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) — how often people watch your video to the end. For video ads (CTV, online video), it's completed plays divided by video starts. Display ads that play video report it too, measured against viewable impressions (display video has no separate "start" signal).

Engagements — clicks plus the interactions people have with the ad itself: play, pause, mute and unmute, carousel swipes, showing or hiding the caption, story taps, and QR scans.

Scans — QR code scans from CTV/OLV creatives carrying a QR code, counted via the creative's short URL.

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.

Delivery data flows in from your ad server and can take up to 12 hours to appear in Reports, so a newly launched creative won't show numbers minutes after launch. QR scans are counted by Spaceback directly and show up faster.

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.