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Metrics

Metrics are important data that help you assess the performance of your campaign. We use these metrics to track and measure how well your advertisements are performing. They offer objective insights that help you improve and refine your campaigns. You will encounter these metrics when setting up your campaign and when viewing your reports. The meaning of each metric depends on the specific goals of your campaign.

  • Viewable Impressions
    The number of times your Branded Shelves advertisement has been seen by visitors of bol. The Branded Shelf advertisement is visible for >1 second and 50% on screen.
  • Clicks
    How often your Branded Shelves advertisement has been clicked.
  • Click Through Rate (CTR)
    The ratio between the number of clicks on the banner and the number of impressions
  • Conversions
    The number of times a desired outcome is achieved for a specific action. For Branded Shelves, this includes, for example, the sales you achieved with your advertisements. In other words: did your advertisement lead to a purchase by a customer? If so, we call that a conversion.
  • Direct attribution
    When a user clicks on an item advertisement and buys the same item within 14 days. And: When a user views an item advertisement and buys the same item within 1 day.
  • Brand halo attribution
    When a user views or clicks on an item advertisement, but does not buy the same item, but instead buys an item of the same brand and level 2 category within the specified time.

Example of brand halo attribution

If a user clicks on an advertisement

for a specific computer, but later buys a

Windows laptop within the “Laptops”

level 2 category of the same brand, this is

considered a halo effect of the

original advertisement interaction.

  • Conversion rate %
    The ratio between attributed orders and banner clicks.
  • Cost Per Click (CPC)
    The average price you, as an advertiser, pay every time someone clicks on your advertisement.
  • Costs
    You can calculate the costs of your Branded Shelves advertisement(s) by multiplying the total number of clicks on your advertisement(s) by the cost per click (CPC).
  • Revenue
    The total revenue from clicks on your advertisement(s).
  • Advertising Cost of Sale (ACoS)
    When we calculate the ACoS (Advertising Cost of Sales), we look at the costs and revenue excluding VAT. This provides a clear picture of your advertising campaigns, independent of tax. However, keep in mind that VAT affects your total profit and financial results.
  • Return on Ad Spend (RoAS)
    The ratio between your advertising revenue and your advertising costs.
  • New To Brand (NTB)
    Defines buyers who have not purchased items from the advertised brand in the past 12 months.