# Standart metrics overview

**Clicks** - the number of clicks on ads, or the number of clicks to the tracker.

**Impressions** - the number of times your ads were shown, how many times users saw your ad.

**Conversions** - the number of conversions(all types).

**Payout** - the cost that the affiliate network pays for each lead.

**CTR** = Clicks / Impression \* 100%. An indicator of how often your ad is clicked.

**LP Clicks** -the number of clicks from the lander to an offer

**LP CTR**  =Landing page clicks on offer / Visits \* 100%. An indicator of how often users switch from landing to offer.

**CR** = Conversions / Visits \* 100%. Conversion rate, how often the user converts.

**CPC / CPV** - the total cost of one click purchased in the traffic source. As well as a pay-per-click traffic purchase model.

**EPC / EPV**  - income from one click purchased in a traffic source. The higher the conversion (CR), the higher the EPV. If EPV> CPV, then your advertising campaigns are profitable.

**Revenue**  - the amount of funds received for payment of conversions as part of an advertising campaign.

**Costs** - the amount of money spent on the purchase of traffic for an advertising campaign.

**ROI** (Return Of Investment) = (Revenue - Costs) / Costs \* 100%. Profitability level of your advertising campaign. If ROI> 0%, then the campaigns are profitable, if it is 0, then you get exactly as much as you spend on buying traffic. In the case when the ROI <0%, your campaign is unprofitable.

**CPM** - is a traffic buying scheme in which the buyer pays for the number of impressions (usually per thousand). Also, this term refers to the actual cost per thousand impressions.

**CPA** - pay per action. For example, for a sale (CPS), registration, filling out a form (CPL), installing an application (CPI), etc. They also call the entire CPA scope.