📕 Glossary

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 Total Impact.

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 Total Impact.

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, regardless of when this effect will be realized. The impact values reflected in the Channel Performance report are the Total Impact.

Other Notes

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.

“KPI” above is referring to the relevant business metric Recast is modeling (ex. Revenue, Conversions, etc)

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 and the immediate effect of spend during the selected period. The impact values reflected in the Channel Performance report are the Total Impact.

Other Notes

• For channels that do not have a time shift, Impact and Impact Shifted will be the same.
• “KPI” above is referring to the relevant business metric Recast is modeling (ex. Revenue, Conversions, etc)
• For channels that do not have a time shift, Impact and Impact Shifted will be the same.
• “KPI” 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.

Lower Funnel Channels