Here's a list of the key metrics used in Perfect Audience and what they mean.

**IMPR: **Impressions. The total number of times your ads were served.

**CLICKS:** The total number of times someone clicked on your ads.

**CPC:** Cost Per Click is calculated by taking the total money spent divided by the number of clicks received for a campaign.

**CTR:** Click-Through Rate is the number of times an ad was clicked divided by the number of impressions served (and multiplied by 100 to express as a percentage).

**CPM: **Cost per mille, the amount the platform spent on one thousand (1,000) impressions.

**eCPM**: Effective Cost Per Mille is calculated by taking total earnings, dividing it by the number of impressions served and then multiplying it by 1,000.

**eCPA:** Effective Cost Per Acquisition is calculated by the campaign cost divided by the total of impressions served multiplied by the CTR multiplied by the conversion rate. The "effective cost per acquisition" tells you what you would have paid if you had purchased ad inventory on a "cost per action" basis (as opposed to a "cost per click" or "cost per impression").

**CTC:** Click Through Conversions – the number of times someone clicked on your ad, returned to your website, and converted.

**CTC%: **Click Through Conversion Percentage – the percentage of people who converted after clicking.

**VTC: **View-Through Conversion – The number of times someone converted after viewing one of your ads, but not clicking through.

**VTC%: **View-Through Conversion Percentage – the percentage of people who converted after viewing one of your ads.

**CONV: **Conversions – The total number of conversions.

**VISITS: **The total number of people who visited your website after viewing one of your ads

**ACONV: ** Assisted Conversions - Assisted Conversions are events when a user clicks or views an ad from one of your campaigns, but then later clicks or views an ad from another campaign and converts. In this situation, normally the second campaign would be credited with a conversion and the first campaign would get nothing, but the reality is that the first campaign played some role in the user's path to conversion and that should be recognized in some way. For more information and examples, see this article.

**COST:** The amount the campaign spent in the given time period.

**BUDGET: **Your weekly budget for the campaign

**REVENUE:** The revenue generated by the campaign; according to your Conversion Revenue Value for each conversion you are tracking.