By Luís Daniel Rijo — Dec 30, 2018

Audio advertising metrics

Know here the metrics advertisers use to report, when they buy digital audio ads programmatically:

Audio eCPCA (Cost per Listen)

The spent budget divided by the Completes.

Completes

The number of impressions for which an ad clip played to completion.

Action

According to IAB, this is the metric that indicates how many times listeners completed an action on the marketer’s website after being exposed to an audio ad.

Companion Clicks

Number of clicks on the display companion ads.

Impressions

Metric that indicates the number of delivered ads.

Companion Impressions

Metric indicating the delivered impressions of the display companions ads.

Click-Through

Is the number of clicks that the ad received divided by the number of times the ad is shown.

CUME

The count of unique listeners during the specified time period (with sessions lasting at least one minute).

Effective Reach

The average number of people that hears the commercial.

Frequency

The average number of times an individual has an opportunity to hear an advertising message during a period.

Visit

Metric that indicates how many times listeners visited the website after being exposed to an audio ad.

Voice Click-Through

Metric that indicates how many times listeners respond to Interactive Audio Ads by speaking to connect with advertiser offers by automatically initiating call, a video view, request an email, web page open, content selection or similar action on a mobile device.

First Quartile

The number of impressions for which an ad clip played to the end of the first quarter of the audio content’s total length.

Midpoint

The number of impressions for which an ad clip played to the midpoint of the audio content’s total length.

Third Quartile

The number of impressions for which an ad clip played to the end of the third quarter of the audio content’s total length.

Mutes

The number of impressions for which the ad was muted.

Pauses

The number of impressions for which the user paused the audio clip in the ad. Only one pause is counted per ad impression.

Starts

The number of served audio impressions, counted when the audio clip was played or started by the user.

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