Demand-Side Metrics

Core metrics on Commerce Max help you evaluate the performance of your campaigns and the success of your investments. 

A

Advertised Product Category 

The category of the product that is being advertised. This category is retailer-specific and may vary from retailer to retailer. 

Advertised Product ID 

The advertised product's identifying number. This references the same ID used in catalogs. 

Advertised Product Name

Name of the advertised product. 

Assisted Sales 

Revenue from ad interactions that occurred on the shopped journey within the chosen attribution window, not including the attributed sale. 

Assisted sales are: 

• Valuable in demonstrating the usefulness of branding or Offsite media in conjunction with traditional auction ad line items. 

• Calculated internally and can be awarded to multiple campaigns across an account.

You can view the assisted sales for specific line items on the Line Items page in Commerce Max. 

• In a Demand account, click Campaigns to access the Campaigns page. 

• In the Campaigns table, click the name of the campaign that contains the line items you want to view. 

• On the Line Items page, the Assisted Sales column contains the assisted sales amounts for each line item of that campaign. 

Attributed Orders 

Orders or buy transactions attributed to a click or an impression 

Attributed Sales 

A sale that was a direct result of your marketing campaign (in accordance with your attribution rules). Also, a measure of the conversions of your campaign. 

• Formula: Sum of all Sales 

 Attributed Units 

Units sold attributed to a click or impression 

Audience Fee 

Total audience fee calculated as a % of the media spend 
 
Average CPM  

Average CPM is a new column on the Campaigns and Line Items pages.  

• Calculated as the total cost of impressions served divided by the total number of impressions.

B 

Buying Strategy 

The way in which the engine will bid in the auction. 

C 

Campaign 

Campaigns are the highest level of hierarchy in CMax. They are where you set how much you want to spend, and over what time-period. Campaigns contain line items. All campaign-level settings take priority over line-item level settings. 

Campaign Dates   

• You can now view a campaign's start and end dates on the upper right corner of the Analytics > Campaign Summary report and in the Start Date and End Date columns on the Campaigns page.   

• Previously, these dates were only available at the line item level.  

• These are the start and end dates you entered when setting up the campaign.  

• If you did not select start and end dates for an Onsite Display campaign, the earliest line item start date and the latest line item end date within the campaign will display.  

Campaign ID 

The campaign identifying number for reporting. 

Campaign Type 

The type of campaign configured (Onsite Sponsored Products or Onsite Display). 

Clicks 

The event that occurs when a shopper clicks an ad and is redirected either to the product detail page or to the search page to add the product directly to cart. 

Click-Through Rate (CTR) 

The percentage of shoppers who clicked an ad that is rendered on a page. 

• Formula: Clicks / Impressions 

Completion Rate  

The percentage of started videos that played for their entire duration.  

• Formula: Number of videos that played to completion / Total number of videos started * 100 

Cost per Click (CPC) 

The average cost you are paying per click. Available for Onsite Sponsored Products campaigns only. 

• Formula: Spend / Clicks 

Cost Per Mille (CPM) 

The average cost you are paying per mille (thousand) impressions. Available for Onsite Display campaigns only. 

• Formula: 1000 * Spend / Impressions 

Cost per Order (CPO) 

The average cost you are paying per order. 

• Formula: Spend (including any platform fees) / Attributed sale units 

Cost Per View   

The average cost of a video that started playing  

• Formula: Spend / Video starts   

Cost Per Completed Views   

The average cost of a video played for its entire duration   

• Formula: Spend / Played to 100%

E 

Environment 

Indicates the device and/or platform that shoppers browse on Web, App, or Mobile. 

 
I 

Impression 

The event that occurs when an ad renders on the page. 

Invalid Clicks 

The number of clicks stemming from a source classified as invalid (exhibiting non-human behavior) in an Onsite Sponsored Product Campaign or Line Item. 

Invalid Traffic 

The number of clicks stemming from a source classified as invalid (exhibiting non-human behavior) in an Onsite Display Campaign or Line Item. 

L 

Landing Rate 

The percentage of clicks that successfully led to a landing event. 

• Formula: (Visits / Clicks) x 100 

Line Item 

Each campaign consists of one or several line items. You must have at least one line item to start serving ads. Within a line item you can select all settings that define your ad, such as pacing, pages, formats, and retailers. 

Line Item ID 

Line item identifying number for reporting. 

N 

New to Brand Attributed Sales  

The total number of attributed sales that were new to brand  

% of New to Brand Attributed Sales   

The percentage of attributed sales that were new to brand  

New to Brand Attributed Units  

The number of attributed units that were considered new to brand  

% of New to Brand Attributed Units  

The percentage of attributed units that were considered new to brand

O 

Order Value 

The total revenue generated from your Criteo ads. This can vary depending on your campaign attribution.

P 

Page Type 

The type of retailer web page on which an ad renders, such as the home page, browse page and search page. 

Product 

Also called a SKU (Stock Keeping Unit). This is the actual promoted product. It may be listed by name, retailer ID, or a universal identifier like MPN or GTIN. Product dimensions are only available in Onsite Sponsored Products campaigns. 

Product Category 

The taxonomy of products that are promoted within CMax. This is based on the Universal Google Taxonomy. 

Q 

Qualified Visits 

The number of clicks that resulted in a second landing event within one hour indicates higher user engagement. It is also referred to as non-bounced clicks.

R 

Remaining Budget Percentage   

The Remaining Budget is a column on the Campaigns and Line Items pages.

• Calculated as the remaining budget divided by the campaign or line item’s total budget.  

  • In Onsite Sponsored Products campaigns, if the campaign or line item is uncapped, the remaining budget percentage will not be available. 

Retailer 

Name of the retailer which the line item is serving ads (i.e. Target). 

Retailer ID 

Retailer identifying number for reporting. 

Return on Ad Spend (ROAS) 

A measurement of the revenue you will receive for every unit of currency you spend on ads. ROAS can vary based on your attribution settings. 

Formula: Attributed Sales / Spend

S 

Sales 

The total product sales generated and attributed to your Criteo ads. This can vary depending on your campaign attribution settings. 

Search Term 

The exact words or phrases a shopper searched on a retailer’s website. 

Stemmed Search Term (Previously called Keyword) 

The root of words or phrases that are used to match your keywords with the terms people are searching for. 

Search term type 

The match type used to associate a search term and keywords entered for the campaign. 

• Entered – If the search term matches exactly what has been entered manually by the Commerce Max user  

• Searched – The search term matches what was searched by a shopper on the retailer's website 

• Null – For all other use cases corresponding to automatic keywords 

Search term targeting  

Manual targeting happens when you add keywords to your campaign. Automatic targeting happens when the AI engine associates a keyword to your campaign.   

• Manual targeting – If the search term matches either a keyword entered on CMax or one of the variations created from stemming a raw CMax keyword 

• Automatic targeting – All other search terms added via the automated keyword tool 

Spend 

The amount (expressed in your preferred currency) that your campaign has spent to date. 

Spend Pace  

Spend Pace is a new column on the Campaigns and Line Items pages. It indicates whether your campaign or line item is pacing ahead or behind and by how much.   

• Calculated as the difference between planned spend (based on the selected budget and pace settings for campaigns and line items) and actual spend.  

  • This difference is expressed both as a currency value and a percentage.  

U 

Units 

The number of products sold that can be attributed to Criteo ads.  

Unique Visitors 

• The number of distinct shoppers exposed to an ad within the reporting time period. Each shopper is counted once using the retailer's cookie ID. 

• Criteo uses retailer cookie IDs to identify users across sessions on the same device. Each ID can last up to a year, provided the user does not clear their cookies. 

V 

View 

When an ad is rendered on a page, it counts as a view when more than 50% of the ad is in sight for more than one second. 

View Rate 

The number of times a rendered ad was viewed. 

• Formula: Views / Impressions 

Visits 

Total number of clicks that resulted in a landing event within a one-hour timeframe.

W 

Win Rate 

The number of total impressions won divided by the total number of impressions that were bid on. 

• Formula: Total impressions won/ Total impressions bid on 

Working Media Spend 

The portion of the advertising budget that goes directly towards purchasing ad space. It excludes any parts of the budget that go towards fees to media providers and other processing charges.