Understanding Your Metrics
Plain-English definitions for every metric in your Topple campaign reports.
Last updated September 1, 2026
Cost
The total amount spent on a campaign (or across all campaigns) during the selected period. This is actual spend, not budget.
Impressions
The number of times your ad was shown to a user. One impression equals one ad display. High impressions with low clicks may indicate the creative or targeting needs adjustment.
Clicks
The number of times a user clicked your ad. Clicks are intent signals — they represent users who were interested enough to visit your landing page.
CPM (Cost Per Mille)
The cost per 1,000 impressions. CPM measures the efficiency of your spend for reach — a lower CPM means you are reaching more people per dollar. Display campaigns are priced on Dynamic CPM. Do not compare CPM between display and video campaigns as if they measure the same thing — video CPM reflects the cost per 1,000 video impressions (starts), not clicks or views, and video inventory typically carries a different price floor than display.
CPC (Cost Per Click)
The average cost of each click. CPC = Total Cost ÷ Total Clicks. Lower is better, but a low CPC with no conversions may indicate you are attracting the wrong audience.
CTR (Click-Through Rate)
The percentage of impressions that resulted in a click. CTR = Clicks ÷ Impressions × 100. A higher CTR generally means your creative and targeting are well-matched. Note: a high CTR does not guarantee conversions — if your landing page is weak or your audience is misaligned, you can have strong CTR with near-zero conversion rate. Evaluate CTR alongside conversion data.
Video Impressions
The number of times your video ad started playing.
Views
For video campaigns: the number of times a user watched at least 10 continuous seconds of your video. Views are the billing event for video campaigns.
CPV (Cost Per View)
The average cost of each video view (10+ continuous seconds watched). CPV = Total Cost ÷ Total Views.
VTR (View-Through Rate)
The percentage of video impressions that resulted in a view. VTR = Views ÷ Video Impressions × 100. A higher VTR means more people who started your video watched at least 10 seconds.
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