๐ Glossary
All the terminology you need to know to interpret your dashboard
CPA/ROI
The cost-based efficiency of all of the marketing dollars spent during the time period selected. This value includes the effect that will be realized both immediately and in the future. The CPA/ROI values reflected in the Channel Performance report are the based on Direct Impact, but this can be changed using the Reporter.
Marginal CPA/ROI
The cost-based efficiency of the next dollar if it were to be spent during the time period selected after accounting for the diminishing marginal returns of the channel. This value includes the effect that will be realized both immediately and in the future. The Marginal CPA/ROI values reflected in the Channel Performance report are the based on Direct Impact, but this can be changed using the Reporter.
Other Notes
- The diminishing marginal returns of a channel are estimated based on the Saturation Curves which can be examined directly utilizing the Spend Response Curves report.
Impact
The complete effect on the KPI produced by the spend on a channel during the selected period (eg. a day). This includes spend that is realized after the selected period (Impact that is realized in the days following the day on which the spent occurred). We calculate impact by taking the impact realized on the day of spend and using our model to forecast the impact realized in future days after the spend day. The sum of these is represented as the impact on the day the spend occurred. The impact values reflected in the Channel Performance report are the Direct Impact.
Impact Shifted
The effect on the KPI attributed to a specific channel during the selected period after accounting for the time shift. This can includes the carryover effects from spend prior to the selected period as well as the immediate effect of spend during the selected period. For example, on a particular day, this includes the impact that was realized on that particular day regardless of it it was a result of spend on previous days or on the selected day. The impact values reflected in the Channel Performance report are the Direct Impact.
Other Notes on Impact and Impact Shifted
- For channels that have a time shift, some of the impact will be realized immediately on the day of spend, but the full effect will not be realized until some point in the future. The length of time, and pattern for when the full effect will be realized is estimated based on the time shift curve which can be view directly using the Shift Curves report.
- For channels that do not have a time shift, Impact and Impact Shifted will be the same.
- โKPIโ above is referring to the relevant business metric Recast is modeling (ex. Revenue, Conversions, etc)
Percent of Impact
The cumulative proportion of the total impact realized X number of days after the dollars are spent. These are the curves that determine the difference between Impact and Impact Shifted.
Lower Funnel Effects
The impact driven indirectly by an upper-funnel channel by influencing the amount of spend in lower funnel channels.
For example, spending on a television ad will influence prospective customers to Google a brand term which then leads them to convert. Including Lower Funnel effects in a report accounts for the full effect of a channel, aka the Total Impact
Blended ROI/CPA
The impact driven indirectly by an upper-funnel channel by influencing the amount of spend in lower funnel channels.
For example, spending on a television ad will influence prospective customers to Google a brand term which then leads them to convert. Including Lower Funnel effects in a report accounts for the full effect of a channel, aka the Total Impact
Paid ROI/CPA
The average ROI/CPA as estimated by the Recast model across all marketing channels weighted by their spend levels during the selected time period.
For example, spending on a television ad will influence prospective customers to Google a brand term which then leads them to convert. Including Lower Funnel effects in a report accounts for the full effect of a channel, aka the Total Impact
Direct Impact
The impact or impact shifted of an upper funnel marketing channel excluding the impact driven by increasing spend in lower funnel effects
For example, spending on a television ad will influence prospective customers to Google a brand term which then leads them to convert. Including Lower Funnel effects in a report accounts for the full effect of a channel, aka the Total Impact
Total Impact
The impact or impact shifted of an upper funnel marketing channel including both the Direct Impact and the Lower Funnel Effects of spending in the channel.
For example, spending on a television ad will influence prospective customers to Google a brand term which then leads them to convert. Including Lower Funnel effects in a report accounts for the full effect of a channel, aka the Total Impact.
Mean Incremental Effect
The cumulative effect of a promotion accounting for the immediate impacts on the day of the promotion as well as the leading impacts prior to and lagging impacts after the promotion. Leading and lagging effects of a promotion are estimated for 30 days before and after the promotion date.
In the grouped view, this shows the average of the cumulative effects for all promotions that are classified within the same group.
Last Model Date
The last model date is the last date of data your model is trained on. It is usually the last date for which you provided data during your latest dashboard refresh.
Updated 13 days ago