Metrics glossary: TCL, UCL, EPC and more
Every abbreviation in the link and rotator tables, and exactly how each one is calculated.
The link and rotator lists use short column names so a lot fits on screen. Choose which ones you see with the Columns button in the toolbar; your choice is remembered in this browser.
Traffic
| Metric | Meaning |
|---|---|
| TCL | Total clicks — every recorded click. |
| UCL | Unique clicks — see how uniques are counted. |
| GUR | Global unique ratio: UCL ÷ TCL. |
| FCL | Filtered clicks: at least one traffic filter matched. |
| BCL | Blocked clicks: sent to the Blocked URL (or a 404) instead of your destination. |
| QIQ | Share of clicks with a quality score of 50 or more. |
| BUR | Rotators: visitors sent to the Backup URL. |
| MUR | Visitors sent to the Mobile or iOS URL. |
Conversions
| Metric | Meaning |
|---|---|
| ACT / ACR | Actions, and actions ÷ unique clicks. |
| ENG / ECR | Engagements, and engagements ÷ unique clicks. |
| USL / USR | Sales, and sales ÷ unique clicks. |
| RSL / RSR | Sales + upsells + resales, and that total ÷ total clicks. |
Cost and revenue
| Metric | Meaning |
|---|---|
| EPC | Earnings per click: revenue ÷ unique clicks. |
| CPC / CPA / CPS | Cost ÷ clicks, ÷ actions, ÷ sales. |
| ROI | (Revenue − cost) ÷ cost. Shows 0 when the link has no cost set. |
Cost comes from the link’s Traffic Cost settings — see Traffic cost.
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