This page explains how the calculated columns in reports are worked out. Columns that hold a plain value, such as names, identifiers, dates, tags, countries, and the fields your own forms collect, are not listed here.
For the identifiers behind a row, see Conversion IDs explained. For choosing which columns are on screen, see Advanced columns.
Rules that apply to every column
Four things change what a number says, whatever column it sits in.
Currency
Reports convert every amount into the workspace currency and show one total, because a report with a different currency on every row cannot be read. Transactions, balances, and invoices stay in the offer currency, because that is what actually gets paid. See Currency.
What counts as a click or a lead
Three different numbers, three different meanings:
- Gross: everything that arrived, duplicates included.
- Clicks and leads: what was counted, after deduplication.
- Unique leads: how many were the first from that person in the product.
See Origin Deduplication.
Time basis and result filter
The money and transaction columns follow the reporting time basis and the result type filter. Click and lead columns follow neither, since they have no transaction and no result. This is the usual reason two people reading the same report get two different totals.
The partner’s view
For an affiliate, Costs is labelled Revenue, because what you pay is what they earn. For an advertiser, Revenue is labelled Costs. The number is the same, the label follows who is looking.
| Column | Group | How it is calculated | Notes |
|---|---|---|---|
| Gross clicks | Counts | Every click that arrived | Includes duplicates and refused clicks |
| Clicks | Counts | Accepted clicks after deduplication | The number all click metrics are built on |
| Gross leads | Counts | Every lead that arrived | Includes duplicates and refused leads |
| Leads | Counts | Accepted leads after deduplication | The number all lead metrics are built on |
| Unique leads | Counts | Leads that were the first from that person in the product | Measured on a hash, never on the raw value |
| Sends | Counts | Deliveries of a lead to a channel | One lead can have several |
| Redirects | Counts | Customers redirected on to an advertiser | Counted once per offer |
| Transactions | Counts | Transaction rows created by a commission | One conversion can produce several |
| Cost | Money | Sum of affiliate payouts | Shown to an affiliate as Revenue |
| Revenue | Money | Sum of advertiser payouts | Shown to an advertiser as Costs |
| Profit | Money | revenue – cost | Admin only |
| Margin | Money | profit / revenue | Share of revenue you keep |
| ROI | Money | profit / cost | Return on what you paid partners |
| Value | Money | The order value reported by the advertiser | Not a payout. Empty when the advertiser sends no value |
| CR | Per lead | transactions / leads | Conversion rate from lead to transaction |
| CPL | Per lead | cost / leads | Cost per lead |
| EPL | Per lead | revenue / leads | Earned per lead |
| PPL | Per lead | profit / leads | Profit per lead |
| CR | Per click | transactions / clicks | Conversion rate from click to transaction |
| CPC | Per click | cost / clicks | Cost per click |
| EPC | Per click | revenue / clicks | Earned per click |
| PPC | Per click | profit / clicks | Profit per click |
| ACV | Per transaction | revenue / transactions | Average conversion value. What one conversion is worth |
| APV | Per transaction | cost / transactions | Average payout value. What one conversion costs you |
| Total | Pingtree | Leads that entered the pingtree | The base for every rate below |
| Filtered | Pingtree | Leads a channel filter kept out | Nothing was sent to the channel |
| Checked | Pingtree | Leads offered to the channel | The ping |
| Refused check | Pingtree | Pings the channel answered with no | A decision, not a failure |
| Error check | Pingtree | Pings that failed technically | Timeout, 5xx, or an error in the flow |
| Verify | Pingtree | Leads sent for verification | |
| Verified | Pingtree | Leads that passed verification | |
| Refused verify | Pingtree | Verifications that came back negative | |
| Error verify | Pingtree | Verifications that failed technically | |
| Send | Pingtree | Leads posted to the channel | The post |
| Accepted | Pingtree | Posts the channel accepted | |
| Refused send | Pingtree | Posts the channel rejected | |
| Error send | Pingtree | Posts that failed technically | |
| Sales | Pingtree | Transactions created from accepted leads | |
| Rejected | Pingtree | Transactions rejected afterwards | |
| Ping rate | Pingtree | successful pings / pings sent | How often the channel answers |
| Accept rate | Pingtree | accepted / successful pings | How often it buys what it answered on |
| Sold rate | Pingtree | sold / successful pings | How much of what it answered on turned into money |
