Metrics

Kanwar Dhaliwal

Modified on: Mon, 16 Sep, 2019 at 10:53 AM

The Everflow platform provides exceptionally detailed tracking of all events and provides powerful reporting functionalities that highlight the most important metrics to determine the efficacy of an advertising campaign. The metrics are described in the table below.

Metric	Description
Click To Conversion Time	The time it takes between a click on the Affiliate Tracking Link to the time of the Conversion.
CTR	Click-thru Rate. Percentage of users who click on the ad link to the number of total users who view an advertising creative. Used alongside Impression Tracking.
CVR	Conversion Rate. Average number of conversions per click. This is represented as a percentage. This does not include additional conversion actions, which are called “Post-Conversion events”.
EVR	Event Rate: Average number of post conversion events per unique conversion. This is represented as a percentage
EPC	Earnings per Click: Total Earnings divided by the number of clicks
CPC	Cost per Click: Total cost (affiliate payout) divided by the number of clicks
RPC	Revenue per Click: Total Revenue divided by the number of clicks
CPA	Cost per Action: Total cost (affiliate payout) for each conversion. Conversion and Action mean the same thing in this context.
RPA	Revenue per Action: Total revenue (received from your Advertiser) for each conversion. Conversion and Action mean the same thing in this context.
RPS	Revenue per Sale: Total revenue paid to your network for a sale; usually from e-commerce offers.
CPM	Cost per one thousand impressions: This is the total cost (affiliate payout) divided by the number of impressions and multiplied by 1000. (Cost/impressions)X1000
RPM	Revenue per one thousand impressions: This is the total revenue generated divided by the number of impressions and multiplied by 1000. (Revenue/impressions)X1000
Revenue	Gross Revenue payable by the advertiser
Payout	Payout owed to the affiliate or publishing source
Profit	Revenue less Payout
Margin	Difference between Revenue and Payout; expressed as a percentage.
Clicks	These are recorded when a user clicks an Everflow Affiliate tracking link. They are Unique clicks + Duplicate clicks
ROAS	Return on Ad Spend: Gross Sales / Total Revenue
Gross Sales	Sum of the data passed in the &amount= spot in the postback url
VT CV	View Through Conversions: This is the number of conversions counted through View Through attribution
Total CV	Total conversions are VT CV + CV
CV	Conversions: these are the total amount of base conversions
Events	These are anything that happens after the base conversion, it is added in when the offer is made or edited and get posted to Everflow using a separate postback than CV
CPM	Cost Per Mill: This is the total payout(cost) / number of impressions X 1,000
RPM	Revenue Per Mill: This is the total revenue / number of impressions X 1,000
Impressions	Affiliates can send impressions into Everflow using an impression tracking link pulled from the offer page in the tracking links section
Invalid Clicks	Clicks that fail the offer for any reason. Examples: Targeting, Capping, Traffic Controls, Filtering, Proxy block. These clicks do not see the destination url, they either go to a blank page or to fail traffic
Duplicate clicks	These are clicks that have been considered duplicates. This setting is managed at the offer level in the tracking & Controls page. It is setup in the Unique session Identifier and duration section. These clicks are allowed to see the destination url and end page
Unique clicks	These clicks are considered Unique according to the setting on the Tracking & Controls page at the offer level.
Gross Clicks	These are all clicks that include Unique, Duplicates and Invalid.
Total Clicks	These are all valid clicks which include Duplicate and Unique.
Fraud Signal	Ratio of (conversions flagged as fraud / total conversions), as a percentage.

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