Attribution
Deciding which touchpoints get credit for a conversion. Every model is a simplification: last-click undervalues awareness, platform-reported figures overvalue the platform reporting them. Pick one model, use it consistently, and expect the numbers never to reconcile exactly.
Where this is taught
Related terms
Mean seconds watched per view. Read it alongside video length as a percentage: sixty seconds of a ninety-second video …
Bounce rateThe share of visitors who land on a page and leave without a further interaction. High bounce from social is normal an…
CPA (cost per acquisition)Spend divided by the number of completed actions such as purchases or leads. The main efficiency number for performanc…
CPC (cost per click)Spend divided by clicks. Useful for comparing creatives, but a cheap click that never converts is worse than an expens…
CPM (cost per mille)The cost of a thousand impressions. A market price, not a performance measure: it rises with competition, audience nar…
CTR (click-through rate)Clicks divided by impressions, as a percentage. Check whether a platform is reporting all clicks, which includes expan…
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