Online advertising metrics explained (CPC, CPA, CPM, CPR, CTR...) | Understand your campaign reports | Nikola Lugonja | Skillshare

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Online advertising metrics explained (CPC, CPA, CPM, CPR, CTR...) | Understand your campaign reports

teacher avatar Nikola Lugonja, HR and Marketing Instructor

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Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Watch this class and thousands more

Get unlimited access to every class
Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Lessons in This Class

7 Lessons (53m)
    • 1. Introduction for the metrics

    • 2. Cost Per Metrics (CPC, CPA, CPM)

    • 3. CPL, CPA, CPI and Effectiveness explained

    • 4. CTR, CR, ROI and IR

    • 5. Video Metrics (CPV, CPM, CTR, View Rate, Watch time)

    • 6. Important Marketing Terms & Conversion vs Conversion Value explained

    • 7. Conclusion

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About This Class

Learn to read all metrics from your campaigns. This will help you to understand your results even more and to make better campaigns in the future. Metrics are relatively similar no matter which platform for advertising you are using, so this will be helpful for you.

Online advertising metrics explained (lectures):

  1. Introduction

  2. Cost Per Metrics (CPC, CPA, CPM. CPL, CPE...)

  3. CPL, CPA, CPI, and Effectiveness explained

  4. CTR, CR, ROI, and IR

  5. Video Metrics (CPV, CPM, CTR, View Rate, Watch time...)

  6. Important Marketing Terms & Conversion vs Conversion Value explained

  7. Conclusion

Facebook glossary of ad terms:

Google glossary of ad terms:

Meet Your Teacher

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Nikola Lugonja

HR and Marketing Instructor


-Multi-year experience in both HR and digital marketing. I started my career in Marketing, but over time I dived deeper into the world of Human Resources. I find these two areas commonly overlapping (e.g. when it comes to the employer branding), therefore I will also try to link them in some classes. 

-Here are 4 values that I always keep in mind when preparing and publishing classes:

Keep it short and sweet - eliminating everything that does not bring any value and ensuring the students get the most out of every single second Unscramble the content - making things simple to comprehend and outlining the most important takeaways Always explore - stepping into the unknown to extensively research new topics and broaden the knowledge spectrum Improve on fee... See full profile

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1. Introduction for the metrics: Hello, everyone. Welcome to this section. Of course in general, where we're going to talk about metrics metrics that you can find the line when you are advertising with different platforms. And this is a great opportunity for you to understand. Finally understand all of those abbreviation that you confined. Why? Looking at your reports on and off course, we can take a look at all metrics because they're like hundreds of them, depending on the platforms. But we can take take a look at the most important ones, the ones that you will find most autumn. And I, um I guarantee you that after their scores, you will be able able to understand those metrics and reports much better. We're going to take a look at different variations of cost per click Ridge picture rate. We're going to explain what is an impression. Reach cost per engagement. Parents. Still, we're going to take about. We're going to take a talk about conversions, conversions, value interaction, really relevant score on. So won't. So it will be a great course on. I hope that you will enjoy and learn a lot of things. Thank you. And see there 2. Cost Per Metrics (CPC, CPA, CPM): welcome students on the in this section and course in general, we're going to talk about with different metrics that you can use on based on which you can . You can see the performance of your ad, so there are many of them, and we're going to cover the ones that are mostly used on that. Bring some confusion, maybe because they're very similar. So without further review, let's start and throughout presentation on the lectures, I'm going to show you always that and try to explain on that ad. Which metric is that? And how is how can you see it? So first, we will start with basic cost per click action violence so on. So as you can see here, uh, this is an average Facebook ads that you can see what's crawling on your news feed, and the cause that you're mostly going to see is the cost per click. So as you can see here in brackets abbreviations, hospital click is, uh, for example, if you're your goal is a website. Traffic cost per click goes are a great place to start because then you will only get charged when someone clicks on one of your ads on then that user is directed to your website. The same principle is for Google, with Facebook and basically any other advertising platform. So in this example, you would only pay when someone clicks on this ad and goes to your website. Pretty simple, pretty obvious. So usually people who want toe bring a Z many clicks and visits to their website. They choose this bay with this method. Cost correction is the next one. That's next metric, and it's also known as Cost Perec physician. However, the abbreviation is C P A. And the it is the average amount that you have been charged for a conversion from your red . So before you were able to use this medicines, I've mentioned conversion. You need the conversion tracking set up, whether it's a Google or Facebook as a pixel, you will need something to track your conversions, and it's calculated by dividing the total cost off conversions by the number of conversion . So let's give an example for a conversion. Let's say that your main advertising goal is getting, um, sign ups. Let's say that you re news, I don't know magazine and you want as many sign ups it's possible you don't want people just click on your head. You also want them to sign up so you only want to pay. When people sign up, you don't want to pay their go to your website because you're not sure whether they will sign up or not. That's how you set up conversion, which is called Sign Up for a Magazine, and you will only get charged when somebody signs up. That's why you need to put a tracking code on your website so Google or Facebook or any other platform can know what the person has signed up based on the ad that Google or Facebook or any other social media network has shown to them. So usually a strategy called target CPI A can help to get more conversions for your budget . Of course, it can also help you get more sales or any other goal that you set up, which is logical and, uh, you. Usually it's more expensive than cost per click, but from cost per action from those conversions you usually get the direct benefit. Cost per mile is our next metric, and the older abbreviation is CPM on cost per mile. Interesting fact is that cause that mile in Latin is 1000 so we could translate this metric as cost per 1000 impressions. And later on, we're going to see what a impression is. However, if your goal is, let's say, brand awareness, no matter which part for him. CPM metric are best for you because you will pay only for every 1000 times your ad is shown . So for every 1000 times you're at is showing you'll be charged a certain amount. Okay, so imagine if this ad was shown 1000 times and the cost of showing 1000 times was two euros . So you will only get charged after 1000 impressions, and you will only have to pay two euros. That's just a random example. So cost per mile doesn't guarantee you that anybody has clicked on your website that anybody has like to visit or shared anything. No cost per mile means that there were thousands at least 1000 impressions that you got charged by that metric. Next one is cost per engagement. And even though it seems similar to cause perfect model, engagement isn't always a click. So the c p a Bordeaux is used for specific formers like, for example, expendable hover ads. The engagement is complete when they use their hovers over and dead, so its expense to a larger size off Ben or something similar off course is thes. Things can happen accidentally. Usually, the Pointer has to be held off on an ad for a least two seconds. Depends on the platform for the engagement to come. Also, to make it more understandable of this example. Engagement. It's not just when somebody clicks on the set, engagement can be. If somebody likes this sad comments, it shares it, even if somebody visits this page or do something else with it. So all of those things are counted as engagement, and you can also choose to be charged. Based on that. Next one is cost for like pretty similar to the one we just mentioned, but it only refers to like, so this is the price you will pay for each, like on your Facebook page that comes from your Facebook at. So basically I would point out it. Usually it's not the link. If I'm aiming to cost from like it's maybe a image or I don't know the collection of a page , maybe canvas or Caruso and the whole boy the visit to have, like Beach Button here and that people can like it based on Click or go to the page and following like there so you wouldn't get like that. You will get a charge in that situation, and the cost per lead is something that we're also going to see an example, but it's pretty similar. It's actually a type off cost per action, but it's only limited to collecting. That's so in this situation a lead would be if I had a sign up bottom and somebody clicks on it and then gets four to fill it out with its data and Teoh subscribe to that magazine or newsletter, whatever this. So this was an example. Four Facebook add is you can see here we can make the same example with Instagram, so cost per click would be when somebody clicks of this ad shop now and goes directly to the website or landing page. Cost direction would be this thing. So shop now and dad based on the conversion that goes next. So when you put the item in the shopping basket and you go to the what? The last step to the credit card details and buy an item. So that would be the whole action, not just click cost per mile. It's like seeing 1000 of this and then getting charged cost per engagement. Same thing like share scented direct messages. Saved, maybe commented, visited page and so on. And the cost per like in this situation would only be considerable as a part of the whole engagement or like here, because you're not able to like a page on Instagram, you can only follow it. There's still no certain kowtow action button to force people to follow somebody's that that business pestis. But that has its special reasons. I believe why Instagram didn't put that option. So you can only get Paige likes on Facebook, and here you can only get Post likes. So that's the important thing to keep in mind. Thank you for watching and seeing the next 3. CPL, CPA, CPI and Effectiveness explained: welcome back. And, uh, in this lecture, we're going to take a look on some more examples. First of all, I would like to start with example off course for lead. So I, as I mentioned it, is a type of course direction model on its limited only to collecting, adds. So it's used in late generation campaigns to so the ultimate goal can be to get some data like email, address, subscription. I don't know, take a voucher or anything similar, and the this is a great tool for promotion. As you can see here in this example, although this example is showing the Facebook lead, you have similar situation on Google, and here you can see that this Jesper market is offering a 10% off your next order when you sign up for newsletter and this is basically lead ad, you click here, sign up now and then you get this window where you need to put your data. As you can see here, you submit that and that's it. So you can go to their website or not. But basically this landing page counts as lead. So Jasper's market just got one subscription subscription for you and Facebook charge them one cost per lead because you just fulfilled one lead. So that's something interesting if you just want to pay based on the action conversion that you had not just clicks. Next one, you can see here what costs per action is I didn't have a real example of this is more off the animation, but it will be pretty pretty clear. So as I mentioned cost per action or cost breakfast acquisition, as you may find somewhere, it's the average amount you've been charged for a conversion from your ad. So we said that you need to set up tracking method tracking the tracking code on your website. So platforms that are sending people to your website based on their ads could know whether that person finished the action or not. In this situation, somebody was scrolling on Facebook. They saw an ad New shoes in store. Now get yours today. There's an option for by now when the user clicks on this option. By now, they're still not any costs that the user comes to this website, and if the user chooses, let's say I don't know, so trousers or jeans from here, it can go to the credit card number page, put all of the data, and if he finishes the payment, then the Facebook will know that the action happened because of the Facebook pixel tracking code that is tracking what's happening on your website and instantaneously. At that moment, Facebook will charge you for the action that happened. So this is a much better option for some advertisers because they will only pay for a net once they have sold something so they won't pay just for some clicks because many users could come to you could see the said clinking by now and just make a random surge or survey or just surf on this website, look for interesting things and then exit without buying. And this website could get charged just based on the clicks. And that's not what that website wants. They want to sell something, So that's why there there ask to be charged only based on actions, So this is very important thing. Usually off course, this cost per action is much, much higher, and the cost broke big because it's much easier to get clicks than the final actions. Another example here for Google, you can see if somebody sees this ad on. Let's say that I was looking for Children sneakers. I choose this model. I click on it. I go to this website I finished my purchase and that Google will charge that cellar for the ad based on a cost per action model. So say same same principle as on Facebook. Really good for those for those businesses that invest all of one in marketing and that want to be sure that they're spending money on the right things. The next one is a cost per install. It refers only to do applications so you can see here when your Google in Google display network. As you see an ad for adventure Dark hat, you have the bottom to install. If you press on it, you will get to the Google play store, usually on if you downloaded Google, charge this advertiser based on that download because they they don't want just to show you the ad off the APP. They want you to do the action toe, install it so this is also the type off cost, a type off the cost per action model, but it's mawr straightforward. It's more particular to this certain area and that is the area off the app. So very good things were a good thing. When you have a nap and you want to install it and get people to instill the app more and more Google, of course, Do this. If you have the android form for Google Store, if not on iPhone, you would go to the APP store. But anyway, Google will charge the advertiser based on their down. One more example for the Facebook version off Cosper. It's tomorrow. So you see an ad. You have the option. The bottom a call to action, but install. Now you click on it. You get a landing page where you can download it before you do what you can read some reviews and so on. Read something about Yep. And then when you downloaded Facebook charge that this this business, this company, based on the download that you may last thing I want to refer and this video is these metrics with little letter e precede before them. So the little leather preceding the pricing model is the metric off the effectiveness off the campaigns. So to explain it more to explain it easily. These metrics have been invented with principal off unification in mind. Thanks to them, you can basically calculate your true CPM CPI CPL. Or any other metric regardless, or the pricing model that you choose. So even if you chose to pay based on click so cost perfect model with these unification principle, you can see how much would that cost even if you choose the other model cost direction or Cosper 1000 Impressions or Cosper lead or, I Don't know depends on the campaign. However, it's great to compare different models, so you don't have to make different ads every time you can see how much would you spend with different metric on? Uh, that's the awesome, so you can find out to to give another example. You can find out your rate for 1000 impressions, even if you only pay per install. So to calculate the effectiveness off cost per mile per 1000 impressions, you just divide a total cost off your read by the total number off impressions and multiplied by thousands. If you want to do the same thing with cost per action and you were being the other model, you then divide the total advertising costs total budget by the number of factions, so and so on, so on. So the whole for wall is not so complicated to understand, but it's degrade to that. Platforms offer you to see instantly which metric is better for you. That would be it. I only want to mention two more things. Just so you know here that sometimes you can get to you can find the metric old C B. S. U. Is the cost per swipe up depending? Usually you will find that on Snapchat, but it's the average cost for every swipe out that user makes on your head, of course, where the swipes swipe pops are possible. So it's just another type off click. But don't get confused. That's why I just mentioned it. And also one other question. That I get a lot IHS cost per result CPR because that's the first thing people see when they go to see this report of their ad campaigns. That's the average cost result from your ad. So that's the very general metric Cosper resold indicates how cost effectively efficiently you achieved the objectives you said in your ad campaign. So whether that was clicks, impressions, conversions with the depends on the campaign type. But Cosper results that basically tells you what was the average amount that you paid for every result that you achieved. And, of course, that resolved defense of whether that was a click. Instill, lead, action and so on. Thank you for watching and seeing the next lecture. 4. CTR, CR, ROI and IR: So we're continuing with our course on the in this section. This Elektra. Actually, we're going to see the differences between similar terms that often get confused. Or sometimes, for some, the grievance synonyms, which is which is not like that. There should be a clear difference, and you should know what. So that's why we're going to cover it. And we're going to start with with Click Terrain conversion Rate and return on investment on the then we'll see another difference between obliterate on the interaction rate. So what? First of all, what is a click through rate? It is the metric that is calculated by dividing the number of clicks on one side. So the number of clicks with number off impressions it is essentially, it essentially tells you how impactful your as we're the average cost electoral rate that is about 2%. But that is like general one. It always depends on the market and sector and industry, or competing in on uh, it's important to know that if a campaign or ad group has a low click to rate, first instinct is to review the yes, so sometimes just changing the text or changing the image changing the order of images, or or some small things can change the performance of the ad in the positive way. So when you look at your ads, you want that your electoral rate metric is as high as possible because that means that people are applicable it. So that means that when they see red, they're interested and it catches up their attention. There I and they want to see what it is. If you have a low click to rate metric, that's not good. But as I said, like, the average is around 2%. So don't get like don't get scared if you see that like five or six, because that's actually good. So can keep that in mind. And also like if, If you know there's the Facebook, for example, has that rule off 20% text. That text of the image cannot be more than 20% off off space, although you can run your ads even if it has more. Most of the time, click through rate in that situation will be worth next. One is conversion rate and the conversion rate metric is an illogical to the click through rate metric, so instead of accounting for a click ratio, it relies on the number of conversions, which are the goals you set up like a purchase sign up, reaching a particular point of a website. The weather. What so conversions are like You can think of them as actions. Conversion rate is also calculated by dividing the number off total conversions that are made by the number off people who interacted with your ad. That's the conversion rate. We'll see more explanation conversions later on. Don't worry about it. Last thing here is return on investment or sometimes referred to his return on advertising spent. It's one off the simply ist simplest and the same time key metric for any business. So the return on investment metric is the relationship off your profits. Do the capital you have invested. So it is the ratio off sub. It actually subtracts the investment from the income. And then you can see whether the whole campaign, whether the whole point of the thing you did was useful because if you spend more money, then the income you you made for that add then your return on investment is negative. You want it to be positive you want to make more money, then the amount you put in tow certain campaign off course there. Maybe sometimes there are certain situation where you're not trying to achieve that. When you're trying to make some indirect effect or something like that, that's that. A whole other thing. But most of the time you want to make it profitable. You want to make more. You want Your Majesty revenue your profit to be higher than your expense than your cost off advertising, and that is what this metric is going to tell you. The next important thing is difference between click through rate and interaction rate. So in the previous slight, you saw what clicked A rate is, and now I just want to tell you what direction rate is because it's a very often confused with click to rate. But collector rate takes only clicks into account as the whole. As the bird says, interaction rate takes into the consideration not only clicks but use or engagements or anything else that is available for that format, swipes cause more and so on. To explain it on this example here clicked. A rate would only be when somebody clicks of this work on this ad and goes to your website . That's how this metric lecture rates city are will be will be calculated. However, interaction rate considers that click those clicks. But it also considers if somebody interacts with your ad incense of liking, commenting, sharing, checking your page or or anything else. So that's the important thing to know. Although there are similar, this metric will include some other things off course. Don't forget about collect a rate that it is calculated by dividing the number off Clegg's by the number off impressions. So that's the important thing to distinguish thank you for watching and seeing the next lecture. 5. Video Metrics (CPV, CPM, CTR, View Rate, Watch time): Okay, So in this video, we're going to take a look at some video trips. And although there are so many of them that I could even make a special course on on just video metrics. And of course, if you wish to see that you can let me know the messages or notes and the cure, I'm just going to make a short overview off important metrics that you should take into the consideration so you can understand the performance of your video ads, and we're going to start with the cost per view, which is the mostly the metric on business, which we're going to get charged. So cost purview. As the word suggests, it's how much you get charged for every view. But here is what where it gets tricky. How do you define what a view is here? I put an example off you. Too bad, but the similar situation and question raises from Facebook ads. Also, how can you define what the view is in? Somebody just skips your red if somebody watches the whole lead. If somebody doesn't even interacts with within adds, it just passes back and so on, so there could be numerous things that can happen. So platform has platforms have to define what a view is. And now I'm going to tell you so on YouTube, have you discounted when of you were watches? This is like This is the currently in 2019. Their policy may be in future. We will change it, but it's for now. So the view is counted when you were watches 30 seconds off your video ad or the duration. If it's shorter than 30 seconds or to view, could be also considered any interaction with the at so, whichever comes first. Those 30 seconds the whole hold you off a video if it's shorter than 30 seconds or interaction within that video. Interactions include clicks on the call to action, but US overlays, cards or even banners that are usually here on the side above the recommended videos. You can see so here, or any other possible cars, plague to action bottom. Those would be interactions, even the buttons that come after DS sometimes. Moreover, on the Facebook, there are two separate at cost metrics. For video views. You have Cosper three second video of You and Cosper, 12th video of you. You depends which model you choose. You can. I don't look at the price you paid for each you that lasted three seconds or longer. Or you can see how much you're paying for use that last 10 seconds or longer. So Facebook policies a bit different. They change it. But it's important to know what counts as a view on YouTube and what counts as you as a view on Facebook, since those are the largest platforms. When it comes to the video sharing cost per mile is the similar thing we had with the previous ads. It's also it can also be used here so you can get charged the based on the views which we just covered, and you can also get a charge based on 2000 impressions. So if your video was show just the 1000 times on war and without any interactions that you could still get charged if you choose that model clicked rate is the same again principle. It's be so early or so. If somebody interacts with your ad that we will get in this formula calculation, you rate is ratio, showing the number off baby views of a video at to the number off total impression. So you rate is similar to click through rate, but instead of measuring clicks, it counts people who view your video. So we have this metric media raid because we have views, not clicks only. That's why it's similar to obliterate. But it puts in the ratio number off page views of video. I'd to the number off impressions, a k a. The number off times when the video was shown. And the of course we have clicks. If somebody decides to see the sea, add the video or to go to the website or any other call to action. But And of course, we have watched time. This is just a general metric because even have separate, depending with the platform once a wall. But you can see, like watched on for the first quarter of video for the 50% of the video, 75% or the full video. As I said, like, they're a bunch of the metrics that you have. You can even see how many people saw your video for a certain amount of time, and then they stopped looking, or how many people even saw the video with automatic play and so on. So a lot of metrics. But as I said, if you wish to see that, let me know and I can make a separate course on those things on that will be it. Regarding video metrics, these are the most important things to know. So it's not based on the clicks. Mostly it's based on a cost per view, and we define what and view what view is. So now you're ready to see the performance off your video ads. Thank you and see in the next picture. 6. Important Marketing Terms & Conversion vs Conversion Value explained: So now I would like to mention some important terms that you may some important metrics that you may encounter on generally, not just these platforms off Facebook go, go Snapchat or any other but in general, like marketing these air very, very often I used the term so it will be useful for you to know, even if you're not planning to make for now. Facebook, Google, YouTube, Snapchat, instagram Interesting. So what on any other campaigns? So first of all, I would like to give you the definitions off what these terms represent. Impressions, First of all, so impressions measure how often your ads were displayed on the screen for your target audience. So impressions are the total number off times your content was seed. Whether that was from unique viewers or not includes people who saw your ad even multiple times reach. So the next one refers to the total number of people who have seen your ad or contact. This means in terms of number. Listen carefully. 100 people, for example. Let's say 100 people had seen your ad. That means that your ad is 100 frequency, so I'm going to explain frequency and then I'm going to connect these three terms. Frequency is the average number of time each person saw your ad. So frequency helps you to build awareness and recall by showing your message to people in your target audience multiple times. For example, if your frequency is two, that means that on average, every users saw your ad for two times, which, which doesn't mean that everyone off them saw two times maybe some of them. So it three or four times some only. So it once, but it's calculated as an average number. So it was. What I'm trying to to tell you here is that reach is the unique number. Off yours impression is total number off views that your ad made that the periods at frequency is that difference. So if we use an example that 100 people saw your ad and that means that your reach was 100 let's say that you had your reach was 100 and your impressions were 300 that means that the frequency was ST because impression equals reach times frequency. So that means that out of those 100 people, each of them so your ad. Three times there was a frequency off three, but again, that doesn't mean that literally every of them Sawyer, and three times maybe some of them. So it five times maybe some of them. So it only wants. This is just the average number, so impression equals reach time, frequency reach equals impression, Divided with frequency and off course, frequency is equaled by impression. Divided impression divided with rich. So it's important to distinguish three these three things. Impression is the number that is always going to be higher, larger than the reach, because reach represents only unique people, so it doesn't include frequency. Impressions include frequency. If you didn't still understand this terms, you can surgeon a lot. You can also ask me the on noni May or private messages like What's the clear difference? Because it's very important to understand them because sometimes you will even get charged based on impressions and you want maybe have the plant resource, and then you will spend money without making the investment effective and profitable. So for that reason, it's important to understand what impression means and reach and frequency when you look at the the metrics. But of course, not just these three. The war, my tricks, the old of metrics that we mentioned in this section in discourse are very important to understand that report and picture behind the performance uniquely clicks. So that's the number off clicks on links within the ad that lead to destination or experience on or off that certain advertising platform, whether it's Facebook, Google and the other thing that were set up with the objective of compared. That means whichever link was there if you clicked on it once. That's the unique link link. To explain this with number. If a single user clicks five times on the link, so a single user sees five times you read, and every time he sees your ad, he clicks on your link. That means that unique link click Wound B one, but all clicks the metric clicks in bracket or in brackets. All will be five, so the total number of place will be five, and the unique number of clicks will be one, because that's only for one person. On the other hand, the last metric that you see here clicks all that's the metric that counts multiple types of clicks when you're at including certain types of interactions with the ad links to other destinations. Mixto expand the ad experiences and so on. Beside Link links your website. It also includes clicks to the business pages, profile picture, post, reactions, comments, shares and so on. So just to make a clear overview off difference between unique link clicks and clicks all uniquely clicks, and it actually represents the number off only one user that is, each user that clicked on the link in your ad. If one user made several clicks that would still count as one unique and it would count a several total flick. So as we gave an example, that's that's the easiest way to understand. So let's say that one user so you're right. Five times. Every time he saw he right, he clicked on the link, clicked on the cold traction bottom to visit your website. That was the goal, and that would count as a unique link. Click. One unique link click and five total clicks now clicks this last metric legs. All that represents all the cliques that were made on this ad. So it doesn't Assyrian me is only click on the call to action, brother. This could be click on the like button comment about the share button here. Click here. Click When you're page and so off, so uniquely click is one metric inside of it. You have also total clicks, which we explain, and then you have this clicks, or I hope that now it's clear you have, like, we're going to see here the same thing for one example of Google display ads. So repressions would be the number off this as that the number of times these ads were shown. No matter whether you clicked on them or not, Ridge would be the unique number. So remember that impression is always larger than reach. Frequency would be how many times the same person saw. This adds Uniquely click would be nice if I was that person, and I saw thes thes ads three times, and I click on them two out of those three times. It still counts as one unique link click, and it will come as two total clicks. Because I clicked in the sun I collect two times the last metric like saw would consider, even if I hover over to see some information here or just just click on something else, which is not directly click to the website, but it also includes that. But on the other hand, it includes other types off engagement licks. The last thing I want to explain his difference between the conversion and conversion value . And if you recall in the previous videos, we had also explanation for conversion rate. So had there. If you still, if you have confusion with that term before I explain a difference between conversion and conversion value, which is something that you can find confusing on Google. When you're looking at Google at the ads report, I just want to mention what the relevant school is. It's a metric that I almost always sealed Facebook. I'm not so sure about Google. Maybe they have it somewhere but Facebook on Facebook. It always pops up in the ad group, and the Relevance score is basically a rating for 1 to 10. So it could be any number from 1 to 10. That estimates how well your target audience that you chose is responding to your ad. This score actually shows, um, what your, uh, add received Azaz Inter as a way off. Actually, they show how suitable your ad waas the assertive audience important to know is that this score is shown after your address is more than 500 impressions. So if you have less than 500 impressions, you won't see this in your Facebook has Manager. This column does not apply to campaigns or, as says, only adds 1/3 part off making the ad the higher this is important. No, the higher your ad relevant score is, the better it's considered to be performing. When your ad relevance score is high, it's more likely than other. EDS. It is more likely for that ad to be shown to your target audience other than any other at so. Basically, when you see the metric for 11 score on his book. And I suppose even if there's one Google, you just want to see the the highest possible number, the closest possible number two to number 10 or, if possible, number. Then that means that you're that that would like translated words that would mean that you scored that you follow your target audience, the best usable for targeted audience in that case. So if you are able to achieve relevant score off like 89 or 10 which is really, really good. That means that you have a perfect audience and now conversion versus conversion value conversion is when a user reports a desired action that is being tracked on your website. So it's like the action that we mentioned earlier. This could be buying a broader downloading, a file, clicking some link or any other desired action. Typically, conversions are late are linked either directly or indirectly to to your revenue. That's that's the important thing that I mentioned. So you want your conversions to to happen, and you only want to pay for them because that means that you learn something from it. So that's why usually they cost much more, but they bring you directly some some some revenue, some income. Many website owners have multiple conversion types on the site, such as download sales, lead generation, collecting user information. Are you requesting a quote calling a full number etcetera? And not all of these conversions are equal, some worth more. Some have higher value. Some haven't, uh, value that is so pie. Some work less if you assign those values to the converse is that's when you get this other metric called conversion value. So then you'll be able to see the total value driven for your advertising across different conversions rather than simply the number off conversions that have happened. So to conclude when the version is like the action. And if you have multiple conversion, you want to assign value because maybe not all conversions and all actions means the same. Let's let's talk in terms of product like, let's say that for each product you have one conversion. If you're selling a product that this work $5 and you're selling a product that is worth $50 those two conversions doesn't have this. They don't have the same value because you will off course. I mean, naturally, you will earn more from selling the product off $50 rather than selling the product off $5 . That's why you need to assign weight assign value two conversions and that's how you get the other metric conversion values. So conversion value basically represents more conversions with different values. In that way, platforms can distinguish which which conversions award imported to you, which have provisions have high values, and then you can only focus on them. If they bring you more money, that's the whole point of it. So here I used more advanced explanation. These are more advanced metrics. If you didn't understand that, that's okay. Don't don't look. Look at it as a bad experience or something that you're not able to understand. It's very hard, especially if you haven't made any campaigns. This is a bit advanced, but it's important to know that you're able to distinguish different actions. Seven conversions and later on when you get more experience only focused on deposit on the high value. Once that would be Thank you for watching as you the next one. 7. Conclusion: Hey, I hope that you really enjoy the videos and lectures and that you learn something new, something that will be valuable to you. Don't worry if you still didn't understand all the things I mean, there are a bunch of things and they were in the way. They are very similar, so it's normal for you to have some dollard some confusions if you want. You can always contact me for any questions, but don't worry. I will include a link toe, a glossary of terms where you can basically read all of them on about them. And also, if you have some doubt, you can always go them. You can even how are over damage. As we saw during the course, you can hover over certain abbreviations to see what they stand for on I think that this will help you to make better decisions in future when it comes to your advertising and campaigns. Thank you. On the issue of informing videos