Every metric Medialake reports for Campaign Manager 360, what it means, and the CM360 report metric it comes from.
Metrics are read per ad from Campaign Manager 360 (CM360) reports. We capture them in daily buckets and roll those up into weekly, monthly, yearly and lifetime totals. These metrics power the Performance dashboards and reports in Medialake.
Performance covers the standard ads CM360 serves itself — the ones whose creatives contain the images, videos and audio Medialake syncs as files. Ads that CM360 only tracks (served by another platform, with CM360 counting impressions or clicks through a tracking tag) have no media in CM360 to link to, so they aren't included. For some advertisers, tracked ads make up a large share of recent delivery, so CM360 performance in Medialake can be much smaller than the advertiser's total activity in CM360.
Metrics
Every CM360 report metric below is listed in Google's Campaign Manager 360 API metrics reference. The definitions link to Google's Help Center where Google publishes one.
Delivery and video
Medialake metric | CM360 report metric | What it means |
Impressions | Impressions ( | Times the ad was served and counted, after invalid traffic is filtered out. See how CM360 counts impressions and clicks. |
Clicks | Clicks ( | Clicks on the ad that reached CM360's servers on the way to the landing page, after invalid clicks are filtered out. See how CM360 counts impressions and clicks. |
Views | Video Plays ( | The number of times the ad's video started playing. See video metrics. Ads without video report zero. |
Video depth | Video First Quartile Completions ( | Video plays that reached a quarter of the video's length. Listed with CM360's in-stream video metrics. |
>Why views come from Video Plays. CM360 also has a metric called Video Views, but it reported zero across every advertiser we tested, while Video Plays carried the real numbers. Medialake therefore uses Video Plays for views.
Engagement and outcomes
Medialake metric | CM360 report metric | What it means |
Engagements | Rich Media Engagements ( | Engagements with rich media creatives, as counted by CM360. Display creatives that aren't rich media report zero. |
Interactions | Total Interactions ( | Every interaction event a rich media ad recorded — such as exits, video plays, mutes, expansions and custom counters. It counts events, not people, so one impression can produce several. See rich media metrics. |
Conversions | Total Conversions ( | Floodlight conversions attributed to the ad, using your Floodlight configuration's counting method and lookback windows. See how Floodlight counts conversions. |
Click-attributed conversions | Click-through Conversions ( | Conversions from people who clicked the ad within the click lookback window. If someone both saw and clicked an ad, the conversion counts as click-through, so nothing is counted twice. See how Floodlight counts conversions. |
Spend
Medialake metric | CM360 report metric | What it means |
Total spend | DV360 Cost (Account Currency) ( | DV360 Cost is what was spent buying the impressions through Display & Video 360, including exchange, partner and third-party fees (DV360 cost in CM360). Where an ad has no DV360 cost, Medialake uses Media Cost: the cost CM360 calculates from the pricing entered on each placement (Media Cost). |
Currency | The CM360 account's currency ( | The currency the account reports in. See Account. |
>About Media Cost. Media Cost is planned pricing applied to delivery, not an invoice. If an advertiser doesn't enter pricing on its placements in CM360, Media Cost is zero — and Medialake records zero spend for ads without a DV360 cost.
Derived metrics
These aren't supplied by CM360. Medialake calculates them from the daily totals above, and each is only available when the values it depends on are:
Medialake metric | How it's calculated |
Click-through rate | Clicks ÷ impressions |
Engagement rate | Engagements ÷ impressions |
Conversion rate | Conversions ÷ clicks |
Cost per click | Total spend ÷ clicks |
Cost per mille | Total spend × 1,000 ÷ impressions |
Cost per acquisition | Total spend ÷ conversions |
Metrics CM360 doesn't supply
Medialake's common paid metric set includes metrics CM360 can't provide per ad and per day. These stay blank for Campaign Manager 360 — blank means "not available from this source", not zero:
Medialake metric | Why it's blank |
Reach and frequency | CM360 only reports reach in separate reach reports, which can't be broken down per ad. |
Average and total watch time | CM360's average video view time isn't populated for these ads. |
Comments and shares | CM360 has no comments metric, and its social metrics only apply to paid social tracked in CM360. |
Conversion value and return on ad spend | Conversion revenue depends entirely on each advertiser's Floodlight setup, and wasn't reliable enough to report. |
The full common set is described in the Performance Metrics Reference.
Reporting periods
Campaign Manager 360 is captured daily:
Daily buckets are the source of truth. Each day of an ad's delivery is stored as its own record.
Weekly, monthly, yearly and lifetime totals are rolled up from those daily buckets inside Medialake, not fetched separately.
Two limits shape what history is available:
24 months of history. CM360 keeps reporting data for 24 months (data availability). When you connect, Medialake backfills each ad from its start, up to 24 months back. Ads that ended earlier than that aren't synced.
Recent days keep changing. CM360 keeps adding and validating data for up to 30 days (data freshness), so Medialake refreshes the most recent 30 days on every sync.
Because lifetime totals are built from daily buckets, a CM360 lifetime figure means everything delivered within the last 24 months — not necessarily the ad's all-time total.
Currency conversion
Spend and the costs derived from it are recorded in the CM360 account's currency, and additionally converted to USD so spend can be compared across accounts and markets. Each day's figures are converted using that day's exchange rate, and the exchange-rate date is stored alongside every converted value.
Comparing with CM360 reports
Numbers can differ from a report you build in CM360. The usual reasons:
Date range. Check you're comparing the same days. A Medialake lifetime figure covers up to the last 24 months.
Time zone. CM360 reports days in the advertiser's time zone (reporting time zones).
Recent days. Figures for the last 30 days can still change in CM360; Medialake picks up those changes on its next sync.
Which ads. Medialake only includes standard ads whose creatives it syncs as files. A CM360 report across the whole advertiser also includes tracking ads, click trackers and default ads.
Views and spend. Medialake's views are CM360's Video Plays, and its spend is DV360 Cost where available, otherwise Media Cost.
Further reading (Google documentation)
Campaign Manager 360 API — metrics and dimensions — every report metric by name
Data Mapping — the objects these metrics attach to
Questions about a specific metric? Contact [email protected].