.svg){kind=icon}
Overview
This guide explains all the key metrics you'll see in Everflow. It covers everything from basic click tracking to advanced conversion tracking.
You'll learn what each number means and how to use it to make better marketing decisions.
Click Tracking
Metric
Definition
Clicks
Recorded when a User clicks an Everflow Partner Tracking Link. By default, this means the sum of Unique Clicks and Duplicate Clicks.*
Unique Click
A click defined as unique based on the Unique Session Identifier setting in the Offer.
Duplicate Clicks
Clicks that are counted as duplicates based on your Unique Session Identifier and Duration settings. These are managed at the Offer level under the Tracking & Controls tab.
Invalid Clicks
Clicks that fail the Offer's criteria.
Gross Clicks
The total of all clicks, including Unique, Duplicates, and Invalid clicks.
Total Clicks
All valid clicks (Unique + Duplicate clicks only).
By default, Everflow counts both Unique and Duplicate Clicks. During initial setup, some clients have made a decision to configure their platforms to count Unique Clicks only. To confirm your specific Click tracking configuration, please contact Customer Success.
Conversion Metrics
Metric
Definition
CV (Conversions)
The total count of Base Conversions.
Total CV
The sum of View Through Conversions and base Conversions (VT CV + CV).
Delta
The measured time between a click and its associated conversion.
Events
The total count of Additional Event Conversions (not Base).
Cost Metrics
Metric
Definition
CPA (Cost per Action)
The total Partner Payout cost for each Conversion. In this context, Conversion and Action mean the same thing.
CPC (Cost per Click)
Total Partner Payout (cost) divided by the number of clicks.
CPM (Cost Per Mille)
The Payout cost per 1000 ad impressions delivered.
Payout
The amount a Partner / Publisher / Affiliate etc. has earned for a successful Conversion or a Click.
Revenue & Sales Metrics
Metric
Definition
Revenue
Gross Revenue payable by the Advertiser, or reported through your internal carts/tools if you are the Advertiser.
Gross Sales
The total sum of values passed in the &amount= parameter.
Average Sale Value
Gross Sales divided by Total Conversions.
Profit
Revenue minus Payout.
Margin
The percentage difference between Revenue and Payout.
ROAS (Return on Ad Spend)
Gross Sales divided by Total Revenue.
Performance Rates
Metric
Definition
CTR (Click-Through Rate)
The percentage of Users who click on an ad compared to total Users who viewed it. Only calculated when tracking impressions.
CVR (Conversion Rate)
The percentage showing average Conversions per Gross Click. Does not include Additional Conversion Events.
EVR (Event Rate)
The percentage showing average Additional Conversion Events per unique Conversion.
EPC (Earnings per Click)
Total Earnings divided by the number of Clicks.
RPC (Revenue per Click)
Total Revenue divided by the number of Clicks.
RPM (Revenue per Mille)
Revenue per 1000 Impressions received.
RPS (Revenue per Sale)
Total Revenue paid to your network per sale, or displayed as Revenue for e-commerce Offers.
RPA (Revenue per Action)
Total Revenue (from your Advertiser or Brand) per Conversion.
Advanced Tracking
Metric
Definition
Additional Conversion Events
Additional tracked actions before or after the Base Conversion Event, requiring Event Postback or conversion script setup.
Impressions
The count of ads served. Require Impression tracking to be enabled.
VTA (View-Through Attribution)
Enables tracking of Users who convert after viewing ads without clicking. Partners receive credit for these conversions when enabled.
VTC or VT CV (View-Through Conversions)
The number of Conversions attributed through View-Through Attribution.
