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Metrics Definitions Cheat Sheet
Metrics Definitions Cheat Sheet

Metrics Definitions Cheat Sheet to help you monitor and evaluate performance.

Genny avatar
Written by Genny
Updated over a week ago


With all of the acronyms used when it comes to measurements, it is a good idea to familiarize yourself with the different metrics used to monitor and evaluate the performance of your marketing campaign. This guide will give you an overview of the metrics you need to know to stay on top of your business.


Average Sale Value
Gross Sales divided by Total Conversions.

Approved Conversions

Total number of Conversions that have been approved either automatically or manually.

Click To Conversion Time
The time it takes between a click on the Partner Tracking Link to the time of the Conversion.

These are recorded when a User clicks an Everflow Partner Tracking Link. By default, “Clicks” are defined as Unique Clicks + Duplicate Clicks.

**Some Everflow clients have configured their platforms to define Clicks based on Unique Clicks only. If you have any questions about your platform configuration, please reach out to Customer Success.

CPA (Cost per Action)
Total cost (Partner Payout) for each Conversion. Conversion and Action mean the same thing in this context.

CPC (Cost per Click)
Total cost (Partner Payout) divided by the number of clicks.

CPM (Cost Per Mille)
This is the Payout per 1000 impressions delivered from an advertisement.

Example: If you set a CPM of $5, you will pay out $5 every time you receive 1000 impressions from Partners.

CTR (Click-Through Rate)
This metric is only used when you are tracking impressions. CTR can be enabled, upon request, by our Customer Success Team. CTR is calculated as the amount of Users that clicked on the advertisement, divided by the number of total Users who viewed the advertising creative. This is represented as a percentage.

CV (Conversions)
These are the total amount of base Conversions.

CVR (Conversion Rate)
Average number of Conversions per click. This is represented as a percentage and does not include additional Conversion actions, which are called “Post-Conversion events”.


The duration of time between a click and its associated conversion.

Duplicate Clicks
These are clicks that have been considered duplicates. It is setup in the Unique Session Identifier and Duration section and managed at the Offer level in the Tracking & Controls page. These clicks are allowed to see the destination URL and end page.

EPC (Earnings per Click)
Total Earnings divided by the number of clicks.

These are any additional actions that you would like tracked, which usually happen after the base Conversion. Events require setting up an Event Postback.

EVR (Event Rate)
Average number of Post-Conversion events per unique Conversion. This is represented as a percentage.

Fraud Level (Only available in SmartSwitch)

When &fraud_flag=1 is included in the advertiser postback, SmartSwitch can either block the traffic or send notifications, depending on the configured rule.

A rule may include a minimum or maximum fraud_flag count. For example, if the minimum count is 3, and the action is 'block' then SmartSwitch will only begin blocking traffic once &fraud_flag=1 is received 3 times.

Gross Clicks
These are all clicks, including Unique, Duplicates and Invalid.

Gross Sales
Sum of the data passed in the &amount= spot in the Postback URL.

Partners can send impressions into Everflow using an impression Tracking Link pulled from the Offer page in the Tracking Links section.

Invalid Clicks
Clicks that fail the Offer for any reason. These clicks do not see the destination URL, but go instead to your Fail Traffic offers, if you've set them up, or a blank page.

Examples: Targeting, Capping, Traffic Controls, Filtering, Proxy block.

Difference between Revenue and Payout. This is represented as a percentage.

Payout owed to the Partner or publishing source.

Revenue less Payout


Percentage of Revenue

Gross Revenue payable by the Advertiser, or reported to Everflow by your internal carts/tools if you are the Advertiser.

ROAS (Return on Ad Spend)
Gross Sales divided by Total Revenue

RPA (Revenue per Action)
Total Revenue (received from your Advertiser, or your Brand directly) for each Conversion. Conversion and Action mean the same thing in this context.

RPC (Revenue per Click)
Total Revenue divided by the number of clicks.

RPM (Revenue per Mille)
This is the earnings per 1000 impressions received.

Example: If you set an RPM of $10 and receive 2000 impressions, you would see earnings of $20.

RPS (Revenue per Sale)
Total Revenue paid to your network for a sale, or that a direct brand has decided to display as Revenue - usually from e-commerce Offers.

Total Clicks
These are all valid clicks, including Duplicates and Unique.

Total CV
Total Conversions are the sum of View Through Conversions and base Conversions (VT CV + CV).

Unique Click
A Unique Click is an approved click from a User. If that same User revisits the same Offer a second time, they will only be treated as a Unique Click if an acceptable duration has elapsed based on the Offer’s Session Duration - [Learn More About Session Durations]

VTA (View-Through Attribution)
Enabling VTA allows you to start tracking performance from impressions. When enabled, your Partners will receive credit for Users that viewed their Ads and converted, without requiring the User to click on the Ad. VTA can be enabled, upon request, by our Customer Success Team.

VTC or VT CV (View-Through Conversions)
This is the number of Conversions counted through View-Through Attribution.

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