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.
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}
The average cart value is calculated by dividing the revenue divided by the number of conversions.
{ad revenue} / {ad conversion}
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
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
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}
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}
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}
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 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}
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}
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
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
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 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}
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
Awareness
Normalized metrics
Data source metrics
:Ad_centric: Ad Impressions
:Google_Ads: Impressions , :Tiktok:Impressions, :Xandr:Impressions ,:pinterest: Impressions, :youtube: Impressions , :awin:Impressions , :snapchat: Impressions, :tradedoubler: Impressions , :Facebook_ads: Impressions, :shopping: Impressions , :Google_Ads: Impressions , :Twitter: Impressions, :RTB: Impressions, :Bing_ads: Impressions ,:bing_shopping: Impressions, :Linkedin: Impressions ,:campaign_manager: Impressions, :netaffiliation: Impressions
:Ad_centric: Hard bounces
:Activecampaign: Hard bounces
:Ad_centric: Impression share
:Google_Ads: Impression share,:shopping: Impression share ,:Google_Ads: Impression share
:Ad_centric: Interactions
:Facebook_ads: Engagement, :snapchat: Clicks, :snapchat: Shares, :snapchat: Saves, :Tiktok:Comments, :Tiktok: Likes, :Tiktok: Shares, :pinterest:Engagement, :Twitter: Engagement, :Linkedin: Comments, :Linkedin:Follows, :Linkedin: Reactions, :Linkedin: Shares
Ad_centric: Open mails
Costs
Traffic
Conversion
Engagement
:Activecampaign: Open emails
:Ad_centric: Sent mails
:Linkedin: Sent mails
:Ad_centric: Soft bounces
:Activecampaign: Soft bounces
:Ad_centric: Started videos
:Tiktok:Videos started ,:Xandr:Started videos ,:pinterest: Videos started ,:snapchat: Videos started ,:Facebook_ads: Videos started ,:Twitter: Videos started ,:Linkedin: Videos started
Normalized metrics
Data source metrics
:Ad_centric: Ad spend
:Google_Ads: Ad spend, :netaffiliation: Ad spend ,:Tiktok:Ad spend ,:affilae:Ad spend ,:Xandr:Ad spend ,:pinterest: Ad spend, :youtube: Ad spend , :awin:Ad spend, :snapchat: Ad spend,:rakuten:Ad spend ,:tradedoubler:Ad spend ,:Facebook_ads: Ad spend, :shopping:Ad spend , :Google_Ads: Ad spend, :Twitter: Ad spend ,:RTB:Ad spend ,:Bing_ads:Ad spend , :bing_shopping:Ad spend , :Linkedin: Ad spend, :campaign_manager:Ad spend
Normalized metrics
Data source metrics
:Ad_centric: Clicks
:Google_Ads: Clicks, :Tiktok:Clicks , :Xandr: Clicks , :pinterest: Clicks, :youtube: Clicks:awin:Clicks ,:snapchat: Clicks ,:tradedoubler:Clicks , :Facebook_ads: Clicks , :shopping: Clicks , :Google_Ads: Clicks, :Twitter: Clicks, :RTB:Clicks , :Bing_ads:Clicks , :bing_shopping: Clicks ,:Linkedin: Clicks ,:Activecampaign: Clicks, :campaign_manager: Clicks, :netaffiliation: Clicks, :rakuten: Clicks
Normalized metrics
Data source metrics
:Ad_centric: Conversions
:Google_Ads: Conversions,:Tiktok:Conversions ,:affilae:Conversions ,:Xandr:Conversions ,:pinterest:Conversions ,:youtube: Conversions,:awin:Conversions ,:snapchat: Conversions,:tradedoubler:Conversions ,:Facebook_ads: Conversions,:shopping: Conversions ,:Google_Ads: Conversions ,:Twitter: Conversions,:RTB:Conversions ,:Bing_ads: Conversions,:bing_shopping: Conversions,:Linkedin: Conversions,:campaign_manager: Conversions, :netaffiliation: Conversions, :rakuten: Conversions
:Ad_centric: Revenue
:Google_Ads: Revenue ,:affilae:Revenue ,:pinterest:Revenue ,:youtube: Revenue ,:awin:Revenue ,:snapchat: Revenue ,:tradedoubler:Revenue ,:Facebook_ads: Revenue,:shopping: Revenue ,:Google_Ads: Revenue,:Twitter: Revenue post view ,:RTB:Revenue ,:Bing_ads: Revenue,:bing_shopping: Revenue ,:Linkedin: Revenue,:campaign_manager: Revenue, :Tiktok: Revenue in app purchase, :rakuten: Revenue
Normalized metrics
Data source metrics
:Ad_centric: Email unsubscribes
:Activecampaign: Email unsubscribes
:Ad_centric: Videos completed
:Tiktok: Videos completed,:Xandr:Videos viewed 100% ,:pinterest:Videos completed ,:youtube: Videos completed,:snapchat: Videos completed,:Facebook_ads: Videos completed,:Twitter: Videos completed ,:Linkedin: Videos completed
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.
Some metrics are common to all sources: the normalized metrics in Adloop. They have a logo in front of them.
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.
Our normalized metrics in Adloop are:
Normalized metrics
Details and particularities
:Ad_centric: Impressions
Ad impressions
:Ad_centric: Clicks
Clicks on ads (from the platforms, not to be confused with clicks that arrived on the website).In some cases, a click is a particular event (example: Snapchat, clicks are Swipes)
:Ad_centric: Adspend
Spendings as sent by the platform
:Ad_centric: Share of voice
Ratio of impressions compared to the total potentialFew platforms offer this indicator
:Ad_centric: Conversions
Conversions generated by the platform ads on the website, as measured by the platform. They can be very different from the ones measured by the Analytics platform.
:Ad_centric: Revenue
Revenue generated by the platform ads on the website, as measured by the platform. It can be very different from the one measured by the Analytics platform.
Normalized metrics can be found in the Metrics menu of the Reports.
The Metrics can be found there:
Opened Metrics menu:
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
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.
:Ad_centric: Started videos
Videos that were startedOnly available for video plaforms
:Ad_centric: Videos views
Videos that were fully (100%) viewedOnly available for video plaforms
:Ad_centric: Sent emails
Emails sent by the platformOnly available for emailing plaforms
:Ad_centric: Opened emails
Emails opened by the users, as measured by the platformOnly available for emailing platforms
