FAQ - Getting Started

FAQ - Getting Started

Getting Started

Glossary of Metrics

 

General Metrics

Impressions - A single display of online content to a user’s web-enabled device. Number of times an ad has been seen across multiple websites.


Clicks - A metric that measures the reaction of a user to an Internet ad


Click Through Rate (CTR) - A way of measuring the success of an online advertising campaign for a particular website by calculating the percentage of clicks compared to the impressions delivered.


Conversions - On-site results driven by advertising including, but not limited to, direct purchases


Pageviews - A pageview is an instance of a page being loaded by a browser. The pageview metric is the total number of pages viewed; repeated views of a single page are also counted.


View-Through Tracking - Measurement of post-impression responses from an advertising campaign


Total Ad Clicks - The number of times the ad is clicked on


Clicks per View - The number of times someone who is shown the ad clicks on the ad


Views - The number of time the ad is shown


Impression Conversions - For a display ad campaign, online conversions produced by individuals who have not clicked the ad through but converted later


View Conversions - Also known as View-through Conversions, the number of people who were shown the display ad, did not click on the ad, but later visited the advertiser website


Click Conversions - The number of users shown the ad and clicked on the ad


Data CPM - Additional cost for 3rd party data segments used in targeting 

 

 

Video Metrics

Play Rate - Ratio that calculates the number of plays your video ad receives divided by its impressions


Playtime per View - The amount of the video ad that is played divided by the number of people who see the ad


Viewed Minutes - The number of minutes an ad is shown


Avg Percent Viewed - The average amount of a video that is viewed


25% Completion Rate - 25% of a preroll video was shown to the viewer before the viewer hit the skip button


50% Completion Rate - 50% of a preroll video was shown to the viewer before the viewer hit the skip button


75% Completion Rate - 75% of a preroll video was shown to the viewer before the viewer hit the skip button


100% Completion Rate - The entire preroll video was shown to the viewer


Companion Impressions - Display banners shown in conjunction with a video, the number of times these display ads were shown


Companion Clicks - Display banners shown in conjunction with a video, the number of times these display ads were clicked


Companion CTR - Calculating the percentage of clicks compared to the impressions delivered on a banner ad that runs in conjunction with a video ad


Video and Overlay Clicks - The number of times users click on the video or overlay ad

 

 

Social Metrics

Facebook Shares - The number of people who actively shared your post or ad with their friends on Facebook

Twitter Shares - The number of people who actively shared your post or ad with their Twitter followers

Engagements - The number of unique people who’ve clicked, liked, commented on or shared you Page posts on social media

Actions - The number of actions taken on your ad, Page, app or event after someone viewed your ad, even if they didn’t click on it. Actions include Page likes, app installs, conversions, event responses and more.

Page Likes - The number of likes on your Page as a result of your ad

Engaged Users - The number of people who engaged with your page (includes any click of story generated

Likes - The number of new people who like your page, also known as the number of fans

Unlikes - The number of people who have unliked your page, or cancelled being a fan of your page

Total Likes - The total number of people who are a fan of your page

Total Reach - The total number of unique people your ad was shown to

Social Impressions - The number of times your ads were viewed when displayed with social information, which shows Facebook friends who engaged with your Facebook Page or ad

Social Clicks - The number of any clicks your ad receives when it's shown with social information

Post Shares - The number of shares of your Page's post as a result of your ad

Unique Clicks - The number of unique people who have clicked on your ad. For example, if 3 people click on the same ad 5 times, it will count as 3 unique clicks. Note this field is stored on a daily basis. When looking at a range, this may differ from the source. 

Total Actions - The number of actions taken on your Ad, Page, App or Event after your ad was served to someone, even if they didn't click on it. Actions include Page likes, App installs, conversions, event responses and more. For example, 2 Page likes and 2 Comments would count as 4 Actions

Total Posts - The total number of unique users who saw your Page post in News Feed, Ticker or on your Page

Viral Impressions - The number of impressions of a story published by a friend about your Page. These stories include liking your Page, posting to your Page's wall, liking, commenting on or sharing one of your Page posts, RSVPing to one of your events, mentioning your Page, phototagging your Page or checking in at your place

Total Reach - The number of people who have seen any content associated with your page. We derive this from total unique page impressions. (This is stored on a daily basis and can differ from the source)

Paid Impressions - The number of impressions of a Sponsored Story or Ad pointing to your page

Organic Impressions - The number of times your posts were seen in News Feed ot Ticker or on visits to your page. These impressions can be fans or non-fans

 

Google Analytics Metrics

Visits/Sessions - This metric is a count of sessions (visits) that have been active on your site for the selected date range. You can think of a session as the container for the actions a user takes on a site. 


Pages/Visit (Average Page Depth) - This displays the average number of pages viewed per session. Repeated views of a single page are counted in this calculation. This metric is useful both as an aggregate total as well as when it is viewed with other dimensions, such as country, visitor type, or mobile operating system. 


Bounce Rate - Bounce Rate is the percentage of single-page sessions. (i.e. sessions in which the person left a site from the entrance page without interacting with the page)

 


Search Metrics

Average Position - A statistic that describes how your ad typically ranks against other ads. This rank determines in which order ads appear on the page.


Keywords - Words or phrases that are used to match your ads with the terms people are searching for.


Cost per Conversion - The average amount per conversion as defined by campaign


Search Lost IS “Impression Share” - The percentage of searches you don’t appear in due to budget constraints


AdGroups - Each of your campaigns is made up of one or more ad groups. Separate ad groups are best for different product types you offer. Ad groups in Display Network campaigns can include targeting methods other than keywords, like using demographics or remarketing lists.


Ad Type - Text, Image, Rich Media, Flash, Video, Animated Image, Audio, Link Units


Quality Score - An estimate of the quality of your ads, keywords, and landing page. Higher quality ads can lead to lower prices and better ad positions.


Status - This will show whether or not the campaign is active or paused determined based on keyword performance. 

Avg. CPM - Average cost-per-thousand impressions

Avg. CPV - The average amount you pay each time someone views your ad. The average CPV is defined by the total cost of all ad views divided by the number of views

View-Through Conversion - The total number of view-through conversions. These happen when a customer sees an image or rich media ad, then later completes a conversion on your site without interacting with another ad

Total Conversions - The Conversions column reports total conversions, across those conversion actions you've chosen to include. This allows you to see how many times your ads led customers to an action you've defined as valuable, such as sales or leads

All Conversions - Best estimate of the total number of conversions that AdWords drives. Includes website, cross-device, and phone call conversions

 

 

Email Metrics

Emails Sent - The number of email addresses the email creative was sent to


Unique Opens - The number of unique email accounts who opened the email and downloaded the images


Open Rate - The percentage of people who opened the email of the number of emails sent

*Opens will only register if images are downloaded, if a user views the email within the preview pane and does not download the images it will not count as an open

 

 

Cost Related Metrics

Cost per Click (CPC) - The actual price you pay for each click in your pay-per-click (PPC) marketing campaigns


Cost per Impression (CPM) - Cost per thousand impressions, used for impression based campaigns. 


Pay per Click (PPC) - An internet advertising model used to direct traffic to websites, in which advertisers pay the publisher when the ad is clicked


Cost per View (CPV) - A view counts after it is viewed after a minimum of 30 seconds seen, then a cost is applied


Cost per Acquisition (CPA) - The advertiser pays for each specified action 


Return on Investment (ROI) - A performance measure used to evaluate the efficiency of an investment


Cost - Estimate of price of the ad


eCPV - Effective cost per view


eCPM - Effective cost per thousand: dividing total earnings by total number of impressions in thousands