Percentage of impressions that result in a click. Formula: Clicks ÷ Impressions × 100. Typical mobile CTR: 1–3%.

Percentage of unique clicks relative to unique impressions. Measures appeal to first-time viewers. Typically slightly lower than overall CTR.

Percentage of interactions (e.g., clicks) that result in a conversion (install, purchase, etc.). Typical mobile CVR: 2–10%.

Number of app installs per 1,000 impressions. Formula: Installs ÷ Impressions × 1,000. Typical range: 1–5.

Percentage of impressions that are actually seen by a user — defined as at least 50% of the ad visible for 1 second (display) or 2 seconds (video).

Average number of times a unique user sees the same ad within a period. Optimal range is typically 3–5 exposures; beyond that, user fatigue sets in.

Percentage of ad interactions (clicks, installs) identified as fraudulent, e.g., from bots or click farms. A healthy fraud rate is typically ≤5%.

Percentage of publisher ad requests that are successfully filled with an ad. Formula: Filled Impressions ÷ Total Requests × 100.

Percentage of auctions won by a DSP. Formula: Won Auctions ÷ Total Auctions × 100. High win rates ensure access to premium inventory but must be balanced with bid efficiency.