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Reporting Metrics: Overview

Understanding your campaign's performance is critical for optimizing it. The Everflow platform has numerous Reporting and Analytics screens that you can use to analyze your traffic from multiple angles.

You can get a broad overview of the Reporting and Analytics tools in this article.

These reporting screens use various metrics to help you understand your campaign better. This article will use the "Offer" Reporting screen to cover some of the most commonly used metrics.

Standard Metrics

 Clicks

  • This metric refers to how many valid clicks your tracking link has received.
  • A "Valid Click" is a click that meets the offer's targeting restrictions. For example, if the offer is for US only, clicks from people within the US will be counted in this column
  • NOTE: This report does not reflect how many clicks you received on your presell page - it only shows the clicks you have received on the tracking link you have pulled from the platform.
Duplicate Clicks
  • This refers to the number of duplicate clicks you have received from the same user in a short amount of time, to help make your stats more accurate
Invalid Clicks (Inv Clicks)
  • This counts the number of clicks that are considered Invalid, based on the offer's restrictions
  • For example: if the offer targets US only, traffic coming from the US will be counted in the Clicks column, while clicks from other countries will be reflected in the Invalid Clicks column
Total CV/CV
  • This is the number of conversions you have received on the offer. 
CVR
  • This stands for "Conversion Rate" and it is the percentage of clicks that result in a conversion. This metric is commonly used for assessing a campaign's performance
  • For example, if you send 10 clicks to an offer and 1 of them results in a conversion, you have a 10% CVR

Events

  • This generally refers to any non-payable "conversion point". For example, events are often used to track the number of times customers have added the product to their cart, or brought it to the checkout portion of the funnel.
  • Not all offers have events. You can learn more about events here.
RPC
  • This stands for "Revenue Per Click", and is another metric commonly used to assess performance. It tells you how much revenue each click has generated, on average.
  • For example, if you send 10 clicks to an offer that results in 1 conversion for $100, then your campaign has a $10 RPC. 
Rev
  • This is short for "Revenue" and it refers to the total amount of revenue in commissions you have generated.

Optional Metrics

Impressions
  • This metric tracks the number of impressions your presell page gets, if you have embedded an impression pixel into your presell's html code. If you choose note to embed an impression pixel in your presell, then this value will remain 0

CTR

  • This stands for "Click Through Rate", and will only have a value if you also have an impression pixel setup. It will represent the rate of people who view your presell page that then clicks the tracking link to go to the offer's page

VT CT

  • This is the number of Conversions counted through View-Through Attribution. This metric is never used as offers are not configured for it, so it can be ignored. If it were to be used, it would be added to the number of "CV"s to get the "Total CV" count.