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: Measurement of responses from a web server to a page request from the
user browser, which is filtered from robotic activity and error codes and is recorded at a
point as close as possible to the opportunity to see the page by the user, also called a
view. A single display of online content to a user’s web-enabled device. Many websites sell
advertising space by the number of impressions displayed to users. An online
advertisement impression is a single appearance of an advertisement on a web page.
Each time an advertisement loads onto a user’s screen, the ad server may count that
loading as one impression. However, the ad server may be programmed to exclude from
the count certain non-qualifying activities such as a reload, internal user actions, and other
events that the advertiser and ad-serving company agreed to not count.
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: Displays campaign performance by day 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: The date that the campaign started.
Programmatic Ads: Media or ad buying that uses technology to automate and optimize,
in real-time, the ad buying process. This ultimately serves targeted and relevant
experiences to consumers across channels. On the back end, algorithms filter ad
impressions derived from consumer behavioral data, which allows advertisers to define
budget, goal, and attribution and optimize for reduced risk while increasing ROI.
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 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], the 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.
Meta Ads: Meta ads are paid messages that businesses place on Meta.
Meta 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 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], the 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 om 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: Individual user or audience location as declared actively through a form, passively
through GPS, or extrapolated from an IP address of other sources.
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 to 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 the 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 indicators or key success indicators (KSI). 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.
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 assets.
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 and 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.
Email People
Exposed: The number of real people who saw your message.
Engaged: The number of real people who took 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).
Matchback
POS Matchback: Point-of-Sale (POS) Matchback lets advertisers compare sales files with
their original audience to see who became a customer.
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 Snapchatters who swiped up on swipeable videos
or images within your story ad to reveal the attachment.
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.