What the numbers in your report mean

Every AdEncore report counts the same things the same way, for every format. This page defines each number, so your team can check any figure back to its meaning.

The numbers

Ad views: The ad was actually seen: at least half of it on screen for one second, or someone touched it (the industry standard). One view per ad shown.
Ad loads: The ad loaded, including when an app or site loaded it in the background where nobody saw it. Reports show loads next to views under "Seen on screen".
Engaged: An ad view where the person did at least one of the format's interactions (listed below). Each ad view counts once, however many things the person did in it.
Engagement rate: Engaged ad views divided by ad views.
Interactions: Every action counted, not just the first. One person can make many.
Clicks to site: Taps that opened the advertiser's link (or their click tracker).
Verified clicks: Click-outs that passed our real-person check before the link opened.
Completed: For formats with an end (a video, a story, a route): the person reached it.
Invalid traffic: Events from bots, automated browsers, cloud data centres and floods (see below). Not people, so not counted as views, engagement or clicks.
Days: Days are counted in UTC.

What counts as engaged, format by format

Format	Counts as engaged when someone…	Also in the report
MomentShiftOne scene, two moments: the everyday problem turns into the brand's answer.	Not a touch format: it is measured on views, completions and clicks.	Completed
RouteRevealA journey across a map: every stop pops up as you pass it.	Swipes to drive · Pin / card taps	Completed · Stops revealed
AskAdThe ad you can talk to: a brand-trained AI assistant inside the ad.	Chats started · Questions asked	–
SmartPlayThe brand's own YouTube video, with a live card underneath that makes every moment clickable.	Sound turned on · Moments saved · Moment taps	Buy / Book clicks · Completed · Moments shown · Started · Video 25% · Video 50% · Video 75% · Went to YouTube
ShopSceneA scene where everything is for sale: tap any product, cabin or destination and buy that exact one.	Swipes to drive · Product taps · Opened the full list	Buy / Book clicks · Directions to a store · Scenes viewed · Find-in-store opened
VersusThis or that? People pick a side, see how everyone else voted, then buy their pick.	Votes	Buy / Book clicks
DropClockOne ad for the whole launch: a teaser that counts down and slowly reveals the product, then flips to Buy on launch day.	Peeked at the product	Buy / Book clicks · Reminders added
HeadLightThe car waits in the dark. Your finger is the headlight: explore it, switch the lights on, then find a showroom.	Explored with the beam	Buy / Book clicks · Directions to a store · Heard the engine · Features found · Switched the lights on · Sound on/off · Find-in-store opened
SwipeCheckThe ad pre-qualifies people before they sign up or install: a few quick swipes, and only the ones who fit get the button.	Sound turned on · Started the check	Answers · Completed · Did not qualify · Ingredients picked · Plan shown (qualified) · Started · Qualified · Tried again
ViewLiftThe ad is a lift ride: drag up the tower, watch the view change floor by floor, then book a viewing for the one you want.	Rode the lift	Brochure · Directions to a store · Floor stops · Find-in-store opened · Book a viewing clicks · WhatsApp
MoodMatchOne ad for the whole portfolio: people pick a lifestyle, see the launches that fit, and save the ones they love, which tags them for follow-up on YouTube and display.	Touched the ad's main interaction · Moments saved · Product taps	Buy / Book clicks · WhatsApp
PrizeClawThe ad is an arcade claw machine: time the grab, the capsule pops, and one of the brand's worlds opens. Collect them all.	Touched the ad's main interaction · Product taps	Buy / Book clicks · Started
RepRushThe ad is a workout: tap fast to do reps, the protein bar fills, the meal builds up from the bottom, and the last rep unlocks it.	Touched the ad's main interaction · Started the check	Buy / Book clicks · Directions to a store · Find-in-store opened
SunPathThe ad follows the sun: it opens on the viewer's real time of day with the right product for that moment, and they can drag the sun to see the others.	Touched the ad's main interaction · Product taps	Buy / Book clicks · Moments shown
ScentTrailThe ad you can almost smell: hold the bottle to spray, and the fragrance unfolds note by note.	Touched the ad's main interaction	Notes revealed
StackUpBuild your order inside the ad, step by step, then order it in one tap.	Touched the ad's main interaction	Finished their order · Ingredients picked
BundleDropFill the table: every tap drops the next item of the bundle in, then the price lands.	Touched the ad's main interaction	–
FillUpHold to fill: the longer you hold, the bigger it gets, and it lands on the size that fits.	Touched the ad's main interaction	Size chosen · Ingredients picked · Poured · Sizes reached
TraceBackPress your thumb on the brand's seal and the product traces itself back to where it comes from.	Touched the ad's main interaction	Completed · Moments shown · Scanned · Steps answered
PullTabPull the ring and peel the lid: the product is revealed, then the ideas to use it.	Touched the ad's main interaction	Ideas viewed · Saw the ideas · Opened it · Peeled the lid
ScratchOffScratch the screen to reveal the key visual. Works with any brand's KV, ready in a minute.	Touched the ad's main interaction	–
LiftCheckBrand lift study in one tag: a 10-second survey, exposed vs control, live lift report.	Started the check	Survey answers · Finished the survey · Already answered (thank-you shown) · One-word answers
StoreListBuild your room in the ad, then take your list to the nearest store. Made to drive store visits.	Interactions · Moments saved · Product taps · Opened the full list	Visits added to calendar · Changed city · Directions to a store · Used their location · In-store perk shown · Rooms picked · Find-in-store opened · WhatsApp
CareMatchFind your doctor inside the ad: need, city, insurance, the right doctors, then a call-back request sent straight to the hospital's sales team.	Started the check	Picked a doctor · Opened the call-back form · Did not qualify · Steps answered
GiftMatchA gift finder inside the ad: who it's for, their style, the occasion, then the gift made for them and a WhatsApp lead for the brand.	Started the check	Opened the call-back form · Steps answered
FindItThe ad is a mini search of the brand's own catalogue: three taps, then the real items that match, each one a link.	Touched the ad's main interaction · Product taps · Opened the full list · Started the check	Finished the survey · Ingredients picked

Invalid traffic

Every event is checked as it arrives. These are the general signs of traffic that isn't a person:

Bots and crawlers: The browser says it is a search crawler, a link preview, a test tool or a script.
Automated browsers: The browser is driven by software (it reports itself as automated).
Cloud data centres: The connection comes from a cloud provider's data centre (AWS, Google Cloud, Oracle, DigitalOcean, from their own published lists), not a home or phone network.
Floods: One connection sends far more events in a minute than people could.
Over-active views: One ad view sends far more than a person could: over 20 click-outs or 300 actions in a single view.

They are removed before anything is counted, and each report says how many were removed and why. We keep only those counts: no IP address or device ID is stored.

Clicks also go through a real-person check of their own before the link opens (verified clicks). This removes the general kinds of invalid traffic; it is not a guarantee that no fraud exists.

What we never count

Previews in the Studio and on pitch pages: they never reach the report.
People: an ad view gets a random ID when the ad loads. We don't follow anyone across ads, sites or days, and we store no IP addresses and no chat text.
Floods: an internet connection that sends far more events in a minute than people could is cut off (checked in memory, never stored).