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Metrics Glossary

This glossary covers the essential metrics used in ASK BOSCO® to track campaign performance, user behavior, and ROI. These definitions are relevant across paid media platforms (like Google Ads, Meta, etc.) and web analytics tools (like GA4).

Note: Some metrics may vary depending on:

  • Traffic source: Whether you're using clicks (from ad platforms) or sessions (from GA4).
  • Conversion source: Whether conversions/revenue are tracked via the platform itself or Google Analytics 4 (GA4).

When analyzing results, it’s important to stay consistent with your chosen data sources to ensure accurate insights.

Core Performance Metrics

(Depends on Conversion Source)

  • AOV (Average Order Value):
    The average amount spent per transaction.
  • Conversions:
    The number of times a desired action was completed (e.g., purchase, signup). 
  • Revenue:
    Total income generated from conversions. 

Campaign & Channel Structure

  • Campaign:
    The name of the campaign.
  • Channel:
    High-level category for traffic origin, such as Organic Search, Paid Social, Email.
  • Channel Source:
    The specific platform or referrer (e.g., Google, Meta, Bing).
  • Channel Type:
    Specifies how users arrived: “paid,” or “organic”

User Interaction Metrics

  • Clicks:
    Number of times users clicked on an ad or link.
  • Sessions:
    Number of website visits.
  • Traffic:
    General term for visits to the site, measured either by clicks (platform) or sessions (analytics).

Efficiency & Cost Metrics

  • Conversion Rate:
    The percentage of users who convert. (Dependent on conversion & traffic Source)
  • COS (Cost of Sale):
    How much it costs to generate revenue. (Depends on conversion source)
  • Cost:
    Total ad spend tracked through the media buying platform.
  • CPC (Cost Per Click):
    Average cost for each ad click.
  • ROAS (Return on Ad Spend):
    Revenue earned per pound/dollar spent. (Dependent on conversion source)

Engagement & Delivery Metrics

  • CTR (Click-Through Rate):
    Percentage of users who clicked on an ad after seeing it.
  • Impressions:
    Total times an ad or content was shown.

Other

  • Date:
    The time period used for tracking and comparing performance.
  • Device:
    The type of device used (e.g., Desktop, Mobile, Tablet).
  • Source:
    Refers to the origin of the user traffic (e.g., google.com, facebook.com, or direct).