Table of contents
Basic Demand-Side Terminology
Core metrics on the demand side helps brands and advertisers to evaluate the performance of their campaigns and success of their investments.
You will see two types of complementary metrics:
Basic Delivery Metrics help answer the question, "How successful was a campaign?"
Advanced Delivery Metrics help answer the question, "Did the campaign generate returns?"
Basic Delivery Metrics
Below are some of the Basic Delivery Metrics:
Average CPM
This metric is only available for Onsite Display campaigns. Average CPM is a new column on the Campaigns and Line Items pages.
Impression
The event that occurs when an ad renders on the page.
Clicks
The event that occurs when a shopper clicks an ad and is redirected either to the product detail page or to the search page to add the product directly to cart.
Cost per Click (CPC)
The average cost per click. Available for Onsite Sponsored Products campaigns only.
Cost Per Mille (CPM)
The average cost per mille (thousand) impressions. Available for Onsite Display campaigns only.
Click-Through Rate (CTR)
The percentage of shoppers who clicked an ad that rendered on a page.
Spend
The amount (expressed in your preferred currency) that the campaign has spent to date.
Sales
The total product sales generated and attributed to Criteo ads. This can vary depending on the campaign attribution settings.
Order Value
The total revenue generated from Criteo ads. This can vary depending on the campaign attribution.
Working Media Spend
The portion of the advertising budget that goes directly towards purchasing ad space. It excludes any parts of the budget that go towards fees to media providers and other processing charges.
Campaign Dates
Available for Onsite Sponsored Products and Onsite Display campaigns.
You can view a campaign's start and end dates in the upper right corner of the Analytics > Campaign Summary report and in the Start Date and End Date columns on the Campaigns page.
Previously, these dates were only available at the line item level.
These are the start and end dates you entered when setting up the campaign.
If you did not select start and end dates for an Onsite Display campaign, the earliest line item start date and the latest line item end date within the campaign will display.
Remaining Budget Percentage
Available for Onsite Sponsored Products and Onsite Display campaigns.
The remaining Budget is a new column on the Campaigns and Line Items pages.
Calculated as the remaining budget divided by the campaign or line item’s total budget.
In Onsite Sponsored Products campaigns, if the campaign or line item is uncapped, the remaining budget percentage will not be available.
Average CPM
Average CPM is a new column on the Campaigns and Line Items pages.
Calculated as the total cost of impressions served divided by the total number of impressions.
Spend Pace
Spend Pace is a new column on the Campaigns and Line Items pages. It indicates whether the campaign or line item is pacing ahead or behind and by how much.
Calculated as the difference between planned spend (based on the selected budget and pace settings for campaigns and line items) and actual spend.
This difference is expressed both as a currency value and a percentage.
Advanced Delivery Metrics
Attribution Metrics are used to measure the success and performance of your campaigns and provide insights into the sales your campaigns have delivered.
Attributed Sales
A sale that was a direct result of your marketing campaign (in accordance with your attribution rules). Also a measure of the conversions of your campaign.
Formula: Sum of all Sales
Return on Ad Spend (ROAS)
A measurement of the revenue you will receive for every unit of currency you spend on ads. ROAS can vary based on your attribution settings.
Formula: Attributed Sales / Spend
Dimensions
Dimensions are attributes of your data. They aggregate the metrics in your reports and are used as breakdowns.
For example, the Campaign dimension indicates the campaign(s) to which a sale was attributed. You can view dimensions in the reports on the Analytics page.
Advertised Product Category
The category of the product that is being advertised. This category is retailer-specific and may vary from retailer to retailer.
Advertised Product ID
Advertised product identifying number. This references the same ID used in catalogs.
Advertised Product Name
Name of the advertised product.
Campaign
Campaigns are the highest level of hierarchy in CYield and group your ads by advertising budgets and attribution settings. Campaigns house line items. All settings set on the campaign level take priority over settings made on the line item level.
Campaign ID
Campaign identifying number for reporting.
Campaign Type
Type of campaign configured (Onsite Sponsored Products or Onsite Display).
Keyword
Keyword or phrase used to land on the search page where an ad creative rendered.
Line Item
Each campaign consists of one or several line items. You must have at least one line item to start running ads. A line item is where you will select all settings that define your ad (like pacing, pages, formats, retailers, etc.).
Line Item ID
Line item identifying number for reporting.
Page Type
The type of retailer web page an ad creative is rendered on (ex: homepage, browse page, search page, product detail pages, etc.).
Product Category
The taxonomy of products that are promoted within CYield. This is based on the Universal Google Taxonomy (This is not the taxonomy of the pages your ads render on).
Product
Product or SKU (Stock Keeping Unit) is the actual promoted product. You can see it by name, retailer ID, or a universal identifier like MPN or GTIN. Product dimensions are only available in Onsite Sponsored Products campaigns.
Retailer ID
Retailer identifying number for reporting.
Retailer
Name of the retailer the line item is running on (Target, Best Buy, etc.).
Cost per Order (CPO)
The amount spent on advertising that resulted in a purchase order from a shopper.
Formula: Spend / Number of Orders
Assisted Sales
The revenue of all the ads that appeared on a page within the chosen attribution window (specified at the campaign level) but were not determined to be the attributed sale (the last ad before the customer purchased).
Assisted sales are:
Valuable in demonstrating the usefulness of branding or Offsite media in conjunction with traditional auction ad line items.
Calculated internally and can be awarded to multiple campaigns across an account.
You can view the assisted sales for specific line items on the Line Items page in Commerce Max.
In a Demand account, click Campaigns to access the Campaigns page.
In the Campaigns table, click the name of the campaign that contains the line items you want to view.
On the Line Items page, the Assisted Sales column contains the assisted sales amounts for each line item of that campaign.
Advanced Delivery Metrics help answer the question, "Did I get a return for my campaign spend?"
Some of these concepts can be a little confusing, so be sure to read them carefully.
Attributed Units
Units sold attributed to a click or impression (can vary based on your attribution settings)
Attributed Orders
Orders or buy transactions attributed to a click or an impression (can vary based on the attribution settings)
View (only available if the retailer has implemented viewability)
When an ad is rendered on a page, it counts as a view when more than 50% of the ad is in sight for more than one second.
View Rate (only available if the retailer has implemented viewability)
The number of times a rendered ad was viewed.
Formula: Views / Impressions
Invalid Clicks
The number of clicks stemming from a source classified as invalid (exhibiting non-human behavior) in an Onsite Sponsored Product Campaign or Line Item.
Invalid Traffic
The number of clicks stemming from a source classified as invalid (exhibiting non-human behavior) in an Onsite Display campaign or Line Item.
Unique Visitors
The number of distinct shoppers exposed to an ad within the reporting time period. Each shopper is counted once using the retailer cookie ID.
Criteo uses retailer cookie IDs to identify users across sessions on the same device. Each ID can last up to a year provided the user does not clear their cookies.
Video Metrics
Completion Rate
The percentage of started videos that played for their entire duration.
Playing Rate
The average played percentage of a started video.
Played to 25%
The number of times one of your videos played to at least 25% of its duration.
Played to 50%
The number of times one of your videos played to at least 50% of its duration.
Played to 75%
The number of times one of your videos played to at least 75% of its duration.
Played to 100%
The number of times one of your videos played to 100% of its duration.
Starts
The number of times one of your video ads started playing.
Starting Rate
The percentage of videos printed that started playing.
Video Views
The number of times at least 50% of the video ad appeared for at least 2 seconds (MRC standard).
Video Muted
The number of times users clicked the “mute” button on your video.
Video Unmuted
The number of times users clicked the “unmute” button on your video.
Video Resumed
The number of times users activated the resume control after the creative had been stopped and paused.
Video Paused
The number of times users activated the pause control on the video.
Average Interaction Rate
The average number of interactions per video start, including actions such as mute, unmute, pause, or resume. Calculated as (Total Video Interactions / Total Video Starts)