Every report reads from the daily aggregate tables, filters by date, and exports to CSV with the same definitions you see on screen. This page explains exactly what each number means.
Operators open Reports in admin. Advertisers see their own campaign figures in the network portal.
| Metric | What it means |
|---|---|
| Ads shown (served) | Ads delivered into a slot for a real visitor. Rejected requests and likely bots are excluded. |
| Loaded (measurable) | Ads shown that the embed placed on the page, so it could start checking whether they were seen. |
| Actually seen (viewable) | Ads shown that were really on screen: at least half the ad (30% for large ads) visible for 1 second in an active tab. This is part of ads shown, not an extra count. |
| Clicks | Unique clicks. Repeat clicks from the same visitor count once; dashboards also show the total including repeats. |
| Click rate (CTR) | Clicks ÷ ads shown, as a percentage. |
| Seen rate (viewability) | Actually seen ÷ loaded, as a percentage. A low seen rate usually means the slot sits below the fold. |
| Fill rate | Share of ad requests that got an ad: ads shown ÷ (ads shown + empty slots). |
| Empty slots (no-fill) | Valid requests where no eligible ad was available, so nothing was shown. |
| Rejected requests / likely bots | Malformed, blocked, or bot-like traffic. Tracked separately and never counted in any number above. |
| Remaining credits | Total shows minus ads shown. Never goes below zero. |