Ad Quality glossary
These are the terms and calculations used to describe the metrics in the Ad Quality pages and reports.
| Term/Metric | Description |
| CTR | The ratio of all detected clicks to all impressions, calculated as clicks / impressions |
| Bounce rate | Percentage of clicks directed out of the app that returned in less than 5 seconds, calculated as hasty clicks / total clicks |
| Ad escape rate | Percentage of ads that weren’t closed properly. Calculated as impressions without an ad closed event and without a click / total impressions |
| Ad duration | The median time users viewed the ad and end card before closing it |
| Ad closed | Number of ads that were closed |
| Auto clicks | Clicks detected without users touching the screen |
| Proximity clicks | Clicks in the top corners of the screen |
| Early clicks | Clicks recorded within the first second of users seeing a creative |
| Hasty clicks | Clicks directed out of the app that returned in less than 5 seconds |
| Quality clicks (QClicks) | Clicks due to intentional behavior, calculated as total clicks – (hasty clicks + proximity clicks + auto clicks + early clicks) |
| QCTR | The ratio of Quality clicks to all impressions, calculated as QClicks / impressions |
| Engaged users | The number of users that watched an ad |
| Churned users D1/D3/D7/D14 | The number of users that clicked on an ad and left your app for at least X days |
| Churn rate D1/D3/D7/D14 | The rate users leave your app after clicking on an ad, calculated as churned users / total number of users that viewed an ads X days ago |
| Churn yield D1/D3/D7/D14 | Revenue per churned user, calculated as revenue generated by the creative / churned users |
Note: To give you a more accurate representation of your users’ experience, Ad Quality does not use filters to collate click metrics. This may result in a slight difference in the data you see from Ad Quality and data reports from other ad source platforms.