This glossary gives definitions for terms and features within TapClicks and common marketing metrics that help users navigate the platform. Whether you’re new to TapClicks or need a quick refresher, this resource is designed to provide clarity on commonly used terminology.
Click on any entry in the Table of Contents to jump to that section.
Table of Contents
Data Transformation & Visualization
Platform & Features
- MOP: This stands for Marketing Operations Platform. In TapClicks this refers to TapAnalytics & TapReports and TapOrders & TapWorkflow, working together for the entire life cycle of your campaigns.
- TapAnalytics: The analytics module within TapClicks that aggregates and visualizes performance data from multiple sources.
- TapData: A feature that supports advanced data integration and transformation processes, offering flexibility for unique data requirements.
- TapInsights: An AI-powered suite within TapClicks that provides actionable insights, predictive analytics, and industry benchmarks to optimize marketing strategies.
- TapOrders: A feature that streamlines order management, enabling users to create, track, and manage orders within the platform.
- TapReports: The reporting module that allows users to create and share customizable reports for their clients or team.
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TapWorkflow: An automation tool that helps users manage task assignments, approvals, and notifications for streamlined collaboration.
Data Integration
- Connectors: This is the TapClicks term for the various 3rd party platforms that you will connect to TapClicks.
- Data Columns: This is the TapClicks term for the data points or metrics you can use in creating your widgets and visualizations.
- Data Exporter: A tool for exporting data from TapClicks into formats like CSV, Excel, or JSON for external analysis.
- Data Load Status: A centralized dashboard with different views that list all active integrations and their statuses within the platform.
- Data Mapping: The process of aligning data fields from external sources with fields in TapClicks for consistent reporting.
- Data Profiles: Configurations that determine what data is accessible, how it’s displayed, and which users can view it.
- Data Source: This term references where the data comes from.
- Data Sources Overview: On this page, you will see high-level metrics for all the Data Sources connected (Note: You can customize the metrics that show via Data Profiles).
- Import Wizard (legacy): This is the legacy name for SmartConnector. You may find references to Import Wizard in some older literature. This is a feature that allows you to create your own data connections to the TapClicks platform.
- Manage Data Sources: This is the screen where you can see all the various 3rd party Data Sources you can connect to. This is also where you enter credentials and map your clients.
- SmartConnector: These enable you to create custom data sources to import data from popular sources such as Google Sheets, FTP, email, Dropbox, and more.
Data Transformation & Visualization
- Channels: This feature allows you to blend data from multiple data sources and define which metrics to display in your visualizations of the data.
- Dashboards: Interactive displays that consolidate multiple widgets for a comprehensive view of performance metrics.
- Margin Rules: This allows you to add any margin or markup to your clients.
- Widgets: Customizable visual components used to display metrics and KPIs on dashboards. Learn more about widget visualization types in this article.
Orders & Workflow terms
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Comments
- Comments can be entered on all Orders, Line Items, and Tasks.
- Each comment will be time and date stamped and they will capture who the comment was made by.
- Comments can also trigger new Tasks to be created that relate to the same processes (i.e., ordering tags).
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Customers
- Customer records include address information, billing IDs, and CRM IDs to help align the record with other systems you use.
- Customers are the list of advertisers or customers who are purchasing your Data Sources or products.
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Line Items
- Line Items can contain product-specific details for any product your agency or media company sells.
- They allow for configured lists or values, in form calculations, and rate tier lookups.
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Notifications
- Notifications are emails sent directly to the users alerting them of activity within the platform.
- Notifications can be turned on or off by the individual user.
- Notifications are sent when new tasks are created, assigned, completed or comments are generated on an item.
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Orders
- Orders (campaigns) correspond to the overall IO or specific purchase that your customer is making. It typically includes things like Campaign Names and Campaign Dates and is associated with the customer or advertiser that is making the purchase.
- Orders can also have other attributes (features and fields) as configured in your system.
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Queues
- Queues are where all tasks are grouped.
- Tasks that are assigned to a user are shown on that user's "My Tasks" page as well as within the overall queue associated with that task. This provides a way to see exactly which work has been already started or assigned to a specific user.
- Campaign managers and fulfillment teams can pick up unassigned work from "My Queues" that relate to the tasks your team fulfills.
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Tasks
- Tasks are configurable work items that need to be completed to set a campaign live.
- Tasks can be associated with Campaign management tasks, such as completing a setup call or gathering additional information from the client or they can be specific to an individual line item such as fulfilling a display off-net product.
- The Task Manager organizes Tasks into queues associated with working groups.
- The Task Manager allows for task due dates, overdue alerts, voluntary time tracking and supplemental task forms, and inline work instructions.
- Comments added or attachments uploaded on a task are also shown on the associated order (campaign) or line item.
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Workflows
- Workflows are the rules that control when Tasks are generated and at which point in the process flow status change or new Tasks are assigned.
Technical terms
- API (Application Programming Interface): A set of rules that allows external systems to interact with TapClicks for data sharing or automation.
- FTP (File Transfer Protocol): A method for transferring files between systems, often used for uploading data into TapClicks.
- oAuth: This stands for Open Authorization which is a standard for token-based authentication. This method allows TapClicks to get access to a 3rd party service without exposing passwords.
Digital Marketing terms
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Abandonment Rate: The percentage of users who start a specific process, like checkout, but do not complete it.
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Click Conversions: The number of users shown the ad and clicked on the ad.
- Clicks: A metric that measures the reaction of a user to an Internet ad.
- Clicks per View: The number of times someone who is shown the ad clicks on the ad.
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Click-Through Rate (CTR): A way of measuring the success of an online advertising campaign. This is the percentage of people who click on an ad or button after seeing it calculated as
(Clicks / Impressions) x100. - Conversions: On-site results driven by advertising, including, but not limited to, direct purchases.
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Conversion Rate: The percentage of users who complete a desired action, such as making a purchase or signing up for a newsletter, calculated as (Conversions / Total Visitors) × 100.
- Data CPM: Additional cost for 3rd party data segments used in targeting.
- Impressions: A single display of online content to a user’s web-enabled device. Number of times an ad has been seen across multiple websites.
- Impression Conversions: For a display ad campaign, online conversions are produced by individuals who have not clicked the ad through but converted later.
- Impression Share: The percentage of total eligible impressions that a campaign or ad receives.
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Key Performance Indicators (KPIs): Measurable values used to evaluate the success of an individual, team, or campaign in achieving specific objectives. Examples include Conversion Rate, Return on Ad Spend (ROAS), and Bounce Rate.
- Pageviews: A pageview is an instance of a page being loaded by a browser. The pageview metric is the total number of pages viewed; repeated views of a single page are also counted.
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Return on Ad Spend (ROAS): The revenue generated for every dollar spent on advertising, calculated as Revenue / Ad Spend.
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Return on Investment (ROI): The profitability of an investment, calculated as
(Revenue - Cost) / Cost × 100. - Total Ad Clicks: The number of times the ad is clicked on.
- View Conversions: Also known as View-through Conversions, the number of people who were shown the display ad, did not click on the ad, but later visited the advertiser website.
- Views: The number of times the ad is shown.
- View-Through Tracking: Measurement of post-impression responses from an advertising campaign.
Attribution Metrics
- First-Touch Attribution: Assigns credit for a conversion to the first interaction a customer had with the brand.
- Last-Touch Attribution: Assigns credit for a conversion to the final interaction a customer had before converting.
- Multi-Touch Attribution: Distributes credit for a conversion across multiple touchpoints in the customer journey.
Cost/Spend metrics
- Cost: Estimate of the price of the ad.
- Cost per Acquisition (CPA): The total cost of acquiring a new customer, calculated by dividing total advertising spend by the number of conversions.
- Cost per Click (CPC): The amount paid for each click in a pay-per-click (PPC) marketing campaign.
- Cost per Impression (CPM): The cost of serving 1,000 ad impressions to viewers (used for impression-based campaigns.)
- Cost per View (CPV): A view counts after it is viewed for a minimum of 30 seconds, then a cost is applied.
- eCPV: Effective cost per view.
- eCPM: Effective cost per thousand: dividing total earnings by the total number of impressions in thousands.
- Pay per Click (PPC): An internet advertising model used to direct traffic to websites, in which advertisers pay the publisher when the ad is clicked.
- Return on Investment (ROI): A performance measure used to evaluate the efficiency of an investment.
Email Metrics
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Click-to-Open Rate (CTOR): The percentage of email recipients who clicked a link after opening an email, calculated as (Clicks / Opens) × 100.
- Emails Sent: The number of email addresses the email creative was sent to.
- Open Rate*: The percentage of people who opened the email of the number of emails sent.
- Unique Opens: The number of unique email accounts that opened the email and downloaded the images.
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Unsubscribe Rate: The percentage of recipients who unsubscribe from an email list.
*Opens will only register if images are downloaded. If a user views the email within the preview pane and does not download the images, it will not count as open.
Engagement Metrics
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Bounce Rate: The percentage of visitors who leave a website after viewing only one page.
(i.e., the visitor left a site from the entrance page without interacting with the page). -
Engagement Rate: The percentage of users who interact with content, including clicks, likes, shares, and comments.
- Pages/Visit (Average Page Depth): This displays the average number of pages viewed per session. Repeated views of a single page are counted in this calculation. This metric is useful both as an aggregate total as well as when it is viewed with other dimensions, such as country, visitor type, or mobile operating system.
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Page Views per Session: The average number of pages viewed during a single visit.
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Session Duration: The average time a visitor spends on a website during a single session.
- Visits/Sessions: This metric is a count of sessions (i.e., visits) that have been active on your site for the selected date range. You can think of a session as the container for the actions a user takes on a site.
Social Metrics
- Actions: The number of actions taken on your ad, page, app, or event after someone viewed your ad, even if they didn’t click on it. Actions include page likes, app installs, conversions, event responses, and more.
- Engaged Users: The number of people who engaged with your page (includes any click of story generated).
- Engagements: The number of unique people who’ve clicked, liked, commented on, or shared your page posts on social media.
- Facebook Shares: The number of people who actively share your post or ad with their friends on Facebook.
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Followers Growth Rate: The rate at which a social media profile gains followers, calculated as (New Followers / Total Followers) × 100.
- Likes: The number of new people who like your page, also known as the number of fans.
- Organic Impressions: The number of times your posts were seen news feed or ticker or on visits to your page. These impressions can be fans or non-fans.
- Page Likes: The number of likes on your page as a result of your ad.
- Paid Impressions: The number of impressions of a sponsored story or ad pointing to your page.
- Post Shares: The number of shares of your page's post as a result of your ad.
- Social Clicks: The number of clicks your ad receives when it's shown with social information.
- Social Impressions: The number of times your ads were viewed when displayed with social information, which shows Facebook friends who engaged with your Facebook page or ad.
- Swipe-Through (or Swipe-Up) Rate: The average number of swipes per impression. Shows as a percentage.
- Total Actions: The number of actions taken on your ad, page, app, or event after your ad was served to someone, even if they didn't click on it. Actions include page likes, app installs, conversions, event responses, and more. For example, two-page likes and two comments would count as four actions.
- Total Likes: The total number of people who are a fan of your page.
- Total Posts: The total number of unique users who saw your page post in a news feed, ticker, or on your page.
- Total Reach: The number of people who have seen any content associated with your page. We derive this from total unique page impressions. (This is stored on a daily basis and can differ from the source.)
- Twitter Shares: The number of people who actively shared your post or ad with their Twitter followers.
- Unique Clicks: The number of unique people who clicked on your ad. For example, if three people click on the same ad five times, it will count as three unique clicks. Note: this field is stored on a daily basis. When looking at a range, this may differ from the source.
- Unlikes: The number of people who have unliked your page or canceled being a fan of your page.
- Viral Impressions: The number of impressions of a story published by a friend about your page. These stories include liking your page, posting to your page's wall, liking, commenting on, or sharing one of your page posts, RSVPing to one of your events, mentioning your page, photo tagging your page, or checking in at your place.
Search Metrics
- Ad Groups: Each of your campaigns is made up of one or more ad groups. Separate ad groups are best for the different product types you offer. Ad groups in Display Network campaigns can include targeting methods other than keywords, like using demographics or remarketing lists.
- Ad Type: Text, image, rich media, flash, video, animated image, audio, link units.
- All Conversions: Best estimate of the total number of conversions that AdWords drives. Includes website, cross-device, and phone call conversions.
- Avg. CPM: Average cost-per-thousand impressions.
- Avg. CPV: The average amount you pay each time someone views your ad. The average CPV is defined by the total cost of all ad views divided by the number of views.
- Avg. Position: A statistic that describes how your ad typically ranks against other ads. This rank determines in which order ads appear on the page.
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Backlinks: The number of links from other websites that direct to a page on your website.
- Cost per Conversion: The average amount per conversion as defined by the campaign.
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Domain Authority (DA): A score predicting a website’s ability to rank in search engine results, ranging from 1 to 100.
- Keywords: Words or phrases that are used to match your ads with the terms people are searching for.
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Keyword Ranking: The position of a website on a search engine results page (SERP) for a specific keyword.
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Organic Traffic: The number of visitors who reach a website through unpaid search engine results.
- Quality Score: An estimate of the quality of your ads, keywords, and landing page. Higher-quality ads can lead to lower prices and better ad positions.
- Search Lost IS “Impression Share”: The percentage of searches you don’t appear in due to budget constraints.
- Status: This will show whether or not the campaign is active or paused, which is determined based on keyword performance.
- Total Conversions: The conversions column reports total conversions, across those conversion actions you've chosen to include. This allows you to see how many times your ads led customers to an action you've defined as valuable, such as sales or leads.
- View-Through Conversion: The total number of view-through conversions. These happen when a customer sees an image or rich media ad, and then later completes a conversion on your site without interacting with another ad.
Video Metrics
- 25% Completion Rate: 25% of a preroll video was shown to the viewer before the viewer hit the skip button.
- 50% Completion Rate: 50% of a preroll video was shown to the viewer before the viewer hit the skip button.
- 75% Completion Rate: 75% of a preroll video was shown to the viewer before the viewer hit the skip button.
- 100% Completion Rate: The entire preroll video was shown to the viewer.
- Avg. Percent Viewed: The average amount of a video that is viewed.
- Companion Clicks: Display banners shown in conjunction with a video, the number of times these display ads were clicked.
- Companion CTR: Calculating the percentage of clicks compared to the impressions delivered on a banner ad that runs in conjunction with a video ad.
- Companion Impressions: Display banners shown in conjunction with a video, the number of times these display ads were shown.
- Play Rate: Ratio calculated by the number of plays your video ad receives divided by its impressions.
- Playtime per View: The amount of the video ad that is played divided by the number of people who see the ad.
- Video and Overlay Clicks: The number of times users click on the video or overlay ad.
- Viewed Minutes: The number of minutes an ad is shown.