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Advertising Analytics terms
Ad measurement, audience ratings, programmatic and the currency fight.
Ad viewability A measure of whether an ad impression had the actual opportunity to be seen, based on standardized on-screen thresholds. Attention metrics Measures of how much genuine human attention content receives, going beyond impressions to viewability, scroll depth, and time in view. Attribution modeling A method for assigning credit for a conversion across the marketing touchpoints a customer encountered beforehand. Attribution window The fixed period after an ad click or view during which a resulting conversion is still credited to that ad. Blended CAC (blended customer acquisition cost) Total customer acquisition cost calculated across all marketing channels combined, including organic and unpaid efforts. Brand lift The measurable increase in brand awareness, favorability, or purchase intent caused by an ad campaign. Click ID A unique parameter appended to a URL when an ad is clicked, used to match that click to a later conversion. Click-through rate The percentage of people who click a link, ad, or search result out of everyone who saw it. Conversion API (CAPI) A method of sending conversion and event data directly from a business's own servers to an ad platform, bypassing the browser. Conversion lift study A randomized test comparing a holdout who saw no ads against an exposed group, to measure advertising's true incremental effect on conversions. Cost per acquisition (CPA) The average amount spent on advertising to generate one conversion, such as a sale, lead, or signup. Cost per click (CPC) The amount an advertiser pays, on average, each time a user clicks on a paid ad. Cost per mille (CPM) The price an advertiser pays for one thousand ad impressions, regardless of clicks or conversions. Data-driven attribution (DDA) An attribution model that uses statistical analysis of historical conversion paths to assign fractional credit to each touchpoint. Earned Media Value (EMV) An estimate of what organic social mentions, shares, and coverage would have cost if purchased as paid advertising. First-click attribution An attribution model that gives all credit for a conversion to the very first marketing touchpoint that introduced the customer. Frequency capping Limiting the number of times a single user is shown the same ad within a defined time period. Gross Rating Point (GRP) A measure of total advertising exposure, calculated as reach multiplied by frequency, expressed against a target population. Impression One instance of an ad being served and rendered on a page or app, whether or not anyone noticed or clicked it. Incrementality testing An experiment measuring the true causal lift of a marketing activity by comparing it against a held-out control. Invalid traffic (IVT) Ad impressions, clicks, or conversions that do not represent genuine human interest, from bots, click farms, or tracking errors. Last-click attribution An attribution model that gives all credit for a conversion to the final marketing touchpoint before it happened. Lead scoring A method of ranking leads by assigning points for behaviors and attributes that correlate with a likelihood to buy. Lookalike audience A group of new prospects an ad platform selects because their profile statistically resembles an advertiser's existing customers. Marketing efficiency ratio (MER) Total revenue divided by total marketing spend, a single blended measure of overall marketing performance. Marketing qualified lead (MQL) A lead that marketing activity has judged likely enough to convert that it gets handed to sales for follow-up. Multi-touch attribution An attribution method that splits conversion credit across every touchpoint in a customer's path, not just one. Programmatic advertising The automated, auction-based buying and selling of digital ad inventory using software instead of manual insertion orders. Reach and frequency Reach is how many unique people saw an ad; frequency is how many times, on average, each of them saw it. Retail media network (RMN) An advertising platform run by a retailer that sells ad placements on its own site, app, or in-store screens using its shopper data. Retargeting Showing ads to people who have already interacted with a brand's website, app, or content, based on tracked prior behavior. Return on ad spend A ratio of revenue earned for every unit of currency spent on advertising. Share of voice (SOV) A brand's advertising presence, such as spend or impressions, expressed as a percentage of the total for its category. Touchpoint Any single point of contact between a customer and a brand, on or off the path to purchase, across any channel. View-through conversion (VTC) A conversion credited to an ad a user saw but did not click, within a defined attribution window.