If you need to map your business data and indicate the KPIs of your Marketing actions, but you have doubts when defining the most important metrics for your strategy, don't worry — Uncover has prepared a glossary specially designed to help you with that!
Find out what the most commonly used terms in Marketing and Media mean when it comes to measuring results:
Sales funnel
In marketing, sales funnels are sequences of steps that users/leads follow to convert. They can only include media steps (Awareness, Consideration and Conversion) or extend to post-sales, including stages of Retention or relationship.
Awareness
Awareness, ToFu (top-of-funnel) or Funnel top refers to consumers' brand awareness, including building familiarity with the logo, brand values, and products offered.
Challenging to measure, the awareness stage uses prints, digital range and Brand souvenir, among other metrics. Essential for the subsequent stages of the funnel, as this is where the brand's first contact with the consumer is made.
Consideration
A Consideration, MoFU (middle of funnel) or Middle of the funnel aims to generate interaction/engagement after presenting the brand. Key metrics are clicks and CTR. It focuses on referring the user, familiar with the brand, to the conversion through the click.
Conversion
A Conversion, BoFU (bottom-of-funnel) or Funnel bottom is the ultimate goal of the campaign. After engaging the user in the previous steps, the “conversion” takes place here, be it Generating a lead Or the actual purchase on the site/app.
Media measurement
imprints
It means how many times the posts were displayed to the user. All views of the content are added up, even in cases where the same user has viewed the content more than once.
Measurable Impressions [GOOGLE and Programmatic]
More focused on programmatic media and Google, is the Number of ad views on trackable sites or apps, helping to understand the frequency of exposure.
Visible impressions [GOOGLE and Programmatic]
Count how many times Has an advertisement actually been seen. A visible impression is considered if 50% of the ad remains visible for 1 second on display or 2 seconds on video.
Visibility rate
Percentage of viewable ad impressions, calculated by dividing visible impressions by total impressions.
Cliques
It refers to number of clicks on the ad (photo, video, link) directing the user to a specific destination.
Clicks on the [META] link
Clicks that direct to destinations or experiences on or off Facebook. Includes all clicks, even if it only occurs in parts of the ad.
CTR
It's the ratio (%) between clicks and impressions, indicating the efficiency of the campaign - that is, the rate that shows how much an advertisement is generating the expected action of the user.
CPM
It's the Average cost per thousand impressions, calculated by vehicle or in detail.
CPV
Similar to CPM, it is the Average cost per thousand views and focuses on visible ad impressions, especially in video formats.
Leads
Potential consumers interested in the company/product, indicated by actions such as filling out forms.
Traffic
Online user movement, which may be organic or paid, analyzed by Wearers, Sittings And Page views.
Metrics for optimizing media investments with Marketing Mix Modeling
Media contribution
How much Each Media Variable Contributes, in absolute or percentage terms, for the result (sales, revenues, leads).
Channel Saturation
Estimation of the optimal point of investment in media for Maximize leads/conversions.
RIO/PINK
Revenue generated for every dollar invested in media, with the break-even indicating balance between investment and return.
Attribution
Determine The contribution of each channel in the customer's journey to conversion. On the platforms most used by advertisers, attribution generally focuses on Last Click.
Control or exogenous variables
They are the external inputs to a Marketing Mix Modeling model for Adjust external and internal impacts on the brand.
Baselines
Part of the revenue attributed to factors not directly related to marketing actions, indicating Brand Strength And Marketing standards.
- Also read: Introduction to Marketing Mix Modeling
Are you interested in learning more about Marketing Mix Modeling and media optimization?
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