KPI-Glossar

Please note:
In case of missing consent of users we aren’t able to track certain events. The marked KPIs (*) will be extrapolated based on the performance of users who have been given the necessary tracking consent.

Key Performance Indicator (KPI)

Definition

Interpretation

Awareness

Advertising Spend
Net/net worth of the budget that has been invested
The spent budget based on the delivered ads and the booked CPM (net/net).
Ad Impressions
Number of delivered ad impressions per campaign

All ad impressions that have been seen (viewability: 50/1).

Brand Contacts*
Campaign product displays after ad displays
Indicates the visibility of the campaign products in the shop. It is increased by a user’s contact or interaction with a campaign.
Brand Contacts per Advertising Spend (BpA)
Proportion of brand contacts and advertising spend
Indicates the amount of brand contacts the campaign generates per invested Euro.

Consideration

Clicks
Number of banner clicks that resulted in a redirect to the landing page
Indicates the number of users which interacted directly with a banner. Clicks are a good measure to evaluate the overall design quality and message of a banner.
Click-through-Rate (CTR)
Proportion of clicks and ad impressions
Measures the part of the user’s intensive engagement with the advertised brand that is triggered through interaction with the ad. Especially the targeting and design influence the CTR.
Detail Page Views (DPV)*
Views of detail pages of campaign products after ad displays
This indicates whether the shopper has considered the product more deeply on the detail page after banner view. But this also shows how well-known or in need of explanation the product might be. Additional to organic DPVs the number of clicks affect this metric heavily.
Detail Page Views per Advertising Spend (DpA)
Proportion of detail page views and advertising spend
Indicates the amount of detail page views the campaign generates per invested Euro. It shows how cost efficient in terms of the chosen targeting a campaign was displayed. It is expected to have a higher value the closer the chosen targeting is at the core targeting of a product.

Purchase

Purchases*

Sum of all shoppers that bought one or more of the advertised products after ad display (post-view)

Purchase is a measure indicating the general conversion after banner view. It shows how many users have bought a campaign product after banner view. If numbers of units sold and purchases are taken into account it may indicate if users are regular buyers buying more than one product on avarage or not.
Units sold*

Sum of all product units bought after ad display (post-view)

This number shows how many campaign products were bought after banner view by each user in total. If you take the number of units sold and the turnover into account it shows the average price at which users have bought the campaign products.
Turnover*
Total turnover that has been generated by advertised products
Shows the total turnover that is immediately generated after ad contact within the online shop. Next to turnover, advertising spend is the main KPI affecting the ROAS. The higher the campaign turnover the better for the ROAS performance.
Return on Advertising Spend (ROAS)
Puts the turnover that has been generated by the campaign in relation to the media investment (net/net)

It is a cost efficiency measure which shows the return of turnover the campaign generates per invested Euro. It shows how cost efficient in terms of the chosen targeting a campaign was displayed. It is expected to have a higher value the closer the chosen targeting is to the core targeting of a product.

Conversion-Rate (CVR) (post-view)
Proportion of purchases after ad display and ad impressions
Is a relative metric describing how many ad impressions have been converted into purchases. Especially the targeting as well as the design of the banners influence the CVR.
Conversion-Rate (CVR) (post-click)
Proportion of purchases after ad click and ad clicks
Is a relative metric describing how many clicks have been converted into purchases. Especially the targeting as well as the design of the landing page influence the CVR.

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