| Metric Name | Definition | Formula |
|---|
| % of Orders New-To-Brand (NTB) | The percentage of total orders that are new-to-brand orders. | New-to-brand orders ÷ total orders |
| % of Sales New-To-Brand (NTB) | The percentage of total sales of new-to-brand purchases. | New-to-brand sales ÷ total sales |
| % of Same Sku Attributed 14 Day Sales | The ratio of Attribute Sales Same Sku (14 Day) to Attributed Sales (14 Day) | - |
| % of Units Ordered New-To-Brand (NTB) | The percentage of total units that are units from new-to-brand orders. | - |
| Advertising Cost of Sale (ACoS) | Advertising cost as a percent of total sales. | Advertising cost ÷ attributed sales |
| Attributed Conversions (1 Day Same SKU) | The number of times a shopper purchases the advertised product within 1 day of clicking on your ad. | - |
| Attributed Conversions (1 Day) | The number of times a shopper purchases any of your brand’s products within 1 day of clicking on your ad. | - |
| Attributed Conversions (14 Day Same SKU) | The number of times a shopper purchases the advertised product within 14 days of clicking on your ad. | - |
| Attributed Conversions (14 Day) | The number of times a shopper purchases any of your brand’s products within 14 days of clicking on your ad. | - |
| Attributed Conversions (30 Day Same SKU) | The number of times a shopper purchases the advertised product within 30 days of clicking on your ad. | - |
| Attributed Conversions (30 Day) | The number of times a shopper purchases any of your brand’s products within 30 days of clicking on your ad. | - |
| Attributed Conversions (7 Day Same SKU) | The number of times a shopper purchases the advertised product within 7 days of clicking on your ad. | - |
| Attributed Conversions (7 Day) | The number of times a shopper purchases any of your brand’s products within 7 days of clicking on your ad. | - |
| Attributed Detail Page View Conversions (14 day) | The number of detail page view conversions attributed to ad click-throughs within 14 days. | - |
| Attributed Detail Page Views (14 day) | Number of attributed detail page views occurring within 14 days of click on an ad. | - |
| Attributed Sales (1 Day Same SKU) | The aggregate value of sales generated whenever a shopper purchases the advertised product within 1 day of clicking on your ad. | - |
| Attributed Sales (1 Day) | The aggregate value of sales generated whenever a shopper purchases any of your brand’s products within 1 day of clicking on your ad. | - |
| Attributed Sales (14 Day Same SKU) | The aggregate value of sales generated whenever a shopper purchases the advertised product within 14 days of clicking on your ad. | - |
| Attributed Sales (14 Day) | The aggregate value of sales generated whenever a shopper purchases any of your brand’s products within 14 days of clicking on your ad. | - |
| Attributed Sales (30 Day Same SKU) | The aggregate value of sales generated whenever a shopper purchases the advertised product within 30 days of clicking on your ad. | - |
| Attributed Sales (30 Day) | The aggregate value of sales generated whenever a shopper purchases any of your brand’s products within 30 days of clicking on your ad. | - |
| Attributed Sales (7 Day Same SKU) | The aggregate value of sales generated whenever a shopper purchases the advertised product within 7 days of clicking on your ad. | - |
| Attributed Sales (7 Day) | The aggregate value of sales generated whenever a shopper purchases any of your brand’s products within 7 days of clicking on your ad. | - |
| Attributed Units Ordered (1 Day Same SKU) | Number of attributed units ordered within 1 day of click on ad where the purchased SKU was the same as the one advertised. | - |
| Attributed Units Ordered (1 day) | The number of units a shopper purchases from your brand within 1 day of clicking on your ad. | - |
| Attributed Units Ordered (14 Day Same SKU) | Number of attributed units ordered within 14 days of click on ad where the purchased SKU was the same as the one advertised. | - |
| Attributed Units Ordered (14 day) | The number of units a shopper purchases from your brand within 14 days of clicking on your ad. | - |
| Attributed Units Ordered (30 Day Same SKU) | Number of attributed units ordered within 30 days of click on ad where the purchased SKU was the same as the one advertised. | - |
| Attributed Units Ordered (30 day) | The number of units a shopper purchases from your brand within 30 days of clicking on your ad. | - |
| Attributed Units Ordered (7 Day Same SKU) | Number of attributed units ordered within 7 days of click on ad where the purchased SKU was the same as the one advertised. | - |
| Attributed Units Ordered (7 day) | The number of units a shopper purchases from your brand within 7 days of clicking on your ad. | - |
| Attributed Units Sold (14 day) | Number of attributed units sold occurring within 14 days of click on an ad. | - |
| Average Order Value (AOV) | The average sales value of customer orders. | Total attributed sales ÷ total attributed conversions |
| Budget - Spend Goal | The set goal for spend. | - |
| Click Through Rate (CTR) | The percentage of shoppers who click on your ad when shown. | Total number of clicks ÷ total number of impressions |
| Clicks | A click occurs when a shopper clicks on your ad and measures the total number of times shoppers clicked on an ad. | - |
| Conversion Rate (CVR) - Clicks | The percentage of shoppers who click on your ad and complete a purchase. | Total number of conversions ÷ total number of clicks |
| Conversion Rate (CVR) - Impressions | The percentage of shoppers who view your ad and complete a purchase. | Total number of conversions ÷ total number of impressions |
| Cost | The total cost value of clicks generated by a campaign or keyword. | - |
| Cost per Acquisition (CPA) | - | Total cost of the ad ÷ total number of conversions |
| Cost Per Click (CPC) | The average amount you pay for each click on your ad. | Total cost of the ad ÷ total number of clicks |
| Cost per Thousand (CPM) | The average amount you pay for a thousand ad impressions. | Total cost of the ad ÷ total number of impressions × 1,000 |
| Impressions | An impression occurs whenever your ad is displayed and measures the total number of times your ad is shown. | - |
| New-To-Brand (NTB) Order Rate | The number of new-to-brand orders relative to the number of clicks. | New-to-brand orders ÷ clicks |
| New-To-Brand (NTB) Orders | The number of first-time orders for products within the brand over a one-year lookback window. | - |
| New-To-Brand (NTB) Sales | The total sales of new-to-brand orders. | - |
| New-To-Brand (NTB) Units Ordered | The number of units from first-time orders for products within the brand over a one-year lookback window. | - |
| Remaining Spend from Goal | The remaining spend to hit the goal. | Goal - Spend |
| Return on Ad Spend (RoAS) - % | The average revenue earned for each unit spent on advertising. (As a percentage value) | Total attributed sales ÷ total cost of the ad |
| Return on Ad Spend (RoAS) - $ | The average revenue earned for each unit spent on advertising. (As a currency value) | Total attributed sales ÷ total cost of the ad |
| Sales per Click (SPC) | The average revenue generated for each click on your ad. | Total attributed sales ÷ total number of clicks |
| Sales per Thousand (SPM) | The average revenue generated for a thousand ad impressions. | Total attributed sales ÷ total number of impressions × 1,000 |
| Spend | The total spend on clicks generated by a campaign or keyword. | - |
| Spend 3 Day Average (Spend T3 Avg) | The most recent 3 day daily average spend on clicks generated by a campaign or keyword. | - |
| Spend 3 Day Average Forecast (Spend T3 Forecast) | The most recent 3 day daily average spend pacing on clicks generated by a campaign or keyword. | - |
| Spend 3 Day Average Forecast Difference from Goal (Spend T3 Forecast vs Goal) | The most recent 3 day daily average spend pacing difference from budget goal on clicks generated by a campaign or keyword. | - |
| Spend 3 Day Average Forecast Percentage Difference of Goal (Spend T3 Forecast % of Goal) | The most recent 3 day daily average spend pacing percentage difference from budget goal on clicks generated by a campaign or keyword. | - |
| Spend 7 Day Average (Spend T7 Avg) | The most recent 7 day daily average spend on clicks generated by a campaign or keyword. | - |
| Spend 7 Day Average Forecast (Spend T7 Forecast) | The most recent 7 day daily average spend pacing on clicks generated by a campaign or keyword. | - |
| Spend 7 Day Average Forecast Difference from Goal (Spend T7 Forecast vs Goal) | The most recent 7 day daily average spend pacing difference from budget goal on clicks generated by a campaign or keyword. | - |
| Spend 7 Day Average Forecast Percentage Difference of Goal (Spend T7 Forecast % of Goal) | The most recent 7 day daily average spend pacing percentage difference from budget goal on clicks generated by a campaign or keyword. | - |
| Spend Daily Average Forecast (Spend Forecast) | The average daily spend pacing on clicks generated by a campaign or keyword. | - |
| Spend Daily Average Forecast Difference from Goal (Spend Forecast vs Goal) | The average daily spend pacing difference from budget goal on clicks generated by a campaign or keyword. | - |
| Spend Daily Average Forecast Percentage Difference of Goal (Spend Forecast % of Goal) | The daily average spend pacing percentage difference from budget goal on clicks generated by a campaign or keyword. | - |
| Spend Percentage of Goal (Spend % to Goal) | Percentage progress towards goal. | Spend ÷ Goal |