What your report numbers mean
Impressions, clicks, CTR, conversions, spend, revenue, eCPM and fill rate, defined the way the app works them out.
Updated 2026-11-02
Reports count what happened when readers opened an email: ads delivered, and clicks on them. Here is what each number means.
Delivery
| Metric | What it means |
|---|---|
| Impressions | Your ad was served to a reader who opened the email. An email that is sent but never opened counts for nothing. |
| Clicks | A reader followed the ad's link. |
| Conversions | Your conversion tag fired after a click. See conversion tracking. |
| CTR or Avg CTR | Clicks divided by impressions, as a percentage. |
| CVR or Conv. Rate | Conversions divided by clicks, as a percentage. |
If a mail app fetches the same ad several times in a row, it counts once.
Device shows Mobile, Desktop or Other. It also shows AppleMPP for opens fetched by Apple Mail Privacy Protection, so you can look at them separately. These count as impressions.
Money
For advertisers and agencies
Revenue on Reports is your spend at list price: your line item's CPM multiplied by impressions, divided by 1,000. Interactive Reports call the same figure Spend.
For publishers
Revenue is the value of impressions at the campaign's price, before any fees. It is not what was credited to you. See your earnings.
eCPM is revenue per 1,000 impressions: revenue multiplied by 1,000, divided by impressions.
Fill Rate is the share of ad requests that got an ad. It sits next to the count of your ad units that delivered in the period.
Reports are not a wallet statement. They show everything recorded, which can include traffic that was not billed or was later found to be invalid. Reports have no separate Filtered column. For money that actually moved, use your wallet.
For sponsors
You see Impressions, Clicks and Click rate only. Click rate is clicks divided by impressions.
Time
Report days run on UTC. A reader's open at 11pm in New York falls on the next day in your report.
If something goes wrong
- Your report shows more than your wallet charged. This is expected. See the warning above, and how billing works.
- Your numbers differ from your mailing platform. Your platform counts opens and clicks its own way. Ours count ads served and clicks through our link.
- Your numbers differ from your own analytics. Reports count ad clicks, not landing page visits. Some visits never finish loading, and some clicks never reach your site.
Related
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