Glossary

Conversions

A conversion is a point in a customer journey where your business considers that journey "complete," such as a product purchase, or service registration. In the context of digital marketing and advertising, Conversions in Corvidae refer to the different types of action that users take on a website, app or platform that are valuable to a business, such as making a purchase, signing up for a newsletter, or registering on an app. These actions are critical for measuring the success of marketing campaigns and understanding user behaviour. They are the key actions that indicate success, and tracking allows businesses to gather data, measure performance, and optimise campaigns for better outcomes.

Common Conversion Types:

• Purchases, where the user completes a transaction

• Leads, such as filling out forms or subscribing to newsletters

• Engagements, where a user interacts with content, for example, by clicking a specific link

• App installs, tracking users who install an app

• Registrations, where a user registers an account

• Subscriptions, where a user subscribes for future communications, like a newsletter

To ensure that Corvidae effectively tracks the success of a client's campaigns from the outset, we recommend identifying the key Conversions (actions) that align with your business goals. Defining these early will allow us to create the necessary scripts, whether it’s purchases, form submissions, app installs, or other engagement actions. This way, we can monitor user activity, measure outcomes, and provide valuable insights to optimize campaign performance from the outset.

If you need help defining the Conversion types you’d like to track, please contact your Customer Success Manager.

CPA

Media Spend \ Conversions

“Cost Per Acquisition” is a Metric which describes the financial cost of achieving a Conversion. It is calculated by dividing the Media Spend of a particular Campaign, by the number of Conversions that Campaign has generated.

Pixel

Pixels are small pieces of code embedded in websites to track these conversions. When a user performs a tracked action (e.g. reaching a thank-you page after a purchase), the pixel “fires” and sends the data to the Corvidae platform.

The Corvidae platform uses the data the pixel collects to attribute the conversion to a specific Ad or Campaign. This helps determine which efforts drive the most conversions and optimise their strategies.

ROAS

Revenue \ Media Spend

“Return On Ad Spend” is a Metric which compares Media Spend and Revenue and exposes how much has been earned per unity of spend. The caluclation for ROAS is Revenue divided by Media Spend.