Retail Media uses a common set of metrics across campaigns, ad groups, dashboards, and reports. This article explains what each metric means, how it is calculated, and how to interpret delivery and learning indicators.
Performance metrics
| Metric | Description |
|---|---|
| Ad revenue | The amount spent on advertising. For the retailer, this represents advertising revenue. |
| Sales revenue | Revenue from purchases attributed to the ads within the attribution window. |
| Orders | Number of purchases attributed to the ads within the attribution window. |
| ROAS | Return on ad spend. Calculated as Sales revenue / Ad revenue. For example, a ROAS of 5 means that 1 EUR in ad spend generated 5 EUR in attributed sales. |
| CPA | Cost per attributed order. Calculated as Ad revenue / Orders. |
| Conversion rate | The share of clicks that resulted in an attributed order. Calculated as Orders / Clicks. |
| Clicks | Number of times shoppers clicked an ad. |
| Impressions | Number of times an ad was shown. |
| CTR | Click-through rate. The share of impressions that resulted in a click. Calculated as Clicks / Impressions. |
| eCPC | Effective cost per click. The actual average cost for each click. Calculated as Ad revenue / Clicks. |
| eCPM | Effective cost per 1,000 impressions. Calculated as Ad revenue × 1,000 / Impressions. |
Bidding metrics
| Metric | Description |
|---|---|
| Target CPC | The target cost per click set for the ad group. It is used by the bidding algorithm to determine how much to bid for impressions. |
| CPM | The bid per 1,000 impressions used when participating in an ad auction. The CPM bid is dynamically calculated based on the Target CPC and observed click-through performance. |
Target CPC is an input to the bidding system, while CPM is the resulting bid used in the auction. eCPC and eCPM, in contrast, describe the actual cost after ads have been delivered.
Budget and delivery metrics
| Metric | Description |
|---|---|
| Progress | The share of the total budget that has been spent. Calculated as Ad revenue / Budget. |
| Pacing | Shows whether an ad group is spending its budget at the expected rate over time. |
| Daily goal | The amount the delivery system currently aims to spend during the day. |
Pacing
Pacing compares actual spend to date with expected spend, based on how much of the ad group’s scheduled period has elapsed. It helps you identify whether an ad group is on track to spend its budget before its end date.
The pacing indicator shows the current status:
- ↑ Ahead of pace: Spending is above the expected pace.
- → On track: Spending is progressing at the expected pace.
- ↓ Behind pace: Spending is below the expected pace and the ad group may not spend its full budget before the end date.
- 🎓 Learning: There is not yet enough delivery data to reliably assess pacing.
Daily goal
For even delivery, the daily goal is adjusted based on the remaining budget, remaining time, and previous underdelivery. This helps distribute spend across the duration of the ad group.
For accelerated delivery, the system aims to spend the available budget as quickly as possible rather than distributing it evenly over time.
Learning indicators
Some metrics need enough delivery data before they can be reliably assessed. During this period, a learning icon (🎓) may be shown.
Hover over the icon to see what is required for the metric to become available. The learning icon can also appear for pacing until there is enough data to determine its status.
Attribution
Sales revenue and Orders are based on purchases attributed to advertising. Metrics derived from these values, such as ROAS, CPA, and Conversion rate, are therefore also affected by attribution.
The attribution window determines how long after an ad interaction a purchase can contribute to these metrics.
When no data is available
Metrics that require division, such as CTR, ROAS, CPA, Conversion rate, eCPC, and eCPM, are shown as 0 when there is no value available to calculate them.