Awareness

Costs

Traffic

Conversion

Engagement

It is important to understand how calculated metrics are measured and their exact meanings.

To help you with that down below you can find a glossary for each calcualated metrics describing their meaning and calculation method.

Arrival rate

Proportion of landed clicks compared to the advertising clicks.

It gives you insight as to the proportion of clicks “lost”: the ones that you paid for but never arrived to the website.

{adloop-clicks} / {ad-clicks}

Average cart

The average cart value is calculated by dividing the revenue divided by the number of conversions.

{ad revenue} / {ad conversion}

Bounce rate

It represents the percentage of visitors who enter the site and then leave ("bounce") rather than continuing to view other pages within the same site. Bounce rate is calculated by counting the number of single page visits and dividing that by the total visits. It is then represented as a percentage of total visits.

({site-bounces)} / {site-sessions}) * 100

Conversion rate

The conversion rate is the number of conversions divided by the total number of visitors . For example, if an ecommerce site receives 200 visitors in a month and has 50 sales, the conversion rate would be 50 divided by 200, or 25%.

For our conversion rates, we use the main conversion metric added in the data source.

We have a conversion rate based on Analytics' data and another based on Adloop’s data.

({site-transactions} / {site-sessions}) * 100

({adloop-transactions} / {adloop-clicks}) * 100

Cost per completed videos

The cost per completed videos shows on average how much money you paid for a user to watch a video entirely. We use the metrics completed videos (also called videos 100% viewed on some platform) to calculate this KPI.

{ad-spend} / {ad-video-played-actions}

Cost per interaction

The cost per interaction shows on average how much money you paid for a user to engage with your contact on the Paid Social media platforms. The definition of interaction varies accross the different platforms, but includes engagement or shares, comments and likes.

{ad-spend} / {interactions}

Cost per landed click

Average cost for clicks that arrived on your website, measured by us. It is to be compared with the Advertising CPC in order to optimize your digital marketing.

It shows you the real price you are paying to effectively drive traffic to your website.

{ad-spend} / {adloop-clicks}

Cost per useful click

Average cost for clicks that bring value to your business. It is to be compared with the Advertising CPC and the cost per landed click.

It shows you the real price you are paying to effectively engage users on your website.

It is a great KPI to evaluate traffic sources that are not necessarily converting.

{ad-spend} / {adloop-useful-clicks}

CPA

CPA in marketing stands for cost per acquisition or action and is a type of conversion rate marketing. Cost per acquisition refers to the fee a company will pay for an advertisement that results in a sale.

For our CPA, we use the main conversion metric added in the data source.

We have a CPA calculated using Advertising platforms' data, one using Analytics' data and another using Adloop’s data.

{ad-spend} / {ad-conversions}

{ad-spend} / {site-conversions}

{ad-spend} / {adloop-conversions}

CPC

Cost per click shows the average amount of money you are paying to get a user to your website, measured by the platforms. It is also the same for a bidding strategy (especially on Search) in which you define the maximum amount (Max CPC) you are willing to pay for a click.

{ad-spend} / {ad-clicks}

CPM

Cost per thousand (CPM), also called cost per mille , is a marketing term used to denote the price of 1,000 advertisement impressions on one web page. If a website publisher charges $2.00 CPM, that means an advertiser must pay $2.00 for every 1,000 impressions of its ad. The "M" in CPM represents the word "mille," which is Latin for "thousands."

({ad-spend} / {ad-impressions}) * 1000

CTR

A ratio showing how often people who see your ad or free product listing end up clicking it. Clickthrough rate (CTR) can be used to gauge how well your keywords and ads, and free listings, are performing. CTR is the number of clicks that your ad receives divided by the number of times your ad is shown: clicks ÷ impressions = CTR. For example, if you had 5 clicks and 100 impressions, then your CTR would be 5%.

({ad-clicks} / {ad-impressions}) * 100

Engagement rate

Proportion of useful clicks compared to the landed clicks. It gives you insight about the proportion of users that engaged with your website.

The higher the ratio, the more users engaged with your website coming from this traffic source.

({adloop-useful-clicks} / {adloop-clicks}) * 100

ROAS

ROAS is often expressed as a percentage and represents the revenue gained from each dollar spent on advertising.

For our ROAS, we use the main conversion metric added in the data source.

We have a ROAS calculated using Advertising platforms' data, one using Analytics' data and another using Adloop’s data.

{ad-revenue} / {ad-spend}

{site-revenue} / {ad-spend}

{adloop-revenue} / {ad-spend}

Views rate (Videos)

A ratio showing the number of paid views of a video ad to the number of started videos. It can also be called video completion rate.

({ad-videos-views} / {ad-video-played-actions}) * 100

Calculated metrics

• Metrics in Adloop

• Metrics management page

• Normalized metrics

• Calculated metrics

• Calculated metrics definition

On the same topic, see Report > Metrics menu

Metrics are units or measure indicators used to evaluate the efficiency of web marketing campaigns.

Each platform has its own metrics but some of them are common to most of the platforms, like clicks , impressions , conversions or revenue .

1 - Metrics imported from Data sources

For each source in the data Sources list, Adloop team has selected the most relevant metrics:

• Some are imported by default ( default Metrics ) - you can’t remove them

• Some are optional and you can select the ones you want to have in Adloop and ignore the others ( other Metrics ).

Facebook Ads example:

Metrics always have a logo in front of their name, so you can identify the data source they are coming from. Google Ads metrics will have a logo in front of them, those from Facebook Ads a and so on.

2 - Normalized metrics ( logo)

Some metrics are common to all sources: the normalized metrics in Adloop. They have a logo in front of them.

a - Why those normalized metrics?

Some metrics are common to most of the Ad platforms . So, instead of having to choose several times the same metric, we grouped them within the normalized metrics.

Example:

• Google Ads impressions exist in Adloop under the dimension Impressions

• Bing Ads impressions exist in Adloop under the dimension Impressions

• Both are grouped under the normalized dimension Impressions

In a Report , you have Metrics from Google Ads and Bing Ads and you want to see the performances of both those channels. Instead of having two columns Impressions and Impressions , just use the normalized metric Impressions , you will only have one column.

b - Which are the normalized metrics?

Our normalized metrics in Adloop are:

c - Where can I find the normalized Metrics?

Normalized metrics can be found in the Metrics menu of the Reports.

The Metrics can be found there:

Opened Metrics menu:

3 - Calculated Metrics

Another exceptional feature offered by Adloop. Create an unlimited number of calculated metrics from all available metrics. The calculated metrics are - like other metrics - put in a category with a visibility criteria to choose.

To create/modify a metric nothing could be simpler: the interface is so intuitive and user-friendly with its formula editor that there is no need to give more explanations: there are + and -, * and / and ( ).

If you do percentages calculations, don't forget to divide by 100

Some precisions about the icons linked to the calculated metrics :

• If the formula is only made up of metrics from advertising sources (Ad-Centric) : icon

• If the formula is only made of analytics source metrics (Site-Centric) : icon

• If the formula is only made of Adloop source metrics (Ad-Centric) : icon

• If the formula is made of a mix of metrics : icon

4 - Metrics categories

Metrics are categorized by the Adloop teams.

The default categories cannot be deleted but their names can be edited in the metrics management page. You can add as many categories of metrics as you want to organize the menus the way you want.

Managing metrics