This article explains the names and definitions you may find in the statistical information inside your Adserver.Online panel. More specifically, we will look into stats column names.
Requests – the number of incoming ad requests. You are billed based on it.
Remnant – the number of ad requests ended up with no ads. It's not normal if you have a significant number in this column. It may happen because of targeting/capping/limits. For example, your campaigns target the UK, but incoming traffic went from the USA. In this case, USA traffic will be counted in the Remnant column. To utilize all traffic, you may use fallback campaigns.
Passback – the number of ad requests ended up with a passback tag instead of a regular ad. Each zone has a Passback field that is returned when no regular ad is found in the system.
Fill Rate,% – shows how well your inventory is filled with ads or, simply put, if our server finds an ad for every ad request. Doesn't take blocked/lost traffic into account. The following formula is applied to calculate Fill Rate: (empty server responses/total requests)*100
Imp/Req,% – this ratio shows the % of ad requests turned into ad impressions. Unlike the fill rate, Imp/Req ratio takes blocked\lost traffic into consideration. Calculated as (impression/total requests)*100. Therefore, Imp/Req is inapplicable when Click is used instead of Impression as the main metric.
U.impressions, U.clicks – these columns are similar to Impressions and Clicks. "U" stands for unique. The adserver considers a visitor unique for 30 days after this visitor sees an ad for the first time. It is based on a unique marker and is saved to the browser's cookies. This is a default setting. Therefore it cannot be changed or adjusted.
U.requests – this column is similar to U.impressions and U.clicks but counts unique requests and refers to websites' statistics. You may use it to estimate the size of your website's monthly audience.
View, % – the percentage of impressions that were viewable. A viewable impression for a standard banner ad is one that is at least 50% visible for one second or longer. It may not work correctly with nested iframes.
P.revenue – stands for the publisher's revenue.
Spend – stands for the advertiser's spend.
Revenue – stands for ad server owner's revenue. The system calculates Revenue according to this formula: Spend – P.revenue
P.impressions / P.clicks / P.CTR – stands for usual Impressions, Clicks, and CTR, but the only difference is that these columns represent publishers' stats. Please note these values may not correspond to normal stats due to fraud traffic filtering.
P.CPM – stands for publisher's average CPM and depends on the publisher's revenue. The system calculates P.CPM according to this formula: (P.revenue * 1000) / Impressions
P.CPC – stands for publisher's average CPC and depends on the publisher's revenue. The system calculates P.CPC according to this formula: (P.revenue * 1000) / Clicks
rCPM – stands for real CPM. Our system calculates rCPM according to this formula: Revenue/Impressions * 1000. That means it takes both Spend and P.revenue into account.
TrafQ,% – stands for traffic quality and uses the following formula: (BadRequests/TotalRequests)*100. BadRequests are requests our system recognises as coming from Proxy/VPN/Tor, Data Centres, or having a wrong UA.