Conversion metrics are critical in assessing whether an ad is performing as expected. They measure the effectiveness of a campaign by tracking the number of users who completed a desired action after interacting with the ad.

You can review data and analytics related to seven conversion metrics in the IQM platform:

Attribution models (e.g., first-click, last-click, multi-touch) are the rules that IQM follows to assign credit for a conversion to a specific campaign. Refer to How IQM Attributes Conversions for more details on IQM’s methodology for measuring and attributing conversions.

Attributed conversions represent the total number of conversions that took place after an ad was served from a specific campaign, based on the attribution model. An attribution model defines how much time can pass following the conversion event after which it can still be attributed to the ad.

We add Attributed view-through conversions to Attributed click-through conversions to calculate this metric.

Attributed view-through conversions represent the number of conversions that took place after a user was served an ad but they didn’t click on it.

These conversions are attributed to the ad that the user viewed, and they’re tracked within the conversion window set for the campaign. For example, if a user saw your ad but didn’t click on it, then later visited the marketer’s website and made a purchase, we’d attribute the conversion to that specific ad–but only if the conversion took place within the defined conversion window.

Note that the default attribution model, or duration limit, differs for view-through and click-through conversions.

Attributed click-through conversions represent the number of conversions that took place after a user was served an ad and clicked on it.

These conversions are attributed to the ad that the user clicked on, and they’re tracked within the conversion window set for the campaign. For example, if a user clicked on the ad, then visited the marketer’s website and made a purchase within the defined conversion window, we’d attribute the conversion to that specific ad.

Note that the default attribution model, or duration limit, differs for click-through and view-through conversions.

Total conversions represent the total number of times that users completed a desired action, irrespective of attribution to a specific campaign. We track the number of times the conversion pixel has fired on the marketer’s website to calculate this metric, which includes non-attributed conversions. For example, a campaign earned 5,000 total conversions if a pixel tracked 2,000 non-attributed and 3,000 attributed conversions.

In aggregated reports, total conversions represent the sum of all conversions from all campaigns that have a conversion associated with them.

Cost per attributed conversion represents the total cost of a single attributed conversion. In other words, cost per attribution conversion We arrive at this metric by dividing the total cost of the campaign by the Attributed conversions.

Cost per attributed conversion isolates the cost associated with actions specifically attributed to a particular ad. This granularity allows for a more precise understanding of each strategy’s performance.

Attributed conversion rate represents the percentage of the campaign’s total conversions that could be attributed. We arrive at this metric by dividing the campaign’s Attributed conversions by its Total ad interactions, and multiplying that value by 100.

We calculate total ad interactions by adding the total impressions from campaigns that included a view-based or hybrid conversion to the total clicks from campaigns that included a click-based conversion.

Unlike attributed click-through and view-through conversions, which provide a total count of those conversions, the attributed conversion value represents the average purchase amount for each earned conversion. For example, the attributed conversion value is $100 for a campaign if it earned 5 attributed conversions with an average purchase of $100 for each conversion.

ROAS represents the net revenue earnings or deficit that resulted from a specific ad campaign. We arrive at this metric by dividing the total revenue earned from the ad by the total ad spend, and multiplying that value by 100.