| Active Users | Number of users that have initialized the sdk. |
| ARPDAU | Average Revenue Per Daily Active User. |
| ARPAU [cents] | Average Revenue Per Active User measured in cents. |
| ARPEU [cents] | Average Revenue Per Engaged User measured in cents. |
| ARPPU | Average Revenue per Paying User. |
| ARPU | Average revenue per user, is an app metric, which measures the average revenue each active user generates. |
| Avg. Close Rate | Average Time between an ad is shown and the user closes it. |
| Avg. Instance Call Latency | Average time that takes an instance to give a response (whether the response is a match or an unmatch) |
| Avg. Waterfall Position | Average waterfall position where a request matches an instance. |
| Avg. Waterfall Request Latency | Average time that takes a waterfall to run (either having matched or not). |
| Close | Number of times the ads are closed by the user |
| CPC | Cost per click. |
| Closed Rate | Percentage of times that the user close an ad |
| CPM | Average cost per mille impressions. |
| CPO | Cost per order. Is the pricing model that drives a mobile app's user acquisition and sales |
| DAU | Daily active users is a mobile app metric which reveals the total amount of users who visit an app on a daily basis. |
| 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 doesn't get to launch the waterfall. |
| Fill Rate | Percentage of requests that turned out to be an impression. |
| Fill Rate (Waterfall Level) | Percentage of match requests and unmatch requests that turned out to be an impression. |
| IMPAU | Average Impressions per Active User. |
| IMPEU | Average Impressions per Engaged User. |
| Impressions | Number of ads delivered. |
| Instance Calls | Number of times an instance is called to match a request, where an instance is defined by its CPM and Partner. |
| Instance Match Calls | Number of times an instance has matched a request when called. |
| Instance Match Rate | Percentage of instance calls that have had a match. |
| Instance Unmatch Calls | Number of times an instance has not matched a request when called. |
| Match Rate | Percentage of requests that have matched with an instance. |
| Match Rate (Waterfall Level) | Percentage of match requests and unmatch requests that have matched with an instance. |
| Median Waterfall Time to Show | Median of the time that takes a waterfall to show an ad (once it has run). |
| Revenue | Ads income. |
| SPO | Supply Path Optimization is an industry-wide effort to remove intermediaries in the programmatic flow and create a more direct path to publishers. |
| SSP | A supply-side platform, also called a sell-side platform, is a technology platform that enables publishers to maximize the price at which thair advertising inventory sell. |
| Show Rate | Percentage of match requests that turned out to be an impression. |
| Waterfall Match Requests | Number of waterfalls launched to fill an ad that have matched with an instance. |
| Waterfall Requests | Number of waterfalls launched to fill an ad. |
| Waterfall Requests/AU | Average waterfall requests launched per Active User. |
| Waterfall Requests/EU | Average waterfall requests launched per Engaged User. |
| Waterfall Unmatch Requests | Number of waterfalls launched to fill an ad that haven't matched with any instance. |