To ensure you understand all the different metrics in the reports you generate, we've compiled a quick index in alphabetical order of all the terms you'll find in your reports.
A
Ad Size: The pixel dimensions of your display ads, displayed in width x height. You can take a look at our accepted ad sizes here.
Audience Segment: A group of households that share similar characteristics, behaviors, or interests. See the Audience Segment Dashboard article to learn more.
Average Order Value: The average amount of revenue driven on each MNTN-attributed conversion.
Calculation: MNTN Total Order Value ÷ MNTN Total Conversions
Average Page Views Per Visitor: The average number of page views on your site by a visitor. This metric is based on raw site traffic and is best visualized in a chart or table widget broken down by day.
Assist Metrics: Assist Metrics are exclusively used for the Multi-Touch portion of Prospecting Campaigns. Each time a Prospecting event is recorded, we credit the event to the last TV ad shown. If the last impression before the prospecting-driven event was a Multi-Touch ad, that Multi-Touch ad would receive Assist credit, while the TV commercial would receive Last-Touch credit in our reporting.
Conversion Assist Order Value: The true revenue impact associated with your Prospecting campaign-driven conversions that Multi-Touch played a role in.
Conversion Assists: The total number of Prospecting-driven conversions that Multi-Touch played a role in.
Total Conversion Assist Order Value: The total order amount of the conversions that followed a Verified Visit, where the Multi-Touch ad was the last impression served for Prospecting Campaigns only.
Total Conversion Assists: The total number of conversions that followed a Verified Visit, where the Multi-Touch ad was the last impression served for Prospecting Campaigns only.
Total Visits Assists: The total number of prospecting-attributed Verified Visits influenced by Multi-Touch ads during the customer's journey.
Verified Visit Assists: The total number of prospecting-attributed Verified Visits influenced by Multi-Touch ads during the customer's journey.
💡Note: All assist metrics showcase Multi-Touch's impact on your Prospecting campaigns' performance, where the Multi-Touch ad was the last impression served. Learn More Here.
C
Campaign Group: The individual campaign created within a given channel.
Channel: The channel that your campaign and creative will serve on. This will display as either Multi-Touch or Television.
City: The city location where an impression was served or a Verified Visit or Conversion took place.
Completed View Rate: The percentage of Performance TV impressions viewed in full.
Calculation: Completed Views ÷ Total PTV Impressions
Completed Views: The number of Performance TV impressions viewed in full.
Conversion Attribution Percentage: The percentage of conversions attributed to MNTN.
Calculation: Total Conversions ÷ Raw Conversions
Conversion Rate: The percentage of Verified Visits that resulted in a Conversion within the conversion window.
Calculation: Total Conversions ÷ Total Verified Visits
Conversion Time: The date and time in the advertiser's time zone that a conversion occurred following a Verified Visit. This metric is available on the Conversions and Order Detail table.
Conversions: The total number of Conversions that resulted from a Verified Visit within the conversion window.
Cost Per Completed View: The cost of each impression that was viewed in full.
Calculation: Total PTV Spend ÷ Completed Views
Cost Per Acquisition/CPA: The total media spend to drive an attributed conversion.
Calculation: Total Spend ÷ Total Conversions
Cost Per Visit: The total media spend to drive a Verified Visit.
Calculation: Total Spend ÷ Total Verified Visits
Country: The country where an impression was served or a Verified Visit or Conversion occurred.
D
Day: The day in the advertiser's time zone.
DMA (Designated Market Area): The DMA location where an impression was served or a Verified Visit or Conversion took place. DMAs define TV or radio media markets and can span cities, counties, or states, as defined by Nielsen.
E
Event Time: The date and time in the advertiser's time zone in which a Verified Visit occurred that led to a conversion. This metric is available on the Conversions and Order Detail table.
F
Frequency: The average number of ads served per household.
H
Households Reached: The unique audience count that received an MNTN ad.
TV Channel: U.S. households reached
Multi-Touch Channel: U.S. devices reached
I
Incrementality: Analyzes if a Connected TV advertising campaign drove conversions above and beyond typically expected results due to other marketing activities or brand equity. To learn more, please see the How MNTN Measures Incrementality article.
Impression Conversion Rate: The percentage of Impressions that resulted in a Conversion within the conversion window.
Calculation: Total Conversions ÷ Total Impressions
Impression Visit Rate: The percentage of impressions that resulted in a Verified Visit.
Calculation: Total Verified Visits ÷ Total Impressions
Impressions: The number of ad impressions served.
IPM: Installs Per Mille calculates the number of app installs per thousand ad impressions
L
Last Touch Metrics: Data where MNTN TV commercials were the last-touch credited source based on MNTN Verified Visit Methodology. Multi-touch ads will be credited with Assist Attribution when Multi-Touch was the last-touched source.
Last Touch Order Value: The order amount of the conversion that followed a Verified Visit.
Total Last Touch Conversions: The total number of conversions that followed a Verified Visit.
Total Last Touch Verified Visits: The total number of Verified Visits recorded.
💡Note: We recommend leveraging the "Order Value," "Total Conversions," and "Verified Visits" metrics over the Last Touch metrics as your source of truth.
While Last Touch Order Value, Last Touch Conversions, and Last Touch Verified Visits usually align with the Order Value, Total Conversions, and Verified Visit metrics, there are rare cases where a small number of prospecting results are credited to Multi-Touch ads, even though television ads came before these ads. This can lead to a slight difference in comparison to the Last Touch metrics for the Prospecting objective.
M
Marketing Objective: The marketing objective of your campaign. This can be displayed as Prospecting or Retargeting.
MNTN Driven User Metrics: MNTN Driven household data is based on a 90-day rolling pixel window.
MNTN Driven Site Visitors: The number of households that drove Verified Visits to your website.
MNTN Driven Existing Site Visitors: The number of households that drove Verified Visits to your website and have been to your site in the last 90 days.
MNTN Driven Existing Users Reached: The number of households who have been to your site in the last 90 days and have been reached by MNTN ad units.
MNTN Driven Last Touch Existing Site Visitor: The number of households where MNTN ads were the last touch that drove a Verified Visit to your website and has been to your site in the last 90 days.
MNTN Driven Last Touch New Site Visitor: The number of households where MNTN ads were the last touch that drove Verified Visits to your website and have not visited your site in the last 90 days.
MNTN Driven Last Touch Site Visitor: The number of households where MNTN ads were the last touch that drove a Verified Visit to your website.
MNTN Driven New Site Visitors: The number of new households that drove Verified Visits to your website and have not visited your site in the last 90 days.
MNTN Driven New Users Reached: The number of households reached by MNTN ad units who have not been to your site in the last 90 days.
Multi-Touch Impressions: The number of Multi-Touch ad impressions served.
Multi-Touch Spend: The total amount spent on your Multi-Touch ad units through MNTN, both billed and non-billed.
N
Network: The TV network where a video impression was served.
O
Order Amount: The order amount for the MNTN attributed conversion. This metric is available on the Conversions and Order Detail table.
Order ID: The Order ID of the MNTN attributed conversion. This metric is available on the Conversions and Order Detail table.
Order Value: The order amount of the conversion that followed a Verified Visit.
Order Value Attribution Percentage: The percentage of site order value attributed to MNTN.
Calculation: Order Value ÷ Raw Order Value
P
Page Views: The total number of page views on your site regardless of MNTN advertising.
Percentage of Conversions: The percentage of site conversions attributed to MNTN.
Percentage of Order Value: The percentage of site order value attributed to MNTN.
Publisher: The site domain where a Multi-Touch impression was served.
R
Raw Average Order Value: Your site's average amount of revenue driven per site conversion, regardless of MNTN advertising.
Raw Conversion Rate: The percentage of total site visitors that completed a conversion regardless of MNTN advertising.
Calculation: Raw Conversions ÷ Raw Site Visitors
Raw Conversions: The total number of times a conversion was placed on your site regardless of MNTN advertising.
Raw Domain: The domain of the publisher site that an impression was served on that led to a verified Conversion.
Raw Existing Site Visitors: The number of visitors who have visited your site in the last 90 days, regardless of MNTN advertising.
Raw New Site Visitors: The number of visitors who have not visited your site in the last 90 days, regardless of MNTN advertising.
Raw Order Value: The total order value of the conversions placed on your site regardless of MNTN advertising.
Raw Visitors: The total number of raw visitors, regardless of MNTN advertising.
Return on Ad Spend/ROAS: The ratio of revenue generated on your MNTN media spend.
Calculation: Order Value ÷ Total Spend
Return on Investment/ROI: The ratio of profit generated on your MNTN media spend.
Calculation: (Order Value - Total Spend) ÷ Total Spend
S
Sales Cycle: The time between the initial site visit and Conversion, regardless of MNTN advertising.
State: The state where an impression was served or a Verified Visit or Conversion occurred.
T
Total Conversions: The total number of Conversions that resulted from a Verified Visit within the conversion window.
Total Spend: The total amount spent on your campaigns through MNTN, both billed and non-billed.
Total Verified Visits: The number of interactions with your in-view ad unit that resulted in a visit to your site within your defined Verified Visit window.
TV Commercials Aired: The total number of TV Commercial impressions served, including those not viewed to completion.
TV Completed Views: The total number of TV Commercial impressions that have been viewed to completion.
💡Note: We serve your video ads on non-skippable inventory. Any time the video ad isn't viewed to completion, it is most likely due to a channel change or the device being turned off mid-roll.
TV Spend: The total amount spent on your TV Commercials through MNTN, both billed and non-billed.
U
User Conversion Rate: The percentage of Users that were served an impression that converted following a Verified Visit.
Calculation: Total Conversions ÷ Users Reached
User Visit Rate: percentage of households reached that resulted in a Verified Visit.
Calculation: Total Verified Visits ÷ Users Reached
Users Reached: The number of people who received a MNTN ad impression.
V
Verified Visit™: A Verified Visit is a site visit that occurs after exposure to your MNTN ads. A Verified Visit must meet the criteria outlined here.
Viewable Impression Rate: The percentage of impressions that met the IAB viewability standard.
Calculation: Viewable Impressions ÷ Impressions
Viewable Impressions: The number of impressions that met the IAB viewability standard.
Visit Conversion Rate: The percentage of Verified Visits that resulted in a Conversion within the conversion window.
Calculation: Total Conversions ÷ Total Verified Visits
Visit Rate: percentage of households reached that resulted in a Verified Visit.
Calculation: Total Verified Visits ÷ Households Reached