Reporting Glossary

Select desired metrics for your reports in the Metrics section of the reporting UI.

Supply Reports

Supply reports are run by default if no demand dimensions or filters are selected. Supply reports include Ad Pod metrics.

CategoryMetricDefinitionCalculationTroubleshooting Notes
NumbersRouter Total CallsAll requests to a supply router - every time that SpringServe is pinged

NumbersRouter RequestsRequests to a supply router that pass targeting and were not blocked by pre-bid IVT filtering

NumbersTotal CallsAll requests to supply tag - every time that SpringServe is pinged

NumbersFallback RequestsRequests that go to a fallback supply tag in a router after the routed supply tag returns an empty VAST

NumbersBillable ReqsUnmonetized requests not blocked by supply tag targetingTotal Calls - Blocked (Targeting) - Impressions
NumbersRequests

Requests which pass supply targeting and were not blocked by Pre-Bid IVT filtering

Total Calls - Blocked (Targeting) - Blocked (Pre-Bid IVT)
NumbersBlocked (Total)All unusable requests blocked by supply targeting and Pre-Bid IVT filteringBlocked (Targeting) + Blocked (Pre-Bid IVT)Lots of blocked requests mean that your supply partner is sending inventory that does not pass supply tag targeting. Confirm that they have targeting applied on their side.
NumbersBlocked (Targeting)Unusable requests blocked by supply tag, router, partner, and account level targeting

NumbersRouter Missed OppsNumber of times a request passes router targeting but does not pass targeting on any of the underlying supply tags

NumbersOpps

VPAID: Number of times the supply tag VPAID unit is initialized

VAST only: Number of times the supply tag returns a non-empty vast response


Low Opportunity numbers can be indicative of being low on the waterfall of your Supply Partner.
NumbersMissed OppsNumber of times the request passes supply tag targeting but does not pass targeting on any of demand tags on the waterfall
If a tag has a lot of Missed Opportunities, align more demand that meets supply tag targeting or add supply tag targeting to align better with existing demand. In the second case, make sure to share your targeting with your supply partner
NumbersImpsNumber of times an ad is served

Numbers Duplicate ImpsSame impression pixel fires more than once for the same auction

NumbersStartsThe player start playing the ad

NumbersPlayer LoadsNumber of times that a player loads
Player load events are recorded based on the firing of the player tracking pixel.
NumbersPod Avail TimeTotal time in seconds available in an ad pod
Determined by the UI settings or the POD_MAX_DUR macro
NumbersPod Opp TimeTotal time in seconds of ads returned in a pod

NumbersPod Fill TimeTotal time in seconds of filled impressions

NumbersPod Slots AvailNumber of slots available in a pod

NumbersPod Slot OppsNumber of ads returned in a pod

NumbersPod Opt OutsNumber of times the pod returns an empty VAST due to lack of demand

NumbersHeavy AdsIn Google chrome an ad gets pulled off the page because it is using too much resource.

CalculationsRouter Usable %percentage of router requests that pass supply targeting criteria and are not blocked by pre-bid IVT filteringRouter Requests / Total Calls
CalculationsUsable %Percentage of requests that pass supply targeting criteria and are not blocked by Pre-Bid IVT filteringRequests / Total Calls
CalculationsBlocked % (Total)Percentage of requests blocked by IVT and supply targetingBlocked (Total) / Total CallsIf a tag has a high blocked %, it is returning an empty VAST response to your supply partner and they may view your tag as a poor performer. Share your supply tag targeting with your supply partners to reduce this %
CalculationsBlocked % (Targeting)Percentage of requests blocked by supply targetingBlocked (Targeting) / Total Calls
CalculationsMissed (Targeting)


CalculationsMissed % (Targeting)Percentage of router requests that returned empty VAST due to no available underlying supplyRouter Missed Opps / Router RequestsIf this rate is high, there is no compatible supply behind the router. Consider adding a fallback tag or additional supply tags with different targeting.
CaclulationsRouter Opp %Percentage of router requests that result in an opportunityOpportunities / Router Requests
CalculationsOpp %Percentage of requests that result in an opportunityOpportunities / RequestsIf a tag has a low opportunity %, it is likely low on the waterfall of your supply partner. Ask what you can do to get higher on the waterfall; this may entail going on a white list or having request caps implemented on your tag to prove that your tag can fill if given more opportunities.
CalculationsOpp Fill %Percentage of opportunities that result in an impressionImpressions / OpportunitiesThis metric is useful to show your supply partners when arguing for a higher spot on the waterfall.
CalculationsRequest Fill %Percentage of requests that result in an impressionImpressions / Requests
CalculationsPlayer Fill %Percentage of requests which result in a player loadPlayer Loads / Requests
CalculationsPod Opp Time %Percentage of time available for which ads are returnedPod Opp Time / Pod Avail Time
CalculationsPod Time fill %Percentage of time available that is filledPod Fill Time / Pod Avail Time
CalculationsPod Opp Fill Time %Percentage of returned time that is filledPod Fill Time / Pod Opp Time
CalculationsSlot Opp %The % of available slots that are filled by an opportunity.

CalculationsSlot Opp Fill %The % of the ads put into a pod that are played and become an impression.

CalculationsSlot Fill %The % of available slots that result in an impression.

Calculations% Heavy Ads% of requests that result in a heavy ads.

IVT MetricsAttempts (Pre-Bid Protected)Number of times Protected analyzes a request for pre-bid filtering

IVT MetricsBlocked (Pre-Bid Protected)Unusable requests blocked by Protected. 
This data is delayed by 2 hours, which can lead to initial zeros in this column. Total calls, Billable requests, and Blocked (Total) will be updated as the Protected data becomes available.
IVT MetricsBlocked (Pre-Bid HUMAN)Unusable requests blocked by HUMAN. 
This data is delayed by 72 hours and this can lead to initial zeros in this column. Total calls, Billable requests, and Blocked (Total) will be updated as the HUMAN data becomes available.
IVT MetricsBlocked (Pre-Bid Platform)Unusable requests blocked because they were deemed to be IVT using SpringServe's proprietary algorithm

IVT MetricsBlocked % (Pre-Bid Protected)Percentage of requests blocked by Protected pre-bid IVT filteringBlocked (Pre-bid Protected) / Total Calls
IVT MetricsBlocked % (Pre-Bid HUMAN)Percentage of requests blocked by HUMAN pre-bid IVT filteringBlocked (Pre-bid HUMAN) / Total Calls
IVT MetricsBlocked % (Pre-Bid Platform)Percentage of requests blocked by SpringServe Pre-Bid IVT filteringBlocked (Pre-bid SpringServe) / Total Calls
IVT MetricsMoat ImpsNumber of impressions analyzed by Moat

IVT MetricsMoat Human ImpsNumber of Moat impressions filled by humans

IVT MetricsMoat Bot ImpsNumber of Moat Impressions filled by bots

IVT MetricsMoat Human %Percentage of Moat impressions filled by humansMoat Human Imps / Moat Imps
IVT MetricsMoat Bot %Percentage of Moat Impressions filled by botsMoat Bot Imps / Moat Imps
IVT MetricsIAS ImpsNumber of impressions that were analyzed by IAS

IVT MetricsIAS IVT ImpsNumber of IAS impressions that were deemed to be IVT

IVT MetricsIAS IVT %Percentage of IAS impressions that were deemed to be IVTIAS IVT Imps / IAS Imps
IVT MetricsForensiq ImpsNumber of impressions that were analyzed by Forensiq

IVT MetricsForensiq IVT ImpsNumber of Forensiq impressions that were deemed to be IVT
If a Forensiq risk score of over 65 assigned, it is counted as IVT; A risk score of 65 means that the impression has potential IVT but doesn't necessarily mean it is fraud. 
IVT MetricsForensiq IVT %Percentage of Forensiq impressions that were deemed to be IVTForensiq IVT Imps / Forensiq ImpsA high percentage of IVT imps means you could look into the source.
IVT MetricsProtected ImpsNumber of impressions that were analyzed by Protected

IVT MetricsProtected IVT ImpsNumber of Protected impressions that were deemed to be IVT

IVT MetricsProtected IVT %Percentage of Protected impressions that were deemed to be IVTProtected IVT Imps / Protected Imps
Quality MetricsClicksNumber of times the viewer clicks on the ad

Quality MetricsCTRClick through %Clicks / Impressions
Quality Metrics25% CompletesNumber of times the ad is viewed to 25%

Quality Metrics50% CompletesNumber of times the ad is viewed to 50%

Quality Metrics75% CompletesNumber of times the ad is viewed to 75%

Quality Metrics100% CompletesNumber of times the ad is viewed to 100%

Quality MetricsCompletion %Percentage of Impressions that are viewed to 100%100% Completes / Impressions
Quality MetricsMoat Viewability %Percentage of Moat measurable impressions that were viewable for any amount of time

Quality MetricsMoat AVoC %Percentage of Moat measurable impressions where the ad played to completion and was both visible on-screen and audible on complete (AVOC %)

Quality MetricsMoat GroupM Viewability %Percentage of Moat measurable impressions where the video player is 100% in view, with the sound on, and the for the video to run for at least half of the duration (cumulative) of the video length

Quality MetricsIAS MRC Viewability %Percentage of IAS impressions that were viewable for any amount of time

Quality MetricsIAS GroupM Viewability %Percentage of IAS impressions where the video player is 100% in view, with the sound on, and the for the video to run for at least half of the duration (cumulative) of the video length

Response MetricsErrorsNumber of times that there is no demand tag fill in the waterfall
If errors are high, reexamine your demand, because the request is going all the way down the waterfall without being filled.
Response MetricsError %Percentage of usable requests that result in an errorErrors / Requests
Response MetricsTimeoutsNumber of times the player closes after VPAID has initialized and no ad is returned
If this number is high and the VPAID Window is high, your tag is given a long time to fill but never does; reexamine your demand. If this number is high and the VPAID Window is low, talk to your Supply Partner about why you are being timed out so quickly.
Response MetricsTimeout %Percentage of usable requests that result in a timeoutTimeouts / Requests
Response MetricsVPAID WindowAverage number of seconds that the VPAID is open before timing out without monetizing

Response MetricsSupply Response TimeAverage number of seconds before an impression is served

FinancialsRevenueRevenue

FinancialsMedia CostMedia Cost

FinancialsThird Party FeesThird Party Fees

FinancialsPartner Seg CostCost of partner segments
Partner segment CPM is displayed on the Partner Segments tab of the Targeting page
FinancialsTotal CostTotal Cost of media and third party feesMedia Cost + Third Party Fees
FinancialsProfit (Gross)Gross ProfitRevenue - Media Cost
FinancialsProfit (Net)Net ProfitRevenue - Total Cost
FinancialsMargin (Gross)Gross MarginGross Profit / Revenue
FinancialsMargin (Net)Net MarginNet Profit / Revenue
FinancialsRPMRevenue per thousand impressionsRevenue / (1,000 Impressions)
FinancialsRPMRRevenue per thousand requestsRevenue / (1,000 Requests )
FinancialsCPMCost per thousand impressionsCost / (1,000 Impressions)
FinancialsPPM (Gross)Gross Profit per thousand impressionsProfit / (1,000 Impressions)
FinancialsPPM (Net)Net Profit per thousand impressionsNet Profit / (1,000 Impressions)

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Demand Reports

These metrics are shown when including Demand dimensions or filters, on the Demand Tag page, and the Waterfall tab of a Supply Tag.

Category

MetricDefinitionCalculationTroubleshooting Notes
NumbersAd ReqsNumber of times a demand tag receives a request

NumbersAdsNumber of times a demand tag returns a non-empty VAST response
An impression cannot be served when there is no Ad returned. When the number of Ads is low, your demand partner is returning empty VAST responses. This usually happens when there is a misalignment in targeting or required macros are not being passed. Any demand tag macros must be implemented on the Supply Tag in order to be passed.
NumbersOpps

VPAID: Number of times the demand tag VPAID is initialized

VAST Only: Number of times a demand tag wins a broadcast and has a chance to serve



NumbersImpsNumber of times the ad request results in an impression

NumbersDuplicate Imps


NumbersStartsNumber of times the player starts an ad

CalculationsAd %Percentage of ad requests that result in an adAds / Ad RequestsWhen the Ad % is low, check with your demand partner to find out what is required to get a non-empty VAST response from their tag. This could be due to targeting misalignment or missing macros.
CalculationsOpp %Percentage of ad requests that result in an opportunityOpportunities / Ad Requests
CalculationsReq Fill %Percentage of ad requests that result in impressionsImpressions / Ad Requests
CacluationsEfficiency %Percentage of ads that result in impressionsImpressions / Ads
CalculationsOpp Fill %Percentage of demand tag opportunities that result in an impression.Impressions / Opportunities
IVT MetricsMoat ImpsNumber of impressions analyzed by Moat

IVT MetricsMoat Human ImpsNumber of Moat impressions filled by humans

IVT MetricsMoat Bot ImpsNumber of Moat impressions filled by bots

IVT MetricsMoat Human %Percentage of Moat impressions filled by humansMoat Human Imps / Moat Imps
IVT MetricsMoat Bot %Percentage of Moat impressions filled by botsMoat Bot Imps / Moat Imps
IVT MetricsForensiq ImpsNumber of impressions that were analyzed by Forensiq

IVT MetricsForensiq IVT ImpsNumber of Forensiq impressions that were deemed to be IVT
If a Forensiq risk score of over 65 assigned, it is counted as IVT; A risk score of 65 means that the impression has potential IVT but doesn't necessarily mean it is fraud. 
IVT MetricsForensiq IVT %Percentage of Forensiq impressions that were deemed to be IVTForensiq IVT Imps / Forensiq ImpsA high percentage of IVT imps means you could look into the source.
IVT MetricsIAS ImpsNumber of impressions that were analyzed by IAS

IVT MetricsIAS IVT ImpsNumber of IAS impressions that were deemed to be IVT

IVT MetricsIAS IVT %Percentage of IAS impressions that were deemed to be IVTIAS IVT Imps / IAS Imps
IVT MetricsProtected ImpsNumber of impressions that were analyzed by Protected

IVT MetricsProtected IVT ImpsNumber of Protected impressions that were deemed to be IVT

IVT MetricsProtected IVT %Percentage of Protected impressions that were deemed to be IVTProtected IVT Imps / Protected Imps
Quality MetricsClicksNumber of times the viewer clicks on the ad

Quality MetricsCTRClick through %Clicks / Impressions
Quality Metrics25% CompletesNumber of times the ad is viewed to 25%

Quality Metrics50% CompletesNumber of times the ad is viewed to 50%

Quality Metrics75% CompletesNumber of times the ad is viewed to 75%

Quality Metrics100% CompletesNumber of times the ad is viewed to 100%

Quality MetricsCompletion %Percentage of Impressions that are viewed to 100%100% Completes / Impressions
Quality MetricsMoat Viewability %Percentage of Moat impressions that were viewable for any amount of time

Quality MetricsMoat AVoC %Percentage of Moat impressions where the ad played to completion and was both visible on-screen and audible on complete (AVOC %)

Quality MetricsMoat GroupM Viewability %Percentage of Moat measurable impressions where the video player is 100% in view, with the sound on, and the for the video to run for at least half of the duration (cumulative) of the video length

Quality MetricsIAS MRC Viewability %Percentage of IAS impressions that were viewable for any amount of time

Quality MetricsIAS GroupM Viewability %Percentage of IAS impressions where the video player is 100% in view, with the sound on, and the for the video to run for at least half of the duration (cumulative) of the video length

Response MetricsErrorsNumber of times the demand tag errors - typically the demand tag does not have demand
Run a VAST Error Code report to see what kinds of Errors are occurring. Talk to your demand partners if Errors are high.
Response MetricsErrors %Percentage of requests that lead to an errorErrors / Ad Requests
Response MetricsTimeoutsNumber of times the demand tag is timed out by the VPAID
The demand tag is taking longer than 20 seconds to respond.
Response MetricsTimeout %Percentage of Ad Requests that result in a TimeoutTimeouts / Ad Requests
Response MetricsDemand Response TimeAverage number of seconds that a Demand tag takes to respond with an ad

Response MetricsVAST ResponsesNumber of VAST responses that are returned by the demand

FinancialsRevenueRevenue

FinancialsMedia CostMedia Cost

FinancialsThird Party FeesThird Party Fees

FinancialsTotal CostTotal Cost of Media and Third Party FeesMedia Cost + Third Party Fees
FinancialsProfit (Gross)Gross ProfitRevenue - Media Cost
FinancialsProfit (Net)Net ProfitRevenue - Total Cost
FinancialsMargin (Gross)Gross MarginGross Profit / Revenue
FinancialsMargin (Net)Net MarginNet Profit / Revenue
FinancialsRPMRevenue per thousand impressionsRevenue / (1,000 Impressions)
FinancialsRPMRRevenue per thousand requestsRevenue / (1,000 Requests)
FinancialsCPMCost per thousand impressionsCost / (1,000 impressions)
FinancialsPPM (Gross)Gross Profit per thousand impressionsGross Profit / (1,000 impressions(
FinancialsPPM (Net)Net Profit per thousand impressionsNet Profit / (1,000 impressions)
FinancialsScoreNet Revenue per 1,000,000 requests.1,000,000 * Profit / Ad Requests

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Bidder Reports

Bidder reports will be run when Bidder Accounts is selected as a filter or dimension or when filtering by Open RTB demand class or Deal ID.

CategoryMetricDescriptionCalculationTroubleshooting Notes
NumbersBid RequestsNumber of requests for a bid to a bidder within Programmatic Connect

NumbersBidsNumber of responses from a bidder which contain a bid

NumbersWinsNumber of times the bidder's response is choesn

NumbersImpsNumber of times an ad is served

CalculationsBid %Percentage of bid requests that result in a bidBids / Bid Requests
CalculationsBid fill %Percentage of bids that result in an impressionImps / Bids
CalculationsSell Through %Percentage of bid requests that result in an impressionImps / Bid Requests
CalculationsWin %Percentage of bid requests that result in a winWins / Bid Requests
CalculationsWin Fill %Percentage of wins that result in an impressionImps / Wins
IVT MetricsMoat ImpsNumber of impressions analyzed by Moat

IVT MetricsMoat Human ImpsNumber of Moat impressions filled by humans

IVT MetricsMoat Bot ImpsNumber of Moat impressions filled by bots

IVT MetricsMoat Human %Percentage of Moat impressions filled by humansMoat Human Imps / Moat Imps
IVT MetricsMoat Bot %Percentage of Moat impressions filled by botsMoat Bot Imps / Moat Imps
IVT MetricsForensiq ImpsNumber of impressions that were analyzed by Forensiq

IVT MetricsForensiq IVT ImpsNumber of Forensiq impressions that were deemed to be IVT
If a Forensiq risk score of over 65 assigned, it is counted as IVT; A risk score of 65 means that the impression has potential IVT but doesn't necessarily mean it is fraud. 
IVT MetricsForensiq IVT %Percentage of Forensiq impressions that were deemed to be IVTForensiq IVT Imps / Forensiq ImpsA high percentage of IVT imps means you could look into the source.
IVT MetricsIAS ImpsNumber of impressions that were analyzed by IAS

IVT MetricsIAS IVT ImpsNumber of IAS impressions that were deemed to be IVT

IVT MetricsIAS IVT %Percentage of IAS impressions that were deemed to be IVTIAS IVT Imps / IAS Imps
IVT MetricsProtected ImpsNumber of impressions that were analyzed by Protected

IVT MetricsProtected IVT ImpsNumber of Protected impressions that were deemed to be IVT

IVT MetricsProtected IVT %Percentage of Protected impressions that were deemed to be IVTProtected IVT Imps / Protected Imps
Quality MetricsClicksNumber of times the viewer clicks on the ad

Quality MetricsCTRClick through %Clicks / Impressions
Quality Metrics25% CompletesNumber of times the ad is viewed to 25%

Quality Metrics50% CompletesNumber of times the ad is viewed to 50%

Quality Metrics75% CompletesNumber of times the ad is viewed to 75%

Quality Metrics100% CompletesNumber of times the ad is viewed to 100%

Quality MetricsCompletion %Percentage of Impressions that are viewed to 100%100% Completes / Impressions
Quality MetricsMoat Viewability %Percentage of Moat impressions that were viewable for any amount of time

Quality MetricsMoat AVoC %Percentage of Moat impressions where the ad played to completion and was both visible on-screen and audible on complete (AVOC %)

Quality MetricsMoat GroupM Viewability %Percentage of Moat measurable impressions where the video player is 100% in view, with the sound on, and the for the video to run for at least half of the duration (cumulative) of the video length

Quality MetricsIAS MRC Viewability %Percentage of IAS impressions that were viewable for any amount of time

Quality MetricsIAS GroupM Viewability %Percentage of IAS impressions where the video player is 100% in view, with the sound on, and the for the video to run for at least half of the duration (cumulative) of the video length

Response MetricsBidder ErrorsNumber of times the bid request does not result in an impression

Response MetricsDemand Response TimeAverage number of seconds that a Demand tag takes to respond with an ad

FinancialsRevenueRevenue

FinancialsMedia CostMedia Cost

FinancialsThird Party FeesThird Party Fees

FinancialsTotal CostTotal Cost of Media and Third Party FeesMedia Cost + Third Party Fees
FinancialsProfit (Gross)Gross ProfitRevenue - Media Cost
FinancialsProfit (Net)Net ProfitRevenue - Total Cost
FinancialsMargin (Gross)Gross MarginGross Profit / Revenue
FinancialsMargin (Net)Net MarginNet Profit / Revenue
FinancialsRPMRevenue per thousand impressionsRevenue / (1,000 impressions)
FinancialsRPMRRevenue per thousand requestsrevenue / (1,000 requests)
FinancialsCPMCost per thousand impressionsCost / (1,000 Impressions)
FinancialsPPM (Gross)Gross Profit per thousand impressionsGross Profit / (1,000 Impressions)
FinancialsPPM (Net)Net Profit per thousand impressionsNet Profit / (1,000 Impressions)