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Common Fields for All Report Types
Dimensions
Date: The specific day the data corresponds to.
Campaign Name: The name assigned to a marketing campaign.
Status: The current state of the campaign (e.g., active, paused).
Currency: The monetary unit used; always "USD" in this context.
Breakdowns
CRM Buckets: Customer Relationship Management categories used to segment customers.
FB: Ulta Breakdown: Specific segmentation related to Facebook campaigns targeting Ulta.
Market - OA: Market segmentation as defined by Organizational Analysis.
Platform (Northbeam): The advertising platform or channel as categorized by Northbeam (e.g., Google Ads, Facebook Ads).
Category (Northbeam): The classification of marketing efforts (e.g., Paid - Prospecting, Organic) as defined by Northbeam.
Product Type - OA: Product categorization as per Organizational Analysis.
Common Metrics
Basic Metrics
Impressions: The number of times ads were displayed.
New Visits: The count of first-time visitors to the website.
Visits: The total number of website visits.
Transaction Metrics
Transactions (1st Time): The number of purchases made by new customers.
Transactions (Returning): The number of purchases made by returning customers.
Transactions: The total number of purchases.
Revenue Metrics
Attributed Revenue: Revenue attributed to marketing touchpoints within a specified attribution window.
Attributed Revenue (1st Time): Revenue from new customers attributed to marketing touchpoints.
Attributed Revenue (Returning): Revenue from returning customers attributed to marketing touchpoints.
Spend: Total advertising expenditure.
Performance Metrics
Email Signup Rate: The percentage of visitors who signed up for emails.
FB ROAS (7D Click, 1D View): Return on Ad Spend for Facebook, considering a 7-day click and 1-day view attribution window.
Various LTV metrics (ROAS, CAC, Revenue, etc.): Metrics related to Customer Lifetime Value, including Return on Ad Spend, Customer Acquisition Cost, and Revenue.
AOV (Average Order Value) metrics: The average value of orders placed.
CAC (Customer Acquisition Cost) metrics: The cost associated with acquiring a new customer.
Ad Report Specific Fields
Additional Dimensions
Adset Name: The name of the ad set within a campaign.
Ad Name: The specific name of the advertisement.
Additional Metrics
FB Link Clicks Default: The number of default link clicks recorded by Facebook.
TikTok Clicks: The number of clicks recorded on TikTok ads.
Google Clicks: The number of clicks recorded on Google ads.
Pinterest Pin Clicks: The number of clicks on Pinterest pins.
Order Discounts (1st time): Discounts applied to orders from new customers.
Order Discounts (Returning): Discounts applied to orders from returning customers.
Shipping Cost (1st time): Shipping costs for orders from new customers.
Shipping Cost (Returning): Shipping costs for orders from returning customers.
Campaign Report Specific Fields
Additional Metrics
Revenue: Total revenue generated from all customers.
Revenue (1st Time): Revenue generated from new customers.
Revenue (Returning): Revenue generated from returning customers.
CTR (Click-Through Rate): The ratio of users who clicked on an ad to the number of total users who viewed the ad.
ECR (Ecommerce Conversion Rate): The percentage of visits that resulted in a purchase.
Percent New Visits: The percentage of visits from new visitors.
CPM (Cost Per Mille): The cost per 1,000 impressions.
eCPC (Effective Cost Per Click): The average cost per click, calculated as Spend divided by Visits.
eCPNV (Effective Cost Per New Visit): The average cost per new visit, calculated as Spend divided by New Visits.
Forecasted ROAS (30d, 60d, 90d): Projected Return on Ad Spend over 30, 60, and 90-day periods.
Note: All monetary metrics are in USD, and many metrics have variations for first-time and returning customers, as well as LTV (Lifetime Value) versions.