Glossary of Terms - TapClicks

  • Updated

List of common terms used in digital marketing and with the TapClicks platform

  • Technology terms
  • Orders & Workflow terms
  • Digital marketing terms
  • Video Metrics 
  • Social Metrics
  • Google Analytics Metrics
  • Search
  • Email
  • Cost benchmarks

 

Technology terms

  • API  - This stands for Application Program Interface. It the most common method utilized to get data into our system.
  • Channels - This feature allows you to group Data Sources together if you want to roll metrics together
  • Connectors - This is the TapClicks term for the various 3rd party platforms that you will connect to your dashboard.
  • Data Columns - This is the TapClicks term for the data points or metrics you are able to use in creating your widgets and visualizations. 
  • Data Profile  - These are how you can control what people get to see and what they don’t get to see. The nerve system of our dashboard! 
  • Data Source - This term is used in our widgets in reference to where the widget will pull data from in order to populate the visualizations. Note that this can be connectors or channels.
  • Data Sources Overview - This is the main dashboard. 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).
  • FTP - This stands for File Transfer Protocol. It is one of the methods we employ to get 3rd party data in and can be used with the Import Wizard
  • Import Wizard (legacy) - This is the legacy name for Smart Connector. 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. Some people call it the TapRoom.
  • Margins - This allows you to add any margin or markup to your clients.
  • MOP - This stands for Marketing Operations Platform. In TapClicks this refers to both products we have, TapAnalytics & Tap Reports and TapOrders & TapWorkflow, working together for the entire life cycle of your campaigns. 
  • 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.  
  • SOW - This stands for Statement of Work. We here at TapClicks use these when doing custom work for our clients because they allow us to outline what we will be doing. 

 

Orders & Workflow terms

  • Customers
    • Customer records include address information, billing IDs and CRM ID 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
  • Orders
    • Orders (campaigns) correspond to the overall IO or specific purchase that your customer is making. It typically includes things like Campaign Names, 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
  • Line Items
    • Line items are the individual products that the customer has purchased in the IO
  • Tasks
    • Tasks are configurable work items that need to be completed in order 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
    • Comments added or attachments uploaded on a task are also shown on the associated order (campaign) or line item
  • Queues
    • Queues are where all tasks are grouped. Tasks that are assigned to a user are shown in that user "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. 
  • 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)
  • 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
  • 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.
  • IO
    • This stands for Insertion Order

 

Digital Marketing terms

  • 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.
  • Clicks - A metric that measures the reaction of a user to an Internet ad
  • Click-Through Rate (CTR) - A way of measuring the success of an online advertising campaign for a particular website by calculating the percentage of clicks compared to the impressions delivered.
  • Conversions - On-site results driven by advertising including, but not limited to, direct purchases
  • 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.
  • View-Through Tracking - Measurement of post-impression responses from an advertising campaign
  • Total Ad Clicks - The number of times the ad is clicked on
  • Clicks per View - The number of times someone who is shown the ad clicks on the ad
  • Views - The number of time the ad is shown
  • Impression Conversions - For a display ad campaign, online conversions produced by individuals who have not clicked the ad through but converted later
  • 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
  • Click Conversions - The number of users shown the ad and clicked on the ad
  • Data CPM - Additional cost for 3rd party data segments used in targeting  

Video Metrics

  • Play Rate - Ratio that calculates 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
  • Viewed Minutes - The number of minutes an ad is shown
  • Avg Percent Viewed - The average amount of a video that is viewed
  • 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
  • Companion Impressions - Display banners shown in conjunction with a video, the number of times these display ads were shown
  • 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
  • Video and Overlay Clicks - The number of times users click on the video or overlay ad

 

Social Metrics

  • Facebook Shares - The number of people who actively shared your post or ad with their friends on Facebook
  • Twitter Shares - The number of people who actively shared your post or ad with their Twitter followers
  • Engagements - The number of unique people who’ve clicked, liked, commented on or shared you Page posts on social media
  • 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.
  • Page Likes - The number of likes on your Page as a result of your ad
  • Engaged Users - The number of people who engaged with your page (includes any click of story generated
  • Likes - The number of new people who like your page, also known as the number of fans
  • Unlikes - The number of people who have unliked your page, or cancelled being a fan of your page
  • Total Likes - The total number of people who are a fan of your page
  • Total Reach - The total number of unique people your ad was shown to
  • 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
  • Social Clicks - The number of any clicks your ad receives when it's shown with social information
  • Post Shares - The number of shares of your Page's post as a result of your ad
  • Unique Clicks - The number of unique people who have clicked on your ad. For example, if 3 people click on the same ad 5 times, it will count as 3 unique clicks. Note this field is stored on a daily basis. When looking at a range, this may differ from the source. 
  • 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, 2 Page likes and 2 Comments would count as 4 Actions
  • Total Posts - The total number of unique users who saw your Page post in News Feed, Ticker or on 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, phototagging your Page or checking in at your place
  • 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)
  • Paid Impressions - The number of impressions of a Sponsored Story or Ad pointing to your page
  • Organic Impressions - The number of times your posts were seen in News Feed ot Ticker or on visits to your page. These impressions can be fans or non-fans

 

Google Analytics Metrics

  • Visits/Sessions - This metric is a count of sessions (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. 
  • 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. 
  • Bounce Rate - Bounce Rate is the percentage of single-page sessions. (i.e. sessions in which the person left a site from the entrance page without interacting with the page)


Search Metrics

  • Average Position - A statistic that describes how your ad typically ranks against other ads. This rank determines in which order ads appear on the page.
  • Keywords - Words or phrases that are used to match your ads with the terms people are searching for.
  • Cost per Conversion - The average amount per conversion as defined by campaign
  • Search Lost IS “Impression Share” - The percentage of searches you don’t appear in due to budget constraints
  • AdGroups - Each of your campaigns is made up of one or more ad groups. Separate ad groups are best for 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
  • 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.
  • Status - This will show whether or not the campaign is active or paused determined based on keyword performance. 
  • 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
  • View-Through Conversion - The total number of view-through conversions. These happen when a customer sees an image or rich media ad, then later completes a conversion on your site without interacting with another ad
  • 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
  • All Conversions - Best estimate of the total number of conversions that AdWords drives. Includes website, cross-device, and phone call conversions

  

Email Metrics

  • Emails Sent - The number of email addresses the email creative was sent to
  • Unique Opens - The number of unique email accounts who opened the email and downloaded the images
  • Open Rate - The percentage of people who opened the email of the number of emails sent

*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 an open

 

Cost Related Metrics

  • Cost per Click (CPC) - The actual price you pay for each click in your pay-per-click (PPC) marketing campaigns
  • Cost per Impression (CPM) - Cost per thousand impressions, used for impression based campaigns. 
  • 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
  • Cost per View (CPV) - A view counts after it is viewed after a minimum of 30 seconds seen, then a cost is applied
  • Cost per Acquisition (CPA) - The advertiser pays for each specified action 
  • Return on Investment (ROI) - A performance measure used to evaluate the efficiency of an investment
  • Cost - Estimate of price of the ad
  • eCPV - Effective cost per view
  • eCPM - Effective cost per thousand: dividing total earnings by total number of impressions in thousands

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