> ## Documentation Index
> Fetch the complete documentation index at: https://docs.aiderx.io/llms.txt
> Use this file to discover all available pages before exploring further.

# Performance Metrics and Aggregation

> Understand the metrics and period aggregates shown in A2 analytics.

## Where to find metrics

A2 analytics shows performance for Line Items and Creatives, as well as inventory performance for Ad Units, Placements, and Ad Sources. Available metrics vary by screen. Metric settings let you choose which items appear in cards, tables, and charts.

| Analytics screen | Main metrics |
| - | - |
| Line Item Analytics | Impressions, clicks, conversions, reach, CTR, CVR, spend, CPC, CPM, CPA, and ad revenue |
| Ad Unit Analytics | Impressions, clicks, conversions, unfilled, active Line Item count, CTR, CVR, publisher revenue, CPC, and eCPM |
| By Ad Type | Impressions, clicks, conversions, CTR, CVR, publisher revenue, eCPM, impression share, and revenue contribution |
| By Ad Source | Impressions, clicks, CTR, publisher revenue, eCPM, and revenue contribution |

In Line Item Analytics, select a Line Item from the selector or the Line Item list to review its performance. For screen instructions and date-range options, see [Line Item Performance Analytics](https://docs.aiderx.io/guides/for-advertisers/en/performance-analytics.md) and [Ad Unit Analytics](https://docs.aiderx.io/guides/for-retailers/en/analytics.md).

## Activity metrics

| Metric | Meaning |
| - | - |
| Impression | Number of ad impressions in the selected scope. |
| Click | Number of recorded ad clicks. |
| Conversion | Number of conversions recorded under your measurement setup. Check with your operator which events, such as purchases or sign-ups, count as conversions. |
| Reach | Sum of the reach estimates for each ad unit and hour in the selected period. The same user may be counted more than once across ad units or hours, so this is not the number of unique users for the entire period. |
| Unfilled | Number of ad requests that were not filled. This is not the total request count or impression count. |

## Rates and unit costs

The rate and unit-cost metrics use these calculations:

| Metric | Calculation |
| - | - |
| Click-through rate (CTR) | Clicks ÷ impressions × 100% |
| Conversion rate (CVR) | Conversions ÷ clicks × 100% |
| Cost per click (CPC) | Spend ÷ clicks |
| Cost per mille (CPM) | Spend ÷ impressions × 1,000 |
| Cost per acquisition (CPA) | Spend ÷ conversions |
| Effective CPM (eCPM) | Spend ÷ impressions × 1,000 |

When clicks, impressions, or conversions are zero, the corresponding metric cannot be calculated. When a metric shows zero, check the underlying counts too. When comparing multiple rows or dates, use the total for the full period instead of adding individual rates.

## Spend, publisher revenue, and ad revenue

These values have different uses and are not interchangeable.

* **Spend** is a cost metric in Line Item Analytics. It may differ from an invoice or final settlement amount.
* **Publisher revenue** is the inventory-side revenue metric shown in Ad Unit and Ad Source analytics. Read it separately from advertiser spend.
* **Ad revenue** is an amount A2 calculates from a Line Item's goal type and target price. It is not actual purchase sales or an invoiced/settled amount.

A2 calculates Line Item ad revenue according to the goal type:

| Line Item goal | Calculation basis |
| - | - |
| Impression goal | Impressions × target CPM ÷ 1,000 |
| Click goal | Clicks × target CPA |
| Conversion goal | Conversions × target CPA |

For a click goal, the current ad-revenue calculation uses target CPA. If the estimate differs from the contract or operating setup, ask your operator to confirm the goal type and target price settings.

If analytics shows **ROAS**, it is calculated as A2-calculated ad revenue ÷ spend × 100. It is not a return based on actual purchase sales. For actual sales, check the separately measured sales value; for settlement amounts, contact your account manager.

## Periods and time zone

Analytics screens provide hourly, daily, weekly, and monthly aggregates. Date ranges and the available intervals vary by screen. See [Line Item Performance Analytics](https://docs.aiderx.io/guides/for-advertisers/en/performance-analytics.md) and [Ad Unit Analytics](https://docs.aiderx.io/guides/for-retailers/en/analytics.md) for date-range and interval selection instructions.

A2 Console analytics queries use **Korea Standard Time (Asia/Seoul)**. When calling an API directly or comparing an external report, check the time zone configured for that request or report separately.

Cards and tables reflect the date range and analysis scope you have selected. In Line Item Analytics, selecting a Creative narrows the custom targeting analysis to that Creative. The summary and trend stay scoped to the selected Line Item.

## Using the results

* Review impressions, clicks, and conversions together with CTR, CVR, and unit costs to understand a change.
* If a value is zero or blank, first check the selected period, Line Item, Creative, and related activity counts.
* If conversions differ from expectations, ask your operator to check conversion-event measurement. If ad revenue differs, ask them to check the goal type and target price.
* If console values differ from external ad or sales systems, align the date range, time zone, and event definition before comparing.


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