An introduction and analysis of the meaning of Toutiao advertising terms!

Display data

1. Number of impressions: number of ad impressions

2. Clicks: Number of ad clicks

3. Click-through rate: number of clicks/number of impressions*100%

4. Average CPC: Total cost/number of clicks

5. Average CPM: CTR bid 1000

6. Total cost: advertising expenditure

App download data

1. Android download starts: Only Android app downloads are disclosed, and the number of download starts

2. Android download start cost: consumption/Android download start number

3. Android download start rate: Android download start number/click number

4. Number of completed Android downloads: Only Android app downloads will be disclosed, and the number of completed downloads

5. Android download completion cost: consumption/Android download completion number

6. Android download completion rate: Android download completion number/Android download start number

7. Activation number: number of app activations

8. Activation cost: consumption/number of activations

9. Activation rate: number of activations/number of clicks

Phone call

1. Number of phone calls: Number of clicks on the phone call button

2. Call dial rate: Number of clicks/impressions of the call dial button

3. Phone call cost: consumption/number of phone call button clicks

Conversions

1. Conversion type: The conversion target selected by OCPC plan, such as form submission, phone call, download completion, activation, etc.

2. Conversion number: The number of conversions corresponding to the selected conversion type or conversion name. For example, if the conversion type is dedicated to download completion, the conversion number is the number of download completions.

3. Conversion cost: consumption/conversion number

4. Conversion rate: number of conversions/clicks

Interaction data

1. Collection Count: The total number of times the ad has been collected by users

2. Number of comments: The total number of comments received by the ad

3. Number of forwardings: The total number of times the ad has been forwarded

Video Advertising Data Explained

1. Location: Headline information flow/details page/joke information flow

2. Number of impressions: number of times the ad is displayed

3. Number of clicks: number of clicks with conversion + number of effective playbacks

4. Converted clicks: clicks to landing pages, clicks to install apps, and clicks to make phone calls

5. Effective playback number: number of completed playbacks, user-initiated playback interruptions ≥ 5 seconds, automatic playback interruptions ≥ 10 seconds (interruptions mean that the user did not finish watching the video)

6. Active playback: The number of playbacks generated by users actively playing the video (including automatic playback and active playback)

7. Play count: The total number of times your ad was played for more than 0 seconds (including automatic and active playback)

Number of plays at each progress level (25%, 50%, 75%, 100%): The number of times a user plays the video to a corresponding percentage or above, including the number of times the video is skipped to this length.

8. Average single playback duration: total actual video playback duration / total number of playbacks (excluding skipping duration)

9. Completion rate: number of completed plays/total number of plays

10. Wifi playback ratio: number of playbacks in Wi-Fi environment / total number of playbacks

Detailed explanation of audience analysis data report

1. Interest classification: audience interest classification

2. Gender: Toutiao determines the user’s gender based on their reading habits.

3. Provincial regions: provinces and municipalities where the audience is distributed

4. Interest keywords: Interest keywords included in the audience

5. Age: Toutiao determines the user’s age group based on their reading habits.

6. Prefectural-level cities: cities where audiences are distributed

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