Ad Quality glossary
Consult the Ad Quality glossary to familiarize yourself with key terms and concepts related to ad quality and analysis.
Read time 1 minuteLast updated 2 days ago
The following table lists the terms and calculations used to describe the metrics in the Ad Quality pages and reports.
Note
To ensure an accurate representation of your users' experience, Ad Quality does not use filters to collate click metrics. This might result in a slight difference in the data you see from Ad Quality and data reports from other ad source platforms.
Term/Metric | Description |
|---|---|
| CTR | The ratio of all detected clicks to all impressions, calculated as clicks / impressions |
| Bounce rate | Percentage of clicks directed out of the app that returned in less than 5 seconds, calculated as hasty clicks / total clicks |
| Ad escape rate | Percentage of ads that weren't closed properly. Calculated as impressions without an ad closed event and without a click / total impressions |
| Ad duration | The median time users viewed the ad and end card before closing it |
| Ad closed | Number of ads that were closed |
| Auto clicks | Clicks detected without users touching the screen |
| Proximity clicks | Clicks in the top corners of the screen |
| Early clicks | Clicks recorded within the first second of users seeing a creative |
| Hasty clicks | Clicks directed out of the app that returned in less than 5 seconds |
| Quality clicks (QClicks) | Clicks due to intentional behavior, calculated as total clicks – (hasty clicks + proximity clicks + auto clicks + early clicks) |
| QCTR | The ratio of Quality clicks to all impressions, calculated as QClicks / impressions |
| Engaged users | The number of users that watched an ad |
| Churned users D1/D3/D7/D14 | The number of users that clicked on an ad and left your app for at least X days |
| Churn rate D1/D3/D7/D14 | The rate users leave your app after clicking on an ad, calculated as churned users / total number of users that viewed an ads X days ago |
| Churn yield D1/D3/D7/D14 | Revenue per churned user, calculated as revenue generated by the creative / churned users |