Engagement Metrics

An Evercookie is a type of tracking mechanism designed to store user information in multiple locations within a browser, making it extremely difficult to delete. Unlike standard cookies, which can be cleared easily, Evercookies use several storage methods — including Flash cookies, HTML5 local storage, and ETags — to recreate themselves even after removal.

In digital advertising, Evercookies were used to maintain persistent user identifiers for retargeting and behavioral tracking. However, due to privacy regulations like GDPR and CCPA, their use is now largely considered non-compliant and discouraged.

Understanding Evercookies is important for privacy-conscious marketers and developers who must ensure that data collection methods remain transparent, user-consented, and compliant with modern data protection laws.

Exit Popups are triggered when a user intends to leave a website, typically detected by cursor movement or inactivity. They present a last-minute message or offer—such as a discount, newsletter signup, or content suggestion—designed to re-engage the visitor.

While often considered aggressive in traditional web design, exit popups can be highly effective when used strategically. For example, an e-commerce advertiser might offer a 10% discount if the user completes their purchase instead of abandoning the cart.

In performance and affiliate marketing, exit popups help extend user sessions and capture leads that would otherwise be lost. When implemented carefully, they increase conversions without significantly harming user experience.

Event Tracking is the process of recording discrete user actions—such as clicks, form submissions, video plays, or downloads—across an advertiser’s digital ecosystem. It provides granular insights into how users engage with ads and post-click experiences.

In programmatic campaigns, event tracking goes beyond impressions and clicks. It measures the entire funnel: from ad exposure to engagement and final conversion. For example, an advertiser might track when a user starts a video, pauses it, or reaches the end—each event offering valuable behavioral data.

Accurate event tracking enables advanced attribution modeling, retargeting, and creative optimization. It ensures every user interaction contributes to a clearer understanding of campaign performance.

eCPM (Effective Cost Per Mille) represents the estimated earnings a publisher makes for every 1 000 ad impressions, regardless of the pricing model used. It standardizes performance across different campaigns—whether paid by click, view, or action—so publishers and advertisers can compare profitability easily.

The formula for eCPM is simple: (Total Earnings ÷ Total Impressions) × 1 000 = eCPM.

For example, if a publisher earns €500 from 200 000 impressions, the eCPM is €2.50. This metric helps publishers identify which placements and formats generate the most revenue and assists advertisers in evaluating cost efficiency across inventory sources.

In programmatic advertising, optimizing eCPM is essential for yield management. High eCPMs signal strong audience quality and ad relevance, while consistently low eCPMs may indicate issues with placement, targeting, or creative performance.