Platform Definitions
Definitions and calculations of relevant metrics
Engagement
| TERM | FORMULA | DEFINITION |
|---|---|---|
| Impression | - | Ad views |
| Unique | - | unique Ad Views |
| Click | - | Ad Clicks |
| CTR | Clicks / Impressions | Click through Rate: The ratio of users who click on a specific ad to the number of total users who view the ad |
| CPC | Media Spend / Clicks | Cost per Click: The ratio of users who click on a specific ad to the amount of media spend |
| eCPC | Budget / Clicks | - |
| CPA | Media Spend / Action (Visits and/or Orders) | Cost per Action: The ratio of users that complete a predefined action, most commonly an in-store visit or or online order compared to the amount of media spend |
| CPM | Media Spend * 1000 / Impressions | (Cost Per Mille) Cost per Thousand Impressions |
| VCR (Video Only) | Completed Views / Impressions | Video Completion Rate: The percentage of all video ads that play through their entire duration to completion |
| Total ROAS | Total Surfside Attributed Sales / Media Spend | The amount of overall revenue earned for every dollar spent on advertising |
| Completed View (Video Only) | - | When the user has finished watching the 100% of the video creative |
| Media Spend | - | The amount of client's budget spent on advertising. |
| View-Through Attribution Window | - | The period of time in which Surfside can credit that an impression led to a visit or order. Surfside measures conversions on a 14-day view-through attribution window. |
| Click-Through Attribution Window | - | The period of time in which Surfside can credit that a click led to a visit or order. |
eCommerce
| TERM | FORMULA | DEFINITION |
|---|---|---|
| Online ROAS | Total Surfside Attributed Online Sales / Media Spend | The amount of online revenue earned for every dollar spent on advertising |
| Client Online Orders | - | Total online orders as measured through our eCommerce integration |
| Surfside Attributed Online Orders | - | Total Surfside specific online orders as measured through our eCommerce integration based on the 14-day view-through attribution window |
| Total Surfside Attributed Online Sales | - | Total Surfside specific revenue as measured through our eCommerce integration based on the 14-day view-through attribution window |
| % of Orders Attributed to Surfside | Total Surfside Attributed Orders / Total Client Online Orders | The % of Online Orders that are directly from Surfside based on the 14-day view through attribution window |
| % of Revenue Attributed to Surfside | Total Surfside Attributed Online Revenue / Total Client Online Revenue | The % of Online Revenue that is directly from Surfside based on the 14-day view through attribution window |
| Average Basket Size | Sum Of eComm Revenue / Sum of Orders | The average online purchase per user |
| Surfside Average Basket Size | Sum of SURF driven revenue / Sum of SURF Attributed Orders | The average online purchase per Surfside user |
Visit Attribution
| TERM | FORMULA | DEFINITION |
|---|---|---|
| In-Store Visit Attributed to Surfside | - | When a user views the Surfside ad, and visits the exact latitude and longitude of the point of interest/store location within a 14-day attribution window |
| CPV | Media Spend / Visits | Cost per Visit: The ratio of users who visit the point of interest/store location compared to the amount of media spend |
| Average Basket Size | Sum Of Revenue (in Store or eComm)/ Sum of Orders | The average online purchase per user |
| Surfside Average Basket Size | Sum of SURF driven revenue / Sum of SURF Attributed Orders | The average online purchase per Surfside user |
| In-Store ROAS | Total Surfside Attributed In-Store Sales / Media Spend | The amount of in-store revenue earned for every dollar spent on advertising |
| Total Surfside Attributed In-Store Sales | Average Basket Size * In-Store Visits | Total revenue spent in-store from Surfside specific in-store visitors |
Targeting
| TERM | FORMULA | DEFINITION |
|---|---|---|
| Behavioral | - | Targeting based on behavioral attributes le.g. likes, interests, food & beverage preferences |
| Retargeting | - | Targeting a user based on their internet browsing history, common case is to target users who have visited your company's website or social media page |
| Lookalike | - | Targeting a user based on similar attributes to the main target audience |
| Conquesting | - | Targeting a user based on their device/IP address location |
Lift
| TERM | FORMULA | DEFINITION |
|---|---|---|
| Lift % | Exposed Group Conversion Rate/Control Group Conversion Rate | The measured % increase/decrease in sales, visitation, brand resonance, or eCommerce sales driven by media execution over a given flight |
| Control Group | - | Also known as the "baseline" group. In a lift experiment this is the audience that would not be served media |
| Incremental Visits | Incremental VisitsConversions – (Reach * Control Group Conversion Rate) | The number of visits that correspond to lift%, refers to the number of visitors driven to a location post media exposure. |
audience Insights
| TERM | FORMULA | DEFINITION |
|---|---|---|
| Audience Insights Indices Interpretation | - | Our analytics are reported on an index with “1.0” being the average user in Surfside’s database of devices. Anything above “1.0” over-indexes and anything below “1.0” under-indexes. Each point above or below “1.0” equals one percentage point. For example, if a chart reveals that your audience has an index of “1.2” for visiting QSRs, this means that they are 20% more likely to visit a QSR than the total Surfside consumer dataset in aggregate.Surfside is ingesting data on over 99% of consumers in the US and CAN. When we profile the average user in our database, it is an accurate representation of the US/CAN average consumer. Therefore, our Baseline Audience and the index of 1.0 provides a comparison of your audiences to the average consumer. |