Read your dashboard: clicks, conversions and CVR
Clicks are taps on your tracking links. Conversions are the first step of an offer, such as an install, and Events are every step after it. CVR is conversions divided by clicks, and EPC is earnings divided by clicks. Earnings and revenue are net of reversals, and every day is a UTC day.
See also: Reporting
On this page
| Number | What it counts |
|---|---|
| Clicks | Taps on your tracking links that we recorded, on the day of the tap |
| Conversions | The first step of an offer: the install on an app offer, the sign-up on a sign-up offer. Counted on the day we received it. |
| Events | Every later step, such as reaching level 10 or a first purchase |
| Earnings (publishers), Revenue (networks) | What the conversions and events paid, net of reversals |
| CVR | Conversions divided by clicks, as a percentage. Events don’t count toward it. |
| EPC | Earnings divided by clicks, in USD. 100 clicks on Harbor Blocks, one of which led to a $4.20 install, is an EPC of about $0.04. Example. |
A conversion and an event can both pay. Install-paid games pay the publisher once, at install, so their later steps count as events with $0 earnings.
Dashboard opens on the last 7 days, by day. The cards show Earnings, Clicks, Conversions and CVR, each with its change against the same number of days just before. The chart shows earnings, with clicks, conversions and CVR on hover. Beside it, your top offers by earnings.
Status decides what the conversion count means:
| Status | Conversions | Earnings |
|---|---|---|
| Completed (all) | Every conversion, including ones later reversed | Net of reversals |
| Completed net of reversals | Only conversions that weren’t reversed | Net of reversals |
The money is the same in both. Only the count changes.
Reporting, then Offer Performance shows the same numbers per offer: Clicks, Conversions, Events, Earnings and CVR. It opens on All time; pick a date range to narrow it.
The publisher dashboard doesn’t show EPC. Each offer in the Offer API carries networkEpc: earnings per click at your payout, an estimate. Every offer field, explained covers it and epcSource. Treat it as a guide, not a promise.
If your login doesn’t include Earnings & billing visibility, money shows as a dash and the chart says Earnings are hidden for your seat. Counts still show. An owner or admin sets it for each teammate under Team.
Dashboard shows Clicks, Conversions, Revenue, Events and CVR for your network, and its chart can break down by Publisher and Advertiser as well as offer, platform and country.
Reporting, then Offer Performance opens the all-time Offer Reporting table: Offer, Offer ID, Clicks, Conversions, Events, Revenue, CVR and EVR. EVR in that table is events as a percentage of conversions: 250% means each conversion was followed by two and a half later steps on average.
Overview opens on the last 28 days. Its cards depend on what your campaigns sell:
| Your campaigns | Cards |
|---|---|
| Apps only | Spend, Installs, Conversion rate, Cost / install, ROAS, Balance |
| Websites only | Spend, Results, Result rate, Cost / result, ROAS, Balance |
| Both | Spend, Clicks, Paid events, Revenue, ROAS, Balance |
- Installs are installs we matched to a tap on your campaign. Conversion rate is installs divided by clicks.
- Results count your website campaign’s primary result. Result rate is results divided by clicks.
- Spend is what your events were charged. Cost / install and Cost / result divide it by installs or results.
- ROAS is the revenue you send with your events divided by spend. It shows a dash until there is spend.
- Publisher EPC, in the campaigns table, is what publishers earned per click on that campaign over the last 30 days. It shows once the campaign has enough clicks to mean something.
Every count follows the date range at the top. Time zones and when a day closes explains which day a late-evening conversion lands on.