Ad Quality glossary
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.
Term/Metric | Description |
Proximity clicks | Where the user clicked on the corner of the screen and a click-through was recorded instead |
Ad duration | The median time users viewed the ad and end card before closing it |
Auto clicks | Number of clicks that were detected without the user touching the screen |
Bounce rate | Percentage of clicks directed out of the app that returned in less than 5 seconds. Calculated as hasty clicks ÷ total clicks |
Early clicks | Number of clicks that were recorded within the first second of seeing this creative |
CTR | A ratio showing how often the people who saw your ad clicked on it (Calculated as clicks/impressions) |
Churn rate | Total churned users / total number of users that saw ads 8 days ago |
Churn yield | How much revenue you earned from each churned user. Calculated as revenue generated by the creative ÷ churned users |
Churned users | Total number of users that clicked on an ad and didn’t open the app for 7 days |
Hasty clicks | The total number of users that returned to the app within 5 seconds of clicking the ad |
QCTR | The ratio of quality clicks to all impressions of the creative |
Quality clicks (QClicks) | Number of clicks due to intentional behavior. Calculated as total clicks – (hasty clicks + proximity clicks + auto clicks + early clicks) |
Completed views | Number of users that watch the entire ad, including the end card |
Ad closed | The total number of ads that were closed in an app |