Advertiser Performance Report

Last updated on November 3, 2016

You can configure a Performance Report to show as many or as few columns of information as needed. To run an Advertiser Performance Report, navigate to Reports > My Reports > Create Report > Performance Report.

Listed below are definitions for the metrics you can include.


Metric Description
Impressions Delivered The total number of impressions delivered

Line Item Pacing

Metric Description
% Of Impression GoalThe maximum number of impressions to deliver for a line item in a single day (per day) or over the duration of the line item’s flight (total). When a line item reaches a daily impression goal, it is temporarily ineligible for ad selection. For example, if you set the daily impression goal to 5 and the line item reaches 5 impressions in a single day (e.g., on day 5 of a 20 day flight), then the line item is not available for ad serving for the rest of the day. However, the line item becomes eligible again for ad serving on day 6. When a line item reaches its total impression goal, no matter which day of the flight, it is no longer available for ad serving. Delivered Percentage of the line itemThe primary unit of execution for an order, which represents a specific inventory purchase and the required conditions for ad delivery. impressionA single display of an ad on a web page, mobile app, or other delivery medium. For deals, impression is a metric to relay the total number of ads that have served. See also billable impression, forecasted impressions. goal that has been reached. For example, if the impression goal is 1000, and 250 impressions have been delivered, this value would be 25%.
Impressions Remaining Number of impressions remaining before the goal is reached for the line item
% Of Flight Completed The percentage of the flight duration that has passed. For example, if the flight is set to 10 days and 6 days have passed, this value would be 60%.
Days Remaining in Flight Number of days left until the line item completes its flight (expires)
On Schedule Indicator Percentage that indicates the pacing of delivery of impressions against flight duration. For example, 100% indicates on-track pacing; 90% indicates under-pacing.


Metric Description
Spend Total advertiser spend
Net CPMCost per mille, a pricing method which calculates cost based on the number of impressions (per 1000). Net spend per thousand impressions


Metric Description
Clicks Total number of clicks generated
Clicks Remaining Number of clicks remaining until reaching a click goal
CTRClick-through rate, the percentage of impressions that results in a click through. For example if a banner was clicked on 87 times after being shown 1000 times, it would have a CTR or click-through rate of .087 or 8.7% (87/1000 = 0.087×100 = 8.7). Click-through-rate = number of times an ad is clicked/impressions for the ad


Metric Description
Click-Through Conversions Total number of conversions generated from clicking on the selected ads
View-Through Conversions Total number of conversions generated from viewing the selected ads
Conversions Generated Total conversions, including both click-through and view-through
Conversion RateThe percentage of visitors to a website who sign up for advertised offers or buy advertised products. Proven high conversion ratios (via web analytics) add value to a website’s inventory. by Clicks Conversion rate, considering only click-driven conversions
Conversion Rate by Impressions Conversion rate, considering only ad view-driven conversions

Device Category reporting

The Advertiser Performance Report has been updated with Device Category (new field) and breakout of Video Ads in existing Delivery MediumThe manner in which an end-user is exposed to ad inventory, such as web or mobile. to provide more insight into revenue and performance for this specific type of inventoryAd space available on a website or app. The basic unit of inventory for OpenX is an ad unit.. With this updated report, you can better analyze both your Direct and Exchange business.

In Device Category reporting, "phone" is smart phone, and "text" is any other feature phone or an unknown device.

This topic applies to Ad Exchange. This topic applies to SSP. Most SSP activities are completed by OpenX.