Kamino glossary
Overview
This article covers essential definitions and formulas used to measure campaign performance, spend efficiency, and audience engagement.
Key terms
| Term | Definition |
|---|---|
| Ad spend | The total budget delivered by all formats in a campaign. |
| Campaign revenue | The total revenue attributed to a campaign based on the attribution window. |
| Campaign sold units | The number of units sold attributed to a campaign based on the attribution window. |
| Completed video | The number of times video formats in a campaign reached 100% completion (viewed for their full length). |
| Completion rate | The ratio of video formats viewed at 100% length to the number of times they started. Formula: Video completed / Video started |
| Frequency | The average number of times a unique visitor was exposed to a campaign. Formula: Views / Unique visitors |
| Impressions | The number of times a format was triggered on a page, even if it was not visible on the screen. |
| Incrementality exposed and non-exposed | The ratio between the conversion rate of the exposed population and the non-exposed population. Formula: (Exposed buyers / Unique exposed visitors) / (Non-exposed buyers / Unique non-exposed visitors) - 1 |
| Line item | A unit or programming line. |
| ROAS (Return on Ad Spend) | A sales performance metric representing the ratio between the budget spent and the revenue attributed to a campaign. Formula: Campaign revenue / Ad spend |
| UV exposed | The number of unique visitors exposed to a campaign. |