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 |