Impressions: The total number of impression tracker fires throughout the campaign.

Clicks: The total number of click tracker fires throughout the campaign.

Visit: The number of exposed visits as a result of the campaign.

Unique Reach: The total number of unique users reached throughout the campaign (Calculated by the number of Clicks / Frequency).

Average Frequency: The average number of times a user exposed to an advertisement.

Visit Index: The number of visits measured per 1000 impressions.

Exposure Index: The total number of exposed visits / total number of overall visits (Organic + Exposed Visits) expressed as a percentage.

Conversion Index: The total number of exposed visits expressed as a percentage of all unique devices exposed throughout the campaign.

Cost per Exposed Visit: The cost of each exposed visit into store/location.

Click Through Rate(CTR): The ratio of users who click on an ad in comparison to the total number that were exposed.

Partner Breakdown: Provides a breakdown of delivery and performance by partner.

Platform Breakdown: Provides a breakdown of delivery and performance by platform.

Creative Breakdown: Provides a breakdown of delivery and performance by creative.

Platform, Creative + Publisher Index: Platform index shows how much a given platform has out - performed the average platform.
Creative index provides a breakdown of delivery and performance by creative
Publisher Index provides a breakdown of campaign delivery and performance by publisher.

Publisher Names: Provides a breakdown of campaign delivery and performance by publisher.

1st Quartile :- The top 25% of apps based on impressions delivered.

Median:- The top 50% of apps based on impressions delivered.

3rd Quartile:- The top 75% of apps based on impressions delivered. 

Device Types: Provides a breakdown of delivery and performance by device type.

Custom Values: Provides a breakdown of delivery and performance by custom values. Custom values can be added to differentiate between different creatives and strategies.

Impressions, Clicks and Impressions Graph: Provides a breakdown of delivery and performance by impressions, clicks, impression conversion rate and click conversion rate.

Multi Touch Attribution: It collects data on different lead actions and their partners. It identifies how each partner have fractionally contributed to the total consolidated visits of the campaign.

Average of Week: Provides a day by day breakdown of delivery and performance by impressions, clicks, impression conversion rate and click conversion rate.

Average of Day: Provides a hour by hour breakdown of delivery and performance by
impressions, clicks, impression conversion rate and click conversion rate.

Cohort Analysis: The Cohort analysis chart provides additional conversion analysis by cohort. The cohorts are subsets of the total exposed audience grouped together based on exposure to the campaign on a given day, providing a visual representation of the conversion pattern by cohort groups for the remainder of the attribution window.

Engagement Pattern: Provides a breakdown of what time and day of week a user will see the ad.

Visit and Ad: Visit broken down by ad exposure/frequency.

Gender: Provides a breakdown of delivery and performance by male and female.

Age Group: Provides a breakdown of delivery and performance by age group.

Devices: Provides a breakdown of delivery and performance by device type.

Carriers: Provides a breakdown of delivery and performance by carrier network.

Conversion Pattern:- Clicks + Imps: Provides a breakdown of what time and day of week a user will click on the ad and convert into store/location.

Visitation Pattern - FF: Provides a breakdown of what time and day of week an exposed user will visit a store/location.

Place Analysis: The total number of visits measured per individual store/ location.

Brand/Category Segments: Provides a breakdown of which other brands or place categories the exposed visitors have also visited during the attribution window.

Lead Time to Conversion: The time between the last exposure to a store/location visit.

Competition Footfall Analysis: Provides an indexed view of Footfall at your brand's stores compared with up to 3 competitor brand stores. This Visit Index visualization shows indexed Footfall by brand stores among the exposed audience (Campaign Audience) vs the total market (All Visits).

Market Index is the normalized/average Footfall of all brand and competitor
stores indexed to 100.

Campaign Audience shows the indexed Footfall at your brand and competitor
stores among the exposed audience.

All Visits shows the Footfall index at your brand and competitor stores looking
at all store visits.
If your brand's exposed 'Campaign Audience' footfall index is 118 and the 'All
Visits' footfall index is 115 there is a 3 point net footfall index uplift among the
exposed audience compared with the total market baseline. OR Visitation at
your brands stores were 3 index points higher among the exposed audience
compared to the total market and the campaign has delivered an increase in
visit share. In some instances the Total Market Footfall Index may be higher
than the Campaign Audience Footfall Index for your brand - this isn't
necessarily bad, it can simply mean that the campaign audience reached were
and are still more loyal to competitor brand stores. If actively targeting
competitor audiences then this trend in the data is natural. By looking at the
difference in Footfall Index by brand and competitors between 'Campaign
Audience' and 'All Visits' we can also deduce who has gained and lost visit
share during the campaign period. 

Exposed Group: A set number of users that were exposed to the campaign.

Control Group: A set number of users who were not exposed to the campaign.

App Category: Shows the top categories of apps used by the exposed visitors during the attribution flight. (Based on google's app category taxonomy).

App Names: Shows the list of top apps seen installed in the devices of exposed visitors.

Interest: Shows top interests (online content) consumed by the exposed visitors.

Top States: States with top reach or pings.

Top Cities: Cities with top reach or pings

Geo-Behavioral Personas: Shows the top offline movement patterns based on geo behavioral segments that the exposed devices are part of.

Distance from Work: Shows the distribution of distance travelled to the attributed store from the inferred work locations of the exposed devices.

Distance from Home: Shows the distribution of distance travelled to the attributed store from the inferred home locations of the exposed devices.

Visit Lift Index: Visit lift index shows the % of lift, positive/negative, by comparing normalized visit rate of exposed group with the normalized visit rate of the control group. (Control group is derived by Lifesight's lookalike algorithm). Visit Lift Index = (Normalized Exposed Visits – Normalized Control Visits) * 100 /Normalized Control Visits.

Dwell Time: It shows the distribution of the dwell time (how long they were seen at the attributed places) of the exposed visits.

Fractional Attribution: Within the campaign overview section of the dashboard, exposed visits are split across all platforms, partners, device types, creatives, custom values and publishers. These split visits are based on fractional attribution. For example: If a device is exposed to the ad from multiple partners, the weight of that visit is distributed across all partners. Lifesight follows a frequency weighted, linear time decay model of fractional attribution - IE: The weights are distributed based on how many times the ad was seen (frequency) and when the ad was seen (recency, with linear time decay).

Out Of Home: The estimated reach and impressions of the audience broken down by individual billboard.

Estimated Monthly Reach : The number of Unique Individuals reached over the last 30 days.

Estimated Monthly Impressions : The number of Unique Devices reached over the last 30 days.

OOH Locations : Total number of billboards to be measured.

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