Metrics
Complete guide to the metrics available in Ad Sentinelle.
Main Metrics
Sessions
Definition: Number of unique visitors who loaded the Ad Sentinelle SDK.
Sessions = Unique visitors with SDK loaded
Notes:
- One session = one unique visitor (based on session ID)
- Expires after 30 minutes of inactivity
- Counts all visitors, with or without ad blocker
Ad Blockers Detected
Definition: Number of sessions where an ad blocker was detected.
Ad Blockers Detected = Sessions with active ad blocker
Ad Block Rate = Ad Blockers Detected / Sessions × 100
Market Average: 25-40% depending on sector
| Sector | Average Rate |
|---|---|
| Tech/Gaming | 40-50% |
| Media/News | 30-40% |
| E-commerce | 15-25% |
| General Audience | 25-35% |
Walls Displayed
Definition: Number of times the wall was presented to a user.
Walls Displayed = Ad Blockers Detected - Already Converted - Excluded
May be less than "Ad Blockers Detected" if:
- User already converted (cookie present)
- Banner mode and user closed
- Some pages excluded
Conversions
Definition: Number of users who successfully disabled their ad blocker.
Conversions = Successful Verifications
Types of Conversions:
- Direct: Click on CTA + verification OK
- Auto: Returns to site after disabling
Conversion Rate
Definition: Percentage of ad blocker users who converted.
Conversion Rate = Conversions / Walls Displayed × 100
Goals:
| Level | Rate |
|---|---|
| Low | < 15% |
| Medium | 15-25% |
| Good | 25-35% |
| Excellent | > 35% |
Secondary Metrics
Wall Impressions
Definition: Total number of wall displays (may include multiple displays per session).
CTA Clicks
Definition: Number of clicks on the main button.
CTA Clicks = Conversion Attempts
Failed Verifications
Definition: CTA clicks where ad blocker was still active.
Failures = CTA Clicks - Conversions
Failure Rate = Failures / CTA Clicks × 100
If failure rate is high:
- Users click without disabling
- Message not clear
- Improve help guide
Help Guide Opens
Definition: Number of "How to Disable?" clicks
Help Rate = Help Opens / Walls Displayed × 100
Interpretation:
- High rate = Users need help
- After help, conversion rate should increase
Closures (Soft Mode)
Definition: Number of times wall was closed without conversion.
Close Rate = Closures / Walls Displayed × 100
Metrics by A/B Variant
For each variant, you can see:
| Variant | Impressions | Conversions | Rate |
|---|---|---|---|
| Control | 5,078 | 1,269 | 25.0% |
| Emotional | 5,123 | 1,486 | 29.0% |
| Alternative | 5,033 | 1,258 | 25.0% |
Statistical Confidence
Confidence indicates result reliability:
- < 80%: Not enough data
- 80-95%: Probable trend
- > 95%: Statistically significant
Metrics by Device
| Device | Sessions | Adblock | Conv. Rate |
|---|---|---|---|
| Desktop | 32,875 | 38% | 31.2% |
| Mobile | 10,938 | 22% | 24.5% |
| Tablet | 1,865 | 28% | 27.8% |
Typical Observations:
- Desktop: More ad blockers, better conversion
- Mobile: Fewer ad blockers (native apps)
- Tablet: In between
Time-based Metrics
By Hour
Identify activity peaks:
Hour │ Sessions │ Conv.
──────┼──────────┼───────
08h │ 1,234 │ 342
09h │ 2,456 │ 678
10h │ 3,567 │ 934
By Day of Week
Day │ Sessions │ Conv. Rate
─────────┼──────────┼───────────
Monday │ 6,543 │ 28.5%
Tuesday │ 6,789 │ 29.2%
Wednesday│ 6,234 │ 27.8%
Calculate Recovered Revenue
Formula
Recovered Revenue = Conversions × Average CPM × Avg Page Views / 1000
Example
Conversions: 4,521
Average CPM: $2.50
Avg Page Views: 3
Revenue = 4,521 × 2.50 × 3 / 1000 = $33.91 / day
Monthly = $33.91 × 30 = $1,017
Glossary
| Term | Definition |
|---|---|
| Session | Unique visitor visit |
| Impression | Element display |
| CTA | Call-to-action (main button) |
| CPM | Cost per thousand impressions |
| Rate | Success percentage |
Track conversion rate as your primary metric and compare week-over-week to measure progress.