Understanding the definitions behind key terms are essential to action. Well and avoiding assumptions because we all know where that can lead!
Average Lift Per Detection (%): Percent Lift is the relative increase in sessions during a Micro-Moment versus how many sessions we expected (i.e., the baseline count). It is calculated by taking weighted session lift divided by baseline session count. We calculate this value for each detection and aggregate it as an average percent increase. See pages 3-4 in Attribution Methodology for more information.
Baseline sessions: The number of web sessions initiated in the five-minute period prior to a commercial airing. In the case of overlapping Micro-Moments, the baseline is taken from the earliest airing so that it is an unaided five-minute period. See Figure 2 in Attribution Methodology for more information.
Detection: Record of Veil Global Technologies receiving and recording a signal that your watermarked TV spot, a Fingerprint ACR Product, or other Trigger event aired on a specific TV station. These may also be referred to as spots, airings, or events in various contexts.
Micro-Moment®: The five-minute period that begins when your television commercial is detected.
Lead Source: The calculated source of the attributed sessions. By default, this is populated by the UTM parameter from the referring URL. However, we can create custom lead sources by working with your customer success manager.
Page views: The number of different pages a website visitor views during a session.
Power-Moment™: a Micro-Moment where coordinated digital campaigns (like search) are dynamically adjusted to maximize cross screen engagement based on triggered events.
Session: Next90's proprietary tag tracks a visit to your website. A session is a grouping of pageviews. These are determined in real time. A session continues until a user has a gap in pageviews longer than 30 minutes from the same browser. A session may have infinite length, but sessions longer than 3 days may be broken into multiple records.
Unboosted Micro-Moment: a regular Micro-Moment where no no bidding adjustments have been made as a result of the detection.
UTM parameter: Also called UTM codes, these are pieces of a URL that can be added to a link to track where a user came from. These text pieces are generally not automatic, but can be customized by marketers.
Weighted session lift: The incremental increase in sessions that your site received during the Micro-Moment compared to the expected sessions based on the visits in the 5 minutes before the detection. Sessions are split with equal weight in the occurrence of overlapping Micro-Moments.