Indicators in reports

All indicators are generated based on data with General Invalid Traffic (GIVT) filtered out. Data for IMS indicators is additionally filtered to exclude SIVT (Sophisticated Invalid Traffic).

Note

The statistics are displayed in UTC+3 time.

General

Metric	Description
Impressions	Events that occur at the start of ad rendering.
Total impressions	The total count of banner impressions in the system, including default banners. The number of impressions may differ from the number of banner loads if the method of counting impressions is overridden in the ad campaign.
Viewable Ad impressions	Ad impressions in the window's viewable area in the active browser tab, which are counted according to the established criteria: the minimum percentage of pixels in the viewable area and the duration in the browser viewable area.
Undetermined ad impressions	Impressions for which it's impossible to determine the viewability status.

Events

Metric	Description
Viewable Ad Impression, Yandex	Impressions that meet the Yandex standard viewability criteria. The indicator is only available for campaigns with the count method Viewable impression, Yandex (previously Viewable impressions, 2 seconds), that were created before March 18, 2022.

Unique

To calculate metrics for unique users, Adfox uses sampling, a statistical data processing method that extrapolates the total results from a subset of the data. This approach reduces report generation time.

Adfox creates a sample from all available data and calculates the number of unique users based on that sample. When generating reports, this number is multiplied by the ratio of the full dataset to the sample size.

The more impressions, the smaller the margin of error from sampling. If the campaign hasn't yet generated sufficient impressions (for example, if it was recently launched), the calculated number of unique users may exceed impressions. In this case, the impression data is considered the correct metric.

Metric	Description
Unique impressions of everything	A banner impression recorded by the system, including backup ads, but excluding repeat impressions. The impression count may differ from the number of banner loads if the method of counting impressions is overridden in the ad campaign.
Impression frequency	The number of banner ad impressions displayed to a unique user.
Unique Yandex HB code requests	The number of all requests sent via Yandex Header Bidding (without repeat requests).
Unique banner ad responses	A banner response recorded by the system, excluding repeat impressions. The response count may differ from the number of banner impressions if the impression count method is overridden at the campaign level.
Unique impressions	A banner impression recorded by the system, excluding repeat impressions. The impression count may differ from the number of banner loads if the method of counting impressions is overridden in the ad campaign.
Unique default downloads	A backup ad response recorded by the system, excluding repeat responses.

Advanced

Metric	Description
Average ad requests	Average number of requests during the period
Yandex HB total ad requests	The number of all requests sent via Yandex Header Bidding.
Unfilled clicks	Number of clicks from default banners to the advertiser site.
Total clicks	Total number of clicks from ad banners to the advertiser site.
Quantity of events	The total number of events triggered.

IMS indicators

Data on IMS indicators is collected if the account has at least one active campaign using a template labeled “IMS” , regardless of the selected method for counting impressions.

Any data used for IMS indicators is additionally subject to SIVT (Sophisticated Invalid Traffic) filtering.

Metric	Description
Impressions (renders)	Events that occur at the start of ad rendering based on invalid traffic (GIVT and SIVT) filtering.
Viewable Ad Impression	Ad impressions in the window viewable area in the active browser tab, which are counted according to the international media standards criteria, such as the minimum percentage of pixels in the viewable area and the duration in the active browser tab, and based on invalid traffic (GIVT and SIVT) filtering.
Viewable impressions, Yandex	Impressions that meet the Yandex standard viewability criteria: 50% (30% for ads of 242,500 pixels (970 × 250 px) or more) of the banner area is visible in the active browser window for at least two seconds, based on invalid traffic (GIVT and SIVT) filtering.
Clicks (IMS)	The number of clicks on ad banners with a redirect to the advertiser's site, taking into account invalid traffic (GIVT and SIVT) filtering.
Viewable rate (IMS)	The percentage of impressions in the viewable area of the browser window counted according to the international media standards criteria relative to the impressions with viewability determined, taking into account invalid traffic (GIVT and SIVT) filtering.
Measured Rate (IMS)	The ratio of impressions with viewability determined to the total number of Impressions (IMS), taking into account invalid traffic (GIVT and SIVT) filtering.
Non-viewable ad impressions (IMS)	Impressions with rendering on the page registered, but without confirmation of viewability according to the international media standards criteria, taking into account invalid traffic (GIVT and SIVT) filtering.
Undetermined ad impressions (IMS)	Impressions for which it's impossible to determine the viewability status, taking into account invalid traffic (GIVT and SIVT) filtering.