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.