Key Metrics
Delivery Metrics
Impressions
Reach and Frequency
Viewability
Engagement Metrics
Clicks and CTR
Video completion rates
Engagement rate
Conversion Metrics
Conversions
Cost per acquisition (CPA)
Return on ad spend (ROAS)
Attribution Models
Last Click: Credit goes to final touchpoint
First Click: Credit goes to first touchpoint
Linear: Equal credit across all touchpoints
Time Decay: More credit to recent touchpoints
Data-Driven: Algorithmic distribution based on actual contribution
Key Terminology
Viewability
The percentage of ad impressions that were actually viewable to users (typically 50% of pixels in view for 1+ seconds).
Attribution
The process of determining which advertising touchpoints contributed to a conversion.
ROAS
Return on Ad Spend. Revenue generated divided by advertising cost.