Reporting Metrics

1. Onsite Metrics (Web & App)

These metrics apply to Sponsored Products, Sponsored Brands, and Display Banners running on e-commerce properties.

Metric	Definition	Required Input Data	Dependencies	Implementation Considerations
Impressions	The total number of times an ad was rendered on the user's screen.	Ad Server Logs (View events)	None	Ensure "viewability" standards (e.g., IAB) are defined if applicable.
Clicks	The total number of times users clicked on the ad unit.	Ad Server Logs (Click events)	None	Requires bot filtration logic to ensure distinct human clicks.
CTR (Click-Through Rate)	The percentage of impressions that resulted in a click.	N/A (Calculated)	`Clicks`, `Impressions`	Formula: $(Clicks / Impressions) * 100$.
CPC (Cost Per Click)	The average cost paid for each click.	Bid Data	`Cost`, `Clicks`	Formula: Total Cost / Clicks.
CPM (Cost Per Mille)	The average cost per 1,000 impressions.	Bid Data	`Cost`, `Impressions`	Formula: (Total Cost / Impressions) * 1,000.
Cost	The total budget spent during the selected period.	Bid Logs, Delivery Logs	`Bids` (if CPC/CPM)	Must account for currency conversion if the shop operates in multiple regions.
Bid	The maximum amount an advertiser is willing to pay for the optimization event (Click or Impression).	Campaign Configuration	None
Products Sold	The quantity of advertised SKUs sold directly attributed to the ad interaction.	Order/Transaction Data	`Attribution Window`	Strict attribution (usually same SKU only).
Sales	The revenue generated from "Products Sold".	Transaction Data + Product Catalog (Price)	`Products Sold`, `Item Price`	Should exclude tax/shipping for net revenue reporting.
Products Sold Total	The quantity of all products sold (advertised SKU + halo SKUs) attributed to the ad.	Order/Transaction Data	`Attribution Window`, `Brand/Category mapping`	Requires logic to link brand halo effects to the specific ad campaign.
Total Sales	The revenue generated from "Products Sold Total".	Transaction Data + Product Catalog	`Products Sold Total`, `Item Price`
CR (attr.)	Conversion Rate (Attributed). The percentage of clicks that resulted in a sale.	N/A (Calculated)	`Total Orders`, `Clicks`	Formula: (Attributed Orders / Clicks) * 100. Heavily dependent on the attribution window settings.
ROAS (attr.)	Return on Ad Spend. The revenue earned for every unit of currency spent on advertising.	N/A (Calculated)	`Total Sales`, `Cost`	Formula: Total Sales Revenue / Total Cost.

2. In-Store Metrics (Digital Screens & Audio)

These metrics apply to physical retail media, including Digital Signage, Self-checkout screens, and Instore Radio.

Metric	Definition	Required Input Data	Dependencies	Implementation Considerations
Ad Plays	The raw count of how many times the media file was triggered/played on a physical device.	CMS / Player Logs	None	Requires connectivity to physical players to pull "Proof of Play" logs.
Impressions	Estimated audience reach for the ad plays.	Foot Traffic Data OR Sensor Data	`Ad Plays`, `Traffic Multiplier`	Usually calculated as: $Ad Plays * Average Dwell Time * Footfall$. Requires a standardized multiplier agreed upon by the retailer.
CPM	Cost per 1,000 estimated in-store impressions.	Billing Data	`Cost`, `Impressions`	Because impressions are estimated, this is a derived metric for comparison with digital channels.
Cost	The budget consumed based on plays.	Campaign Configuration	`Ad Plays`	Can be calculated as a flat fee (share of voice) or dynamic CPM based on footfall.
Status	Current state of the campaign.	Campaign processing on ad server	Delivery	Indicates campaign status.

3. General Campaign Data (All Channels)

These are metadata fields required to organize and filter the reporting matrix.

Field	Definition	Source	Notes
Name	Name of the campaign.	User Input
Type	The format of the ad (e.g., Sponsored Product, Digital Screen).	System Configuration	Defines which metrics are hidden/visible (e.g., "Ad Plays" hidden for Web).
Shop	The specific retail location or web-store instance.	Retailer Hierarchy	Required for multi-location reporting.
Start/End Date	The active duration of the campaign.	User Input
Daily/Total Budget	Total campaign budget set by the advertiser.	User Input	Reporting must stop incrementing cost once these caps are hit.

4. Implementation & Data Limitations

Data Latency

Onsite: Metrics (Clicks, Impressions) are near real-time (typically < 15 min delay). Attribution data (Sales/ROAS) may have a several-hour delay depending on the transaction reconciliation process.
In-store: "Ad Plays" are often batched and uploaded once per day or when the physical player has internet connectivity.

Attribution Logic (ROAS/CR)

The metrics labeled (attr.) rely on a specific lookback window (e.g., 30-day post-click).
Requirement: To calculate ROAS, the Order ID captured in the transaction layer must be cross-referenced with the visitorId or customerId from the ad server logs.

Currency

All monetary values (Cost, Sales, CPC) assume a single base currency per report. Multi-currency shops require a real-time exchange rate service to aggregate Total Sales accurately.