Other Metrics

Baseline Population

Baseline population represents users that were not exposed to the campaign media being measured.

Cost per Attributed Converter

The cost of media per attributed converter.

% of Exclusive Conversions Exposed

The percentage of conversions attributed solely to that player.

Exclusive reach

The percentage of unique users that were exposed to marketing events from only that player.

Example:  A user who while browsing a news website saw an ad from an airline and later that day booked a flight.

Impression Frequency

This is the average number impressions per unique user.

Impressions per attributed converter

The average number of impressions per attributed converter.

New Users

These are users who did not visit or convert before the campaign period.

Returning (existing) users

These are users who have visited the site or converted in the past before the campaign period.

Spend Coverage

The estimate percentage of marketing activity within the selected channel/campaign/etc that has cost data associated

e.g. If the Display channel has a 96% spend coverage, this means that 96% of all Display marketing has cost provided, or 4% of cost is missing

ROAS - Return on ad spend

ROAS = (Attributed Revenue / Spend)

                     Spend Coverage

CPA - Cost per acquisition

CPA = (Spend / Attributed Conversions)

                     Spend Coverage

ROI - Return on investment

ROI =  (Attributed Revenue – Spend)

                        Spend

Spend Index

Percentage of spend allocated to a player

Scale Index

Percentage of scale generated by a player based on the value metric (converters, conversions, or revenue)

Efficiency Index

For the lowest level players of the taxonomy (usually comprised of placements and keywords) the efficiency index represents the percentile score of the selected efficiency metric (CPA, ROI, ROAS) for each player. Players higher up in the taxonomy (e.g. channels) are assigned the percentile score of the aggregate average efficiency of the player.