A complete reference for every metric available in your Vibe campaign reporting dashboard. Metrics are grouped by category. For details on how attribution works, see Web Attribution and Attribution Windows.
Delivery
These metrics describe how your ad was served.
Metric | Definition |
Spend | The total budget spent to run your ads within the selected date range. Broken down by the dimension shown in this view (e.g. strategy, creative). |
Impressions | The total number of times your ad was served during the selected date range. Each ad placement counts as one impression. To understand unique audience size, see Unique Households. |
Unique Households | The number of unique households that saw your ad at least once during the selected date range. Identified via IP address or device matching. Unlike Impressions, each household is counted only once. |
Frequency | The average number of times each unique household saw your ad during the selected date range. A frequency of 3.0 means the average household saw your ad 3 times. |
CPM | Cost per 1,000 impressions. A CPM of $30 means you are paying $30 for every 1,000 times your ad is served. |
Completed Views | The number of times your ad was played from start to finish. |
View-Through Rate | The percentage of impressions that resulted in a completed view. Calculated as: Completed Views / Impressions. |
Cost Per View | The average amount paid for each completed view of your ad. Calculated as: Spend / Completed Views. |
Web Traffic
These metrics require a Vibe pixel on your website. They measure website activity attributed to your ad via IP-address matching.
Metric | Definition |
Web Sessions | The number of sessions on your website from users who were exposed to your ad within your campaign's attribution window. A new session starts after 30 minutes of inactivity. |
Web Cost Per Session | The average amount paid for each website session. Calculated as: Spend / Web Sessions. |
Web Page Views | The total number of pages viewed across all website sessions, including multiple page views within the same session. |
Web Cost Per Page View | The average amount paid per page viewed. Calculated as: Spend / Web Page Views. |
Web Conversion
Conversion actions on your website, attributed via IP-address matching.
Metric | Definition |
Web Leads | The number of lead submissions on your website (form fills, sign-ups) from users exposed to your ad within the attribution window. |
Web Cost Per Lead | The average amount paid for each lead submission. Calculated as: Spend / Web Leads. |
Web Purchases | The number of completed purchases on your website from users exposed to your ad within the attribution window. |
Web Cost Per Purchase | The average amount paid for each completed web purchase. Calculated as: Spend / Web Purchases. |
Web Revenue | The total revenue from purchases on your website made by users exposed to your ad within the attribution window. |
Web ROAS | Return on Ad Spend. Calculated as: Web Revenue / Spend. A Web ROAS of 3.0x means you earned $3 for every $1 spent. |
App
These metrics require a Mobile Measurement Partner (MMP) integration such as AppsFlyer or Adjust. Attribution is provided by your MMP.
Metric | Definition |
App Sessions | The number of sessions in your app from users exposed to your ad within the attribution window. Each open counts as a separate session. |
App Cost Per Session | The average amount paid for each app session. Calculated as: Spend / App Sessions. |
App Installs | The number of times your app was installed by users exposed to your ad within the attribution window. |
App Cost Per Install | The average amount paid for each app install. Calculated as: Spend / App Installs. |
App Signups | The number of new account sign-ups in your app from users exposed to your ad within the attribution window. |
App Cost Per Signup | The average amount paid for each app sign-up. Calculated as: Spend / App Signups. |
App Purchases | The number of completed in-app purchases from users exposed to your ad within the attribution window. |
App Cost Per Purchase | The average amount paid for each in-app purchase. Calculated as: Spend / App Purchases. |
App Revenue | The total revenue from in-app purchases made by users exposed to your ad within the attribution window. |
App ROAS | Return on Ad Spend. Calculated as: App Revenue / Spend. An App ROAS of 3.0x means you earned $3 for every $1 spent. |
How does attribution work?
Vibe uses IP-address matching to connect TV ad exposure to website activity. When your ad plays on a Smart TV, Vibe logs the household's IP address. When someone on that same Wi-Fi network later visits your website, the Vibe pixel detects the visit and matches it back to the ad exposure.
For app metrics, attribution is provided by your Mobile Measurement Partner (MMP).
Learn more: Web Attribution and Attribution Windows