A reference for all core metrics used across Airdan dashboards. Each entry follows the same template: definition, formula, what to look for, typical benchmarks, what influences it, and how to improve it.
Note on benchmarks: All benchmark ranges are broad, global reference points. They vary heavily by industry, country, device mix, and brand vs. non-brand split. CEE markets generally see lower CPCs than Western Europe. The most meaningful benchmark is always your own trend and your own margin — which is exactly what the dashboard shows.
Base Metrics (the raw inputs)
These four metrics come directly from the ad platforms. Everything else in this glossary is derived from them.
| Metric | Definition |
|---|---|
| Impressions | The number of times an ad was shown. One person can generate many impressions. |
| Clicks | The number of times users clicked the ad. |
| Cost (Spend) | Total amount charged by the platform for the period. Normalized to EUR in Airdan dashboards. |
| Conversions | The number of tracked desired actions (purchases, leads, calls) attributed to the ads, according to the platform's attribution model. |
| Conversion Value | The monetary value the platform attributes to those conversions (e.g., order revenue passed via the purchase event). |
Watch out for: conversions and conversion value are modeled, attributed numbers — they depend on tracking setup, consent rates, attribution model, and lookback window. They rarely match back-end sales exactly, and that is normal. Large gaps, however, signal a tracking problem.