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, company). |
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. |
Awareness & Ad Recall
These metrics are available for awareness campaigns. Ad recall estimates how many households still remember your ad: memory of an ad fades as time passes since the last impression, and is reinforced by repeat exposure. Reached and Recalled are visualized in the Reach vs. recall over time chart and the Ad recall heatmap in the Insights tab — see Measure your Campaign Performance.
Metric | Definition |
CPUH | Cost Per Unique Household — the average amount paid to reach each unique household. Calculated as: Spend / Unique Households. On Awareness and ABM campaigns, you can set a CPUH goal as your performance objective during campaign setup. |
Reached | The number of unique households that saw your ad at least once during the selected date range, regardless of whether they still remember it. |
Recalled | The estimated number of households that still remember your ad at a given point in time. A household's likelihood of recall decreases with time since its last impression and increases with the number of ads seen. The gap between Reached and Recalled represents households that were reached but have since forgotten. |
How Recall Is Estimated
Recall is modeled on the Ebbinghaus forgetting curve, a well-established principle in memory research showing that retention decays over time but is reinforced with each repeat exposure. The parameters are calibrated from established advertising-effectiveness research.
For each household, the likelihood it still remembers your ad is:
half-life = H₁ × α^(n − 1)recall = 0.5^(t / half-life)
Where:
n — total ads seen by the household
t — time since the last impression (in days)
H₁ — baseline half-life: the time for recall to fall to 50% after a single exposure (currently 24 hours)
α — retention multiplier: how much each additional exposure extends the half-life (currently 1.5)
In practice: a household that has seen your ad many times (high n) retains memory far longer, while recall fades for households that have not been re-exposed recently (high t). Summing this probability across all reached households gives the Recalled figure.
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. |
Third-party attributed (web)
If you measure with Northbeam or WorkMagic, the purchases they attribute to Vibe are available as extra columns, each carrying the partner’s logo. They appear in the column picker once Vibe receives that partner’s events through the Conversion API, and are hidden by default. Partners send purchases only today, and always report on a 30-day attribution window — whatever window you have selected. See Comparing Vibe Reporting with Third-Party Tools.
Metric | Definition |
Purchases (partner logo) | The number of purchases that Northbeam or WorkMagic attributes to Vibe. Exported as Northbeam Web Purchases / WorkMagic Web Purchases. |
Cost per Purchase (partner logo) | The average amount paid for each purchase the partner attributes to Vibe. Calculated as: Spend / partner-attributed Purchases. |
Revenue (partner logo) | The revenue the partner attributes to Vibe. |
ROAS (partner logo) | Return on Ad Spend on the partner’s attributed revenue. Calculated as: partner-attributed Revenue / Spend. |
Account-Based Marketing (ABM)
These metrics appear on ABM campaigns, which aggregate delivery and conversions by company. The Engaged and Converted metrics require a Vibe pixel and are the stages of the ABM funnel on the Report tab.
Metric | Definition |
Unique Companies | The number of target companies where at least one employee household saw your ad at least once during the selected date range. This is the Reached stage of the ABM funnel. |
Unique Engaged Companies | The number of companies where at least one employee visited your website after being exposed to your ad, within the attribution window. |
Unique Converted Companies | The number of companies that triggered at least one Lead event after being exposed to your ad, within the attribution window. |
Unique Engaged Households | The number of households that visited your website after being exposed to your ad, within the attribution window. |
Unique Converted Households | The number of households that triggered a Lead event after being exposed to your ad, within the attribution window. |
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