Every metric you'll meet in Spaceback Reports, defined in plain language.
Impressions — the number of times the ad was served and rendered on screen.
Clicks — clicks on the ad unit that opened the click-through destination (your landing page).
CTR (click-through rate) — clicks divided by impressions. A 1% CTR means 1 click per 100 impressions.
Conversions — conversion-tag fires attributed to your creatives. Requires the brand's conversion tag installed on your conversion pages — see Tracking Tips.
CVR (conversion rate) — conversions divided by clicks.
VCR (video completion rate) — completed video plays divided by video starts. Only video creatives report VCR.
Scans — QR code scans from CTV/OLV creatives carrying a QR code, counted via the creative's short URL.
Video events under the hood
Video creatives report the standard VAST events — start, 25%, 50%, 75%, complete — to your ad server (CM360 or Innovid), so the same delivery appears in your platform reporting. More: Video Interactions and Metrics.
Why don't my numbers match my platform exactly?
Reporting aggregates per creative per day from your ad-server delivery. Small differences versus platform UIs are normal and usually come down to time-zone boundaries and counting methodology.