Line item KPIs

overview a line item key performance indicator (kpi) is a measurable value that helps gauge the success and effectiveness of a particular activity in a campaign kpis are used to track and assess the performance of various strategies, and provide insight into specific areas that may require improvement or optimization you'll set the line item kpis when you add a line item docid\ bqlb0juizijknfpb tsim kpis ad manager line item kpis are defined below \<font color="#f3f4f6">kpi\</font> \<font color="#f3f4f6">description\</font> audience quality (aq) the percentage of the total population, reached by a campaign, who fit a specific demographic profile aq answers the question "are we successfully targeting the intended demographic (as defined by a third party measurement vendor)?" formula (audience reach / total reach) x 100% brand safety rate the percentage of a campaign's total impressions that are served in environments considered appropriate and safe for the brand's image and reputation it answers the question "what percentage of my ads appeared alongside content that aligns with my brand's values, and doesn't pose a risk to its reputation?" formula (total brand safe impressions / total measured impressions) x 100% click through rate (ctr) the percentage of people who click on an ad after seeing it formula (total clicks / total impressions) x 100% conversion rate (cvr) the percentage of users who complete a desired action, such as making a purchase or filling out a form, after interacting with an ad this is known as a "conversion " formula (number of conversions / number of impressions) x 100% cost per action (cpa) the average cost an advertiser pays to generate a single, specific, and valuable user action as a result of an ad campaign an "action" is a pre defined conversion event that is specified as the primary goal of the campaign the action can vary widely depending on the advertiser's objectives formula total ad spend / total number of actions cost per action attributed (cpa att) the cost of a specific user action directly attributed to an advertising campaign this kpi is a more specific version of cpa formula total ad spend / total number of actions cost per action lookalike (cpa lal) the cost of generating a conversion action specifically from the group of users targeted via a lookalike model formula total ad spend on lookalike audience / total number of actions attributed to lookalike audience cost per action retargeting (cpa rtg) the cost of generating a conversion action specifically from the group of users who were re engaged via a retargeting strategy formula total ad spend on retargeting audience / total number of actions attributed to retargeting audience cost per click (cpc) the amount an advertiser pays for a single click on one of their ads formula total cost of clicks / total number of clicks cost per completed view (cpcv) the amount an advertiser pays each time a video ad is viewed to completion formula total ad spend / total number of completed views cost per impression (cpm) the cost an advertiser pays for 1,000 ad impressions it's a core metric for evaluating the cost efficiency of campaigns, where the primary goal is to maximize ad exposure and reach formula (total ad spend / total impressions) x 1,000 cost per incremental visit (cpiv) the cost of generating a new, real world visit to a physical location (such as a retail store or restaurant) that would not have occurred without the influence of an ad campaign it's considered a gold standard metric for foot traffic campaigns because it isolates the true, causal impact of advertising by filtering out customers who would have visited the location anyway formula total ad spend / total number of incremental visits cost per rich media engagement the average cost for a single, specific interaction (an "engagement") with a rich media ad unit this kpi is used to evaluate the cost efficiency of interactive ad formats, where the goal is to capture a user's active attention and prompt them to interact with the creative itself formula total ad spend / total rich media engagements cost per rich media expansion the average cost an advertiser pays for a user to actively expand a rich media ad unit it's a specific type of cost per engagement, where the "engagement" is the expansion event itself formula total ad spend / total number of rich media expansions cost per viewable impressions the cost an advertiser pays for 1,000 impressions that are confirmed as "viewable" by a third party verification service it's a pricing model and performance metric that advances beyond a cpm, by ensuring payment is only for ads that had an opportunity to be seen by the user formula (total ad spend / total viewable impressions) x 1,000 cost per visit (cpv) the average cost to generate a single user visit to an advertiser's website or landing page from an ad this is a primary kpi for campaigns focused on driving online traffic formula total ad spend / total site visits measurement study this is not a single, specific formula instead, it's a classification used for a campaign where the primary measure of success is the result of a specialized analysis conducted by a third party measurement vendor the purpose of using a measurement study as the primary kpi is to quantify the impact of advertising on consumer behavior that occurs offline or can't be tracked with a simple pixel this allows advertisers to understand the true return on investment by connecting ad exposure to tangible business results reach the total number of unique individuals or households who were exposed to an advertising campaign at least once within a specified period reach answers the question "how many different people had an opportunity to see my ad?" formula total number of unique individuals / households exposed to ad return on advertising spend (roas) the amount of gross revenue generated for every dollar spent on an advertising campaign roas answers the question "for every dollar i put into this campaign, how many dollars of revenue did i get back?" formula total revenue generated by ad campaign / total cost of ad campaign rich media engagement the percentage of rich media impressions that resulted in a user interacting with the dynamic features of the ad unit the interactions that count as an "engagement" are tracked by a third party ad server and can include playing, pausing, or muting an embedded video swiping through a photo gallery within the ad interacting with a mini game or product configurator hovering the mouse over the ad for a specified period formula (total rich media engagements / total impressions) x 100% rich media expansion rate the percentage of impressions that resulted in a user actively expanding an expandable rich media ad unit it's the primary metric for evaluating the effectiveness of the initial banner in an expandable ad creative formula (total banner engagements / total banner unit views) x 100% video completion rate (vcr) the percentage of video ad that are viewed to their completion formula (total number of video completions / total number of video impressions) x 100% viewability rate the percentage of ad impressions that were actually visible or had the opportunity to be seen by users formula (total viewable impressions / total measured impressions) x 100%