Understand report metrics

Visits count tracked arrivals. Clicks count tracked offer clicks. Conversions count events marked Count as conversion in your campaign. Use the same dates, campaigns, and filters for the counts and amounts in a formula.

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Read one funnel from arrival to profit

A campaign has 1,000 Visits, 200 Clicks, 20 Conversions, USD 300 Revenue, and USD 100 Cost.

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Counts and monetary totals

Repeated offer clicks count separately in Clicks. Two clicks from the same visitor in one campaign can contribute Clicks = 2 and uClicks = 1. Conversions is an event count. If two stages for one order both count as conversions, the order contributes two. Suspicious % includes detected bots, non-browser clients, and visits with other suspicious signals. It is not a count of rejected orders or a guaranteed measure of fraud. Hover over or select a nonzero Suspicious % value to see the categories and visit counts for that row or total. A visit can appear in more than one category. Details unavailable means the visit has no available category. With the tracking script installed, Suspicious % can also include Browser signals.

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Percentage formulas

Repeated conversion events can make a conversion rate exceed 100%.

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Earnings and cost per action

For the example campaign, EPV is USD 0.30, EPC is USD 1.50, and CPA is USD 5.00. The report’s CPC is USD 0.50 because it divides by 200 tracked offer clicks. A source that bills 1,000 ad clicks uses a different denominator.

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Event-specific columns

Each Event ID from 1 to 10 has four columns: For Event 2, use event2, revenue2, cost2, and value2. Use these columns to compare stages without counting each stage as a conversion. They keep their recorded amounts when Affects Revenue or Affects Cost is off, or after a cost correction.

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Interpret unique metrics carefully

Unique metrics estimate distinct visitors within each campaign for the selected dates and filters. The same person can count separately in different campaigns. Do not add unique counts across overlapping groups. A visitor can appear in several dates or offers while counting once in the combined report.

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Distinguish zero from an undefined rate

A displayed 0% ROI with zero cost does not establish that the campaign broke even. Check the counts and amounts used in a rate before drawing conclusions from it. Totals recompute rates from total counts and amounts. They do not average row percentages. One row with 1 conversion from 2 visits and another with 9 from 90 visits produce total CV 10 / 92 × 100 = 10.87%. For your own formula, see Custom metrics.