Mediarun Glossary
Analytics
Measurement, data, attribution
16 terms in this section
Assisted Conversion ValueThe value of conversions in which a channel contributed but was not the last touchpoint.Attribution Model ComparisonComparison of results across different attribution models.CPLA metric indicating the average cost of acquiring a contact or sales lead. Lead quality must be analyzed separately, as a low CPL does not always mean valuable inquiries.Channel ContributionThe share of a channel in conversions or revenue according to an attribution model.Cross-Device Conversion RateThe percentage of conversions or users transitioning between devices.Data-Driven AttributionA model that assigns value to channels based on path data and their contribution.Funnel Drop-offThe percentage of users who drop off between stages of a funnel.Lead-to-Customer RateThe percentage of leads that convert into customers.Marketing ROIReturn on total marketing investment.Multi-Touch AttributionA method of distributing conversion value across all customer touchpoints.Offline Conversion ValueThe value of offline conversions linked to digital activity.Path LengthAverage number of touchpoints before conversion.Pipeline VelocityThe potential revenue generated from the sales pipeline per unit of time.Position-Based AttributionA model typically assigning 40% weight to the first touchpoint, 40% to the last, and 20% to the middle touchpoints.Time Decay AttributionAn attribution model that assigns greater weight to touchpoints closer to conversion.Time LagThe time between the first contact and conversion.