Y

N

N

129

Seat Management Fee

Tracks the cost/fee charged for professional services provided by the platform account team.

Y

N

N

134

Filtered Impressions

Tracks the number of filtered impressions.

Y

N

N

500,000 row limit per report

135

Filtered Clicks

Tracks the number of filtered clicks.

Y

N

N

500,000 row limit per report

137

Conversion Value

Tracks the ROAS conversion value.

Y

N

N

Supported only for USD

138

ROAS

Tracks the return on ad spend:

ROAS [138] = Conversion Value [137] / Advertiser Spending [44]

Y

N

N

Supported only for USD

163

Moat Viewable Rate

Tracks Moat viewable rate for display metrics:

Moat Viewable Rate [163] = Moat Viewable Impressions [166] / Moat Measurable Impressions [167]

Y

N

N

166

Moat Viewable Impressions

Tracks Moat viewable impressions for display metrics.

Y

N

N

167

Moat Measurable Impressions

Tracks Moat measurable impressions for display metrics.

Y

N

N

168

VCPM

The Viewable CPM (vCPM) price. Some video advertisers determine ROI by looking at the cost to deliver only viewable impressions. These advertisers may use vCPM to bid the maximum amount they want to pay for a viewable ad.

Y

Y

N

169

CPCV

When a viewer watches a video to completion.

Y

Y

N

171

Cross-device Conversions

Tracks the number of cross-device conversions.

Y

N

N

173

Qualified Bid Requests

The number of bid requests the ad qualified for, based on its targeting criteria.

Y

Y

N

Valid only when dataSource=15. Not supported with Seat 56

180

Yahoo Data Fees

Tracks Yahoo data fees.

Y

N

N

Supported only for USD

184

Third Party Data Fees

Tracks third party data fees.

Y

N

N

Supported only for USD

188

Order Management Fee

Tracks the order management fee.

Y

N

N

192

Ad Serving Cost

A variable cost that tracks expenses associated with the third-party storage, tracking, and delivery of assets including per-impression charges and fees.

Y

N

N

196

Ad Verification Cost

A cost associated with the measurement and verification of target delivery.

Y

N

N

200

Audience Measurement Cost

A variable cost that tracks expenses associated with the identification and measurement of delivery to specific audiences, segments, or devices.

Y

N

N

204

Brand Safety Cost

A variable cost that tracks expenses related to inventory quality, brand safety, and fraud avoidance.

Y

N

N

208

Viewability Cost

The cost of third-party viewability targeting services you opt in to in the Vendor Store.

Y

N

N

212

Other Cost

A custom fee type that you define at the line level for margin management calculations of miscellaneous costs associated with running digital media campaigns.

Y

N

N

216

Total Variable Cost

The total amount of your variable costs (ad serving costs, verification, audience measurement, brand safety, viewability and other).

Y

N

N

242

Moat Impressions Analyzed

Tracks the number of impressions tracked by Moat.

Y

N

N

500,000 row limit per report

243

Moat AVOC

Tracks the number of measurable impressions where the ad played to completion and was both visible and audible on completion.

Y

N

N

500,000 row limit per report

244

Moat AVFH

Tracks the number of Moat measurable impressions that are both audibile and fully on-screen for at least half of the ad’s duration.

Y

N

N

500,000 row limit per report

245

MOAT Measurability Rate

Tracks the Moat measurability rate, the percentage of impressions where Moat viewability was measurable:

Moat Measurability Rate [245] = Moat Measurable Impressions [167] / Impressions [1]

Y

N

N

500,000 row limit per report

247

MOAT AVOC Rate

Tracks the Moat AVOC rate, the percentage of measurable impressions where the ad played to completion and was both visible and audible on completion:

MOAT AVOC Rate [247] = MOAT AVOC [243] / Moat Measurable Impressions [167]

Y

N

N

500,000 row limit per report

249

Skipped Ads

Tracks the total number of skipped ads.

Y

N

N

254

Bid Responses

The number of bid responses made to qualified bid requests.

Y

Y

N

Valid only when dataSource=15. Not supported with Seat 56

260

Total Vendor Fee

The total cost of the third-party vendor services you purchase in the Vendor Store, such as targeting, inventory quality and measurement services.

Y

N

N

296

Bid Price Without Multiplier

The bid price with no bid multipliers applied.

Y

Y

N

Only valid when data source = 15. Not supported with Seat 56

298

Bid Price Without Multiplier Order Currency

The bid price without a bid multiplier in the campaign currency.

Y

Y

N

Only valid when data source = 15. Not supported with Seat 56

301

Multiplied eCPM

The bid price with a bid multiplier factored in.

Y

N

N

Only valid when data source = 15. Not supported with Seat 56

302

Bid CPM

The CPM bid.

Y

Y

N

Only valid when data source = 15. Not supported with Seat 56

304

Bid CPM Order Currency

The CPM bid in the campaign currency.

Y

Y

N

Only valid when data source = 15. Not supported with Seat 56

305

Dynamic Conversion Value

An amount you assign in the Line Properties to certain pixels, or a dynamic value you pass to DSP via your pixels that represents the actual value in a shopping cart.

Y

N

N

317

Very First Conversion

Includes only the first conversion attributed to an event and ignores any subsequent conversions that map to the same event.

Y

N

N

318

Moat GroupM Viewability Rate

The percentage of video impressions Moat records as meeting the GroupM standard for viewability relative to the number of Moat-measurable impressions.

Y

Y

N

319

Unique Converters

The number of converters who are unique users.

Y

N

N

500,000 row limit per report

320

Unique Click Through Converters

The number of click through converters who are unique users.

Y

N

N

500,000 row limit per report

321

Unique View Through Converters

The number of view through converters who are unique users.

Y

N

N

500,000 row limit per report

322

Programmatic Guaranteed Deal Fee

The fee charged for running programmatic guaranteed lines using DSP.

Y

Y

N

328

Third Party Conversions

Reports the number of conversions that were received from SKAdNetwork or real time Honor Claims/Arbitration Results conversions for supported Mobile Measurement Partners (MMPs).

Y

Y

N

329

Audience Impressions

A unit of measure that includes the total number of times people passing Digital-Out-Of-Home screens are likely to notice a message.

Y

Y

N

330

Data Fee Tax

The city, county, and state government tax amount in dollars charged on top of the Total Data Fee. Tax rates vary based on the city, county, and state in which the supply partner is headquartered. Tax rates are subject to change.

Y

Y

N

Metric only available if your seat is enabled to bid and report SAAS tax.

334

Inventory Cost Tax

The city, county, and state government tax amount in dollars charged on top of the Inventory Cost. Tax rates vary based on the city, county, and state in which the supply partner is headquartered. Tax rates are subject to change.

Y

Y

N

Metric only available if your seat is enabled to bid and report SAAS tax.

338

Management Fee Tax

The city, county, and state government tax amount in dollars charged on top of the Management Fee. Tax rates vary based on the city, county, and state in which the supply partner is headquartered. Tax rates are subject to change.

Y

Y

N

Metric only available if your seat is enabled to bid and report SAAS tax.

346

Vendor Fee Tax

The city, county, and state government tax amount in dollars charged on top of the Total Vendor Fee. Tax rates vary based on the city, county, and state in which the supply partner is headquartered. Tax rates are subject to change.

Y

Y

N

Metric only available if your seat is enabled to bid and report SAAS tax.

350

Total Tax

The total tax amount on all fees related to your use of DSP and third-party services (Data Fees, Inventory Costs, Management Fees, Platform Fees, and Vendor Fees).

Y

Y

N

Metric only available if your seat is enabled to bid and report SAAS tax.

365

Cost Per Valid Video View (CPV)

A Cost per View (CPV) goal tracks the advertiser cost as it relates to the number of times end users view an ad:

Advertiser Spending [44] / Yahoo Viewable Impressions [101]

Y

Y

N

371

Bid Price Without Multiplier Advertiser Currency

The bid price without a bid multiplier in the advertiser’s currency.

Y

Y

N

Only valid when data source = 15. Not supported with Seat 56

373

Bid Price Without Multiplier Seat Currency

The bid price without a bid multiplier in the seat currency.

Y

Y

N

Only valid when data source = 15. Not supported with Seat 56

375

Bid CPM Advertiser Currency

The CPM bid in the advertiser currency.

Y

Y

N

Only valid when data source = 15. Not supported with Seat 56

377

Bid CPM Seat Currency

The CPM bid in the seat currency.

Y

Y

N

Only valid when data source = 15. Not supported with Seat 56

382

Bid Shading Cost Savings

The amount of money you save from DSP bid shading on first-price auctions.

Y

Y

N

Only valid when data source = 15. Not supported with Seat 56

386

Companion Impressions

The number of impressions recorded for companion creatives.

Y

Y

N

387

Companion Clicks

The number of clicks recorded for companion creatives.

Y

Y

N

390

Mail Ad Opens

The number of impressions of the Mail Ad asset.

Y

N

Y

391

Mail Ad Form Submits

When you use the Sponsored Mail Form-Fill format, the number of completed forms.

Y

N

Y

392

Mail Ad Saves

The number of mail users who clicked Save.

Y

N

Y

393

Mail Ad Forwards

The number of email addresses the email was forwarded to.

Y

N

Y

394

Mail Ad Click Outs

The number of users who clicked a link to out the advertiser landing page.

Y

N

Y

395

Mail Ad Submit Rate

When a user interacts with sponsored mail form-fill ads, the rate at which those users completed the form for submission.

Y

N

Y

396

Mail Ad Saves Rate

The rate of mail saves over mail opens.

Y

N

Y

397

Mail Ad Forward Rate

The rate of mail forwards over mail opens.

Y

N

Y

398

Mail Ad Click Outs Rate

The rate of mail click outs over mail opens.

Y

N

Y

399

Filtered Companion Impressions

Tracks the number of Filtered Companion Impressions.

Y

N

Y

500,000 row limit per report

400

Filtered Companion Clicks

Tracks the number of Filtered Companion Clicks.

Y

Y

N

500,000 row limit per report

426

Estimated Billable Amount

Tracks the The costs and fees associated with lines or campaigns.

Estimated Billable Amount [426] = Inventory Cost + Platform fee + Total data fee + Seat Management fee [129] + Total Vendor Fee + Order Management Fee [188]+ Programmatic Guaranteed Deal Fee + Total Tax (if applicable)

Note: You can request the Estimated Billable Amount using the Advertiser Currency, Seat Currency or Campaign Currency. Check out Report Option Object for details.

Y

N

N

430

Unique People

The number of users that the Yahoo cross-device people graph identifies as unique people.

Y

Y

N

431

Converters by People

The number of converters that the Yahoo cross-device people graph identifies as unique people.

Y

Y

N

432

Click Through Converters by People

The number of click-through converters that the Yahoo cross-device people graph identifies as unique people.

Y

Y

N

433

View Through Converters by People

The number of view-through converters that the Yahoo cross-device people graph identifies as unique people.

Y

Y

N

441

Cost Per Tune-In

For CTV lines, the Cost Per Tune-In.

Y

N

N

446

Unique Households

For CTV lines, the number of unique households. EU users may have access to limited data because of privacy restrictions.

Y

Y

N

447

Average Frequency per Household

For Connected TV (CTV) lines, this is defined as the average impressions per household (Impressions / Unique Households). European Union (EU) advertisers may have access to limited data due to privacy restrictions.

Y

Y

N

448

Average Impression Multiplier

Tracks the average impression multiplier on Digital-Out-Of-Home screens.

Average Impression Multiplier [448] = Audience Impressions [329] / Impressions [1]

Y

Y

N

453

Estimated Number of Store Visits

Tracks the number of store visits.

Y

Y

N

500,000 row limit per report

455

Estimated Unique Store Visitors

Tracks the number of unique store visitors.

Y

Y

N

500,000 row limit per report

456

Estimated Store Visit Through Rate (VTR)

Tracks the visit through rate.

Estimated Visit through rate [456] = (Number of Store Visits [452] / Match Rate) / Impressions [1]

Y

Y

N

500,000 row limit per report

457

Estimated Cost per Store Visit (CPSv)

Tracks the cost per store visit.

Estimated Cost per Store Visit [457] = Advertiser Spending [44] / (Number of Store Visits [452] / Match Rate)

Y

Y

N

500,000 row limit per report

461

Very First View Through Conversion

Tracks the count of view-through conversions generated where the ad was the user’s first view exposure.

Y

Y

N

462

Very First Click Through Conversion

Tracks the count of click-through conversions generated where the ad was the user’s first click exposure.

Y

Y

N

463

Very First View Through CPA

Tracks the cost per very first view through conversion: Very First View Through CPA [463] = Advertiser Spending [44] / Very First View Through Conversions [461]

Y

N

N

464

Very First Click Through CPA

Tracks the cost per very first click through conversion: Very First Click Through CPA [464] = Advertiser Spending [44] / Very First Click Through Conversions [462]

Y

N

N

465

View Through Dynamic Conversion Value

The monetary value of each dynamic view-through conversion to the advertiser. The advertiser enters this value when they create a new line.

Y

N

N

466

View Through Dynamic Conversion ROAS

Tracks the return on ad spend: View Through Dynamic Conversion ROAS [466] = View Through Dynamic Conversion Value [465] / Advertiser Spending [44]

Y

N

N

467

Click Through Dynamic Conversion Value

The monetary value of each dynamic click-through conversion to the advertiser. The advertiser enters this value when they create a new line.

Y

N

N

468

Click Through Dynamic Conversion ROAS

Tracks the return on ad spend:

Click Through Dynamic Conversion ROAS [468] = Click Through Dynamic Conversion Value [467] / Advertiser Spending [44]

Y

N

N

469

View Through Conversion Value

The monetary value of each view-through conversion to the advertiser. The advertiser enters this value when they create a new line.

Y

Y

N

470

View Through ROAS

Tracks the return on ad spend:

View Through ROAS [470] = View Through Conversion Value [469] / Advertiser Spend [44]

Y

N

N

471

Click Through Conversion Value

The monetary value of each click-through conversion to the advertiser. The advertiser enters this value when they create a new line.

Y

Y

N

472

Click Through ROAS

Tracks the return on ad spend:

Click Through ROAS [472] = Click Through Conversion Value [471] / Advertiser Spend [44]

Y

N

N

473

Very First View Through Conversion Value

(Yahoo Native Only) The monetary value of a user’s first view-through conversion.

Y

Y

N

474

Very First View Through ROAS

Tracks the return on ad spend:

Very First View Through ROAS [474] = Very First View Through Conversion Value [473] / Advertiser Spend [44]

Y

N

N

475

Very First Click Through Conversion Value

(Yahoo Native Only) The monetary value of a user’s first click-through conversion.

Y

Y

N

476

Very First Click Through ROAS

Tracks the return on ad spend:

Very First Click Through ROAS [476] = Very First Click Through Conversion Value [475] / Advertiser Spend [44]

Y

N

N

523

Average People Frequency

Tracks the number of measurable impressions by people per Unique people: Average People Frequency [523] = Measurable impressions by people [522] / Unique people [430]

Y

Y

N

560

Yahoo Demo Fee

In cases where Yahoo charges a demographic fee, this is the fee for all impressions with age and gender targeting. 

Y

Y

N

564

Yahoo Segment Fee

The data fee applied for the use of the following types of Yahoo audiences (Mail Domain, POI Location, Purchase Receipt, Search Keyword, Tailored Audience, Lookalike Audience and Predictive Audiences).

Y

Y

N

570

Third Party Segment Fee

The data fee applied for the use of third party Data Management Platform (DMP) audiences (BlueKai, Axion, etc.)

Y

Y

N

583

Available Bid Requests

The number of bid requests that were received, but did not qualify for the ad’s targeting criteria.

Y

Y

N

Valid only when dataSource=15. Not supported with Seat 56

584

Average Win Rate

The rate in which impressions were delivered out of the qualified bid requests. The Average Win Rate (AWR) is calculated as the Total Impressions/Qualified Bid Requests x 100.

Y

Y

N

Valid only when dataSource=15. Not supported with Seat 56

619

Tile Impressions

Tracks the impression count per each tile card.

Y

N

Y

624

Tile Click Outs

Tracks the click count per each tile card.

Y

N

Y

705

Tracked Actions

Pixel rules that are used for tracking events.

Note: The API name is currently named Tracked Conversions and will be updated to Tracked Actions.

N

Y

N