Reporting
Explore default and custom reporting views, inspect configuration changes on charts, and understand your ad revenue metrics.
The Reporting page lets you explore your CloudX auction data. Choose a view, select metrics and dimensions, group the results by hour or day, and chart or pivot the result.
Reporting views
A reporting view brings together the funnel, metrics, dimensions, filters, date and comparison settings, and chart or pivot layout you use to analyze performance. Start with a default view or save your own setup to return to it later.
The report heading above the date controls shows your current view. Open it to switch between the built-in views and your account’s saved views.
The menu above shows the two default views, each with a description of what it measures. Auction Funnel is selected, and Add new view lets you save a custom view based on your current report settings.
Choose a funnel
CloudX includes these default views:
| Funnel | What it measures | Use it to understand |
|---|---|---|
| Auction Funnel | One ad request and its outcome. | How your inventory becomes impressions and revenue. |
| Bidder Funnel | One bid request to one bidder in one auction round. | How often each bidder responds, wins, and delivers an impression. |
Both funnels describe the same auctions: Auction Funnel follows each ad request, while Bidder Funnel breaks it down by the bidders called in each round.
Create your own view
For example, save a Bidder Funnel view filtered to one app and country, with Revenue, eCPM, and Bid Rate selected, to reuse in your regular performance review.
Set up the report
Choose a default view, then select the metrics, dimensions, filters, date range, comparisons, and chart or pivot layout you want to keep.
Add a view
Open the view menu and choose Add new view. After changing a default view, you can also use Save as new view next to the view picker.
Name and save it
Enter a View name. You can add a description and choose an icon and color to make the view easier to recognize. Select Create view. The saved view opens and appears in the view menu for your account.
Views save report settings, not a snapshot of the results. Reopening a view loads data using those settings.
Update and organize saved views
- Save changes updates the selected custom view after you change its report settings. Use Discard to return to its saved settings. Save before switching views if you want to keep your changes.
- Save as new view, under the arrow next to Save changes, saves the current setup as another view.
- Open a saved view’s three-dot menu to Rename it (including its description, icon, and color), Duplicate it, or Delete it.
- Drag a saved view by its handle to reorder your custom views in the menu.
Configuration change overlay
Hover over a time-series chart in a default or custom reporting view to see when configuration changes occurred during the selected date range. The overlay helps you compare changes to apps, ad units, line items, or A/B tests with movements in your metrics.
In this example, the solid purple curve is the reported metric. The four dots and vertical dashed lines mark times when configuration changes occurred; their positions let you compare the metric before and after each change. A marker can group multiple changes at the same chart time. The overlay provides timing context; it does not establish that a change caused a rise or fall in the metric.
Inspect a change
- Hover over a chart to reveal the markers.
- Hover over a dot to see the time and list of changes, including the affected item, changed fields, and who made the change when available.
- Select a change’s View diff action to compare the previous and updated configuration. The comparison requires the previous configuration version to be available.
Control what appears
Open Config changes in the report toolbar to adjust the overlay:
- Show on hover is the default. Choose Always show to keep markers visible while reviewing charts.
- Filter by Change type (Added, Updated, or Removed), Apps, Ad units, Line items, or A/B tests to focus on the changes you are investigating. These filters control the overlay, not the reported metrics; set them separately from the report’s dimension filters.
- Exclude non-important is enabled by default. It hides minor edits such as name-only changes, app descriptions and icons, and changes to items that remained inactive. Changes to pricing, targeting, bidders, traffic splits, or delivery settings on active items remain visible, as do activation, pausing, completion, and live removals. Clear this option to include minor changes.
For example, after changing a line item’s price floor, filter the overlay to that line item and inspect its marker alongside Revenue, eCPM, and Fill Rate to investigate how performance changed around that time.
From request to impression
An ad unit identifies an inventory slot in your app. When the SDK requests an ad for that unit, it creates an ad request and starts one auction. An auction can run several auction rounds in priority order, stopping when a round produces a winning bid. Each round sends a bid request to each participating bidder.
| Event | What it means |
|---|---|
| Bid response | A bidder answers the request with a bid. A no-bid response, timeout, or error does not count as a bid response. |
| Eligible bid | A bid that meets or exceeds the round’s price floor. |
| Winning bid / Fill | The auction selects a winner. This is a winning bid from the bidder’s perspective and a fill from the inventory perspective. |
| Load | The SDK successfully loads the winning ad’s creative. |
| Impression | The ad is displayed on screen. This is the billable event for billable traffic. |
| Click | A click on the displayed ad. |
A fill does not guarantee a load, and a load does not guarantee an impression. The rates below help identify where ads drop out of that sequence.
Auction Funnel metrics
Use this view to follow Ad Requests → Fills → Loads → Impressions → Clicks across your inventory.
Ad Requests, Fills, Impressions, Revenue, Fill Rate, Clear Rate, CTR, and eCPM are selected by default. Add the other metrics below from the metric picker. Rate formulas are shown as ratios; the report displays them as percentages.
| Metric | Meaning | Calculation |
|---|---|---|
| Ad Requests | Requests from the SDK for an ad, each starting one auction. | Count of ad requests. |
| Fills | Auctions that produced a winning bid. | Count of filled auctions. |
| Loads | Filled ads successfully loaded by the SDK. | Count of successful loads. |
| Impressions | Ads displayed on screen. | Count of rendered impressions. |
| Clicks | Clicks on displayed ads. | Count of clicks. |
| Fill Rate | Share of ad requests that produced a winner. | Fills / Ad Requests |
| Load Rate | Share of fills that loaded successfully. | Loads / Fills |
| Render Rate | Share of loaded ads that were displayed. | Impressions / Loads |
| Survival Rate | Share of fills that became impressions. | Impressions / Fills |
| Clear Rate | Share of ad requests that became impressions. | Impressions / Ad Requests |
| CTR | Click-through rate: clicks relative to impressions. | Clicks / Impressions |
| Revenue | Estimated revenue from rendered impressions. | Sum of impression revenue. |
| eCPM | Effective revenue per 1,000 impressions. | Revenue / Impressions × 1,000 |
For example, 1,000 ad requests might produce 800 fills, 720 loads, and 600 impressions. Fill Rate is 80%, Load Rate is 90%, Render Rate is 83.3%, and Clear Rate is 60%. Survival Rate is 75%: 600 of the 800 fills became impressions.
Bidder Funnel metrics
Use this view to follow Bid Requests → Bid Responses → Winning Bids → Loads → Impressions for each bidder. Winning bids are the intermediate event used to calculate Win Rate and Load Rate.
Bid Requests, Bid Responses, Bid Rate, Clear Rate, eCPM, Avg Bid CPM, Impressions, Revenue, and Avg Effective Floor are selected by default. Add the other metrics below from the metric picker. Rate formulas are shown as ratios; the report displays them as percentages.
| Metric | Meaning | Calculation |
|---|---|---|
| Bid Requests | Requests sent to the bidder, one per auction round in which it is called. | Count of bid requests. |
| Bid Responses | Requests the bidder answered with a bid, including bids that lost. Excludes no-bid responses, timeouts, and errors. | Count of bid responses. |
| Bid Rate | Share of bid requests that returned a bid. | Bid Responses / Bid Requests |
| Win Rate | Share of bid responses that won. | Winning Bids / Bid Responses |
| Loads | Winning ads successfully loaded by the SDK. | Count of successful loads. |
| Load Rate | Share of winning bids that loaded successfully. | Loads / Winning Bids |
| Impressions | Ads from this bidder displayed on screen. | Count of rendered impressions. |
| Render Rate | Share of loaded ads that were displayed. | Impressions / Loads |
| Clear Rate | Share of bid responses that became impressions. | Impressions / Bid Responses |
| Timeout Rate | Share of bid requests that did not receive a response in time. | Timed-out Bid Requests / Bid Requests |
| Error Rate | Share of bid requests that failed with a bid-stage error. | Failed Bid Requests / Bid Requests |
| Load Errors | Winning bids lost to SDK load errors, excluding no-fill outcomes. | Count of load errors. |
| Load Error Rate | Share of winning bids lost to those load errors. | Load Errors / Winning Bids |
| Revenue | Estimated revenue from this bidder’s rendered impressions. | Sum of impression revenue. |
| eCPM | Effective revenue per 1,000 impressions from this bidder. | Revenue / Impressions × 1,000 |
| Avg Bid CPM | Average bid price, including bids that lost. | Sum of bid CPMs / Bid Responses |
| Avg Effective Floor | Average price floor applied to this bidder’s requests, expressed as CPM. | Sum of effective floors / Bid Requests |
CPM is a price per 1,000 impressions. Avg Bid CPM describes the prices offered; eCPM describes the revenue earned per 1,000 impressions actually shown.
The metric picker also includes Bid Users (unique users the bidder bid on), Monetized Users (unique users served an impression), and User Monetization Rate (Monetized Users / Bid Users). These are device-based estimates. Bid-user data starts around June 8, 2026; earlier ranges may undercount users and distort the rate.
Dimensions
Dimensions let you group or filter the metrics. Both views include App, Ad Format, Device OS, Country, and Data Source by default. SDK Version, App Bundle, App ID, Ad Unit Name, and Ad Unit ID can be added from the dimension picker.
- Auction Funnel includes Winner Bidder by default to identify the auction’s winner. A blank value means the auction had no winner. It does not show the other bidders called in that auction.
- Bidder Funnel includes Bidder and Priority by default. The Bidder dimension identifies which bidder received the request, regardless of the auction outcome. Round Number, Bid Outcome, SDK Error, and SDK Error Category can be added from the dimension picker.
Read the rates correctly
- Clear Rate has a different denominator in each view. Auction Funnel uses ad requests; Bidder Funnel uses bid responses. For 600 impressions, 1,000 ad requests give a 60% auction Clear Rate, while 2,000 bid responses give a 30% bidder Clear Rate.
- Check participation before judging wins. Bid Rate uses bid requests, while Win Rate uses bid responses. A bidder can have a high Win Rate but a low Bid Rate if it bids rarely and wins most of those bids.
- Request totals differ between views. One ad request can generate bid requests to multiple bidders across multiple rounds.
- Rate metrics are not meaningful when grouped by SDK Error or SDK Error Category. Both describe what happened after a bid won, so bid requests, responses, and wins all fall under None.
- Match the data source when comparing revenue. Data Source separates Billable Data from Test Data. Filter to billable data when comparing against revenue elsewhere in the Dashboard.