This article will help you to better understand the most important marketing metrics and know exactly what they tell you about the performance of your campaigns. If you're looking to optimise your marketing strategy more effectively, read on and let's break down these concepts together!

Native advertising metrics

AV: (AD View) Number of ad impressions. Shows how many times an ad has been downloaded

VI: (Viewable Impression) The number of impressions displayed on the user screen, as recommended by the IAB

CT: (Click-through) Number of clicks. Determines the number of click-throughs to an ad.

CTR av (%): Ratio of click-throughs to AV = CT / AV

CTR vi (%): Ratio of click counts to Viewable Impression. It shows the click-through rate of how many of those who saw the ad clicked on it. The higher the CTR, the more eye-catching the ad, as more people click on it. = VI / AV

Metrics for native video impressions

CPV: (Cost Per View) Number of video views

IAB: The video was viewed for a minimum of 2 seconds, as defined by IAB Hungary

Half: How many users reached the halfway point of the video

Full: How many users watched the video

CTA: Number of click-throughs from the video

CTR cta: Percentage of click-throughs compared to CPV

General abbreviations

CPC: (cost per click) Cost per click

CPM: (cost-per-mile) Cost per thousand ad impressions (AV)

Landing: (Landing page) Landing page. The web page to which the user arrives after clicking on the ad.