CTR by Creative Type

A quick way to determine the effectiveness of different creative types that are in use by the selected advertiser.

CTR and QCTR

CTR is the ratio of clicks to impressions. This is a somewhat problematic measure as many networks nowadays inflate the click events with the hopes of winning the last-click attribution battle. 

QCTR is an attempt to balance the inflated CTR 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. 

Creative Types

Values like Banner and Native are simply the ad type. At the same time, with more versatile formats like interstitial and Rewarded Video, the ad type is followed by what's inside the container like: HTML, Video, Playable and sometimes Unknown. The combination might look like: Interstitial-video, Rewarded-playable, ... Note that Rewarded-video with interactive end card will appear as Rewarded-playable.

CTR Stands for click through rate or in other words how many clicks were generated as a ratio from impressions