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.
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.
This is the average number impressions per unique user.
Impressions per attributed converter
The average number of impressions per attributed converter.
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.
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)
CPA - Cost per acquisition
CPA = (Spend / Attributed Conversions)
ROI - Return on investment
ROI = (Attributed Revenue – Spend)
Percentage of spend allocated to a player
Percentage of scale generated by a player based on the value metric (converters, conversions, or revenue)
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.