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Everflow Metrics Dictionary
Everflow Metrics Dictionary

SERIES:

Everflow Metrics Dictionary

Learn how to understand and track your marketing performance with this complete guide to Everflow's metrics and analytics terms.

On This Page

Overview

This guide explains all the key metrics you'll see in Everflow. It covers everything from basic click tracking to advanced conversion tracking.

You'll learn what each number means and how to use it to make better marketing decisions.

Examples of available metrics in the Offer report.

Click Tracking

Metric Definition Clicks Recorded when a User clicks an Everflow Partner Tracking Link. By default, this means the sum of Unique Clicks and Duplicate Clicks.* Unique Click A click defined as unique based on the Unique Session Identifier setting in the Offer. Duplicate Clicks Clicks that are counted as duplicates based on your Unique Session Identifier and Duration settings. These are managed at the Offer level under the Tracking & Controls tab. Invalid Clicks Clicks that fail the Offer's criteria. Gross Clicks The total of all clicks, including Unique, Duplicates, and Invalid clicks. Total Clicks All valid clicks (Unique + Duplicate clicks only).
By default, Everflow counts both Unique and Duplicate Clicks. During initial setup, some clients have made a decision to configure their platforms to count Unique Clicks only. To confirm your specific Click tracking configuration, please contact Customer Success.

Conversion Metrics

Metric Definition CV (Conversions) The total count of Base Conversions. Total CV The sum of View Through Conversions and base Conversions (VT CV + CV). Delta The measured time between a click and its associated conversion. Events The total count of Additional Event Conversions (not Base).

Cost Metrics

Metric Definition CPA (Cost per Action) The total Partner Payout cost for each Conversion. In this context, Conversion and Action mean the same thing. CPC (Cost per Click) Total Partner Payout (cost) divided by the number of clicks. CPM (Cost Per Mille) The Payout cost per 1000 ad impressions delivered. Payout The amount a Partner / Publisher / Affiliate etc. has earned for a successful Conversion or a Click.

Revenue & Sales Metrics

Metric Definition Revenue Gross Revenue payable by the Advertiser, or reported through your internal carts/tools if you are the Advertiser. Gross Sales The total sum of values passed in the &amount= parameter. Average Sale Value Gross Sales divided by Total Conversions. Profit Revenue minus Payout. Margin The percentage difference between Revenue and Payout. ROAS (Return on Ad Spend) Gross Sales divided by Total Revenue.

Performance Rates

Metric Definition CTR (Click-Through Rate) The percentage of Users who click on an ad compared to total Users who viewed it. Only calculated when tracking impressions. CVR (Conversion Rate) The percentage showing average Conversions per Gross Click. Does not include Additional Conversion Events. EVR (Event Rate) The percentage showing average Additional Conversion Events per unique Conversion. EPC (Earnings per Click) Total Earnings divided by the number of Clicks. RPC (Revenue per Click) Total Revenue divided by the number of Clicks. RPM (Revenue per Mille) Revenue per 1000 Impressions received. RPS (Revenue per Sale) Total Revenue paid to your network per sale, or displayed as Revenue for e-commerce Offers. RPA (Revenue per Action) Total Revenue (from your Advertiser or Brand) per Conversion.

Advanced Tracking

Metric Definition Additional Conversion Events Additional tracked actions before or after the Base Conversion Event, requiring Event Postback or conversion script setup. Impressions The count of ads served. Require Impression tracking to be enabled. VTA (View-Through Attribution) Enables tracking of Users who convert after viewing ads without clicking. Partners receive credit for these conversions when enabled. VTC or VT CV (View-Through Conversions) The number of Conversions attributed through View-Through Attribution.
Next in This Series
Learn how to understand and track your marketing performance with this complete guide to Everflow's metrics and analytics terms.
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