How the Dealers United Team defines your dealerships' performance metrics on Social Advertising channels like Meta and TikTok.
With so many different metrics, percentages, and platforms, it can be tough to track exactly what every number means when it comes to your dealership's success on Social Media.
This handy guide will help you define each of the metrics on your Social Ads reports from Dealers United so you know what's working, and opportunities to improve!
Dealers United's Social Advertising Metric Definitions
|
Metric Name |
Metric Definition |
|
Impressions |
Also known as an ad view. (How many views an ad receives (Reach * Frequency). How many sets of “eyeballs“ have potentially viewed your content! |
|
Frequency |
The number of times your Ad has been seen across all the channels that you are actively running Ads on. |
|
Amount Spent |
The amount of money that has been spent on Ads on this platform. |
|
CTR (Click-Through Rate) |
The # of Impressions divided by the # of Clicks. This metric will show you the amount of people that saw your Ad on a channel and took action on it. |
|
Clicks |
The number of people who interacted with an ad link across all of the channels that you are actively running ads on. |
|
Cost / Click |
This is a commonly used metric throughout the online advertising industry to benchmark ad efficiency and performance. This metric is calculated as the total amount of spend divided by the number of Clicks. |
|
Conversion Rate |
The number of Clicks divided by Leads. This is the number of people that were taking to your dealership's website or engaging on your ad, and completed an action on your dealership's website to trigger a Lead event. |
|
Lead |
The sum of all people who completed an action on your website that triggered a lead event. |
|
Cost / Lead |
Cost Per Lead. This metric is calculated by dividing the amount spend by numbers of Leads |
|
Attributed Sales / Matched Sales |
The amount of purchase events that have been attributed to people who saw an Ad. |
|
Cost Per Unit Sold (CPUS) |
The amount spent on this platform divided by the # of Attributed Sales. |
|
(*Meta Only) |
Counts the # of people who message your dealership from a Messenger Ad for the first time (or at least after 7 days of inactivity). |
|
Landing Page Views (LPV) |
How many views on your website your Ads drove. |
|
Cost Per Landing Page View (Cost / LPV) |
The average cost of your Landing Page Views across your Ads. |
|
Video Views |
# of Total View Views across your TikTok Ads. |
|
Video Avg. Watch Time / Video View |
The average time a TikTok ad is watched per video view. |
|
Video Avg. Watch Time / Person |
The average time a TikTok ad is watched per person. |