Skip to main content

Analytic Metrics

This page defines the metrics shown in the dashboard and in reports on the platform. Each entry gives the definition, the formula and the unit; rates also have an example calculated from the worked example below, so you can check what a number means and recalculate it from the totals of the selected period. Base totals are written with the column names of the daily reporting CSV file.

Last updated: November 3, 2026

Worked example​

The examples under Derived Rates are all calculated from this one scenario for a selected period:

MetricValue
Impressions10,000
Clicks200
Ad Spend500
Sales2,000
Sale Quantity10

The scenario and all numbers in the examples are fictional.

Base Totals​

Impressions​

Impressions is the number of times your ads were displayed.

  • Formula: Impressions = SUM(Impressions)
  • Unit: count

Clicks​

Clicks is the number of chargeable clicks on your ads.

  • Formula: Clicks = SUM(Clicks)
  • Unit: count

Ad Spend​

Ad Spend is the total amount spent on your ads.

  • Formula: Ad Spend = SUM(Spent)
  • Unit: currency
  • Also shown as: Spent

Sales​

Sales is the total revenue of the sales attributed to your ads.

  • Formula:
    • Post-click attribution: Sales = SUM(PC Direct Sale Amount) + SUM(PC Indirect Sale Amount)
    • Post-view attribution: Sales = SUM(PV Direct Sale Amount) + SUM(PV Indirect Sale Amount)
    • Files with only Direct Sale columns: Sales = SUM(Direct Sale Amount)
  • Unit: currency

Sales is the sum of the direct and indirect sales attributed to ads; depending on the marketplace's attribution setting, the PC (post-click) or PV (post-view) columns are used, and organic sales are not included.

Sale Quantity​

Sale Quantity is the number of sales attributed to your ads.

  • Formula:
    • Post-click attribution: Sale Quantity = SUM(PC Direct Sale) + SUM(PC Indirect Sale)
    • Post-view attribution: Sale Quantity = SUM(PV Direct Sale) + SUM(PV Indirect Sale)
    • Files with only Direct Sale columns: Sale Quantity = SUM(Direct Sale)
  • Unit: count

Sale Quantity is the sum of the direct and indirect sales attributed to ads; depending on the marketplace's attribution setting, the PC (post-click) or PV (post-view) columns are used, and organic sales are not included.

Derived Rates​

Rates are calculated from the totals of the selected period, not by averaging daily or per-row rates. If the divisor is 0, the value is shown empty.

CTR​

CTR (click-through rate) is the share of impressions that turned into clicks.

  • Formula: CTR = Clicks ÷ Impressions × 100
  • Unit: %
  • Example: 200 ÷ 10,000 × 100 = 2%

CPC​

CPC (cost per click) is the average amount paid for one click.

  • Formula: CPC = Ad Spend ÷ Clicks
  • Unit: currency
  • Example: 500 ÷ 200 = 2.50
  • Also shown as: Average CPC

CPM​

CPM (cost per mille) is the amount paid for one thousand impressions.

  • Formula: CPM = Ad Spend ÷ Impressions × 1000
  • Unit: currency
  • Example: 500 ÷ 10,000 × 1000 = 50

ACoS​

ACoS (advertising cost of sales) is the share of sales spent on advertising.

  • Formula: ACoS = Ad Spend ÷ Sales × 100
  • Unit: %
  • Example: 500 ÷ 2,000 × 100 = 25%

CVR​

CVR (conversion rate) is the share of clicks that turned into sales.

  • Formula: CVR = Sale Quantity ÷ Clicks × 100
  • Unit: %
  • Example: 10 ÷ 200 × 100 = 5%
  • Also shown as: Conversion Rate

RoAS​

RoAS (return on ad spend) is the sales earned for each unit of ad spend. RoAS is the inverse of ACoS.

  • Formula: RoAS = Sales ÷ Ad Spend
  • Unit: ratio (x)
  • Example: 2,000 ÷ 500 = 4.00
  • Also shown as: ROAS