Metric Definitions
Name | Description or calculation | Example Output |
Market | The geographical market that a row of activity is for, which is identified based on the marketing campaign naming conventions, the ecommerce country of purchase, and the ecommerce setup of each customer.
Markets measured by Fospha are defined by the customer during onboarding to Fospha | UK / US / DE /... |
Period | The date granularity by which you are reporting.
Can either be daily / weekly / monthly, and the date shown will be the beginning date of the period chosen | 2024-02-19 |
Channel Group | The overall channel group for an activity. This is taken from the Medium in GA (as a starting point) and then is cleaned up by Fospha via our own traffic source rules, plus any custom traffic source mappings applied during onboarding | Paid Social / Performance Max / PPC Generic |
Source | The overall source / platform for an activity. This is taken from the Source in GA (as a starting point) and then is cleaned up by Fospha via our own traffic source rules, plus any custom traffic source mappings applied during onboarding | meta / snapchat / tiktok / pinterest / google / reddit |
Campaign Objective | The objective set in ad platforms for your paid social campaigns. Fospha apply groupings to the multiple objectives from ad platforms to report data in one of 3 key objectives in Fospha | Awareness / Consideration / Conversion |
Campaign Strategy | The strategy of your paid campaigns, identified through campaign naming conventions - more info on these can be found here | Prospecting / Retargeting / Remarketing OR Retention / Advantage Plus |
Campaign Type | The combination of your campaign objective and campaign strategy | Awareness/Prospecting / Conversion/Advantage Plus / Consideration/Retargeting |
Campaign | The campaign name of your activity, taken from your utm_campaign and from ad platform APIs.
UTM best practices should be followed to ensure there is a successful match between visit data and ad platform data | UK_AL_PI_PRO_Mother_Day |
Ad Set / Ad Group | The ad set or ad group name of your activity, taken from your utm_content and from ad platform APIs.
UTM best practices should be followed to ensure there is a successful match between visit data and ad platform data | Broad / Visitors / Evergreen / All Audiences |
Ad | The ad name of your activity, taken from your utm_term and from ad platform APIs.
UTM best practices should be followed to ensure there is a successful match between visit data and ad platform data | new product launch / TikTok made me buy it |
Impressions | Number of impressions of Marketing activity pulled in from your ad platform integrations | 796 / 5812 / … |
Clicks | The total number of clicks on an ad, taken directly from the ad platform | 54 / 125 /... |
Visits | The total number of visits, meaning someone clicked through and landed on your website. Taken directly from Sessions in GA | 1 / 2 / ... |
CTR% | The click-through rate of your advertising
Calculation: Clicks / Impressions | 0.25% |
Currency | The currency of any monetary KPIs you are measuring, as set by your filters or by your configuration during onboarding | £ / $ / € / ... |
Cost | The amount spent on marketing in the selected reporting period, for the channels/sources selected on the dashboard. If none are selected, then this will be the sum of all marketing costs ingested by Fospha. | NULL / £10 / £500 / $0.81 / $267... |
Conversions / FA Conversions | The number of conversions attributed to that activity using the Fospha Attribution model, which includes both clicks and impressions | 0.06 / 67.34 / … |
New Conversions / FA New Conversions | Conversions made by new customers, which we identify by matching a transaction ID back to your ecommerce platform to understand whether this was the first purchase or not. | 0 / 1 / 2 / … |
% New Conversions | Calculation: New Conversions / Total Conversions | 37% |
CPP / FA CPP | Cost Per Purchase using Fospha Attribution. Calculation: | £96.96 /$45.50 / … |
CAC / FA CAC | Customer Acquisition Cost using Fospha Attribution. Calculation: | £1.06 / £53.71 / … |
Revenue / FA Revenue | The amount of revenue attributed to that activity using the Fospha Attribution model, which includes both clicks and impressions. | £0 / £31.09 / … |
New Revenue / FA New Revenue | The amount of revenue from new customers attributed to that activity using the Fospha Attribution model, which includes both clicks and impressions. | £0 / £31.09 / … |
ROAS / FA ROAS | Return on Ad Spend using Fospha Attribution. Calculation: | 0.08 / 0.36 / 1.9 / … |
GA Conversions | The number of conversions attributed to that activity using Google's Last Non-Direct Click model, accounting for clicks only. | 0.06 / 67.34 / … |
GA CPP | Cost Per Purchase using GA's Last Non-Direct Click modelling. Calculation: | £0.09 / £96.96 / … |
GA Revenue | The amount of revenue attributed to that activity using Google's Last Non-Direct Click model, accounting for clicks only. | £0 / £31.09 / … |
GA ROAS | Return on Ad Spend using GA's Last Non-Direct Click modelling. Calculation: | 0.08 / 0.36 / 1.9 / … |
Ad Platform Conversions / AP Conversions | The number of conversions attributed to that activity using the Ad Platform's own model, which varies between Ad Platforms. | 0.06 / 67.34 / … |
Ad Platform CPP / AP CPP | Cost Per Purchase using Ad Platform attribution. Calculation: | £0.09 / £96.96 / … |
Ad Platform Revenue / AP Revenue | The amount of revenue attributed to that activity using the attribution model from each Ad Platform, which varies between Ad Platforms. | £0 / £31.09 / … |
Ad Platform ROAS / AP ROAS | Return on Ad Spend using Ad Platform attribution.
Calculation: | 0.08 / 0.36 / 1.9 / … |