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Campaign Activity

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Your Campaign Dashboard

If you're only running retargeting campaigns, you'll find all campaign activity recorded in the Campaigns tab of your dashboard.

If you’re running Retargeting along with Prospecting or Email, you’ll be able to see the performance for all of your campaigns in the All Campaigns tab of the dashboard.

The date picker at the top adjusts reporting so you can see what happened over that date range.

Top-line metrics along the top of your dashboard summarize performance across all your campaigns. 

 

Activity Graph

On your Activity Graph, you'll see trend lines for two variables. These default to volume of Impressions and Spend or CTR. We default to these variables so you can see how active your campaigns have been over a period of time.

If there are other variables you want to see, you can select from the drop down menu and the graph will update to show your performance. For example, select CPC or CPA to see performance rather than spend.

 

Campaign Performance

Below the Activity Graph is the performance of all your active, completed, pending, rejected, or paused campaigns.

The search box allows you to easily search your campaigns by campaign name. By default all your campaigns will be listed but you can easily sort by the campaign type or status.

  • Type: Filter based on the campaign type (General Web, Facebook, Prospecting, Retargeting or Email).

  • Status: Filter based on the status of your campaign (active, pending, paused, completed, rejected).

 

Understanding Reporting Terms and Metrics

The following glossary outlines all terminology and metrics that you may encounter in your reporting and in your dashboard.

Assisted Conversions The number of conversions in which an ad was viewed or clicked prior to converting, but wasn't the last touch on the conversion path. 
Attributed Conversions The number of conversions attributed to your AdRoll ads based on your selected attribution model.
Attributed Revenue Total earnings attributed to your AdRoll ads.
Bounce Rate The percentage of new visitors who visit only one page on your site and leave.
Channel Where you set your campaign to run.
Click-Attributed Revenue Total earnings when someone clicks your ad and converts.
Click CPA Cost-per-click acquisition: Your average spend for a conversion that happens after someone clicks your ad.
Click ROI Click return on investment: Your profit per dollar spent, generated from conversions that happen after someone clicks your ad.
Clicks How many times an ad was clicked.
Conversions Goal completion that happens after someone clicks or views your ad.
Cost per Engaged Visitor Your average spend per engaged visitor (new visitor who views at least three pages on your site).
Cost per New Visitor Your average spend to bring a new visitor to your site.
CPA Cost per acquisition: Your average spend per conversion.
CPC Cost per click: Your average spend for one click.
CPM Cost per Mille: Cost per one thousand impressions.
Created Date The date the campaign was originally created.
CTC Rate Click-through conversion rate: The percentage of clicks that resulted in a conversion.
Click-Through Conversion (CTC) Click-through conversion: A goal completion that happens after someone clicks your ad.
CTR Click-through rate: The percentage of impressions that resulted in a click.
Daily Budget Your set average spend per day. Daily spend may vary up to 20%, but your average daily spend each month will not exceed your set budget.
End Date The date the campaign is set to end.
Engaged Visitors New visitors who view at least three pages on your site.
Impressions When an ad is served. With emails: email opens.
New Visitors Visitors who come to your site for the first time within your set audience duration.
Opens Total email opens.
Open Rate The percent of sent emails that are opened.
ROI Return on investment: Your profit per dollar spent on ads.
Schedule The running dates that you selected.
Sent Total emails sent.
Spend Amount spent on ads.
Start Date The date the campaign served its first impression.
Total Conv. Rate The percentage of impressions that resulted in a conversion.
Total Conversions (Total Conv.) The total number of conversions within a 30 day attribution window.
Type Prospecting or retargeting. Prospecting campaigns find new people similar to existing high-intent visitors. Retargeting campaigns bring back visitors who left your site without converting.
View-Attributed Revenue Total earnings when someone views your ad and converts.
View CPA Cost-per-view acquisition: Your average spend for a conversion that happens after someone views your ad.
View ROI View return on investment: Your profit per dollar spent, generated from conversions that happen after someone views your ad.
View-through Conversion (VTC) View-through conversion: A goal completion that happens after someone views your ad, but doesn’t click.
VTC Rate View-through conversion rate: The percentage of views that resulted in a conversion. 

How We Calculate Metrics

Calculated Metric Formula Output Unit
 CTR Clicks / Impressions

%

Open Rate Opens / Sends %
CPC Spend / Clicks $
CPM Spend / Impressions
Conversions View conversions + Click conversions #
CPA Spend / Conversions $
CTC Rate Click conversions / Clicks $
Click CPA Spend / Click conversions $
VTC Rate View conversions / Impressions %
View CPA Spend / View conversions $
ROI Total attributed revenue / Spend x
Click ROI Total attributed click revenue / Spend x
View ROi Total attributed view revenue / Spend x
Open Rate Open / Sent %
Cost per New Visitor Spend / New Visitors $
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