The Vendor Selector Impression Clickthrough Rate (ICR) is calculated by dividing the total unique impression clicks by the number of unique impressions, by day.
The rationale behind this calculation is that serious buyers who have seen a vendor impression before, and do not click, because they have seen the profile before, are not necessary interested in the vendor. If a vendor impression is shown at least once, and clicked at least once, then we regard the ICR as 100%. If a vendor impression is shown at least once, but not clicked at all, then the ICR is 0%.
The daily average is calculated by taking the average of all sessions having vendor profile impression, which is identical to dividing the total unique impression clicks by the number of unique impressions, by day. If there are no impressions at all on a particular day, the ICR is not available (N/A).
The average ICR over a particular period is calculated by taking the average of all available daily ICR’s. If the ICR is not available in any of those days, the resulting ICR will also be N/A.
