Statistics metrics
Daria Mamchenkova avatar
Written by Daria Mamchenkova
Updated over a week ago

Here you can find the most popular metrics for different verticals, which you may need working with Affise.

Statistics metrics





CR = (number of total conversions / clicks) * 100%

Conversion rate - a ratio of clicks to conversions. It's a business metric used to measure the percentage of website visitors who complete a desired action and is often tied to a website’s call to action on a landing page or elsewhere.


EPC = revenue approved / clicks

Earnings Per Click - an average amount of money you earn each time someone clicks one of your affiliate links.


eCPM = total revenue / impressions * 1000

Effective cost per mille - estimates ad revenue affiliates can expect to receive from every thousand ad impressions.


CLV = average value of a purchase * number of times the customer will buy each year * average length of the customer relationship (in years)

Customer lifetime value - a total amount of money a customer is expected to spend on your business, or on your products, during the lifetime of an average business relationship.


ROI = net income / Cost of investment * 100

Return on investment - a financial ratio used to calculate the benefit an investor will receive in relation to their investment cost.


AOV = revenue / number of orders

Average order value - an e-commerce metric that tracks the average dollar amount spent whenever a customer places an order on a website or application.


GGR = total bets - total wins.

Gross gaming revenue - a key metric used by gambling and betting companies. It shows the amount of money gained by the casino as a result of players' activity, but before deduction of additional casino expenses.


NGR = total bets - total payments - total bonuses - total taxes.

Net Gaming Revenue - a financial figure that determines the basic profits share collected by the casino at the end of the month.


CTR = (click-throughs / impressions) x 100

Click-through rate - a ratio of clicks to impressions on an advertising campaign.

Please contact the Affise Customer Support team regarding all raised questions via the e-mail: [email protected].

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