Report metrics and formulas
All built-in report columns with formulas, and the rules the tracker uses to count conversions, revenue and cost.
Micator reports have 21 built-in metrics. You choose columns in the report builder with the Columns («Колонки») button; the same metrics are calculated on the dashboard, in the campaign list and in campaign statistics. This page gives the formula for each metric and the rules for calculating conversions, revenue and cost.
General rules
- If the divisor is zero, the metric is 0: ROI with zero cost, CR with zero clicks, CPA with zero conversions.
- The Total («Итого») row is calculated over all report rows, not over the open page. Counts and sums are added up, while ROI, CR, EPC, CPA, CPL, approval and LP CTR are computed again from the total sums.
- Only the latest version of a conversion counts. A status change with the same transaction ID does not add a second conversion, see Transaction ID, duplicates and corrections.
- Attribution defines which date conversions and revenue belong to: the click date or the conversion date, see Period, time zone and attribution.
- The metric key is used in custom metric formulas, in CSV column headers and in the Forbidden report fields («Запрещённые поля отчётов») field. A metric that the admin has restricted for a user disappears from the Columns list, see Forbidden report fields.
Metrics table
| Metric and key | Formula | Notes |
|---|---|---|
Clicks («Клики») clicks | number of clicks | Every visit via a campaign link, including bots and repeat visits |
Uniq. («Уник.») unique_clicks | number of unique clicks | The uniqueness rule is set in the campaign settings |
Bots («Боты») bots | number of clicks marked “bot” | See Bot detection and custom bot lists |
LP clicks («LP-клики») lp_clicks | number of clicks followed by a click-through from the landing page to the offer | Repeat click-throughs on the same click are not counted |
LP CTR lp_ctr | LP clicks / clicks × 100 | Share of clicks with a click-through from the landing page to the offer |
Conv. («Конв.») conversions | number of conversions, excluding rejected ones | Leads, sales, hold and conversions with other statuses |
Leads («Лиды») leads | number of conversions with the lead status | |
Sales («Продажи») sales | number of conversions with the sale status | |
Rej. («Отклон.») rejected | number of conversions with the rejected status | |
Cost («Расход») cost | click cost + conversion cost | See How cost is calculated |
Revenue («Доход») revenue | sum of payouts for sales | Confirmed revenue |
Revenue (exp.) («Доход (ожид.)») revenue_expected | sum of payouts for all conversions except rejected ones | Includes leads and hold |
Profit («Прибыль») profit | revenue − cost | |
Profit (exp.) («Прибыль (ожид.)») profit_expected | revenue (exp.) − cost | |
ROI roi | (revenue − cost) / cost × 100 | |
ROI (exp.) («ROI (ожид.)») roi_expected | (revenue (exp.) − cost) / cost × 100 | |
CR cr | conversions / clicks × 100 | Calculated from the Conv. column |
Approval («Аппрув») approval | sales / (sales + rejected) × 100 | Leads and hold are not included |
EPC epc | revenue / clicks | Calculated from confirmed revenue |
CPA cpa | cost / conversions | Calculated from the Conv. column |
CPL cpl | cost / leads |
In the campaign list and in campaign statistics, some columns are labeled differently: Uniq. clicks («Уник. клики»), LP clicks («LP клики»), Conversions («Конверсии»), Rejected («Отклонённые»). The formulas are the same. There are no columns with expected revenue, profit and ROI there.
Conversion, lead, sale, rejected
Each conversion has one final status: lead, sale, rejected, hold or a network status that did not match any conversion type. An empty status is recorded as lead. How an affiliate network status turns into the final one is described in Matching order.
| Final status | Columns it counts in |
|---|---|
lead | Leads, Conv., Revenue (exp.) |
sale | Sales, Conv., Revenue, Revenue (exp.) |
rejected | Rej. |
hold | Conv., Revenue (exp.) |
| other status | Conv., Revenue (exp.) |
Conversion type checkboxes change this counting. A cleared in conversions («в конверсиях») checkbox removes conversions of that type from Conv., and a cleared in revenue («в доходе») checkbox removes their payouts from Revenue and Revenue (exp.). For details, see Counting in reports.
Confirmed and expected revenue
- Revenue — payouts for sales only. Profit, ROI and EPC are calculated from it.
- Revenue (exp.) — payouts for all conversions except rejected ones: sales, leads, hold. Profit (exp.) and ROI (exp.) are calculated from it.
Until a lead becomes a sale, its payout is visible only in the columns marked “exp.” («ожид.»). When sale arrives with the same transaction ID, the payout also goes into Revenue. After rejected, it leaves both revenue columns.
The payout amount comes from the postback or from the offer settings. For an offer with a fixed payout, a lead is recorded with an amount of 0 and does not increase expected revenue. The rules are in Payout and currency.
How cost is calculated
Cost is the sum of click cost and conversion cost. The model and price are written into the click at the moment of the redirect: changing campaign settings does not change the cost of past clicks. Setting up models is covered on the Campaign cost models page.
| Campaign model | What goes into cost |
|---|---|
| CPC | The price for each click |
| CPuC | The price for each unique click |
| CPM | A thousandth of the price for each click |
| CPA | The price for each conversion with the lead, sale or rejected status |
| CPS | The price for each sale |
| RevShare | A percentage of each sale's payout |
Three values replace the model calculation:
- Click cost from a source parameter. It is written into the click instead of the model cost, see Click cost from a source parameter.
- The
costparameter in an incoming postback. The number sets this conversion's cost instead of the CPA, CPS or RevShare calculation. - Daily spend uploaded by the spend extension. It replaces the campaign's cost for that day: the daily amount is split evenly across all of the campaign's clicks for the day. Conversion cost for these clicks is not added.
Which day of uploaded spend a click belongs to is determined by the report's time zone. If the report has a grouping or filter finer than campaign and day, for example by stream, country or a sub parameter, an ad's spend is split only across that ad's clicks. How spend is tied to ads is described in How spend gets into reports.
Conversion type columns
Each conversion type from the Settings → Conversions («Настройки → Конверсии») tab adds a column named after the type to the Columns list. It shows the number of conversions that arrived with this type's status values, including rejected ones. The type's checkboxes do not affect this column.
Example: a “Deposit” type with the value ftd gives a “Deposit” column with the number of conversions for which the network passed status=ftd.
Format of numbers, percentages and money
This is how values look in the report builder table.
| Columns | How they are shown | Example |
|---|---|---|
| Clicks, Uniq., Bots, LP clicks, Conv., Leads, Sales, Rej. | Integer, thousands separated by a comma | 1,250 |
| Conversion type columns | Integer without separators | 1250 |
| ROI, ROI (exp.), CR, Approval, LP CTR | One digit after the decimal point and a percent sign | 25.0% |
| Revenue, Revenue (exp.), Cost, Profit, Profit (exp.), CPA, EPC, CPL | US dollars, two digits after the decimal point. The minus goes before the currency sign | -$12.00 |
Profit and ROI are colored: values above zero are green, values below zero are red.
In CSV, numbers have no $ and % signs, see What's inside the CSV.
Reporting currency is USD
All amounts in reports are in US dollars. You cannot choose another currency: the Default currency («Валюта по умолчанию») field on the Settings → General («Настройки → Основные») tab shows USD and cannot be edited.
A payout in another currency is converted to USD at the rate for the day the conversion was received and is stored already converted. Changing the rate later does not change past reports. Rates and their settings are covered on the Currencies and rates page.