Start with the business event
Choose the action that matters: a qualified visit, enquiry, purchase, or app event. Define when it is counted, who supplies the report, and how repeat events are handled. A click, accepted lead, and purchase measure different stages; do not combine them into one conversion total.
Record the countries, devices, date range, timezone, currency, and attribution window. Agree on exclusions and review ownership before delivery. Use aggregate information in the initial brief, and arrange any customer-level or credentialed access through an agreed private channel.
Advertiser metric glossary
On smaller screens, swipe or scroll horizontally to view all columns.
| Metric | Calculation or meaning | What to agree |
|---|---|---|
| Impressions | Counted ad deliveries under the agreed reporting definition | Eligible placements, invalid-traffic exclusions, and whether delivery or viewability is measured |
| Clicks | Counted ad interactions under the agreed click definition | Duplicate handling and invalid-traffic filtering |
| CTR | Clicks ÷ impressions × 100 | Use the same eligible impressions and click definition |
| CPM | Ad spend ÷ impressions × 1,000 | Currency and included fees |
| CPC | Ad spend ÷ clicks | The click set and fee treatment |
| CPA / CPI | Ad spend ÷ attributed actions or installs | Event qualification, attribution, and deduplication |
| CVR | Conversions ÷ the agreed eligible clicks or visits × 100 | State the denominator rather than assuming all reports use one |
| ROAS | Attributed revenue ÷ ad spend | Revenue basis, currency, cancellations, and attribution |
A ratio is meaningful only when the denominator is positive and the definitions match. ROAS compares attributed revenue with advertising spend; it does not calculate profit. Review product costs and other expenses separately when discussing profitability.
Publisher reporting
- Ad requests: opportunities submitted under the agreed placement definition.
- Filled impressions: deliveries counted for eligible requests.
- Fill rate: filled impressions ÷ eligible ad requests × 100. Confirm the market, placement, and request population.
- eCPM: recognized publisher revenue ÷ counted impressions × 1,000. State currency, revenue share, and adjustment treatment.
- Recognized earnings and payouts: separate delivered revenue, reviewed adjustments, payable balance, and money actually transferred.
Publisher revenue measures a different side of the transaction from advertiser spend. Read the payment schedule and threshold guidance when comparing earnings with payouts.
Network figures and account limits
Augemobi's homepage publishes 2B+ daily impressions, 150+ countries, 500+ active advertisers, and a 100% fill-rate statement. These are company network figures. They are separate from the approved spend, traffic volume, inventory, or earnings of one advertiser or publisher account.
The publisher offering lists NA, EU, AU, and ZA with its 100% fill-rate statement. Confirm the eligible markets, formats, and placements for the proposed property. Country coverage does not mean every campaign can purchase every placement in every market. Ask which reporting period and population apply when comparing the company figures with an individual account report.
Reconcile reports before changing a campaign
- Compare the same date range, timezone, campaign, placement, and event.
- Check attribution windows, duplicate handling, and invalid-traffic exclusions.
- Confirm whether clicks are measured by a client-side interaction or a server-side record.
- Compare gross and net amounts using the same currency and fee treatment.
- Identify missing tracking parameters, blocked browser requests, or a change in destination behavior.
- Send the account reference, aggregate reports, affected period, and expected result to the team.
A discrepancy alone does not identify its cause. The support article provides Augemobi's published reference ranges; the agreed measurement definitions govern the individual review.
Plan a useful review
Agree on the objective, source-level reporting, a review point, and conditions for pausing or expanding. Consider action quality and sample size alongside cost. Prepare the campaign brief and creative checklist before discussing launch.
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