Metrics Glossary



Campaign Delivery Metrics

Metric name Definition
Impressions The number of times that a user’s client (browser or mobile device) sent a ping to our ad server that creative content was requested and has started to download during the specified date range.

Considerations: If a user starts to load a webpage then closes the browser before the creative has started to download, an impression is not recorded.

Reference: https://support.google.com/dcm/table/6170532
Active View Viewable Impressions Number of impressions that were viewable with Active View.

Reference: https://support.google.com/dcm/table/6170532
Active View Measurable Impressions Number of impressions that were measurable with Active View.

Reference: https://support.google.com/dcm/table/6170532
Active View: % Viewable Impressions (Viewability) Percentage of viewable impressions out of all measurable impressions, calculated as:

(Active View Viewable Impressions / Active View Measurable Impressions) × 100

Reference: https://support.google.com/dcm/table/6170532
Total Media Cost (Total Cost) Total Media Cost is the addition of the cost of impressions for the specified time range, based on the schedule and pricing information for the campaign, including partner costs and the AdLingo fees. Reported in Advertiser currency.

Reference: This is equivalent to the Total Media Cost in DV360.
Effective CPM (CPM) The cost of serving 1000 impressions, calculated as:

(Total Cost * 1,000) / Impressions
Currency code The currency that corresponds to the Total Cost. Expressed in three-letter ISO currency code.
Cost per Engaged Conversation (CPEC) The average cost per Engaged Conversation, calculated as:

(Total Cost / Engaged Conversations) × 100



Conversation Engagement Metrics

Metric name Definition
Engaged Conversations (EC) Number of Impressions with at least one User Utterance.

User Utterances (UU) User Utterances are counted when the user sends a message either by typing or tapping on an element on the screen. Exit actions (eg. click to landing page) are not counted as an utterance. UU are capped at 50 per session.
User Clickouts (UC) User initiated exits to an advertiser landing page in the reporting period. Clickouts can be initiated in the header menu or via in-conversation links. UC is the addition of these two types of clickouts.

Privacy information clicks are not counted.
In-conversation Clickouts (ICC) User initiated exits to an advertiser landing page in the reporting period, via in-conversation links.
Header Clickouts User initiated exits to an advertiser landing page in the reporting period, via a link in the header menu.

Privacy information clicks are not counted.
User Interactions User interactions counts utterances (UU) and in-conversation user clickouts (ICC). It does not include clickouts initiated via the header menu.
Average User Interactions (AUI) The average number of user interactions when users engage in a conversation with the virtual agent. It represents the average conversation depth, calculated as:

User Interactions / Engaged Conversations
Engaged Conversation Rate (ECR) It indicates the rate at which users engage with the virtual agent in the ad out of the number of impressions, calculated as:

(Engaged Conversations / Impressions) × 100
Average Engaged Conversation Time (AECT) Average time users spend in a conversation measured in seconds, calculated as:

Total Conversation Time / Engaged Conversations

Conversation time is defined as the time between the moment a conversation is engaged (the first message coming from the user to the virtual agent) and the last user interaction (User Utterances, User Clickout, or Ad closed). If a user does not interact with the virtual agent, the time is not calculated. Conversation time is capped at 20 minutes.



Supported Dimensions

Dimension Definition
Date The date for the metric presented in the report, in YYYY-MM-DD format. UTC timezone.
Insertion Order The Display & Video 360 name for the insertion order related to the event.
Line item The Display & Video 360 name for the line item related to the event.



Deprecated Metrics & Dimensions

The following metrics are no longer available in AdLingo reports.

Name Definition
Initiated Conversations (IC) Number of conversations opened by users (aka. chat sessions) in the reporting period.
Viewable CPM (vCPM) The cost of serving 1000 Active View Viewable Impressions, calculated as:

(Media cost * 1,000) / Active View Viewable Impressions
Cost per Initiated Conversation The cost per Initiated Conversation, calculated as:

Total Media Cost / Total Initiated Conversations
Initiated Conversation Rate (ICR) Indicates the rate at which users open conversations out of the number of ads shown to them, calculated as:

(Initiated Conversations / Impressions) × 100
Viewable Initiated Conversation Rate (vICR) Indicates the rate at which users open conversations out of the number of ads viewable by them, calculated as:

(Initiated Conversations / Active View Viewable Impressions) × 100
Average User Utterances (AUU) per Engaged Conversation

[Conversation Depth]
The average number of user utterances when users engage in a conversation with the chatbot. It represents the average conversation depth, and is calculated as:

User Utterances / Engaged Conversations