Glossary

Terms & Definitions

Below are term definitions grouped by category.

Metric	Definition
Status	Shows whether the campaign is under review, scheduled, active, or expired. More details can be found here.
Campaign ID	ID of a specific campaign.
Campaign name	Name of the campaign.
Purchase channel	The specific location where a transaction took place (can be In-store, Online, or Unknown).
Campaign start date	Start date of the campaign. In some places simply called "Starts".
Campaign end date	End date of the campaign. In some places simply called "Ends".
Campaign Budget	Budget allocated for the entire campaign duration. In some places simply called "Budget".
Reach	Number of users exposed to an ad.
Impressions	Total number of serves of an offer to all users.
Engagements	Number of users who clicked on or activated an offer.
Engagement Rate	Number of engagements divided by the number of impressions.
Purchases (post-engagement)	Number of purchases made by users who activated an offer.
Revenue (post-engagement)	Revenue from purchases by users who activated an offer.
AOV (post-engagement)	Revenue divided by purchases by users who activated an offer.
ROAS (post-engagement)	Return on ad spend = Revenue of users who activated an offer divided by ad spend.
Average cost per engagement	Ad spend divided by number of engagements.
Ad spend	Campaign budget spent on ads. In some legacy exports this is also called "Media fees".