Impressions
Number of counted ad deliveries.
Key point: Check the platform definition before making comparisons.
Avoid: Common mistake: comparing figures built from different definitions or windows.
Explore related expertise →Media intelligence
Media KPI glossary
Original definitions, corrected formulas and platform-neutral operational guidance.
73 definitions
Reach
Estimated number of distinct people, devices or households reached.
Key point: Check the platform definition before making comparisons.
Avoid: Common mistake: comparing figures built from different definitions or windows.
Explore related expertise →Fréquence / Frequency
Average exposures per reached person, device or household.
Formula
Impressions ÷ ReachKey point: Always interpret the result with its period, source and calculation base.
Avoid: Common mistake: comparing figures built from different definitions or windows.
Explore related expertise →CPM
Average cost per thousand delivered impressions.
Formula
Dépenses ÷ Impressions × 1 000Key point: Always interpret the result with its period, source and calculation base.
Avoid: Common mistake: chasing the lowest cost without checking exposure quality.
Explore related expertise →vCPM
Average cost per thousand viewable impressions.
Formula
Dépenses ÷ Impressions visibles × 1 000Key point: Always interpret the result with its period, source and calculation base.
Avoid: Common mistake: chasing the lowest cost without checking exposure quality.
Explore related expertise →CPC
Average cost per counted click.
Formula
Dépenses ÷ ClicsKey point: Always interpret the result with its period, source and calculation base.
Avoid: Common mistake: comparing figures built from different definitions or windows.
Explore related expertise →CTR
Share of impressions generating a click.
Formula
Clics ÷ Impressions × 100Key point: Always interpret the result with its period, source and calculation base.
Avoid: Common mistake: confusing click volume with traffic quality.
Explore related expertise →Interaction Rate
Share of impressions generating a defined creative interaction.
Formula
Interactions ÷ Impressions × 100Key point: Always interpret the result with its period, source and calculation base.
Avoid: Common mistake: comparing figures built from different definitions or windows.
Explore related expertise →Dwell Time
Average time spent actively exposed to or interacting with a format.
Key point: Check the platform definition before making comparisons.
Avoid: Common mistake: comparing figures built from different definitions or windows.
Explore related expertise →CPV
Average cost per video view under the platform’s selected definition.
Formula
Dépenses ÷ VuesKey point: Always interpret the result with its period, source and calculation base.
Avoid: Common mistake: comparing figures built from different definitions or windows.
Explore related expertise →VTR
Share of video impressions reaching the selected viewing threshold.
Formula
Vues ÷ Impressions vidéo × 100Key point: Always interpret the result with its period, source and calculation base.
Avoid: Common mistake: comparing figures built from different definitions or windows.
Explore related expertise →Completion Rate
Share of video or audio starts reaching completion.
Formula
Complétions ÷ Démarrages × 100Key point: Always interpret the result with its period, source and calculation base.
Avoid: Common mistake: comparing figures built from different definitions or windows.
Explore related expertise →Viewability Rate
Share of measurable impressions considered viewable.
Formula
Impressions visibles ÷ Impressions mesurables × 100Key point: Always interpret the result with its period, source and calculation base.
Avoid: Common mistake: comparing figures built from different definitions or windows.
Explore related expertise →Measurability
Share of impressions for which viewability could be determined.
Formula
Impressions mesurables ÷ Impressions × 100Key point: Always interpret the result with its period, source and calculation base.
Avoid: Common mistake: comparing figures built from different definitions or windows.
Explore related expertise →Invalid Traffic — IVT
Traffic identified as non-human, fraudulent or invalid under a defined methodology.
Key point: Check the platform definition before making comparisons.
Avoid: Common mistake: comparing figures built from different definitions or windows.
Explore related expertise →CPL
Average cost per generated lead.
Formula
Dépenses ÷ LeadsKey point: Always interpret the result with its period, source and calculation base.
Avoid: Common mistake: comparing figures built from different definitions or windows.
Explore related expertise →CPA
Average cost per defined action or acquisition.
Formula
Dépenses ÷ ConversionsKey point: Always interpret the result with its period, source and calculation base.
Avoid: Common mistake: comparing figures built from different definitions or windows.
Explore related expertise →Conversion Rate
Share of visits, clicks or sessions generating a conversion.
Formula
Conversions ÷ Base choisie × 100Key point: Always interpret the result with its period, source and calculation base.
Avoid: Common mistake: comparing figures built from different definitions or windows.
Explore related expertise →ROAS
Revenue attributed to advertising divided by media spend.
Formula
Revenu attribué ÷ DépensesKey point: Always interpret the result with its period, source and calculation base.
Avoid: Common mistake: comparing figures built from different definitions or windows.
Explore related expertise →ROI
Return calculated from net gain and all included costs.
Formula
Gain net ÷ Coûts × 100Key point: Always interpret the result with its period, source and calculation base.
Avoid: Common mistake: comparing figures built from different definitions or windows.
Explore related expertise →Average Order Value — AOV
Average value of a recorded order.
Formula
Chiffre d’affaires ÷ CommandesKey point: Always interpret the result with its period, source and calculation base.
Avoid: Common mistake: comparing figures built from different definitions or windows.
Explore related expertise →Customer Acquisition Cost — CAC
Average total cost required to acquire a new customer.
Key point: Check the platform definition before making comparisons.
Avoid: Common mistake: comparing figures built from different definitions or windows.
Explore related expertise →Lifetime Value — LTV
Estimated value generated by a customer over the relationship.
Key point: Check the platform definition before making comparisons.
Avoid: Common mistake: comparing figures built from different definitions or windows.
Explore related expertise →Incremental Reach
Reach added by a channel beyond people already reached elsewhere.
Key point: Check the platform definition before making comparisons.
Avoid: Common mistake: comparing figures built from different definitions or windows.
Explore related expertise →Incrementality
Share of the outcome that likely would not have occurred without the campaign.
Key point: Check the platform definition before making comparisons.
Avoid: Common mistake: comparing figures built from different definitions or windows.
Explore related expertise →Brand Lift
Change in a brand metric measured between exposed and control populations.
Key point: Check the platform definition before making comparisons.
Avoid: Common mistake: comparing figures built from different definitions or windows.
Explore related expertise →Search Lift
Change in searches related to a brand or product following exposure.
Key point: Check the platform definition before making comparisons.
Avoid: Common mistake: comparing figures built from different definitions or windows.
Explore related expertise →Footfall
Estimated or observed visits to a physical location.
Key point: Check the platform definition before making comparisons.
Avoid: Common mistake: comparing figures built from different definitions or windows.
Explore related expertise →Visit Rate
Share of the studied population making a qualifying visit.
Formula
Visiteurs ÷ Population étudiée × 100Key point: Always interpret the result with its period, source and calculation base.
Avoid: Common mistake: comparing figures built from different definitions or windows.
Explore related expertise →Footfall Lift
Difference in visit rate between an exposed population and a benchmark or control.
Key point: Check the platform definition before making comparisons.
Avoid: Common mistake: comparing figures built from different definitions or windows.
Explore related expertise →Attention Score
Proprietary indicator estimating attention quality from defined signals.
Key point: Check the platform definition before making comparisons.
Avoid: Common mistake: comparing figures built from different definitions or windows.
Explore related expertise →Cost per Attentive Second
Cost divided by the estimated volume of attentive seconds.
Key point: Check the platform definition before making comparisons.
Avoid: Common mistake: comparing figures built from different definitions or windows.
Explore related expertise →Bounce Rate
Share of sessions failing the analytics tool’s engagement criteria.
Key point: Check the platform definition before making comparisons.
Avoid: Common mistake: comparing figures built from different definitions or windows.
Explore related expertise →Engaged Session
Session meeting the measurement platform’s engagement conditions.
Key point: Check the platform definition before making comparisons.
Avoid: Common mistake: comparing figures built from different definitions or windows.
Explore related expertise →MQL
Lead considered sufficiently qualified by marketing to progress.
Key point: Check the platform definition before making comparisons.
Avoid: Common mistake: comparing figures built from different definitions or windows.
Explore related expertise →SQL
Lead accepted by sales as a potential commercial opportunity.
Key point: Check the platform definition before making comparisons.
Avoid: Common mistake: comparing figures built from different definitions or windows.
Explore related expertise →Pipeline Influenced
Opportunity value associated with media under a documented rule.
Key point: Check the platform definition before making comparisons.
Avoid: Common mistake: comparing figures built from different definitions or windows.
Explore related expertise →Ad Serving Cost
Technical cost associated with hosting, serving or measuring creatives.
Key point: Check the platform definition before making comparisons.
Avoid: Common mistake: comparing figures built from different definitions or windows.
Explore related expertise →Average Bid Price
Average value of bids actually submitted.
Key point: Check the platform definition before making comparisons.
Avoid: Common mistake: comparing figures built from different definitions or windows.
Explore related expertise →Billable Impressions
Impressions counted for billing under contractual rules.
Key point: Check the platform definition before making comparisons.
Avoid: Common mistake: comparing figures built from different definitions or windows.
Explore related expertise →Click-to-Conversion Rate
Share of clicks generating a conversion within the selected window.
Formula
Conversions après clic ÷ Clics × 100Key point: Always interpret the result with its period, source and calculation base.
Avoid: Common mistake: confusing click volume with traffic quality.
Explore related expertise →Contact Rate
Share of reached people completing a defined contact action.
Formula
Contacts ÷ Reach × 100Key point: Always interpret the result with its period, source and calculation base.
Avoid: Common mistake: comparing figures built from different definitions or windows.
Explore related expertise →Cost per Completed View — CPCV
Average cost for a completed video view.
Formula
Dépenses ÷ ComplétionsKey point: Always interpret the result with its period, source and calculation base.
Avoid: Common mistake: comparing figures built from different definitions or windows.
Explore related expertise →Cost per Engagement — CPE
Average cost per qualified interaction defined before launch.
Formula
Dépenses ÷ EngagementsKey point: Always interpret the result with its period, source and calculation base.
Avoid: Common mistake: comparing figures built from different definitions or windows.
Explore related expertise →Cost per Incremental Reach
Cost divided by people reached incrementally by a channel.
Formula
Dépenses du canal ÷ Couverture incrémentaleKey point: Always interpret the result with its period, source and calculation base.
Avoid: Common mistake: comparing figures built from different definitions or windows.
Explore related expertise →Cost per Store Visit — CPSV
Average cost per attributed or incremental store visit under the selected method.
Formula
Dépenses ÷ Visites attribuéesKey point: Always interpret the result with its period, source and calculation base.
Avoid: Common mistake: comparing figures built from different definitions or windows.
Explore related expertise →Data Cost
Cost associated with using an audience segment or data signal.
Key point: Check the platform definition before making comparisons.
Avoid: Common mistake: comparing figures built from different definitions or windows.
Explore related expertise →Effective CPM — eCPM
Effective cost or revenue per thousand impressions.
Formula
Coût ou revenu ÷ Impressions × 1 000Key point: Always interpret the result with its period, source and calculation base.
Avoid: Common mistake: chasing the lowest cost without checking exposure quality.
Explore related expertise →First Quartile Rate
Share of starts reaching 25% of duration.
Formula
Lectures à 25 % ÷ Démarrages × 100Key point: Always interpret the result with its period, source and calculation base.
Avoid: Common mistake: comparing figures built from different definitions or windows.
Explore related expertise →Form Completion Rate
Share of started forms submitted successfully.
Formula
Formulaires envoyés ÷ Formulaires commencés × 100Key point: Always interpret the result with its period, source and calculation base.
Avoid: Common mistake: comparing figures built from different definitions or windows.
Explore related expertise →Gross Media Cost
Media investment before contractual discounts, commissions or adjustments.
Key point: Check the platform definition before making comparisons.
Avoid: Common mistake: comparing figures built from different definitions or windows.
Explore related expertise →Landing Page Conversion Rate
Share of landing-page sessions generating the expected action.
Formula
Conversions ÷ Sessions de destination × 100Key point: Always interpret the result with its period, source and calculation base.
Avoid: Common mistake: comparing figures built from different definitions or windows.
Explore related expertise →Lead-to-MQL Rate
Share of leads reaching marketing-qualified status.
Formula
MQL ÷ Leads × 100Key point: Always interpret the result with its period, source and calculation base.
Avoid: Common mistake: comparing figures built from different definitions or windows.
Explore related expertise →Media Cost
Amount paid for media inventory, excluding separately stated fees.
Key point: Check the platform definition before making comparisons.
Avoid: Common mistake: comparing figures built from different definitions or windows.
Explore related expertise →Midpoint Rate
Share of video starts reaching 50% of duration.
Formula
Lectures à 50 % ÷ Démarrages × 100Key point: Always interpret the result with its period, source and calculation base.
Avoid: Common mistake: comparing figures built from different definitions or windows.
Explore related expertise →Net Media Cost
Media cost after defined contractual discounts and adjustments.
Key point: Check the platform definition before making comparisons.
Avoid: Common mistake: comparing figures built from different definitions or windows.
Explore related expertise →Playouts
Number of times a creative plays across one or more DOOH screens.
Key point: Check the platform definition before making comparisons.
Avoid: Common mistake: comparing figures built from different definitions or windows.
Explore related expertise →Post-Click Conversion
Conversion attributed after a click within the selected window.
Key point: Check the platform definition before making comparisons.
Avoid: Common mistake: confusing click volume with traffic quality.
Explore related expertise →Post-View Conversion
Conversion attributed after an impression without a preceding click, within the selected window.
Key point: Check the platform definition before making comparisons.
Avoid: Common mistake: comparing figures built from different definitions or windows.
Explore related expertise →Qualified Lead Rate
Share of leads meeting agreed qualification criteria.
Formula
Leads qualifiés ÷ Leads × 100Key point: Always interpret the result with its period, source and calculation base.
Avoid: Common mistake: comparing figures built from different definitions or windows.
Explore related expertise →Real Cost
Cost actually consumed or billed under the fee scope defined in reporting.
Key point: Check the platform definition before making comparisons.
Avoid: Common mistake: comparing figures built from different definitions or windows.
Explore related expertise →Revenue per Visit
Average revenue associated with a site or store visit under the selected source.
Formula
Revenu ÷ VisitesKey point: Always interpret the result with its period, source and calculation base.
Avoid: Common mistake: comparing figures built from different definitions or windows.
Explore related expertise →Second Quartile Rate
Alternative name for the share of video starts reaching 50%.
Key point: Check the platform definition before making comparisons.
Avoid: Common mistake: comparing figures built from different definitions or windows.
Explore related expertise →Store Visit Lift
Relative or absolute visit difference between exposed and reference populations.
Key point: Check the platform definition before making comparisons.
Avoid: Common mistake: comparing figures built from different definitions or windows.
Explore related expertise →Third-Party Cost
External-provider fee, such as data, verification, creative or measurement.
Key point: Check the platform definition before making comparisons.
Avoid: Common mistake: comparing figures built from different definitions or windows.
Explore related expertise →Third Quartile Rate
Share of video starts reaching 75% of duration.
Formula
Lectures à 75 % ÷ Démarrages × 100Key point: Always interpret the result with its period, source and calculation base.
Avoid: Common mistake: comparing figures built from different definitions or windows.
Explore related expertise →Total Cost
Sum of media and fees included in the stated calculation scope.
Key point: Check the platform definition before making comparisons.
Avoid: Common mistake: comparing figures built from different definitions or windows.
Explore related expertise →Unique Users
Deduplicated users under the available identifier and measurement window.
Key point: Check the platform definition before making comparisons.
Avoid: Common mistake: comparing figures built from different definitions or windows.
Explore related expertise →Verification Cost
Cost of viewability, fraud, brand-safety or suitability verification.
Key point: Check the platform definition before making comparisons.
Avoid: Common mistake: comparing figures built from different definitions or windows.
Explore related expertise →Video Error Rate
Share of playback attempts producing a technical error.
Formula
Erreurs vidéo ÷ Tentatives de lecture × 100Key point: Always interpret the result with its period, source and calculation base.
Avoid: Common mistake: comparing figures built from different definitions or windows.
Explore related expertise →View-Through Conversion Rate
Share of impressions followed by an attributed conversion without a click.
Formula
Conversions post-view ÷ Impressions × 100Key point: Always interpret the result with its period, source and calculation base.
Avoid: Common mistake: comparing figures built from different definitions or windows.
Explore related expertise →Win Rate
Share of submitted bids that won.
Formula
Enchères gagnées ÷ Enchères soumises × 100Key point: Always interpret the result with its period, source and calculation base.
Avoid: Common mistake: comparing figures built from different definitions or windows.
Explore related expertise →Yield
Inventory revenue divided by a defined volume unit.
Key point: Check the platform definition before making comparisons.
Avoid: Common mistake: comparing figures built from different definitions or windows.
Explore related expertise →MRC viewability benchmark
For display, the reference standard requires at least 50% of pixels in view for one continuous second; for video, two continuous seconds. A viewable impression is not necessarily an impression that was watched.
Read the MRC documentSources & standards
Verify and explore further
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