Analytics metrics reference
Every report metric column — display name, exact formula, and which report types and views carry it.
Exhaustive reference for every numeric column (metric) an analytics report can show. For the group-by and filter dimensions see Analytics dimensions; for how the report types differ see Report types.
Read Money columns before reconciling any report against an invoice. A publisher sees their earnings as Revenue and an advertiser their spend as Charges; the network sees the same money as Net and Gross, and its own billing runs on those.
How a column is gated
A General-report metric shows only when your role holds both its column family (Basic, Publisher or Advertiser) and the column’s own Analytics Report Column … permission, named after the column. A derived column such as CTR or Profit also needs the permissions of the columns it is computed from. A column you lack is removed from every row, so it reaches neither the grid nor an export.
The Columns settings panel of the report form then decides which of your permitted columns are actually shown; a column ticked off there is hidden the same way.
Corner case: the Advertiser column family can be granted only by your network administrator. A network manager editing roles will not find it in the permission matrix.
Column families (General report)
The General report renders each counting metric up to three times, once per enabled family.
| Family | What the numbers mean |
|---|---|
| Basic | The network’s own view |
| Publisher | The supply side’s view; the money column is headed Revenue |
| Advertiser | The demand side’s view; the money column is headed Charges |
The three copies share one display name — all three are just “Impressions”, “CTR”, … — so a user with a single family enabled sees each metric once.
Note: the shipped Publisher role sees only the Publisher family and the shipped Advertiser role only the Advertiser family, so each sees every counting metric once, with its money column headed Revenue or Charges.
Note: the Advanced report has no families. Every publisher and advertiser column is dropped for it, so an Advanced report is always the Basic view whatever your role holds.
Money columns: which number is which
The network sees Net and Gross. A publisher sees the same money as Revenue, an advertiser as Charges — the same figures under the name each side uses.
| Report column | Family | What it is | Notes |
|---|---|---|---|
| Net | Basic | The publisher-side amount the network records | Floored at the row’s minimal revenue |
| Revenue | Publisher | Net as the publisher sees it | Same floor; differs from Net only where the publisher’s figures are adjusted |
| Gross | Basic | The advertiser-side amount the network records | |
| Charges | Advertiser | Gross as the advertiser sees it | Differs from Gross only where the advertiser’s figures are adjusted |
| Minimal net | Basic | The minimal-revenue floor alone | The floor itself, as its own column |
All four are additionally clamped at zero unless the report explicitly allows negative impressions, summed at six decimal places, and then rounded again for display — see Rounding.
Note: Revenue and Charges are stored as their own columns so that the network can adjust what a publisher or an advertiser sees without touching its own figures. Where the network adjusts them, Revenue differs from Net (or Charges from Gross) by exactly that adjustment; everywhere else they are equal.
Note for the network: the network’s own billing runs on its columns. Publisher payments are computed from Net (floored at minimal revenue) and advertiser billing totals Gross; the referral commission base is the publisher-side Revenue, with the same floor. Where the figures shown to a publisher or an advertiser are adjusted, reconcile your statements against Net and Gross, not against Revenue and Charges.
Note for publishers and advertisers: your Revenue is what you are paid, and your Charges what you are billed, unless your network adjusts the figures shown to you. If a statement differs from your report, ask your network manager.
Rounding and reconciling against billing
Analytics and billing round in a different order, and that is usually the whole of a small discrepancy.
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Billing sums at full precision and rounds once, at the end.
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Analytics rounds every result row — Net, Revenue, Gross, Charges and Minimal net to the funds precision, the eCPM columns to the CPM precision, with banker’s rounding (half-to-even) — and then recomputes the derived columns from the already-rounded values:
Derived column Recomputed as Profit rounded Gross − rounded Net AP profit rounded Charges − rounded Revenue eCPM Profit rounded eCPM Gross − rounded eCPM Net
So a report grouped into many rows accumulates one rounding step per row, and its Profit column is the difference of two already-rounded numbers rather than the rounded difference. Over a few rows this is invisible; over a few thousand it is cents to low units of currency, and it is expected rather than a fault.
Funds precision defaults to 2 decimal places and is set per network by the white-label analytics decimal precision property; CPM precision on screen is 3.
Corner case: an export does not round the way the screen does. The export path replaces both precisions: funds precision becomes the network’s configured value or 8 if none is set, and CPM precision becomes 8 unconditionally. So an exported file can carry more decimal places than the report it came from, and its Profit column — recomputed from those longer values — will not always equal the on-screen Profit rounded. Reconcile from the export, not the screen.
Corner case: the summary (roll-up) row is computed by its own query over the whole result set, not by adding up the displayed rows. It recomputes every ratio from summed numerators and denominators, so it is not an average of the per-row ratios and will not always equal the sum of a rounded column.
Ratio formulas
All ratios are computed from the sibling columns of the same row and displayed as percentages, except the eCPM family, which is money per 1000 impressions.
| Metric | Formula |
|---|---|
| CTR | clicks ÷ impressions |
| Fill rate | impressions ÷ (impressions + unfilled requests) |
| I2C | conversions ÷ impressions |
| CCR | conversions ÷ clicks |
| eCPM Net | Net × 1000 ÷ impressions |
| eCPM Gross | Gross × 1000 ÷ impressions |
| eCPM Profit | eCPM Gross − eCPM Net |
| Profit | Gross − Net |
Each ratio exists in all three families, computed from that family’s own numerator and denominator — the Publisher CTR is publisher clicks ÷ publisher impressions, not a copy of the Basic one.
General report: counting metrics
| Column | Meaning / formula |
|---|---|
| Impressions | Counted ad impressions |
| Clicks | Counted clicks |
| CTR | clicks ÷ impressions, % |
| Requests | Impressions plus requests that returned no ad — not every request received (a returned ad that never rendered is in neither); for raw request counts use Advanced |
| Fill rate | impressions ÷ Requests, % |
| Unique visitors | Distinct visitors of the campaign |
| Status | Revenue confirmation status of the period (finalization) |
Unique visitors and Status appear only for a role that holds the Basic family.
Note: Requests counts every request, not just the unanswered ones. Requests that produced an ad are counted as impressions and requests that did not are counted as no-ad answers; the displayed Requests column is their sum, which is why Fill rate divides by it and can never exceed 100%.
Corner case: Requests and Fill rate disappear as soon as the report touches the demand side, because a request that never produced an ad has no banner, campaign or advertiser to attribute it to. Precisely, they are dropped when the report groups by Advertiser, Campaign, Banner (or any of their ID columns), Conversion Action, Attribution Type, Banner Label, Banner Template, ISCI / Ad-ID or Advertiser Owner; when it filters on Advertiser, Campaign, Banner, Banner Label, Banner Template or ISCI / Ad-ID; or when the columns are split by conversion action.
Corner case: Unique visitors is the most conditional column in the product. It appears only when the Group by is exactly Campaign, or exactly Campaign + Country. Any filter on Site, Zone, Placement, Placement Type, Placement Size, Banner, Channel, Placement Label, Banner Label, Banner Template or ISCI / Ad-ID removes it as well — including the Placement Size filter, which is easy to leave set from a previous report.
General report: conversion metrics
The whole block below appears only when conversions are visible to you — see the corner case after the table.
| Column | Meaning / formula |
|---|---|
| Conversions | Counted conversions — system events (VAST playback quartiles, viewability) are not counted; see the corner case below |
| Conv. fraud | Rejected (invalid) conversions |
| I2C | conversions ÷ impressions, % |
| CCR | conversions ÷ clicks, % |
| Expired post-click conversions | Diagnostic: a click matched but was older than the post-click window |
| Expired post-view conversions | Diagnostic: only a view matched and it was older than the post-view window |
The two expired columns are switched on by the same permission as Conversions.
Corner case: Conv. fraud is not shown when the columns are split by action — it reports rejected conversions as one figure, which a per-action column split has no place for. In every other General report, whatever the grouping, it is available to a role that holds its permission.
Corner case: the conversion block also requires view access to at least one conversion action. A user whose role has only shared action access and who has had no actions shared to them sees no conversion columns at all — not Conversions, not the ratios, not the attribution or expired columns.
Corner case: system conversions are kept out of the Conversions column. Playback and viewability events (attribution type System) outnumber real conversions on video inventory by orders of magnitude, so the counter that feeds Conversions, I2C and CCR skips them when a day’s numbers are written; their money is still summed into Net, Gross and the other money columns, and the action log keeps every event, so grouping by Conversion Action or Attribution Type shows them with real counts. On the General report the exclusion is applied as each day’s numbers are written, so days aggregated before it shipped keep what they had. The Advanced report applies it when the query runs on the full logs (the default); on a network whose Advanced report runs on compacted logs, the conversions figure is pre-aggregated and may still include system events.
Corner case: Expired post-click / post-view conversions count matched-but-expired conversions — a click or view existed but was older than its attribution window. They are recorded with zero revenue, are excluded from every conversion and revenue total, and never trigger CPA pricing, capping, limits or piggybacks. Both columns exist only in the Basic family, and they are not an arm of the attribution split — they are offered whenever conversions are, on any report not grouped by Attribution Type. Turn them on with Expired windows in Split columns by, or directly in the Columns settings panel.
General report: splitting columns by a dimension
A report spreads dimensions down the rows with Group by, and may additionally spread dimensions across the columns with Split columns by. That control is a multi-select, not a single choice: most of its entries combine.
| Option | Group in the picker | What it adds | Precondition |
|---|---|---|---|
| each saved funnel, by name | Your funnels | One column per action in that funnel, in funnel order | Conversion Action must not be in the Group by |
| Conversion action | Conversion actions | One column per selected action, in each enabled family | Same |
| VAST quartiles | Conversion actions | The VAST quartile actions as columns | Same |
| Viewability | Conversion actions | The viewability actions as columns | Same |
| Video player interactions | Conversion actions | The player-interaction actions as columns | Same |
| Attribution type | Attribution | Post-click and post-view arms of every conversion metric | Attribution Type must not be in the Group by |
| Expired windows | Attribution | The two expired-conversion columns | — |
| Custom parameter | Other dimension | Parameter / Value / Count | Conversion Action must be in the Group by, and nothing else may be picked |
Note: the four Conversion actions entries and the funnels are not competing dimensions — they are different subsets of the one action dimension, so picking several simply unions their action lists into a longer set of columns. Picking VAST quartiles and Viewability is asking for both sets of columns, not a conflict.
Note: Custom parameter is the only exclusive option. It is a genuinely different dimension, so it cannot share the columns: choosing it blocks everything else, and anything else already chosen blocks it. The picker says which, rather than silently dropping the option.
Corner case: an option you lack the permission for is hidden; an option blocked by the current state stays listed with the reason on it — “Group by conversion action first”, “Attribution type is already a row dimension”, “Cannot share the columns with another split”. So an absent entry means your role, and a greyed one means your current selection.
Corner case: on the Advanced report only Custom parameter is offered. That report has no per-action or attribution columns, and an action split would hide its No ads column.
When Attribution type is picked without an action split, these columns appear. Each shows only when you can also see Conversions and the column it splits:
| Column | Family |
|---|---|
| Post-click conversions / Post-view conversions | Basic, Publisher, Advertiser |
| Post-click I2C / Post-view I2C | Basic, Publisher, Advertiser |
| Post-click CCR / Post-view CCR | Basic, Publisher, Advertiser |
| Post-click net / Post-view net | Basic |
| Post-click revenue / Post-view revenue | Publisher |
| Post-click gross / Post-view gross | Basic |
| Post-click charges / Post-view charges | Advertiser |
Note: the money arms are not symmetric across families. The Publisher family gets the Net side only (Post-click / Post-view revenue) and the Advertiser family the Gross side only (Post-click / Post-view charges) — matching the families’ single money column each. Only the Basic family carries both.
Corner case: Attribution type combines with an action split rather than replacing it. Pick both and the columns nest instead: each action column gains a (post-click) and a (post-view) arm beside its total, in every enabled family. The flat post-click/post-view columns above are what you get from attribution alone — you cannot have those and the action columns at the same time, because the nested shape is what that combination means.
Corner case: grouping rows by Attribution Type suppresses the column split entirely, and blanks the expired columns too — the rows already carry that dimension, so the columns would repeat it.
Corner case: Expired windows is a column toggle, not really a split. The two expired columns are available on every report where conversions are, whatever the split; picking Expired windows simply ticks them in the column list. You can equally tick them directly in Reports Layout Settings, and untick them there to hide them again. This is why they survive an action split, which the post-click/post-view columns do not.
General report: money and derived metrics
| Column | Meaning / formula |
|---|---|
| Net | Publisher-side money, floored at minimal revenue |
| Revenue | Net as the publisher sees it |
| Minimal net | The minimal-revenue floor itself |
| Gross | Advertiser-side money |
| Charges | Gross as the advertiser sees it |
| Profit | Gross − Net, from the rounded values |
| AP profit | Charges − Revenue, from the rounded values |
| eCPM Net | Net × 1000 ÷ impressions |
| eCPM (Publisher family) | Revenue × 1000 ÷ publisher impressions |
| eCPM Gross | Gross × 1000 ÷ impressions |
| eCPM (Advertiser family) | Charges × 1000 ÷ advertiser impressions |
| eCPM Profit | eCPM Gross − eCPM Net, from the rounded values |
| Parameter / Value / Count | Custom-parameter breakdown triple |
Revenue is granted through the Net permission and Charges through the Gross one; the family-specific eCPM columns follow Net eCPM and Gross eCPM the same way.
Note: AP profit is the cross-family margin, not an accounting-period adjustment. It is the Advertiser family’s Charges minus the Publisher family’s Revenue — the two columns each side of the business actually sees — where plain Profit is the Basic family’s Gross minus the Basic family’s Net. On a network where the family columns are kept in step the two agree; where they drift, the gap between Profit and AP profit is that drift.
Note: Minimal net and AP profit exist on the General report only; both are dropped for Advanced.
Advanced (Hadoop) report
The Advanced report has three column views, and which one you get is your own setting, not your role’s: it is a saved user preference on the Preferences page. Your role only decides which options that picker offers.
| View | Columns (maximum) |
|---|---|
| Simple | 21 |
| Extended | 38 |
| Unique | 62 (Extended + 24) |
Corner case: any role that can run Advanced reports can switch between Simple and Extended; only Unique needs a permission of its own. The default view an administrator sets applies to newly created users only — changing it will not move an existing user’s view.
Each column below is shown only when your role holds the matching Analytics Report Column … permission. The one whose name differs from its label: Impressions is granted as Deliveries.
Corner case: the Simple view ignores the Columns settings panel entirely. Its column set is fixed; ticking columns off there changes the Extended and Unique views only.
On top of the view, a column preset narrows what is actually rendered — the Extended and Unique tables below are what each view can show, not what a default report does.
Simple view
| Column | Meaning / formula |
|---|---|
| Requests | Direct + repeated requests when grouped by Site, Zone or Placement; deliveries otherwise |
| Wasted requests | Requests that consumed resources without producing an ad |
| Valid passbacks | Passbacks matched to an impression |
| Eligible impressions | See the Extended formulas |
| Eligible clicks | See the Extended formulas |
| Effective CTR | eligible clicks ÷ eligible impressions, % |
| Risk score | risk sum ÷ (eligible impressions + eligible clicks), shown as a % |
| Conversions block, money block | Same as Extended below |
Note: the Simple view’s headers say Eligible impressions, Eligible clicks, Effective CTR and Valid passbacks — not “Impressions”, “Clicks”, “CTR” and “Passbacks” — because the numbers are the eligible ones, as in the Extended view.
Corner case: Valid passbacks appears in the Simple view only when the network joins passbacks to impressions. That is a server setting, not a permission.
Extended view
| Column | Meaning / formula |
|---|---|
| Direct requests | Raw incoming ad requests |
| Repeated requests | Repeats of the same request (refreshes, retries) |
| Filled requests | direct requests − returned requests |
| Wasted requests | Requests that produced nothing billable |
| Returned requests | Requests answered without an ad |
| No ads | Explicit no-ad responses |
| Opportunities | Serving opportunities offered |
| Vpaid opportunities | VPAID-capable request opportunities |
| Impressions | All impression events, before eligibility filtering (the formulas below call it deliveries) |
| Rejected impressions | Impressions flagged invalid |
| Lost opportunities | max(0, opportunities − deliveries + rejected impressions) |
| Lost opportunities, % | lost opportunities ÷ opportunities |
| Valid passbacks | Passbacks matched to an impression |
| Rejected passbacks | Missed passbacks (plus fraud passbacks on compacted logs) |
| Rejected passbacks, % | rejected ÷ all passbacks |
| Eligible impressions | max(0, deliveries − valid passbacks − rejected impressions) |
| Fill rate, % | eligible impressions ÷ direct requests |
| Effective fill rate, % | eligible impressions ÷ deliveries |
| Eligible clicks | total clicks − rejected clicks |
| Clicks | All click events |
| Rejected clicks | Clicks flagged invalid |
| CTR | eligible clicks ÷ filled requests, % |
| Effective CTR | eligible clicks ÷ eligible impressions, % |
| Risk score | risk sum ÷ (eligible impressions + eligible clicks), shown as a % |
| Conversions | All conversion events except system ones (full logs; see the corner case under the General conversion metrics) |
| Rejected conversions | Conversions flagged invalid |
| Eligible conversions | max(0, conversions − rejected conversions) |
| CCR | eligible conversions ÷ eligible clicks, % |
| I2C | eligible conversions ÷ eligible impressions, % |
| Gross / Net | Money counters, with passback money removed |
| Profit | max(0, Gross − Net) |
| eCPM Gross / eCPM Net | money × 1000 ÷ eligible impressions |
| eCPM Profit | max(0, eCPM Gross − eCPM Net) |
| Parameter / Value / Count | Custom-parameter breakdown triple |
Note: two headers do not match the numbers you might expect from their neighbours. Clicks here is total click events, sitting beside Eligible clicks and Rejected clicks; and Conversions is total conversion events, sitting beside Eligible conversions. Neither has “Total” in its header.
Note: CTR and Effective CTR have different denominators. CTR divides by filled requests, Effective CTR by eligible impressions. On a report where deliveries and filled requests diverge the two columns differ substantially, and neither is wrong.
Corner case: the Advanced formulas differ slightly between the full logs (the default) and compacted logs. On the full logs: Rejected passbacks does not include fraud passbacks, its percentage divides by the raw passback count rather than valid + rejected, Eligible clicks is not clamped at zero so it can go negative, and CCR and I2C divide total conversions rather than eligible ones. The table describes compacted logs. Ask Epom support or your account manager which your network runs before treating a small discrepancy as an error.
Corner case: Filled requests is not clamped at zero, unlike every neighbouring “eligible” column. A negative value there is arithmetic, not corrupt data.
Corner case: money on the Advanced report has passback money removed, and the arithmetic differs by case: where passbacks were matched or missed, matched-passback money is subtracted; otherwise all passback money is subtracted and missed-passback money added back. Both results are clamped at zero, as are Profit and eCPM Profit — an Advanced report can therefore never show a negative profit, where a General one can.
Unique view
Everything in the Extended view, plus 24 columns — six for each of the four event families, inserted after that family.
| Family | The six columns |
|---|---|
| Requests | Unique direct requests · Unique direct requests, % · Unique incoming users · Unique incoming users, % · Unique incoming IPs · Unique incoming IPs, % |
| Impressions | Unique impressions · Unique impressions, % · Unique impression users · Unique impression users, % · Unique impressions IPs · Unique impressions IPs, % |
| Clicks | Unique clicks · Unique clicks, % · Unique clicks users · Unique clicks users, % · Unique clicks IPs · Unique clicks IPs, % |
| Conversions | Unique conversions · Unique conversions, % · Unique conversions users · Unique conversions users, % · Unique conversions IPs · Unique conversions IPs, % |
A “unique” count is that family’s events counted once per transaction identity; the users and IPs variants count distinct users and distinct IP addresses producing them.
No ads vs Wasted requests vs Lost opportunities
Three Advanced columns all look like “requests that did not become an ad”, and they regularly disagree by a million on a busy placement. They count different things:
| Column | Counted from | A request lands here when… |
|---|---|---|
| Returned requests | The ad server’s own answer | No banner was chosen and the ad server returned something else instead — the placement’s default (passback) code, or a direct-deal partner’s markup or its “no ads” |
| Wasted requests | The ad server’s own answer | No banner was chosen and nothing usable went back: an empty answer or a direct-deal error. VPAID answers are counted apart, as Vpaid opportunities |
| No ads | No-impression events | The ad server logged a no-ad answer, or the delivered code reported that the ad did not show — the no-impression beacon of an empty mobile/native response, a video player calling the VAST Error URL of an ad Epom returned |
| Opportunities | The ad server’s own answer | A banner was chosen for the request (original or repeated) |
| Lost opportunities | Opportunities vs impressions | A banner was chosen but no valid impression followed: max(0, opportunities − deliveries + rejected impressions) |
What follows from that:
- Wasted requests and No ads are not two views of one number. Wasted is decided by the ad server at answer time; No ads also counts beacons fired later by browsers and players, and a request whose ad was returned but failed in the player is an Opportunity and a No ads.
- Opportunities can exceed Direct requests, because repeated requests (refreshes, retries, repeated VAST calls) create opportunities too while Direct requests counts only originals.
- Which one to follow: for “how much traffic is unfilled”, follow Wasted requests (plus Returned requests if you count your passback as unfilled). For “how much did we lose after picking an ad” — slow pages, players that failed, third-party tags that came back empty — follow Lost opportunities. Use No ads to see what the browser or player reported back.
Fill rate and effective fill rate: where to find them, what they mean
- General: Requests and Fill Rate show when the report is grouped by supply-side dimensions only (site, zone, placement, country, day). Grouping or filtering by advertiser, campaign or banner removes it — a request belongs to no advertiser. General’s Fill Rate is impressions ÷ (impressions + no-ad answers).
- Advanced: Fill rate, % is eligible impressions ÷ direct requests — of the requests, how many became a valid impression. Effective fill rate, % is eligible impressions ÷ deliveries — of the ads that actually went out, how many became a valid impression. A low effective fill rate means the ads were returned but rejected as invalid or matched as passbacks; a low fill rate with a normal effective fill rate means requests went unfilled. Both are in the Extended view.
Corner case: the percentage denominators are not uniform. Requests percentages divide by direct requests; impressions percentages by eligible impressions; clicks percentages by eligible clicks; conversions percentages by total conversions. So “Unique clicks, %” and “Unique conversions, %” are not the same kind of ratio, and neither divides by the plain total of its column group.
Corner case: the Unique columns are available on the full logs only. On a network whose Advanced report runs on compacted logs there are no distinct counts, so all 24 show zero. If your Unique view is a wall of zeroes, that is the reason, not your data.
Header Bidding report columns
This report counts auction rounds on a header-bidding page, not ad-server events, so its columns are not the ones above even where a name repeats. Only the two money columns need a column permission of their own.
| Column | Meaning / formula |
|---|---|
| Fill Source | Who filled the round — only when grouped by it |
| Fills | Rounds somebody served: every fill source except Unfilled |
| Unfilled | Rounds nobody took |
| Fill Rate | Fills ÷ (Fills + Unfilled), shown as a percentage |
| Gross | Money booked on the rounds in the group |
| eCPM Gross | Gross ÷ Fills × 1000 — unfilled rounds earned nothing and do not dilute it |
Country, Site, Zone and Placement columns appear when those dimensions are in the Group by. Site, Zone and Placement are shown with their id columns when Show IDs is on.
Note: Header Bidding’s eCPM divides by fills only, not by all rounds. So this eCPM is not comparable with the General report’s, which divides by impressions.
Corner case: Header Bidding’s money columns do not need the Basic column family, so a role without it can see Gross here but not on the General report. The Targeting Cookie report works the same way.
Targeting Cookie report columns
| Column | Meaning |
|---|---|
| Country | Only when the report is grouped by country |
| Name | Cookie name |
| Value | Cookie value |
| New | Cookies seen for the first time |
| Updated | Cookies whose value changed |
DSP Partners Analytics columns (Requests, Bids, Wins)
Bids and Wins are not columns of the General or Advanced report — they exist only on
DSP Partners Analytics, per OpenRTB demand partner. Requests there are bid requests sent
to the partner, Bids are responses with one valid bid at or above the floor (a 204, a
timeout or a below-floor bid is not a bid), and Wins are auctions that bid won. Full
definitions and how to read the funnel:
Requests, Bids and Wins.
Log report columns: which columns do the Impressions, Clicks and Conversions logs have?
The Impressions, Clicks and Conversions Log types are event lists, not aggregates — their columns are per-event attributes, so nothing on this page above applies to them. Every log carries:
Date · IP · Remote IP · X-Forwarded-For · Risk · Site · Domain · Placement · Advertiser · Campaign · Banner · Channel · Custom Parameter · Country · Browser · OS · UUID · Transaction Id · User Agent · Fraud · Response Code
ISCI / Ad-ID joins that list, after Banner, for roles that can see banner ISCI / Ad-ID codes.
There is no separate click-ID or sub-ID column. A sub ID you pass on the tag
(cp.subid=…, sub1=…) appears inside Custom Parameter, so that is where you match it — the
same value is also available to the click URL as $$CUSTOM_PARAM(subid)$$ / $$SUB1$$.
Transaction Id is the number $$TRANSACTION_ID_LONG$$ expands to, so a partner who received
that macro can be matched row by row.
The Impressions and Clicks Logs add: Location · Browser Version · OS Version · Mobile Carrier · Connection Type · Language · Accept-Language · Traffic Source · Device format · Proxy · Device Release Year · Device RAM · Price Band · Is Web App · Incognito Mode · Browser Rank · Hardware Rank · Platform Rank · Device Vendor · Device Model · Device Model Code · Risk Score · Risk Level · Risk Category
The Conversions Log adds instead: Action · Attribution Type (Post-click, Post-view, System or Unattributed — see the conversion attribution overview) · Time to convert · Piggybacks, plus Sampling for roles that can see piggyback sampling.
An entity ID column accompanies each name column when Show IDs is on. A Request URL column appears only on networks that store the request URL with the raw log.
Corner case: Time Zone Name is deliberately absent from the logs. The value is captured on the original ad request only and is not carried into impression or click tracking URLs, so a Time Zone Name column here would always be empty. Use the Advanced report, which reads it from the ad-request records.
Time to convert is the gap between the ad event a conversion is attributed to and the conversion itself. For a pixel conversion that event is the click or view the cookie matched. For a server-to-server conversion it is the moment the ad server expanded the sub-ID or action-data value the postback replayed — the ad render, or the click redirect when the value was handed out while a click was being processed. Values expanded before release 149 carry no such moment, so postbacks replaying one leave the column empty until they age out of the partner’s database.
Abbreviations
These stay in English in every locale — they are industry-standard and are never translated:
CTR click-through rate · eCPM effective cost per mille · I2C impression-to-conversion · CCR click-to-conversion rate · CPM cost per mille · CPC cost per click · DSP demand-side platform · SSP supply-side platform · DMP data-management platform · VPAID video player ad-serving interface definition · VAST video ad serving template
Note: there is no plain “eCPM” column on a network-scoped report — the Basic family spells it out as eCPM Net, eCPM Gross and eCPM Profit. A bare eCPM header means you are looking at the Publisher family (where it is Revenue-based) or the Advertiser family (where it is Charges-based).
Display conventions
- Entity ID columns (Placement ID, Campaign ID, …) accompany their name columns only when Show IDs is enabled in the Columns settings panel.
- Users without view access to an entity see it masked as
TYPE_id(for exampleCAMPAIGN_123) instead of its name. - Metric labels are identical across the three families; only the money columns are renamed — Revenue in the Publisher family, Charges in the Advertiser family — and, as above, those are different figures rather than renamings.
- Percentage columns are rendered with per-column precision: Fill rate, Effective fill rate, Lost opportunities % and Rejected passbacks % to one decimal place; Effective CTR, Risk score and the Unique percentages to two; CTR, I2C and CCR to four.
