The Everflow platform enables very detailed tracking of all events and provides powerful reporting functionality that depicts the metrics that show the efficacy of an advertising campaign.  The metrics are described in the table below. 



Metric

Description

CTR

Click-thru Rate. Percentage of users who click on the ad link to the number of total users who view an advertising creative.

CVR

Conversion Rate. Average number of conversions per click.  This is represented as a percentage.  This does not include additional conversion actions, which is called “Post-Conversion events”. 

EVR

Event Rate: Average number of post conversion events per unique click. 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 for each conversion. Conversion and Action mean the same thing in this context.

RPS

Revenue per Sale: Total revenue paid out to the 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

Profit

Revenue less Payout

Margin

Difference between Revenue and Payout; expressed as a percentage.