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Terminologies & Reporting Metrics

TermDefinition
OrderNumber of campaign order.
ImpressionTotal Impression: Number of Impressions registered for the managed site.
Total Engagement Time Total amount of time spent interacting with an interactive ad during an interval of approximately 30 minutes for all users.
Average Engagement Time The average amount of time a user spent interacting with an interactive ad during an interval of approximately 30 minutes.
Click ThroughTotal Click Through: Number of click-throughs generated by the campaign.
Total Click-through Click-through refers to a user interacting with the features in the interactive ad, leaving the current website to another landing page. Click-through Rate (CTR) is the percentage of click-through per impression.
Total Impressions Number of counts an interactive ad is shown on the website.
Total Interactive Impressions 

Number of times those Impression where a user has interacted with the ad at least once. Interaction means a user has taken below action for more than 1 sec.

  • Clicks an exit link
  • Initiate an activity within the interactive ad
  • Expand the interactive ad
  • Hovered over the interactive ad for at least one continuous second

Total Interactive Impressions Rate (IR) is the percentage of interaction per impression.

Unique Impressions Number of counts an interactive ad is shown on the website, seen by different users during an interval of approximately 30 minutes.
Total Engagements Engagement refers to a user interacting with the features in the interactive Ads without leaving the current website. Engagement Rate (ER) is the percentage of engagement per impression.
Click Through Conversion (CTC)A visitor is shown your ad, they click on it, and then convert.
Click Through Conversion Rate (CTC%)The number of clicks that have converted divided by the total number of clicks your ad received.
View Through Conversion (VTC)A visitor is shown your ad, they do not click on it, but later return to your site and convert.
View Through Conversion Rate (VTC%)The number of View Through Conversions divided by the total number of impressions.
TrueView: ViewsA view is counted when someone watches your in-stream video ad for 30 seconds or longer. For in-display ads, a view is counted when someone clicks on your thumbnail directing them to your watch page.
TrueView: View RateThe view rate is the number of views your ad receives divided by the number of impressions it receives. This metric helps you to better understand what percentage of users actually watches your video compared to just seeing it, allowing you to analyze and reassess whether you’re targeting an ideal demographic for your goals.
Avg. CPVIts the average amount you pay when a viewer watches 30 seconds of your video (or the duration if it's shorter than 30 seconds) or engages with your video, whichever comes first. Note that your average CPV may not be the same as your maximum CPV. Your maximum CPV is the most you’re willing to pay for an ad view.
ClicksShow you the number of times people clicked on your video. Clicks can help you understand how well your ad is appealing to people who see it. Engaging ads are more likely to receive clicks.
Click Rate (CTR)It's the number of clicks that your ad receives divided by the number of times your ad is shown, expressed as a percentage.
Earned Playlist AdditionsWhen a viewer adds the video to a playlist.
Earned LikesWhen a viewer likes the video.
Earned SharesWhen a viewer shares the video.
First-Quartile Views (Video)Shows the number of times that a video plays to 25% of its length.
Midpoint Views (Video)Shows the number of times that a video is played until the middle of its view length.
Third-Quartile Views (Video)Shows the number of times that a video plays to 75% of its length.
Complete Views (Video)Shows the number of times that a video plays to its completion.

Types of Report

There are 2 types of reports that you can generate from Media Broker

  1. Insights Report: This report provides you with all the campaign performance data, like total impressions, total clicks, Click through rate etc.
  2. Attribution Report: This report provides you with all the conversion related data like conversion percentage, interaction percentage etc.

(1) Insight Report

(2) Attribution Report

The conversion report can be viewed or exported via the following parameters

  • Advertiser – Displays all the click-through or view-through conversions for the selected advertiser
  • Channel – Displays all the conversions by platform using which the campaign is being run such as Google’s DBM(KDSP-DB), The Trade Desk(KDSP-TD) or Knorex
  • Campaign – Displays conversion of selected campaign
  • Ad group – Displays conversion of selected strategy under a campaign
  • Creative – Displays conversion of selected creatives

Attribution Models

An attribution model is a rule or set of rules, that determines how credit for sales and conversions are assigned to the touch points along the conversion paths. The purpose is to provide a way for the advertiser to value the contributions from the different vendors who are involved in running a campaign and understand the value brought by the vendors. Attribution models can also be applied among Channels or Ad Groups or Campaign items based on the need. Below are the types of attribution models :

  1. First Touch- First touch point would receive 100% of credit for the transaction occurred
  2. Last Touch- Last touch point would receive 100% of credit for the transaction occurred
  3. Linear- Each of the touch points would share equal credit
  4. Time Decay- The touch points closest in time to the sale or conversion get most of the credit
  5. Position Based- 40% credit is assigned to each the first and last interaction, and the remaining 20% credit is distributed evenly to the middle interactions

 

 

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