| Active Users | Number of users that have initialized the sdk. |
| ARPAU [cents] | Average Revenue Per Active User measured in cents. |
| ARPEU [cents] | Average Revenue Per Engaged User measured in cents. |
| Avg. Close Rate | Average Time between an ad is shown and the user closes it. |
| Avg. Mediation Link Call Latency | Average time that takes a mediation link to give a response (whether the response is a match or an unmatch). |
| Avg. Traffic Routing Position | Average traffic routing position where a request matches an instance. |
| Avg. Traffic Routing Request Latency | Average time that takes a traffic routing to run (either having matched or not). |
| Closed Rate | Percentage of times that the user closes an ad. |
| CPM | Average cost per mille impressions. |
| DAU | Daily Active Users. |
| DEU/DAU | Proportion of Daily Active Users that turned out to be Engaged Users. |
| eCPM | Effective Cost Per Mille is the estimated price for one thousand impressions. |
| Engaged Users | Number of users that have seen at least one ad. |
| Engaged/Active Users | Proportion of Active Users that turned out to be Engaged Users. |
| Failed Requests Rate | Percentage of requests that don't get to launch the waterfall. |
| Fill Rate | Percentage of impression opportunities that turned out to be an impression. |
| IMPAU | Impressions per Daily Active Users. |
| IMPEU | Impressions per Daily Engaged Users. |
| Impressions | Number of ads delivered. |
| Mediation Link Calls | Number of times a mediation link is called to match a request. |
| Mediation Link Match Rate | Percentage of mediation link calls that have had a match. |
| Match Rate | Percentage of requests that have matched with an instance. |
| Revenue | Ads income. |
| Show Rate | Percentage of match requests that turned out to be an impression. |
| Requests/AU | Average requests launched per Active User. |