Metrics & Reporting

A quick reference for the metrics you’ll encounter in Nexoya Starter. For extended definitions, see the Nexoya Knowledge Base.

Volume metrics

Impressions: How often your ads were displayed. The standard top-of-funnel metric.

Reach: How many unique people saw your ads. Unlike impressions, each person counts once.

Clicks: How often your ads were clicked.

Sessions: Visits to your website, typically measured via Google Analytics 4. One user can generate multiple sessions.

Users: Unique visitors to your website within the selected period.

Conversions: Completed goal actions, such as purchases, leads, or sign-ups. What counts as a conversion is defined by your funnel setup.

Revenue: The monetary value generated by your conversions, where the channel or analytics source provides it.

Cost metrics

Ad Spend / Cost: What you paid the advertising channels in the selected period.

CPC (Cost per Click): Ad spend divided by clicks.

CPM (Cost per Mille): Ad spend per thousand impressions. The standard price measure for visibility.

Cost-per (CP): In the Performance Funnel, every step shows its cost-per value: ad spend divided by that step’s volume, for example cost per session or cost per conversion. This makes efficiency comparable across funnel stages.

Rate metrics

CTR (Click-Through Rate): Clicks divided by impressions. How compelling your ads are.

Conversion rate: Conversions divided by a previous funnel step, for example sessions. Shown in the funnel as the percentage between steps.

Bounce rate: The share of sessions that ended without interaction.

Engagement rate:  Interactions divided by impressions or reach, mainly relevant for social channels.

Where these appear

Every funnel step in the Performance view is one of these metrics, with its cost-per value shown beneath it and conversion rates shown between steps. The Performance Data Table shows the same metrics per campaign. If a metric shows no data, its funnel step likely has no mapped source; see Mapping sources.