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Visual Reporting Glossary
A glossary of common reporting terms within the Visual Reporting Dashboard.
Overview
Campaign Summary: Reports on the overall performance of a marketing campaign in terms of “Impressions,” “Clicks” and “Conversions.”
Impressions: An impression (also known as a view-through) is when a user sees an advertisement. In practice, an impression occurs any time a user opens an app or website and an advertisement is visible.
Clicks: An interaction between a website visitor and the browser in which the website visitor uses a device, such as a mouse, to move the cursor (or pointer) to an active area of the screen and then deliberately interacts with that area by clicking a button on their device, triggering an event. In the case of touch-screen devices, the user clicks by touching the active area with their finger or a stylus.
Conversions: A conversion occurs when the user performs the specific action that the advertiser has defined as the campaign goal.
Daily View: Provides a comprehensive view of daily campaign performance in terms of “Impressions” and “Clicks.”
Campaign Performance Drilldown: Provides a comprehensive view of campaign metrics and total performance.
Data Source: The advertising channel from which your campaign data was pulled.
Start Date: Date that the campaign started.
Programmatic Ads: This section includes a roll up of campaign performance for Display, Native, CTV/OTT, and Audio.
Video Completions: When a video ad runs all the way through to the end.
Video Completion Rate: The percentage of all video ads that play through their entire duration to completion. Also known as view-through rate (VTR) and video completion rate (VCR). Not to be confused with the videocassette recorder.
Google Ads: Google Ads is an online advertising platform developed by Google, where advertisers bid to display brief advertisements, service offerings, product listings, or videos to web users. It can place ads both in the results of search engines like Google Search and on non-search websites, mobile apps, and videos.
Click-through Rate (CTR): The percentage of ad impressions that were clicked on as compared to the entire number of clicks [CTR% = (clicks ÷ imps) x 100], ratio of users who click on a specific link to the number of total users who view a page, email, or advertisement. CTR is commonly used to measure the success of an online advertising campaign for a particular website as well as the effectiveness of email campaigns.
Facebook Ads: Facebook ads are paid messages that businesses place on Facebook and Instagram. Facebook advertising helps marketers increase visibility for their ads, build brand awareness and measure clearly defined metrics and campaign goals helping them create better, more optimized campaigns in the future.
Link Clicks: The number of times a links in ad text, media or call-to-action have been clicked.
CTR (Link Click-Through Rate): The percentage of ad impressions that were clicked on as compared to the entire number of clicks [CTR% = (clicks ÷ imps) x 100], ratio of users who click on a specific link to the number of total users who view a page, email, or advertisement. CTR is commonly used to measure the success of an online advertising campaign for a particular website as well as the effectiveness of email campaigns.
SEM
Impr. (Top) %: Search top impression rate is the percent of ad impressions that are shown anywhere above the organic search results. Formula: Impressions on top / Impressions.
Search (Absolute Top) IS: Search absolute top impression share is the impressions received in the absolute top location (the very first ad above the organic search results) divided by the estimated number of impressions eligible to be received in the top location. Formula: Impressions on absolute top / Eligible impressions on top.
Search (Top) IS: Search top impressions share is the impressions received on the top location (anywhere above the organic search results) compared to the estimated number of impressions eligible to be received in the top location. Formula: Impressions on top / Eligible impressions on top.
Phone Calls: Calls to a custom Google forwarding phone number, either through a call button or through manual dialing. Manually dialed phone calls are counted for campaigns and ad groups, but aren’t available for keywords and ads. As a result, the number of total calls shown for a particular keyword or ad will not include manually dialed calls.
Geo: The active geographical location of your individual user or audience.
Keyword: Words or phrases that are used to match your ads with the terms people are searching for.
Interaction: Measures all user actions within your ad, such as: clicks, views, swipes, calls, and more.
Meta
Conversion Funnel: Term used to describe the different stages customers go through before they convert to a customer. Includes Awareness, Consideration and Conversion.
Post Interactions: Any actions users take when they engage with an ad. This includes likes, comments, saves, shares and replies.
Post Shares: The number of shares on an ad. Users can share ads or posts on their own pages and timelines, friends’ timelines and in groups.
Post Comments: The number of comments on your ads.
Post Engagement: The total number of actions that people take involving an ad.
Post Reactions: The number of reactions on an ad. The reactions button on an ad allows users to share different reactions such as: Like, Love, Care, Haha, Wow, Sad or Angry.
Ad Set: A group of ads that share the same budget, schedule, delivery optimization and targeting.
Ad Campaign Breakdown: Displays overall performance of each ad.
Mobile Preview: A preview of an ad as it would appear on a mobile device screen.
Display
KPIs: Also known as key performance metrics. A business metric used to evaluate factors that are crucial to the success of an organization. KPIs differ based on the business and marketing focus. For example, KPIs could be net revenue or a customer loyalty metric. Also known as key success indicators (KSI).
Pixel: A web beacon, also known as a web bug, 1 by 1 gif, invisible gif, and tracking pixel, is a tiny image referenced by a line of HTML or a block of JavaScript code embedded into a website or third-party ad server to track activity.
Total Pixels: The total number of pixels fired during the campaign.
Creative Performance: Performance broken out by individual creative asset.
Retargeting: The use of a pixel tag or other code to enable a third party to recognize particular users outside of the domain from which the activity was collected. See creative retargeting, site retargeting.
Device Type: Measures how ads are performing by device type (CTV, Tablet, PC, Mobile, Other).
Banner Size: Measures how ads are performing by size.
Ad Format: Indicates the approximate size of a banner ad.
Video
Video Engaged Views: The number of times the video ad was viewed to completion or for 30 seconds, whichever happens first.
Video Expands: The average time, in seconds, that an ad is viewed in an expanded state, per impression. Formula: Total expansion time / Total impressions.
Video Starts: The number of times that a video is started.
Video 25% Completions: The number of times that a video plays to 25% of its length.
Video 50% Completions: The number of times a video is played until the middle of its view length.
Video 75% Completions: The number of times that a video plays to 75% of its length.
Video 100% Completions: The number of times that a video plays to the end.
Audio
Audio Engaged Views: The number of times the audio ad was listened to completion or for 30 seconds, whichever happens first.
Audio Completions: The number of times the audio ad was listened to completion
Audio Expands: Number of times a user expanded the audio ad.
Audio Starts: The number of times that an audio ad is started.
Audio 25% Completions: The number of times that an audio ad plays to 25% of its length.
Audio 50% Completions: The number of times an audio ad is played until the middle of its view length.
Audio 75% Completions: The number of times that an audio ad plays to 75% of its length.
Audio 100% Completions: The number of times that an audio ad plays to the end.
People-Based Email:
Activated: The number of email addresses that were activated during the campaign. This is the Email People equivalent of delivered.
Exposed: The number of real people who saw your message.
Engaged: The number of real people who took an action on your message.
Unsubscribe: Classifies the number of consumers who have opted-out of brand emails.
Order Id: A unique identifier assigned to an order placed by the consumer.
Product Id: A unique identifier assigned to a product.
URL: The unique identifying address of any particular page on the web. It contains all the information required to locate a resource, including its protocol (usually HTTP), server domain name (or IP address), file path (directory and name), and format (usually HTML or CGI).
People Match™:
People Match™: People Match™ connects campaigns directly to real sales and conversions. It is offered free of charge at the end of every campaign.
Total Sales: The total sales made during a specific period.
Total Matches: The total amount of individuals within a set target audience who converted to a customer.
Total Sales Revenue: The total value of goods and services sold during a specific period.
Total Matches Revenue: The total value of goods and services bought by consumers within a set target audience.
Snapchat:
Frequency: The average number of times your ad was served to a Snapchatter. Tracked when the ad fully renders on a device for the first time during a Snapchatter's viewing session.
Video Views: The total number of times a Snapchatter has viewed an ad in your app or website.
Avg Screen Time: The average number of seconds spent watching your ad across all paid impressions. Screen time starts recording as soon as the media is fully rendered on the device.
Swipes: The total number of times a Snapchatter has swiped up on attachments within your Story Ad (aggregated across all attachments)
Swipe Up Percent: The percentage of who Snapchatters swiped up on swipeable videos or images within your story ad to reveal the attachment below TikTok.
TikTok:
2-Second Video Views: Number of times your video was played for at least 2 seconds.
Replays will not be counted.
6-Second Video Views: Number of times your video was played for at least 6 seconds.
Replays will not be counted.