Glossary

Below are general definitions which we use throughout the Atrilyx dashboard.

Term	Description
Absolute Top Imp. Share	The percentage of impressions your ads received in the absolute top location (the very first ad above organic search results) compared to the total number of impressions your ads were eligible to receive in that location.
Ad	A piece of promotional content or marketing message designed to promote a product, service, or brand to a target audience through various media channels.
Ad Group	A collection of related ads and keywords within a campaign that share the same targeting settings and budget. Ad groups help organize campaigns by theme or product type.
Ad Type	The format or style of advertisement, such as text ads, display/banner ads, video ads, shopping ads, or responsive ads.
Ads-Preferred Model	A data-driven attribution model that gives credit to what paid ad drove a conversion. It attributes 100% of the conversion value to the network of the last paid ad that the customer clicked through before converting. If there are no paid ad clicks in the user path, the conversion is attributed to “Organic”.
Assisted Attribution	The methodology used to attribute value or credit to various marketing touchpoints or channels that contribute to a conversion or desired outcome, even if they are not the final or last touchpoint before the conversion.
Assisted Attribution Lift	A metric that quantifies the incremental value or performance improvement gained by including assisted conversions in your attribution model compared to using only last-click attribution.
Assisted Conversions	Conversions where the marketing channel contributed to the conversion path but wasn't the final touchpoint before conversion.
Assisted Conversions Lift	The percentage increase in conversions when including assisted conversions compared to last-click only conversions.
Assisted Lift	A directional method of measuring the conversion or revenue impact a network provides based on omnichannel attribution. It is the delta between Indirect and Direct conversions. The larger the Assisted Attribution Lift a network generates, the higher the impact that network plays in generating conversions or revenue as part of the full customer journey.
Assisted Overlap	Measures the percentage or number of conversions that were influenced by multiple marketing channels or touchpoints in the customer journey before the final conversion
Assisted Revenue	Revenue generated from assisted conversions.
Assisted Revenue Lift	The percentage increase in revenue when including assisted revenue compared to last-click only revenue.
Attribution Model	A set of rules that determines how credit for conversions are assigned to touchpoints in conversion paths.
Average Order Value (AOV)	The average amount of money spent by customers in a single transaction or order. It is derived by dividing the total revenue generated by the total number of orders or transactions within a specific time period.
Average Visit Length	The amount of time visitors spend on a website during a single session.
Avg Clicks to Conversion	The number of clicks or interactions it takes for a user to convert into a customer or take a desired action on a website or marketing campaign.
Avg Pages per Click	Average number of pages viewed per ad click
Bounce Rate	The percentage of website visitors who navigate away from a website or leave the site after viewing only one page, without taking any further action or engaging with the content.
Budget adjust	The process of modifying allocated advertising spend based on performance, seasonality, or strategic priorities to optimize campaign effectiveness.
Campaign	The specific advertising campaign name or identifier.
Campaign Type	The specific type of campaign that a business or organization uses to achieve its marketing goals.
Channel	A specific medium or platform through which a company or organization communicates with its target audience or delivers its products or services.
Chat Leads	Leads generated through live chat interactions.
Click Through Conversions	The number of clicks on ads or click-through rate (CTR).
Click Through Rate (CTR)	The percentage of people who clicked on a specific link or advertisement out of the total number of people who viewed it.
Clicks	The number of times users have clicked on a advertisement.
Cohorts	Cohort are calculated by the percentage of returning visitors. By grouping visitors by their acquisition date, this allows you to see how your retention rates respond to your business activities.
Conversion Rate (CVR)	The percentage of people who Clicked on the and then then completed a desired action or goal, such as making a purchase, filling out a form, or subscribing to a service out of all Clicks.
Conversions	The amount of goals that users or customers complete as a result of marketing efforts. It represents the successful outcome or completion of a specific objective set by a business or organization.
Cost Per Acquisition (CPA)	The cost of acquiring a customer or generating a desired action such as a sale, lead, or sign-up. CPA is calculated by dividing the total cost of a marketing campaign by the number of desired actions generated.
Cost Per Click (CPC)	The cost incurred by an advertiser for each click on their advertisement.
Cost Per Thousand Impressions (CPM)	The cost incurred by an advertiser for every one thousand impressions of their advertisement.
Coupon leads	Leads captured when users request or download coupons.
CPA with Assisted	Cost Per Acquisition including assisted conversions: Spend ÷ (Direct + Assisted Conversions).
Date	The specific calendar day, month, and year when data was recorded or when an event occurred in your marketing campaigns.
Day	The specific calendar date (e.g., 2024-03-15) or day of the week (Monday-Sunday) when the data was recorded. Used for daily performance monitoring, identifying day-of-week patterns, and tracking short-term campaign impacts.
Days to Conversion	The number of days between a user's first visit and when they complete a desired action (conversion), such as making a purchase or signing up. This metric helps understand the length of your sales cycle.
Direct Conversions	The amount of conversions based on a last click attribution model, not taking into consideration the networks that assisted the conversions. The user clicked on an ad and converted, no other touches/visits in between.
Direct CPA	The cost per acquisition (conversion) based on a last click attribution model, not taking into consideration the networks that assisted the conversions.
Direct Revenue	The portion of revenue that can be directly attributed to specific marketing efforts or campaigns. It represents the revenue generated as a direct result of a customer's interaction with a marketing channel or campaign.
Direct ROAS	The return on advertising spend (ROAS) directly generated based on a last click attribution model, not taking into consideration the networks that indirectly assisted the Revenue.
Direction Leads	Leads from users requesting directions to physical locations.
E-Commerce Sales	Revenue or number of transactions from online product sales.
Email Leads	Leads who provided email addresses for marketing communications.
Est. Lost Imp. (IS) count	The estimated number of impressions your ads didn't receive due to budget constraints or low ad rank, calculated based on impression share data.
First Touch Network	The advertising network or platform that drove a user's very first interaction with your brand. This could be Google Ads, Facebook, display networks, etc.
First Visit Date	The date when a user first visited your website or landed on your property. This marks the beginning of their customer journey with your brand.
Goal	The desired outcome or objective that a business or organization wants to achieve through its marketing efforts. Goals can vary depending on the specific marketing campaign and the overall business strategy.
Imp. Share	The percentage of impressions your ads received compared to the total number of impressions your ads were eligible to receive based on your targeting settings.
Imp. Share (exact)	The percentage of impressions your ads received for searches that exactly matched your keyword, compared to the total available impressions for that exact match.
Impressions	The number of times an advertisement or piece of content is potentially seen or displayed to an audience.
Indirect Conversions	The amount of conversions that can be attributed to marketing efforts that indirectly influenced or contributed to a customer's decision to make a purchase or conversion. It represents the conversions generated as a result of marketing activities that played a supporting role in the customer's journey.
Indirect Revenue	The portion of revenue that can be attributed to marketing efforts that indirectly influenced or contributed to a customer's decision to make a purchase or conversion. It represents the revenue generated as a result of marketing activities that played a supporting role in the customer's journey.
Keyword	A word or phrase that users type into search engines, which triggers your ads to appear when there's a match with your campaign targeting.
Keyword Breakout	The specific search term or query that a visitor used to find your website through search engines. This helps identify which keywords are driving traffic to your site.
Last Touch Network	The advertising network or platform that drove the final interaction before a user converted. This is often credited with the conversion in last-touch attribution models.
Lead Form Leads	Leads captured through online form submissions.
Match Type	The setting that determines how closely a user's search query must match your keyword for your ad to be eligible to show (exact match, phrase match, or broad match).
Month	The calendar month within a year when the data was recorded (e.g., January, February, or 01, 02). Used for identifying seasonal patterns, monthly performance tracking, and month-over-month comparisons.
Net Conversion Rate (Net CVR)	The percentage of people served Impressions who then later visited the site and completed a desired action or goal, such as making a purchase, filling out a form, or subscribing to a service, out of the total number of ad impressions.
Net CVR	The percentage of clicks that result in conversions, calculated as (Conversions ÷ Clicks) × 100.
Network	The advertising platform or collection of websites where your ads can appear, such as search networks, display networks, or social media platforms.
Network Conversion Rate	The percentage of website visitors or users who complete a desired action or goal, reported by the ad network.
Network Conversions	The amount of goals that users or customers complete as a result of marketing efforts. It represents the successful outcome or completion of a specific objective set by a business or organization, reported by the ad network.
Network CPA	Average cost per acquisition across the entire network.
Network CPA	The cost of acquiring a customer or generating a desired action such as a sale, lead, or sign-up, reported by the ad network.
Network Revenue	The amount of money generated from marketing activities or campaigns, reported by the ad network.
Network VTC CPA	Cost per view-through conversion across the network.
Online Order Leads	Leads generated from online ordering systems.
Page Views	The number of times a web page or specific content on a website is viewed or accessed by visitors.
Phone Leads	Leads generated through phone calls from ads.
Program	The advertising program or platform name.
Program Spend	Total advertising spend for the program.
ProgramID	Unique identifier for the advertising program.
Quality Score	A metric used by advertising platforms to rate the quality and relevance of your keywords and ads, affecting your ad rank and cost per click.
Reservations	Bookings or appointments made through the campaign.
Return on Ad Spend (ROAS)	The revenue generated for every unit of currency spent on advertising.
Revenue	The total monetary value generated from marketing efforts.
ROAS with Assisted	Return on Ad Spend including assisted conversions: (Revenue + Assisted Revenue) ÷ Ad Spend.
Spend Per Chat Lead	Total spend divided by number of chat leads.
Spend Per Coupon Lead	Total spend divided by coupon lead count.
Spend Per Direction Lead	Cost to generate each direction request lead.
Spend Per E-Commerce Sale	Average advertising cost per online sale.
Spend Per Email Lead	Cost to acquire each email address.
Spend Per Lead Form Lead	Cost per form submission lead.
Spend Per Online Order Lead	Cost to generate each online order lead.
Spend Per Phone Lead	Average cost for each phone call lead.
Spend Per Reservation	Cost to generate each reservation.
Spend Per Unit	Average advertising cost per unit sold.
Spend Per Video Completion	Cost for each completed video view.
Spend Per Video View	Cost for each video view.
Spend Per Web Form Lead	Cost for each web form submission.
Spend Per Web Lead	General cost per website-generated lead.
Spend Per White Paper Lead	Cost to generate each white paper download lead.
Spend to Result Ratio	A metric that measures the efficiency of advertising spend by comparing total advertising expenditure to the desired outcomes achieved
Top Imp. Share	The percentage of impressions your ads received in the top positions (above organic search results) compared to the total number of impressions your ads were eligible to receive in those positions.
Total Available Imp.	The maximum number of impressions your ads could have received based on your targeting settings, budget, and competition in the auction.
Total Network Conversions	All conversions across an entire advertising network or platform.
Total Network CPA	Overall cost per acquisition for all network activity.
Total Spend	The cumulative amount of money spent on advertising campaigns during a specified time period.
Total Visits	The cumulative number of times a user has visited your website, including all sessions across the entire time period being analyzed.
Units	The quantity or number of products or services sold.
UTM Medium	A UTM parameter that identifies the marketing medium, such as "email," "social," "cpc" (cost-per-click), "organic," or "referral." It answers "how" the traffic arrived.
UTM Source	A UTM parameter that identifies the specific source of traffic, such as "google," "facebook," "newsletter," or a specific website name. It answers "where" the traffic came from.
Video Completion Rate	Percentage of video views that watched to completion.
Video Plays	Total number of times videos were started.
Video Plays - 25%,50%,75%,100%	Number of views reaching each quartile milestone.
Video View Rate	Percentage of impressions that resulted in video views.
Visits	The number of times users or visitors access a website within a given time period.
Visits to Conversion	The number of separate visits or sessions it took before a user completed a conversion action. This shows how many touchpoints were needed in the customer journey.
VTCs	Conversion credit allocated to ads that were only seen as an impression but not clicked on.
Web Form Leads	Leads submitted through website contact forms.
Web Leads	General leads captured through website interactions.
Week	The calendar week number within a year (typically 1-52 or 1-53) or a date range representing a 7-day period. Used for weekly performance analysis and identifying weekly trends or patterns in marketing data.
White Paper Leads	Leads generated from white paper or resource downloads.
Year	The calendar year in which the data was recorded (e.g., 2023, 2024). Used for analyzing long-term trends, year-over-year comparisons, and annual performance metrics.