Understanding KPIs All Users

These are the core metrics you will see across dashboards, reports, and AI chat responses.

Core Metrics

Requests

The number of ad opportunities. Each time a player or page asks for an ad, that counts as one request. A high request count means there is lots of available inventory.

Impressions

The number of ads actually shown to users. An impression is counted when an ad is delivered and rendered. Impressions are always less than or equal to requests.

Revenue

The money earned from served impressions. Revenue is reported in USD and represents the gross amount before any revenue share or fees.

eCPM (Effective Cost Per Mille)

Revenue per 1,000 impressions. This is the standard measure of ad value.

eCPM = (Revenue / Impressions) x 1,000

A higher eCPM means each impression is worth more. Typical values depend on the market, format, and demand quality.

Fill Rate

The percentage of requests that resulted in an ad being shown.

Fill Rate = (Impressions / Requests) x 100%

A 70% fill rate means 70 out of every 100 ad requests were filled with an ad. The remaining 30 went unfilled (no demand matched).

Win Rate

The percentage of auction opportunities where your supply won against competing supply sources.

Win Rate = (Impressions / Bid Requests) x 100%

Reading Deltas

Most KPI cards show a delta — the percentage change compared to the previous period. For example, if you are viewing “Last 7 days”, the delta compares against the 7 days before that.

• Green arrow up — metric increased.
• Red arrow down — metric decreased.

Quick Reference