Introduction
Terminology
Pingtree is a robust marketing and analytics platform that covers objects from media buying to funnel management. To better help you use the platform to its fullest capability, we have provided definition to the most common terms and acronyms you will use.
Pingtree Terminology
Below the terminology is separated into three sections:
General Terms
General Terms will cover terms that are genralized and may not be specific to the Pingtree platform
| Term | Acronym | Description | Calculation |
|---|---|---|---|
| 2 Factor Authentication | 2FA | a specific type of multi-factor authentication that strengthens access security by requiring two methods to verify your identity | N/A |
Platform Terms
Pingtree offers proprietary modules that are configured specifically to Pingtree. these modules will require and use unique naming conventions, acronyms, and parameters. Below is a list of the most commonly used terms:
| Term | Acronym | Description | Calculation |
|---|---|---|---|
| Ad Manager ID | AMID | Specifies the Ad Manager fro a given media channel | N/A - This is a parameter that is passed in for Media Buying |
| Clicks | C | The number of times users have clicked on a digital advertisement to reach an online property | Click Through Rate (CTR) = Clicks/Impressions (# of Clicks on your ad/# of times your ad is shown) |
| Creative ID | CRID | Specifies the creative inserted to the Creative Library | N/A - This is a parameter that is passed in for Media Buying |
| Marketing Ad ID | MAID | Specifies the Ad for a given media channel | N/A - This is a parameter that is passed in for Media Buying |
| Marketing Campaign ID | MCID | Specifies the Campaign for a given media channel | N/A - This is a parameter that is passed in for Media Buying |
| Marketing Adgroup ID | MGID | Specifies the AdGroup for a given media channel | N/A - This is a parameter that is passed in for Media Buying |
| Marketing Channel ID | MID | This will map to an Integration like Facebook or Google in Media Buying | N/A - This is a parameter that is passed in for Media Buying |
Calculation Terms
Where there are reports, tables and data displayed the below commonly used and mostly industry terms will be used:
| Term | Acronym | Description | Calculation |
|---|---|---|---|
| Customer Acquisition Cost | CAC | Measures how much an organization spends to acquire new customers | CAC = (Total Marketing + Sales Expenses) / number of New Customers Acquired |
| Churn Rate | Churn | The rate in which acquired customers cancel (The rate at which customers stop doing business with a company over a given period of time.) | Churn Rate = Number of Customers You Lost in a Given Quarter/Number of Cutomers You Started With That Quarter |
| Customer Life Time Value | CLTV | The total worth to a business of a customer over the whole period of their relationship | CLTV = Average Total Order Amount x Average Number of Purchased Per Year x Retention Rate |
| Cost Per Acquisition | CPA | The total cost of a customer completing a specific action | CPA = Cost to the Advertiser/Number of Conversions |
| Cost Per Activation | CPAct | The cost involved in generating one activated lead | activated lead |
| Cost Per Click | CPC | The amount of money it costs to generate one click | (Amount Spent / Clicks) = CPC |
| Cost Per Lead | CPL | A digital marketing pricing model whereby the advertiser pays a pre-established price for each lead generated | CPL = Total Marketing/Total New Leads |
| Cost Per Registration | CPR | The total cost paid for an advertisement in relation to the success in generating new registrations | CPR = Total Amount of Advertising Cost for Camapign/Number of Registrations gerenated by that campaign |
| Cost Per Signup | CPS | The total cost that the advertiser pays for a sign-up from a customer interested in the advertisor's offer | CPS = Total Money Spent on Ad Campaign/Sum of all Sales Made |
| Click Through Rate | CTR | Determines how well your keywords, ads, and free listings are performing | CTR = Clicks/Impressions (# of Clicks on your ad/# of times your ad is shown) |
| Conversions | CV | The number of Conversions - This typically comes from Events marked as a Conversion | The total number of Conversions |
| Conversion Rate | CVR | The number of times users or website visitors take a desired action | CVR = Number of Conversions/Number of Total Ad Interactions / Clicks / Conversions |
| Earnings Per Click | EPC | The average revenue for each click to an affiliate link | EPC = Total Earnings/Number of Clicks |
| Gross Click | GC | The total number of clicks you've received from tracking links | GC = Number of Clicks on an Ad/Total Number of Impressions on that Ad |
| Return on Ad Spend | ROAS | The efficiency of a digital advertising campaign | Divide your revenue by the amount of money you spent on ads |
| Revenue Per Action | RPA | Similar to the Cost Per Action (CPA) model, Revenue Per Action (Or Value Per Action) extends the CPA model to add revenue sharing with the consumer | |
| Revenue Per Click | RPC | The amount of total gorss revenue per click | RPC= Revenue / Number of Clicks |
Using Metrics Effectievly
Every Metric Matters and having them report accurately is critical to your best use of the platform. Although every metric matters, not all of them will be used in your search for optimization.
Team Pingtree believes that finding the right metric / KPI and building a strategy around that is important. Through managing hundreds of accounts and builds, we have come to find that not everyone measures performance by the same metric set when making decisions. To help Pingtree customers succeed we aim to assist your optimization by emphasizing the below philosophies:
Metric Accuracy
Every metric must report accurately. You may not care about a click through rate as mush as you care about conversion rate, but both must be accurately reported.
Pingtree's engineering team took every best practice available to ensure that all metrics report accurately. This is aired with an onboarding team that will ensure offsite data/events/conversions are reported back and attributed properly.
Selecting Usable Metrics
Pingtree can help in optimizing your campaigns be the use of KPI's. To this end, selecting metrics that can allow pingtree to function at it's best is ideal.
Find your best KPI/Metric, configure and begin to scale toward that goal.
Finding Analytics Support
Pingtree is here to support and for our Level One Builds we are message away from supporting your campaigns find the best optimization strategy. Reach out to the team for a working session to configure your campaign and web property toward any metric you choose.