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what every word on this site actually means · Reference
21 terms used across the console
Nothing here assumes you work in media. Each entry says what the number is, how it is worked out where that helps, and what a high or low reading tends to mean.
The share of visits where someone arrived, did nothing, and left.
High usually means the page did not match what the person expected.
The number of times someone tapped or clicked the ad.
The share of people who started the video and watched all of it.
Views to 100% ÷ total video views
High means the full message landed, not just the first frame.
What it cost, on average, to put the ad in front of screens one thousand times.
Investment ÷ times shown × 1,000
Lower means the exposure was cheaper to buy. Very cheap exposure is often in lower-quality placements, so it is not automatically better.
What we paid, on average, for each click.
Cost ÷ clicks
Lower means each visit cost less to buy.
What it cost to show the ad one thousand times.
Cost ÷ impressions × 1,000
Lower is cheaper exposure, but very cheap views are often lower quality.
Out of everyone who saw the ad, the share who clicked it.
Clicks ÷ impressions
Higher means the ad persuaded more of the people who saw it to act.
The share of people shown a post who reacted to it in some way — a like, share, comment or click.
Higher means the content prompted people to do something, not just look.
How many times, on average, one person saw the ad.
Impressions ÷ reach
Very high frequency usually means people are getting tired of the ad.
Of the people who got a quarter of the way in, the share who watched to the end.
Views to 100% ÷ views to 25%
High means the middle of the video keeps people. Low means they drop off after the opening.
The share of people who stayed long enough to watch the first quarter of the video.
Views to 25% ÷ impressions
High means the opening seconds stopped the scroll. Low means the start is weak.
Out of all the times our ad could have appeared for a search, the share of times it actually did.
Times shown ÷ times eligible to be shown
Below 100% means we missed chances to appear, usually on budget or ad rank.
The number of times an ad was shown on someone's screen.
The same person can be counted more than once if they saw the ad twice.
The money spent running this group of ads over the period shown.
Read it beside the results: a large investment with few results is the thing to question.
The share of missed appearances caused by the ad not being competitive enough, rather than by budget.
High means rivals outbid or out-ranked us for those searches.
A 1–10 rating from Google of how relevant the ad and landing page are to what people searched for.
Higher usually means cheaper clicks and better placement.
The number of different people who saw the ad at least once.
Always lower than impressions, because one person can see an ad many times.
Visits to the website. One person browsing for a while counts as one session.
How much of the total conversation about a topic is about Sharjah rather than rivals.
Higher means Sharjah is more present in the conversation than the places it competes with.
Money paid to the platforms to run the ads over the period shown.
The share of people shown a video ad who watched it.
Video views ÷ impressions
Higher means the video held people rather than being scrolled past.