SFP Metrics & Definitions

Bids: The number of bids from a specific DSP over a designated period of time

Clicks:The number of times a user clicked on a placement

CPC: Cost-per-click; the amount earned by the publisher per user click

CTR: Click-through rate; = (clicks/impressions)

Custom Shares: Number of times a user clicked on the custom CTA button in the lower right hand corner of a content card

Earnings: The overall amount of money earned by the publisher; this is estimated and finalized by our finance team at the end of each month

eCPM: Effective CPM; = (earnings * 1000)/impression requests

Email Shares: Number of times a user shared the content url by email by clicking on the email button in the lower left hand corner of a content card

Engagement Rate: The percent of impressions where a user clicked within a content engagement card; = (engagements/impressions)

Engagements: The number of times a user clicked within a content engagement card; this is secondary to the initial click to expand the card

Earnings: Estimated earnings generated by the campaign, which is calculated based on the CPM or vCPM rate entered during the time of campaign set up and the number of impressions or viewable impressions delivered

Facebook Shares: Number of times a user shared the content url on Facebook by clicking on the Facebook button in the lower left hand corner of a content card

Fill Rate: = (impressions/impression requests*100)

Floor Price: The lowest bid a publisher is willing to accept for a certain placement

HB Bidders: Header bidders within a publisher's unified auction set-up

Impression Requests: The number of times a publisher requests an ad impression

Median Time in View: Number of seconds that a content card was open and in view

Plays: Number of times a user clicked play on a video (silent instant play or click to play)

Rendered Impressions: The number of impressions where a creative was rendered; this is the IAB's new methodology for counting filled impressions

Server Impressions: The number of times an impression was sent to the publisher ad server following an impression request

Spend: Amount spent for a specific campaign over a certain period of time

vCTR: Viewable click through rate (clicks/viewable impressions)

vEngagement Rate: Viewable engagement rate; = (engagements/viewable impressions)

Video Views (3+ secs): Number of times a silent instant play video ad  or the video in a video card was in-view and playing for 3 continuous seconds or longer

Video Views (10+ secs): Number of times a silent instant play video ad or the video in a video card was in-view and playing for 10 continuous seconds or longer

Viewability Rate: = (viewable impressions/impressions)

Viewable Impressions: A downloaded impression that is at least 50% in-view for 2 consecutive seconds

Win Rate: The percentage of times in which a bidder won an auction; = (winning bids/total bids)

Wins: The number of times a bidder won an auction

25% Content Completion: Number of times a silent instant play video ad or the video in a video card was in-view and playing for 25% of the video’s duration

50% Content Completion: Number of times a silent instant play video ad or the video in a video card was in-view and playing for 50% of the video’s duration

75% Content Completion: Number of times a silent instant play video ad or the video in a video card was in-view and playing for 75% of the video’s duration

95% Content Completion: Number of times a silent instant play video ad or the video in a video card was in-view and playing for 95% of the video’s duration

On-Page Metrics for Sponsored Pages

People: The number of unique visitors within a 60 day window. This gives context to campaigns so you can say you reached X consumers. It also allows you to compare against other media sources to see which buys are bringing in the highest reach.

Total Impressions: The total number of times people have viewed your content

Attention Minutes: Time that a person is actively consuming the content. This metric is important as some content is consumed but not shared. Marketers need an objective way to compare the ROI of different kinds of mediums, measuring active attention time is one way of doing that.

Device: Physical device on which users viewed the content, broken down by Desktop, Smartphone, or Tablet.

Location: The geographic location of the user who consumed the content.

Time to scroll: Duration it takes on average for a user to scroll a defined percentage down the page. This metric helps you determine if there’s a particularly sticky part of the content, and identifying where people spend the most time or where they’re skipping over content.

Where do people drop off: A visualization of how far people scroll down into the content, on average. This can help you determine where to place the elements of the page; for example, if users are falling off before getting to the video, then you should move the video up.

Bounce Rate: Percentage of users who exited your content within 5 seconds.