Admatx Glossary

This glossary contains common dimensions, metrics and terms. A full list of definitions as well as associated reports can be found on the Admatx Glossary spreadsheet. Contact support@admatx.com for this

Dimensions

Ad Environment: The environment in which your ad is served. Examples include in-app, web and mobile-optimized web

Advertiser: Naming convention of your advertiser. The leading "####### -" is reflective of your account on Admatx

Advertiser ID: ID associated with your advertiser

App: Name of an application (app)

Campaign: Naming convention of your campaign

Campaign Flight Budget: The budget for the campaign and flight combination in the advertiser currency

Campaign ID: ID with which your campaign is associated

Channel: Type of media used. An example is Display.

Creative: Naming convention of your creative

Creative ID: ID associated with your creative, written as a series of letters and numbers

Site: Domain URL

Tactic: Naming convention of your Tactic. This is the targeting strategy that falls within a particular campaign allowing the user to specify who to target, when, where, and how to serve ads.  Often referred to in other platforms as the line item or ad group.

Tactic Budget: Budget of your Tactic (expressed in your advertiser's currency)

Tactic Flight Budget: The flight budget of a Tactic in advertiser currency

Tactic ID: ID with which your Tactic is associated

Tracking Tag ID: Unique ID that is assigned to a tracking tag

Tracking Tag Name: Name of a tracking tag created in Admatx

Metrics

Click Conversion: Number of conversions attributed to clicks. The leading “01 -” through “10 -” indicate the priority of mapping of the tag in your attributed campaign

Total Click + View Conversion Revenue: Total revenue from both click and view conversions. The leading “01 -” through “10 -” indicate the priority of mapping of the tag in your attributed campaign

Total Click + View Conversions: Total number of conversions, from both click attribution conversion count and view attribution conversion count. The leading “01 -” through “10 -” indicate the priority of mapping of the tag in your attributed campaign

View Through Conversion: Total number of conversions attributed to views. The leading “01 -” through “10 -” indicate the priority of mapping of the tag in your attributed campaign

All Conversion Revenue: The sum of all pixels' conversion revenue

All Conversions: All pixels' total number of conversions. Total number of conversions, from both click attribution conversion count and view attribution conversion count, in the relative reporting column number for the assigned tracking tags

Bids: Total number of bids

Clicks: Total number of clicks

Clickthrough Rate. Serving as an alternative to CPC, this goal focuses on how often a user clicks an ad but does not factor in the cost of the media.

        Equation: Clicks / Impressions.

Acronym: CTR

Completed Views: Number of ads played through to completion

Completion Rate: Completion rate indicates how many out of all ads served for your campaign were viewed or heard all the way to completion. Selecting this goal can help you achieve a higher completion rate through optimizations such as prioritizing non-skippable inventory. May be referred to as player completion rate.

        Equation: Completed Views / Starts

Acronym: VCR

Cost Per Acquisition / Action: Cost per action or acquisition is the cost of each conversion. Set this as your KPI if your goal is a specific action, like a purchase or a newsletter sign-up.

        Equation: Spend / Conversions

Acronym: CPA

Cost Per Click: Cost per click is the amount you pay every time an ad is clicked. If you want your KPI to consider cost, choose CPC over CTR.

        Equation: Spend / Clicks

Acronym: CPC

Cost Per Mille: Cost per thousand impressions—mille is the Latin word for 1,000. In this model, advertisers are charged for every 1,000 impressions that are served. CPM is among the most common methods of charging for online ads and is particularly suited to generating brand exposure on websites with high traffic.

        Equation: Spend *1000 / Impressions

Acronym: CPM

Fee Features Cost (USD): Cost associated with ad-serving fees, including viewability tracking, Quality Alliance, Nielsen, weather targeting, and factual targeting

Impressions: Total number of impressions won. For DOOH, this is the number of auctions won, which reveals how many times your ad played back. Also referred to as "spot play" or "served impression."

Measurable Impressions: Number of impressions that were tracked for viewability

Player 25% Complete: Number of player ads played through to the first quarter

Player 50% Complete: Number of videos played through to the midpoint

Player 75% Complete: Number of videos played through to the third quarter

Player Starts: Number of times that a video ad is started

Spend: The total amount spent including Media Cost, Data Cost, Fee Features and API Fee, Admatx Fee, and Client Fees.

        Equation: Total Cost + Client Fee Cards

Total Cost: The total amount spent including Media Cost, Data Cost, Fee Features, API Fee, and Admatx Fee.

Equation: Cost + Admatx Fee

Total Custom CPA Conversions: Total Conversions as calculated according to the custom CPA set for the campaign

Viewability: Viewability is a metric that measures whether a user has actually viewed the ad served to them.

        Equation: Viewable Impressions / Measurable Impressions

Viewable Impressions: Number of impressions that were in view