Note: Adtriba Sphere is a legacy feature that we continue to support but no longer sell. The latest version of this feature is available as Funnel Measurement.
If you are already using Funnel Measurement, find more information here. To upgrade, contact us.
This glossary defines key terms used in Adtriba Sphere.
Baseline Conversions | Conversions not influenced by marketing, via direct, organic, and paid search brand. If your marketing stops for a short period, this is the number of conversions you still get. |
CPA | = Total spend / Total number of conversions |
Conversions | Attributed conversions across all sources |
Incremental Conversions | The total number of marketing-influenced conversions. |
Historic Scenario | Marketing performance based on the last 30 days of spend history. |
Incremental CPA | Spend / conversions per source, or total of all paid sources and their attributed conversions. |
Marginal CPA (Grenzkostenbetrachtung) | = Delta spend / Delta conversions. Indicates source saturation. Marginal CPA shows the cost of your next conversion at the given or historic spend. Use this metric to see where your next conversion would be cheapest. |
Media Plan | Lets you build a scenario based on budget allocation across sources under strategy targets and restrictions. Based on the media plan input, Adtriba SPHERE recommends how to spend the planned budget for the given time period. |
Optimization Strategy | Based on your selected optimization strategy in the media plan, we choose the model to calculate your recommended spend scenario. |
Optimization Strategy - Maximize conversions / ROAS | In this strategy, we choose a model for the recommended scenario that tries to get as many conversions or revenue as possible for the given spend. |
Optimization Strategy - Minimize spend | In this strategy, we choose a model that tries to lower your spend as much as possible while meeting your minimum conversion restrictions. |
Recommended Scenario | Based on your historic spend. Shows what could have been if you had spent your budget as we recommend. Note: The recommended scenario looks backward, in the past. To get a recommended scenario for the upcoming 4 weeks (max), use the media planner. |
Revenue | Revenue from Google Analytics. |
Restrictions | Restrictions in your media plan that guide the models. Fitting restrictions prevent the model from exceeding your limits, especially when you minimize spend. |
Saturation Curve | Visualizes how your KPIs would have changed in the last 30 days if spend had been increased or decreased. |
Source | Source name from Funnel using the dimension Adtriba Sphere Source. |
Spend | Spend from your ad platform connections in Funnel. |