DCM Metrics in Ads Reporting
Updated
Leverage this detailed list of all DCM metrics available in Sprinklr's Ads Reporting to operate the reporting dashboard better.
Given below is a list of all DCM metrics, along with their descriptions:
DCM Metric Name | Sprinklr Name | Description |
Active View: Eligible Impressions | DCM Active View Eligible Impressions | The total number of impressions that were eligible to measure viewability. An impression is eligible if the ad unit has a supported creative format and tag type. |
Active View: Impressions Distribution (Not Measurable) | DCM Active View Impression Distribution Not Measurable | Percentage of eligible impressions where measurement was attempted but failed. |
Active View: Impressions Distribution (Not Viewable) | DCM Active View Impression Distribution Not Viewable | Percentage of eligible impressions where measurement was attempted, succeeded, and the ad was deemed non-viewable. |
Active View: Impressions Distribution (Viewable) | DCM Active View Impression Distribution Viewable | Percentage of measurable impressions where measurement was attempted, succeeded, and the ad was deemed viewable. |
Active View: Measurable Impressions | DCM Active View Measurable Impressions | The total number of impressions that were measurable with Active View. An ad is measurable when the Active View tag can capture viewability data about the impression and communicate that data to the DoubleClick servers. |
Active View: Not Measurable Impressions | DCM Active View Not Measurable Impressions | The total number of impressions that were not measurable with Active View. An ad is not measurable when the Active View tag fails to capture viewability information about the impression. |
Active View: Not Viewable Impressions | DCM Active View Not Viewable Impressions | Total number of impressions that were measured but deemed not viewable. |
Active View: % Measurable Impressions | DCM Active View Percentage Measurable Impressions | Percentage of impressions that were measurable with Active View, out of the total number of Active View eligible impressions, calculated as: (measurable impressions ÷ eligible impressions) × 100. |
Active View: % Viewable Impressions | DCM Active View Percentage Viewable Impressions | The percentage of viewable impressions out of all measurable impressions, calculated as (Viewable Impressions) / (Measurable Impressions). For example, say the ads on your site had 100 measurable impressions. That means there were 100 impressions where Active View tags were able to measure viewability. If only 10 of those 100 impressions were measured as viewable, then the site would have 10% viewable impressions. |
Active View: Viewable Impressions | DCM Active View Viewable Impressions | The number of impressions on the site that were viewable out of all measurable impressions. |
Click-through Revenue | DCM Activity Click Through Revenue | The total amount of revenue attributed to click-through conversions. Revenue is calculated for Floodlight sales activities. |
Click-through Transaction Count | DCM Activity Click Through Transaction Count | Conversions that are attributed to an ad that was displayed and are clicked. |
Activity Delivery Status | DCM Activity Delivery Status | For each placement, the percentage of Floodlight activities (conversions) booked for the specified time period that have actually been delivered, calculated as:\n(Total conversions / Booked activities) x 100%.This value only applies to placements with a CPA cost structure. |
Activity Per Click | DCM Activity Per Click | For each Floodlight activity, the average number of activities (conversions) that result from one click, calculated as:Activities ÷ Clicks. |
Activity Per Thousand Impressions | DCM Activity Per Thousand Impressions | For each Floodlight activity, the average number of activities (conversions) that result from 1000 impressions, calculated as:Activities ÷ (Impressions ÷ 1000). |
Total Revenue | DCM Activity Total Revenue | The total amount of revenue attributed to all conversions in the reporting period, including both click-through and view-through conversions. Revenue is calculated for Floodlight sales activities. |
Transaction Count | DCM Activity Total Transaction Count | undefined |
View-through Revenue | DCM Activity View Through Revenue | The total amount of revenue attributed to view-through conversions. Revenue is calculated for Floodlight sales activities. |
View-through Transaction Count | DCM Activity View Through Transaction Count | Conversions that are attributed to an ad that was displayed but not clicked on. |
Booke Activities | DCM Booked Activities | The number of Floodlight activities booked for each placement in the report, adjusted for the time period specified. Add this metric to report on placements that are associated with a CPA cost model. |
Booked Clicks | DCM Booked Clicks | The number of clicks booked for each placement in the report, adjusted for the time period specified. Add this metric to report on placements that are associated with a CPC cost model. |
Booked Impressions | DCM Booked Impressions | The number of impressions booked for each placement in the report (known as "booked impression units"), adjusted for the date range of the report.Example equation: Booked impressions = (booked impression units)/(number of days for which they are booked) x (number of days of the report). |
Click Delivery Status | DCM Click Delivery Status | For each placement, the percentage of clicks booked for the specified time period that have actually occurred, calculated as: (Delivered clicks / Booked clicks) x 100%\nThis value only applies to placements with a CPC cost structure. |
Click Rate | DCM Click Rate | The percentage of impressions that result in users clicking an ad, calculated as: (Clicks / Impressions) × 100%. For example, if an ad delivers 500,000 impressions and receives 6000 clicks, the click rate is 1.2%. Accredited by the Media Rating Council. |
Cost Per Activity | DCM Cost Per Activity | For each Floodlight activity, the media cost per user activity (conversion), calculated as: Total Media Cost / Total Floodlight Activities Recorded. |
Cost Per Click | DCM Cost Per Click | The media cost per user click, calculated as: Media Cost / Clicks. |
Cost Per Revenue | DCM Cost Per Revenue | The media cost for each unit of revenue recorded, calculated as: Media Cost / Revenue. |
-- | DCM Dbm Cost | Cost associated with DoubleClick Bid Manager (Dbm). |
-- | DCM Dbm Cost Usd | DBM cost is a composite value that represents the amount of money spent to purchase impressions from exchanges, plus any additional markups from Display & Video 360, partners, or third parties, as well as various other costs. |
Effective CPM | DCM Effective Cpm | The amount of revenue per 1000 impressions that is generated by your ads, calculated as: Media cost / (1,000 x Impressions). |
Impression Delivery Status | DCM Impression Delivery Status | For each placement, the percentage of impressions booked for the specified time period that have actually occurred, calculated as:(Delivered impressions / Booked impressions) x 100%.This value only applies to placements with a CPM cost structure. |
Media Cost | DCM Media Cost | The cost of all impressions, clicks, and activities during the specified date range, based on the schedule and pricing information that was entered for each placement. |
Paid Search Action Conversion | DCM Paid Search Action Conversion Percentage | The number of actions divided by the number of paid search clicks. Actions are non-revenue conversions-such as catalog subscriptions-that were recorded by Floodlight counter activities. |
Paid Search Actions | DCM Paid Search Actions | The number of non-revenue conversions - such as email subscriptions - that were recorded by Floodlight counter activities and attributed to paid search ads. |
Floodlight: Paid Search Average Cost Per Action | DCM Paid Search Average Cost Per Action | The average cost per action (CPA) of paid search, which is the amount spent on paid search clicks per action that a customer performs. An action is a non-revenue conversion—such as a catalog subscription—that is recorded by a Floodlight counter activity. |
Floodlight: Paid Search Average Cost Per Transaction | DCM Paid Search Average Cost Per Transaction | The average cost per transaction (CPT) of paid search, which is the amount you spend on paid search clicks per transaction that a customer performs. A transaction is a conversion recorded by a Floodlight sales activity; depending on how they\'re set up, sales activities can count a single purchase as more than one transaction. |
Floodlight: Paid Search Average CM360 Transaction Amount | DCM Paid Search Average Dfa Transaction Amount | The average amount of money per transaction (that is, conversion) that is recorded by a Floodlight sales activity and attributed to a paid search click. The average amount is calculated by dividing the total sales amount by the total number of transactions (conversions); depending on how they\'re set up, sales activities can count a single purchase as more than one transaction. |
Paid Search Average Position | DCM Paid Search Average Position | The average position (or rank) of a paid search ad, which describes how the ad ranks against other ads in terms of where they appear on the search results page. For example, a value of 1 equals position 1, and a value of 1.7 equals an average position between 1 and 2. |
Paid Search Click Rate | DCM Paid Search Click Rate | The percentage of paid search impressions that result in users clicking an ad, calculated as: (Paid search clicks ÷ Paid search impressions) × 100%. |
Paid Search Clicks | DCM Paid Search Clicks | The number of times that users clicked on a paid search ad during the specified date range, as reported by a search engine. |
Paid Search Cost | DCM Paid Search Cost | The total fees for clicks on paid search ads during the specified date range. |
Paid Search Impressions | DCM Paid Search Impressions | The number of times a paid search ad was shown. |
Paid Search Revenue | DCM Paid Search Revenue | The amount of revenue recorded from Floodlight conversions attributed to paid search ads. |
Paid Search Spend Per Transaction Revenue | DCM Paid Search Spend Per Transaction Revenue | The ratio of paid search cost to paid search revenue, calculated as: Paid search cost / Paid search revenue. |
Paid Search Transaction Conversion Percentage | DCM Paid Search Transaction Conversion Percentage | The number of transactions (conversions) recorded by Floodlight sales activities divided by paid search clicks. |
Paid Search Transaction Revenue | DCM Paid Search Transaction Revenue Per Spend | The ratio of paid search revenue to paid search cost, calculated as: Paid search revenue ÷ Paid search cost. |
Paid Search Transactions | DCM Paid Search Transactions | The number of sales conversions attributed to paid search ads, as recorded by Floodlight sales activities. |
Paid Search Visits | DCM Paid Search Visits | The number of clicks on paid search ads that DoubleClick Search has successfully recorded and forwarded to an advertiser\'s landing page. Note that search engines report "paid search clicks," while DoubleClick Search reports "paid search visits." The number of clicks differs from the number of visits when landing pages are unavailable, perhaps due to incorrect landing page URLs, connectivity problems, or spam filtering. |
Planned Media Cost | DCM Planned Media Cost | The media cost that would be expected based on the pricing information you enter for each placement in DoubleClick for Advertisers. |
Revenue Per Click | DCM Revenue Per Click | For each user click, the average amount of revenue recorded by each Floodlight sales activity, calculated as: Revenue ÷ Clicks. |
Revenue Per Thousand Impressions | DCM Revenue Per Thousand Impressions | For each user click, the average amount of revenue recorded by each Floodlight sales activity, calculated as: Revenue ÷ (Impressions ÷ 1000). |
Rich Media: Average Display Time | DCM Rich Media Average Display Time | The average amount of time, in seconds, that Rich Media creatives were displayed to users during the specified date range. For creatives that include both an in-page element and an external element (Rich Media in-page with floating and Rich Media image with floating), only the display time for the external element is included. For Rich Media expanding creatives, display time is counted even when the creative is not expanded. For Floating with reminder creatives, the display time for the floating element is counted. |
Rich Media: Average Explansion Time | DCM Rich Media Average Expansion Time | For Rich Media Expanding creatives, the average amount of time, in seconds, that each expanded creative was displayed in its expanded state. Only one expansion is counted per impression. If a user expands a creative, closes it, and expands it again, the expansion time is cumulative.Once the creative has been displayed for more than 20 minutes, no further expansion time is counted. |
Rich Media: Full-Screen Average View Time | DCM Rich Media Average Full Screen View Time | For Rich Media creatives that contain video that can be expanded to full-screen mode, the average amount of time that the video played full-screen. Only one full-screen impression is counted per impression. If a user expands to full-screen mode, then returns to standard mode, then expands to full-screen again, the full-screen time is cumulative. Time is only counted when the video is playing, not when the video is paused.Once the creative has been displayed for more than 20 minutes, no further full-screen time is counted.The full-screen average view time does not take into account Rich Media impressions for which no full-screen impression was recorded. |
Rich Media: Average Interaction Time | DCM Rich Media Average Interaction Time | The average amount of time, in seconds, that each user interaction with a Rich Media creative lasted. An interaction is counted when a user moves the mouse cursor over the creative. To ensure that accidental mouse movements aren't counted, interactions that last less than 1 second are discarded. |
Rich Media: Video Average View Time | DCM Rich Media Average Video View Time | The average amount of time that an ad clip was played. For example, if a 20-second clip is played by one user for 20 seconds and a second user for 10 seconds, then the average time is calculated as 15.00 seconds. The event is logged when the user plays the ad clip to completion, stops play of the ad clip, or rewinds it. Video Average View Time can\'t be longer than the duration of the ad clip itself. |
Rich Media: Backup Images | DCM Rich Media Backup Images | The total number of times that a backup image was served in place of an HTML5 asset during the specified date range. |
Rich Media: Click Rate | DCM Rich Media Click Rate | The percentage of Rich Media impressions that result in users clicking an ad, calculated as:(Rich Media clicks ÷ Rich Media impressions) × 100%. |
Rich Media: Clicks | DCM Rich Media Clicks | The number of times that users clicked on a rich media creative during the specified date range. A click is recorded even if the user does not actually reach the landing page. For example, if a user clicks on an ad, then closes the browser before the landing page loads, a click is still recorded. |
Rich Media: Code Serves | DCM Rich Media Code Serves | The number of times that the code for Rich Media creatives has been served to users during the specified date range.The code serves metric is only relevant for interstitial or video creatives. |
Rich Media: Custom Average Time | DCM Rich Media Custom Average Time | The average amount of time, in seconds, of Rich Media custom timers recorded during the specified date range. Custom timers are only reported when added by the creative developer. |
Rich Media: Custom Counters | DCM Rich Media Custom Counters | This metric counts the number of times that a user interacts with any part of a Rich Media ad in a specified way (mouse-overs, mouse-outs, click-ins, data loading, keyboard entries, etc.). Anything that can be captured by the creative code can be recorded with a counter. By default, only one counter event is counted per impression (except for exit links, which are counted every time). However, the designer can override this default to allow multiple events to be counted within a single impression. |
Rich Media: Custom Exits | DCM Rich Media Custom Exits | Rich Media custom events that take place when a user clicks on or otherwise interacts with a Rich Media creative in a way that takes the user to a new webpage. |
Rich Media: Custom Timers | DCM Rich Media Custom Timers | The time during which a user views and interacts with a specified part of a rich media ad. A creative can have multiple timer events, each timed independently. |
Rich Media: Total Display Time | DCM Rich Media Display Time | The total amount of time, in seconds, that the Rich Media ad is displayed to users. For ads with multiple assets (for example, a Rich Media In-Page with Floating ad), the total display time is only counted for the out-of-banner asset. |
Rich Media: Expansion Time | DCM Rich Media Expansion Time | For Rich Media Expanding creatives, the average amount of time, in seconds, that each expanded creative was displayed in its expanded state. Only one expansion is counted per impression. If a user expands a creative, closes it, and expands it again, the expansion time is cumulative. |
Rich Media: Expansions | DCM Rich Media Expansions | The number of impressions of Rich Media Expanding creatives in which the creative was expanded. Only one expansion is counted per impression. |
Rich Media: Full-Screen Impressions | DCM Rich Media Full Screen Impressions | The number of Rich Media impressions during which a video played in full-screen mode. Only one full-screen impression is counted per impression, even if the user expands to full-screen mode, then returns to standard mode, then expands to full-screen again. |
Rich Media: Full-Screen Video Completions | DCM Rich Media Full Screen Video Completes | The number of impressions for which an ad clip played to completion. An event is logged once, and if the user restarts the clip, it\'s not counted again. Additionally, a completion will be logged even if the user skips some of the video, as long as the endpoint is played. |
Rich Media: HTML5 Impressions | DCM Rich Media Html5Impressions | The number of impressions delivered of rich media HTML5 creatives and display creatives with HTML5 assets. |
Rich Media: Impressions | DCM Rich Media Impressions | Impressions of Rich Media creatives. |
Rich Media: Interaction Rate | DCM Rich Media Interaction Rate | The ratio of Rich Media ad interactions to the number of times the ad was displayed. This number is reached using the following calculation:\nRich Media interactive impressions / Rich Media impressions. |
Rich Media: Total Interaction Time | DCM Rich Media Interaction Time | The total amount of time, in seconds, that users interacted with a Rich Media ad. This number is reached using the following calculation.\nRich Media interaction time × Rich Media interactive impressions. |
Rich Media: Total Interactions | DCM Rich Media Interactions | The total number of custom and standard events that are triggered when a user interacts with a Rich Media ad. This number is reached by totaling all custom counter, exit, and timer events, as well as standard events triggered upon user interaction, such as video plays, video mutes, Rich Media expansions, Rich Media interactive impressions, and Rich Media closes. |
Rich Media: Interactive Impressions | DCM Rich Media Interactive Impressions | The number of impressions that occurred when a user interacted with a Rich Media ad. |
Rich Media: Manual Closes | DCM Rich Media Manual Closes | The number of times that a user manually closes a Floating, Expanding, or In-Page with Floating ad.This metric is not tracked automatically by Rich Media. The ad designer must add the necessary event function to a Close button in order for this metric to be tracked. |
Rich Media: Video Companion Clicks | DCM Rich Media Video Companion Clicks | Track the first click on any companion banner. This is a unique number and fires a maximum of once per impression. This reporting metric is no longer in use. |
Rich Media: Video Completions | DCM Rich Media Video Completions | The number of impressions for which an ad clip played to completion. An event is logged once, and if the user restarts the clip, it's not counted again. |
Rich Media: Video First Quartile Completions | DCM Rich Media Video First Quartile Completes | The number of impressions for which an ad clip played to the end of the first quarter of the video's total length. An event is logged once per impression. If the user restarts the clip, it's not counted again. Additionally, if the user skips over the first-quartile point in the video, no first quartile completion is logged. |
Rich Media: Video Full-Screen | DCM Rich Media Video Full Screens | The number of impressions for which an ad clip was played in full-screen mode. An event is logged only once per impression. |
Rich Media: Video Interaction Rate | DCM Rich Media Video Interaction Rate | The ratio of Rich Media ad interactions to the number of times the ad was displayed. This number is reached using the following calculation:\nRich Media interactive impressions ÷ Rich Media impressions. |
Rich Media: Video Intercations | DCM Rich Media Video Interactions | The number of custom and standard events that were triggered when users interacted with Rich Media creatives. This number is reached by totaling all custom counter, exit, and timer events, as well as standard events triggered upon user interaction, such as video plays, video mutes, expansions, and so on. |
Rich Media: Video Midpoints | DCM Rich Media Video Midpoints | The number of impressions for which an ad clip played to the midpoint of the video's total length. An event is logged once, and if the user restarts the clip, it's not counted again. Additionally, if the user skips over the midpoint in the video, no midpoint is logged. |
Rich Media: Video Mutes | DCM Rich Media Video Mutes | The number of impressions for which the ad was muted. The action is counted even if the user mutes the ad before the video plays. One mute is counted per impression, even if the user mutes and unmutes the video multiple times. Only video player mutes are counted. Instances where the user muted their computer operating system, or audio hardware, are not counted unless the video player is also controlled by that action. |
Rich Media: Video Pauses | DCM Rich Media Video Pauses | The number of impressions for which the user paused the video clip in the ad. Only one pause is counted per impression, even if the user paused and restarted the video multiple times. |
Rich Media: Video Plays | DCM Rich Media Video Plays | The number of served video impressions, counted when the video clip was played or started. Only one video play is counted, even if the user stopped and restarted the video. This metric is also known as "video starts." |
Rich Media: Video Replays | DCM Rich Media Video Replays | The number of impressions for which a user restarted a video clip after it was stopped or paused. Only one replay is counted per impression, even if the user stopped and restarted the video multiple times. |
Rich Media: Video Skips | DCM Rich Media Video Skips | The number of times a user has skipped a video clip that was playing. |
Rich Media: Video Stops | DCM Rich Media Video Stops | The number of impressions for which a user stopped a video clip that was playing. Only one stop is counted per impression, even if the user restarted and stopped the video multiple times. |
Rich Media: Video Third Quartile Completions | DCM Rich Media Video Third Quartile Completes | The number of impressions for which an ad clip played to the end of the third quarter of the video's total length. An event is logged once, and if the user restarts the clip, it's not counted again. Additionally, if the user skips over the third-quartile point in the video, no third quartile completion is logged. |
Rich Media: Video Unmutes | DCM Rich Media Video Unmutes | The number of impressions for which mute was turned off to allow the video's sound to be played. An unmute is counted even if the user unmutes the ad before the video plays. One unmute is counted per impression, even if the user mutes and unmutes the video multiple times. Only video player unmutes are counted. Instances where the user unmuted their computer operating system, or audio hardware, are not counted unless the video player is also controlled by that action. |
Rich Media: Video View Rate | DCM Rich Media Video View Rate | The percentage of the ad clip that was played. For example, if a user plays 20 seconds of a 30-second ad clip, then the rate is reported as 66.66%. |
Rich Media: Video Views | DCM Rich Media Video Views | The number of impressions for which a video clip was played. An event is logged only once per impression, even if the video is played multiple times. The user doesn\'t need to play the entire clip; if any portion is played, including if the video was autoplayed, an event is logged. |
Roadblock Impressions | DCM Roadblock Impressions | The number of impressions recorded for the primary placement within a roadblock. |
Video Companion Clicks | DCM Video Companion Clicks | Track the first click on any companion banner. This is a unique number and fires a maximum of once per impression. This reporting metric is no longer in use. |
Rich Media: Video Companion Views | DCM Video Companion Impressions | The number of impressions recorded for companion creatives, which are additional creatives that accompany in-stream video and VPAID creatives. |
Rich Media: Full-Screen Video Plays | DCM Rich Media Full Screen Video Plays | The number of impressions for which an ad clip was played in full-screen mode. An event is logged only once per impression. |
Click-through Conversions | DCM Activity Click Through Conversions | All conversions in the reporting period that are attributed to a click on an ad.Cross-Environment will also include when Floodlight attributed a click to one device or environment, then recorded a conversion on a different device or environment. |
View-through Conversions | DCM Activity View Through Conversions | Conversions that are attributed to an ad that was displayed but not clicked on.Cross-Environment will also include when Floodlight attributed an impression to one device or environment, then recorded a conversion on a different device or environment. |
Total Conversions | DCM Activity Total Conversions | All conversion events in the reporting period, including both click-through and view-through conversions.Cross-Environment will also include when Floodlight attributed an impression or click to one device or environment, then recorded a conversion event on a different device or environment. |
Impressions | DCM Impressions | The number of times that a user's browser requested and was sent an ad during the specified date range. An impression is recorded each time the ad servers receive a request and decided to serve an ad, regardless of whether a creative was subsequently delivered. |
Clicks | DCM Clicks | The number of times that users clicked on a creative during the specified date range. A click is recorded even if the user does not actually reach the landing page. For TrueView ads, this is the number of clicks on a call to action that leads to a destination URL. These are clicks that lead outside of the video. |