What the words in your marketing reports mean.
AttributionDeciding which ad, post or channel gets credit for a sale.Brand lift studyA survey that compares people who saw a campaign with people who didn’t, to measure changes in awareness, recall or intent.Brand searchAds shown to people who search your brand’s name.Conversion windowHow many days after seeing or clicking an ad a sale still counts for it.Creator codeA discount code or link given to a creator so sales can be traced to them.Creator whitelistingRunning paid ads through a creator’s account, so the ad appears under their name. Also called allowlisting or partnership ads.Double countingWhen two or more channels or reports each take credit for the same sale.Engagement rateLikes, comments, shares and saves on a post, divided by the people who saw it or by follower count.First-party dataData your company collects itself: sales, tickets, sign-ups, viewing, customers, email, your own social accounts.Holdout testA test where a campaign runs in some places and not others, so you can compare.IncrementalityThe sales that happened because of a campaign and wouldn’t have happened without it.Last-click attributionGiving all the credit to the last thing someone clicked before buying.Media mix modelingA statistical model that estimates how much each channel contributes to sales over time.Reach vs. impressionsReach is how many different people saw something. Impressions is how many times it was shown, counting repeats.Retail mediaAds sold by retailers on their own websites and apps, measured against the retailer’s own sales data.ROASReturn on ad spend: sales credited to ads, divided by what the ads cost.Sell-through and depletionsSell-through is how much product shoppers buy at retail. Depletions are how much distributors sell on to retailers, bars and restaurants.SentimentA score for whether conversation about a brand is positive, negative or neutral.Share rateHow often people who saw a post sent it on: shares divided by views.Social listeningReading what people say about a brand, product or topic across social media and the web.Third-party dataData from outside your company: public conversation, search trends, reviews, market research.View-through conversionA sale credited to an ad that someone saw but didn’t click.
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