Loads: The number of times the creative was loaded on the page.

Impressions: The number of times the creative was displayed to users.

Clicks: The number of clicks on the creative.

Reach: The number of unique users who saw the creative.

Viewability: The percentage of impressions where the ad was visible to the user.
Formula: (Impressions / Loads) × 100

CTR (Click-Through Rate): The ratio of clicks to loads.
Formula: (Clicks / Loads) × 100

vCTR (Viewable Click-Through Rate): The ratio of clicks to impressions, indicating how engaging the ad was for users.
Formula: (Clicks / Impressions) × 100

Conversions: The number of conversions during the selected period.

CR (Conversion Rate): The percentage of visitors who performed the target action (conversion) out of the total visitors.
Formula: (Conversions / Clicks) × 100

CPA (Cost per Action): The average cost per conversion.
Formula: Total Spend / Conversions

ROI (Return on Investment): The percentage of profit generated from ad spend.
Formula: ((Profit − Spend) / Spend) × 100

eCPC (Effective Cost per Click): The effective cost of a single click based on ad revenue and click count.
Formula: Total Revenue / Clicks

eCPM (Effective Cost per Mille): The advertiser's average revenue per thousand impressions, based on ad revenue and impression count.
Formula: (Total Revenue / Impressions) × 1000

Spend: The total amount spent by the advertiser on the ad.

CPM (Cost per Mille): The cost per thousand loads (impressions).
Formula: (Spend / Loads) × 1000

vCPM (Viewable CPM): The cost per thousand viewable impressions.
Formula: (Spend / Impressions) × 1000

CPC (Cost per Click): The cost of a single click.
Formula: (Spend / Clicks)