A

Avg. Days to Conversion:

Average number of days until a prospect converts to a customer.

C

Conversion: 

Conversion of a prospective customer into a customer; e.g. transaction, download, newsletter registration.

Conversion Delta:

"Delta" is the abbreviation for the difference between two values. In the context of the Adtriba Dashboard, "Conversion Delta" refers to the extent to which the attribution insights per channel generated by Adtriba differ from the insights of the previous (rulebased) attribution model. In other words, it can be used to identify which channels are over- (red) or underestimated (green). 

Cost per Action (CPA):

Payment model in which payment is based solely on qualifying actions of users, such as sales or registrations. In the CPA, the costs for such advertising are directly related to the actions and also reactions of the users. It is not enough for the user to click on the ad banner or link. The advertiser only incurs costs if the user performs actions that go beyond clicking the ad banner. Such an additional action can be, for example, the ordering of a newsletter.

Cost per Visit:

Advertising costs per visit.

D

Display Impressions:

Means how often a display ad is seen by users. 'Seen' in this context means the banner load on the publisher website.

Display Return on Advertising Spend (ROAS) or Cost-Revenue-Ratio (CRR):

Means the generated revenue as a percentage of the cost of the underlying promotion. The ratio of costs of an advertising campaign to the generated revenue is an approximation to the evaluation of the overall campaign efficiency or marketing measure. In most cases, the CRR is only calculated on the last-click model, which can lead to an inaccurate calculation.

Spend:

Means the marketing budget spent. 

Duration:

Means the duration of the TV ad (spot length).

F

First Contact:

In the context of the Adtriba Dashboard, this attribute represents the first-click attribution model. This means that for the success of the conversion, the customer journey only looks at the first marketing contact point before the conversion, addressing the channel that represents it. Check out for details here.

L

Last Contact:

In the context of the Adtriba Dashboard, this attribute represents the last-click attribution model. This means that for the success of the conversion, the customer journey only looks at the last marketing contact point before the conversion, addressing the channel that represents it. Check out for details here.

Linear: 

Means the linear attribution model that considers each individual marketing contact point throughout the entire customer journey. The value at conversion is credited evenly to the marketing touchpoints. The impact of each marketing touchpoint is not considered. Check out for details here.

Lookback window

The lookback window determines the maximum length of a customer journey in days from the first  touchpoint to the last. Per default the lookback window at Adtriba is 60 days long. A customer journey starts with the first touchpoint of the user, if the user is not converting within the 60 days timeframe, the customer journey and all it's touchpoints will be marked as 'not successful'. If the user has another touchpoint or even converts on day 61 - the touchpoint and the conversion will be part of a new customer journey and all 'unsuccessful' touchpoints from the customer journey before won't be considered anymore. Once a user converts, a new customer journey starts.

M

Middle Contact:

Means the middle marketing contact point in the customer journey.

Motif:

Means the motif or target of the TV ad; e.g. brand.

P

Pageviews:

Metric that refers to the number of times web site users have viewed a particular webpage. Pageviews are used to record the initial calls of a digital product by the user. In addition, the further activity of the user within the website is also measured. If, for example, the user clicks into the depth of the page with the help of the menu, each step on a new page within the pageviews is measured.

Program After:

Means the TV program or environment after the TV spot.

Program Before:

Means the TV program or environment before the TV spot.

R

Report Type:

In the context of the Adtriba dashboard, it means the view from which the customer journey is viewed. Default = isolated, from the individual conversion to the conversion. CLV = not isolated, but over the entire customer lifetime.

Return on Advertising Spend (ROAS):

Return on Advertising Spend (ROAS) is a part of the Return on Investment (ROI), which describes the actual profit achieved per advertising expenditure in Euros. While ROI generally describes the relationship between sales and costs, ROAS is used to evaluate individual advertisements and campaigns. This makes it possible to determine the profit per advertising campaign that a company has over it.

The ROAS is calculated as follows: ROAS = (revenue / advertising costs) * 100

Revenue:

Means the generated revenue Adtriba gets transmitted via the conversion pixel on the oder success page.

S

Share Distribution:

In the context of the Adtriba dashboard it means how many conversions are due to the level of contact. See the contact levels below:

Introducer:

Means the number of multi-touch customer journeys where the channel/source/campaign campaign was the first contact.

Influencer:

Means the number of multi-touch customer journeys where the channel/source/campaign was a middle contact, i.e. not the first and not the last contact.

Closer:

Means the number of multi-touch customer journeys where the channel/source/campaign was the last point of contact.

Single:

Means the number of customer journeys where this channel/source/campaign was the only contact point.

Station:

Means the TV station where the TV spot was telecasted.

T

Tandem Type:

Means how TV channels are working in tandem.

Time Decay: 

Means the Time Decay attribution model, where a higher value is attributed to those marketing contact points that are closest to the conversion. Check out for details here.

Time Slot:

Means the time at which the TV ad was placed.

TV Visits:

Means the number of times a TV spot was viewed. If the TV commercial is watched again by the same user, it is the same visitor, but a new visit.

U

U-Shaped: 

Means the u-shaped, also called position-based attribution model or bathtub distribution. This model attributes 40 percent of the value at the conversion to the first and last touchpoint. The remaining 20 percent is distributed evenly to the other touchpoints. Check out for details here.

V

View & Click Through Conversions:

Means the number of successful customer journeys where the channel/source/campaign was part of the campaign at any one time.

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