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Metrics Reference

The reporting metrics can be divided into 4 sections:

  • Ranks (#)
  • Global Ranks (#)
  • Share of (%)
  • Relative (Rel) 

Rank based metrics (#)

These metrics are often referenced in the dashboard by the char ‘#’. They share 2 attributes:

  • The number shown reflect the position of the row as if the table was sorted by the raw metric. For example, # Budget or Budget rank will be the row number if the table was sorted by Budget.
  • These metrics are post-filter. Meaning that the rank is given only across rows that made the criteria. In most cases the rank here will be lower numbers compared to a global rank that is pre-filter.

# Budget

Ranks every row in the table in terms of the amount spent on user acquisition under the filters set by the user. For example, If you set "US", "iOS", "Full" Size ads and "Applovin" the rank will reflect that selection so the #1 rank will be the highest budget for "US", "iOS", "Full" Size ads and "Applovin".

# Imps

Ranks every row in the table in terms of the number of impressions served under the filters set by the user. For example, If you set "US", "iOS", "Full" Size ads and "Applovin" the rank will reflect that selection so the #1 rank will be the highest number of Applovin full size ads seen by iOS users in US.

# Installs

This refers to paid installs only! Every row in the table is ranked by number of installs generated from ads served under the filters set by the user. For example, If you set "US", "iOS", "Full" Size ads and "Applovin" the rank will reflect that selection so the #1 rank will be the highest number of installs by iOS users attributed to seing Applovin full size ads in US.

# Clicks

Every row in the table is ranked by number of clicks generated from ads served under the filters set by the user. For example, If you set "US", "iOS", "Full" Size ads and "Applovin" the rank will reflect that selection so the #1 rank will be the highest number of clicks on Applovin full size ads by iOS devices in US.

# IPM

IPM Stands for Installs per mile or in other words how many installs were generated for every 1,000 impressions. Every row in the table is ranked by the IPM achieved under the filters set by the user. For example, If you set "US", "iOS", "Full" Size ads and "Applovin" the rank will reflect that selection so the #1 rank will be the highest IPM for "US", "iOS", "Full" Size ads and "Applovin".

# CPM

CPM Stands for cost per mile or in other words how many ad dollars were spent for every 1,000 impressions shown. Every row in the table is ranked by the CPM measured under the filters set by the user. For example, If you set "US", "iOS", "Full" Size ads and "Applovin" the rank will reflect that selection so the #1 rank will be the row with the highest CPM measured for Applovin full size ads shown for iOS suers in US.

# CPI

CPI Stands for cost per install or in other words how many ad dollars were spent for user who installed the target app.. Every row in the table is ranked by the CPI measured under the filters set by the user. For example, If you set "US", "iOS", "Full" Size ads and "Applovin" the rank will reflect that selection so the #1 rank will be the row with highest CPI measured for Applovin full size ads shown for iOS users in US.

# CTR

CTR Stands for click through rate or in other words how many clicks were generated as a ratio from impressions. Every row in the table is ranked by the CTR measured under the filters set by the user. For example, If you set "US", "iOS", "Full" Size ads and "Applovin" the rank will reflect that selection so the #1 rank will be the row with highest CTR measured for Applovin full size ads shown for iOS users in US.

# Bdgt Chg

Similar to the #Budget ranks except that this one ranks the number of dollars added to the ad spend budget week over week. Same rules apply with regards to the filtering. 

Global rank metrics (#)

These metrics are also referenced in the dashboard by the char ‘#’ but instead of referencing a metric (budget, imps, ...) the word next to the # will be US or ROW. The ranks here are based only on the budget and not on other metrics. Unlike the local ranks, the global ranks are pre-filter so they are made across all the advertisers we see. Each week, each advertiser has 4 global ranks: US-iOS, US -android, ROW-iOS and ROW-android. 

US #

The US global rank is the position of the advertiser in a list of all advertisers sorted by their budget in US for the applicable week and platform. 

ROW #

The ROW (rest of the world) global rank is the position of the advertiser in a list of all advertisers sorted by their budget in all countries but US for the applicable week and platform. 

Last W US #

This metric refers to the US # of the week before the one presented in the visual. It is only available in the Weekly Charts section as it only makes sense for a section that is limited to a single week.

Last W ROW #

This metric refers to the ROW # of the week before the one presented in the visual. It is only available in the Weekly Charts section as it only makes sense for a section that is limited to a single week.

Best # US

This is another derivative of the US #. When multiple weeks are selected this field will present the best (minimal) US rank achieved by the advertiser in selected weeks.

Best # ROW

This is another derivative of the ROW #. When multiple weeks are selected this field will present the best (minimal) ROW rank achieved by the advertiser in selected weeks.

Share of (%) metrics

These metrics present the distribution of some raw metric (budget, clicks, ...) across the rows in the table. It is used mainly in the breakdown tables to show advertising distribution across networks or countries for a single advertiser.

% Budget

Shows the distribution of ad spend dollars across a breakdown dimension such as networks or countries.

% Imps

For each network, country or some other breakdown dimension - shows the share of impressions shown from the total in the table.

% Clicks

For each network, country or some other breakdown dimension - shows the share of clicks generated from the total in the table.

% Installs

For each network, country or some other breakdown dimension - shows the share of installs generated shown from the total in the table.

Relative (Rel) metrics

These metrics were created to allow comparison between advertisers. The top advertiser for a given metric will be marked as 100% and the other advertisers will be reported as ratios to that figure. The figures are post-filter so they refer to the filter selection made by the user.

Relative Budget

Provides a way to compare between rows that are typically advertisers of the same category and see who has bigger budget. The metric is shared in a relative form which means that the top figure is 100% and the rest of the figures are provided in proportion to that figure.

Relative IPM

The row/advertiser with the highest IPM (Installs per 1,000 impressions) will show up as 100% and the other rows/advertisers will show the ratio of their IPM figure to the highest IPM among the rows shown in the table.

Relative CTR

The ratio of clicks to ad impressions (click-through rate) is shown as a relative metric allowing for comparison between rows/advertisers. The row with the highest CTR will show up as 100% while others are reported relative to that figure.

Relative CPI

Similar to other relative metrics but with CPI (cost per install). The highest CPI advertiser will show up as 100% and others will show up as relative to it.

Relative CPM

CPM stands for cost per mile or in other words how much money was spent for every 1,000 ad impressions served. The relative metric compares rows/advertisers so a row with 100% Rel. CPM would have 5 times higher CPM compared to a row with 20% Rel. CPM.

 

Special metrics

Creatives

This field can be √ or x and indicate whether or not SOOMLA was able to find the video creative for this advertiser.

 mceclip1.png

End Card

This field indicates what type of end card a video ad has.

🎮- The gamepad icon - represents an interactive (playable) end card

🖼️- The frame icon - represents an image end card

mceclip0.png

2nd Video

The 2nd video field can have a √ or an x representing whether the video ad comes with an additional video typically supplying an alternative orientation

 

Verified

This field is available for playable ads

💯- the '100' icon represents a playable with a url format we recognize and have validated

🤷🏻- the 'Shrugging' icon represents a playable with a url we haven't validated so it might play or not

 

Direct metrics

These metrics are the actual values measured by SOOMLA across a sample of 10B monthly impressions.

QCTR 

QCTR an attempt to balance the inflated CTR manufactured by some ad practices and have a more normalized way to compare creatives and networks. Instead of counting any click we look at "qualified clicks" - these are clicks where the user didn't regret the click and by immediately coming back to the app. The regret timer is set to 5 seconds. So now that we established "qualified clicks" - QCTR is the ratio of qualified clicks to impressions. 

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