Terminology and Reporting Metrics

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The Editor
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General Report

Metrics Definition with Examples
Average Engagement Time

The average amount of time a user spends interacting with an interactive ad during an interval of approximately 30 minutes.

For instance, you have 500 viewers spending a total amount of 650 minutes interacting with your ad; your Average Engagement Time is calculated as:

650 minutes / 500 viewers = 1.3 minutes.

Viewers spend an average of 1.3 minutes engaged with your ad.

Average CPV

It is the average amount you pay when a viewer watches 30 seconds of your video (or the whole duration if it is shorter than 30 seconds) or engages with your video, whichever comes first. Please note that your average CPV may not be the same as your maximum CPV. Your maximum CPV is the maximum amount that you are willing to pay for an ad view.

If you spent $1,500 and you received 5,000 views, CPV would be calculated as: $1,500 / 5,000 views = $0.3 CPV

CPV can be anywhere between $0.026 to $0.30 per view.

Budget Spent

Total budget spent on impressions (winning bid requests).

Click-through

The total number of interactions with the features in an interactive ad, which will take users to your website landing page.

Click-through rate (CTR) is the percentage of click-through per impressions.

For instance, if your total number of clicks is 2,000 and the total impressions is 10,000, the Click-through Rate would be calculated as:

(2,000 / 10,000) x 100 = 20%

Conversions

The total number of CTC + VTC (view-through conversions). Conversion can be any event that you define, e.g. sales booking upon payment, filling up a form, and so on.

Click-through Conversions (CTC)

The situation when a visitor sees your ad, he/she clicks on it and then converts.

When a visitor views your ad and engages by clicking into your website and makes a purchase.

Click-through Revenue

The total revenue attributed to click-through conversions.

Completed Views (video)

The number of times a video is played to its completion.

Custom Metrics for Facebook Campaigns

  • Engagement time
  • Post
  • Like
  • Comment
  • Reaction
  • Link Click
  • Reach
  • Total time spent interacting with the ad
  • Total number of posts, likes, comments, reactions or link clicks an ad receives
  • Reach is the number of users who has seen the ad once (ref)
Engagement

The total number of interactions with the features in an interactive ad without leaving the current website

Engagement rate (ER%) is the % of engagement per impression.

For instance, if your ad accumulated 6,000 impressions and successfully obtained 1,500 interactions/engagements, your Engagement Rate would be calculated as:

1,500 engagements / 10,000 impressions = 15% Engagement Rate

First-Quartile Views (video)

The number of times a video is played to 25% of its length.

For instance, prospect A watches 25% of your ad before an exit or click.

Frequency

The number of times an ad is shown to the user. Here, it is calculated based on the total number of impressions (till date) divide by total reach.

For instance, the total impressions of your ad is 10,000 and achieves a reach of 4,000.

Your Ad Frequency is 10,000 / 4,000 = 2.5. This means that unique users saw your ad approximately 2.5 times.

Impression The total number of times an ad is displayed on various channels.

Mid-Point Views (video)

The number of times a video is played until the middle points of its view length.

For instance, prospect A watches 50% of your ad before an exit or click.

Reach The total number of unique audience.
Total Interactive Impressions

The number of times when a user interacts with a dynamic ad at least once. An interactive impression is recorded when a user has taken one of the actions below for more than 1 sec:

  • Click an exit link
  • Initiate an activity within the interactive ad
  • Expand the interactive ad
  • Hover over the interactive ad for at least one continuous second
Total Engagement Time

The total amount of time spent interacting with an interactive ad during an interval of approximately 30 minutes for all users.

Third-Quartile Views (video)

The number of times that a video is played to 75% of its length.

For instance, prospect A watches 75% of your ad before an exit or click.

Time Lag Day

The number of day(s) from when the last touchpoint happened, until conversion.
For instance, prospect A watched your ad, engaged with it. After 4 days later, made a purchase.
Viewable Impression

The number of times 50% of the display ad is visible to the audience for at least 1 continuous second.

For instance, a viewable impression is calculated when your ad has the opportunity to be seen. This is determined through your ad’s visibility. Your ad is considered visable when at least 50% of your ad is displayed through 1 continuous second.

Views

The total number of counts that a video ad is viewed for at least 3 seconds.

View-through Conversions (VTC)

The situation when a visitor sees your ad, he/she does not click on it but later returns to your site and converts.

For instance, prospect A has viewed your ad but did not engage with it at that moment. Later, he/she visits your site and makes a purchase.

View-through Revenue

The total revenue attributed to view-through conversions.

View-through rate (VTR)

The number of completed views of skippable ad over the number of initial impressions.

For instance, if you have 1,500 completed views of and 4,000 impressions, your VTR is calculated as: 1,500 / 4,000 = 3.75%

Win Rate

The percentage of winning bids over the total number of bids.

For instance, if your bids win 20% of the time, and your total number of bids is 500, your Win Rate would be calcualted as: 20/500 = 4%

 

Attribution Report

Metrics Definition with Examples
Assisted Conversion
There were multiple touchpoints leading to the final conversion path. There can be 
(a) click-assisted conversion: someone clicks on your ad but it is not the last click before the conversion occurs.
(b) impression-assisted conversion: someone view (an impression of) your ad but did not click through ultimately converted.

For instance, prospect A searches for a wallet.

She searched for the product and engaged with a paid Search ad, directing her to the website but soon disengages as she decided to keep her options open.

The following day while she was on Facebook, she was served with a banner ad for the same product but did not engage.

Later, prospect A goes directly to the website to make the purchase.

Her click via Search is a click-assisted conversion while the banner ad on Facebook that she did not engage with is an impression-assisted conversion.

While, the channels, not being the final interaction on the conversion path, has assisted in achieving $x amount of sales and is the assisted value.

Assisted Value
Conversions

The total number of CTC + VTC. Conversion can be any event that you define, e.g. sales booking upon payment, filling up a form, and so on.

Click-through Conversions (CTC)

The situation when a visitor sees your ad, he/she clicks on it and then converts.

When a visitor views your ad and engages by clicking into your website and makes a purchase.

Estimated Conversion
There was only one touchpoint in the conversion path, and the conversion happened on cross-device.

 

Estimated Value
Estimated Assisted Conversion

 

There were multiple touchpoints in the conversion path, and the conversion happened on cross-device.

For instance, prospect A is searching for a wallet.

She searched for the product and engaged with a paid Search ad on her mobile device, directing her to the website but disengages as she decided to keep her options open.

The following day while she was using her laptop to surf Facebook, she was served with a banner ad again but did not engage.

Later, Prospect A then goes directly to the website to make the purchase using her tablet.

 

Estimated Assisted Value

Path Length

The number of touchpoints in the conversion path.

A touchpoint is any point when customers are exposed to your brand on various channels. 

For instance, Path of Prospect A’s Conversion:

Channel 1 > Channel 2 > Channel 3 > Final Conversion

This Path Length Metric shows you the channel interactions prior to conversion. It helps you identify patterns and insights to effective cross-channel strategies.

Unique Conversion

There was only one touchpoint in the conversion path.

 

Unique Revenue

Unattributed Conversions

Shows how many conversions cannot be attributed by the selected attribution model and window.

For instance, your selected timeframe of 7-day window is based on attribution by clicks. Those unattributed conversions will include:

  • Conversions without clicks
  • Clicks occuring prior to the selected attribution window

These conversions cannot be attributed to a click and become an unattributed conversion.

Unattributed Revenue

Unattributed revenue is the portion of your total revenue that was not attributed to any paid or organic marketing.

As much as we want to be able to attribute revenue to our marketing efforts, it is common to have unattributed revenue.

Some reasons for unattribtued revenue includes:

  • An incomplete setup
  • Organic tracking has been turned off
  • The landing page does not have a tracking code
  • The option form or order form pages does not have a tracking code
  • The inbound link clicks do not have UTMs, Wicked IDs, or any of our other link ID technologies on them
  • Source data has timestamp issues relative to the link click timestamps
  • Live event or offline sales not misreported or incorrectly imported

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