Metrics

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. 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.