Definition Topic targeting leans on Google’s enormous indexing database to web pages and apps that are associated with a particular subject matter. Different to Affinity targeting, Topic Targeting “follows the content” – here you don’t know anything about the user, only what web page or app content you want ads to show on. As we...

Definition Because of the mountains of data now available, perhaps the biggest digital advertising buzzwords of recent times has been the triumvirate of Programmatic, Artificial Intelligence and Machine Learning. Each are actually their own specific beasts, however generally speaking most marketers use these words interchangeably to refer to the automated buying of media placements –...

Definition When Intentional first started in 2010, the digital climate was very different. Back then, all of us only had one device (the desktop or laptop computer), and there was only one digital channel to advertise on: Adwords Search (even Display Network was in its infancy).   Married at Last Click In such a climate,...

Definition When Intentional first started in 2010, there was only really one digital advertising channel of worth (at least in Australia) – Adwords Search. As such, data analysis was quite simple as all we needed to do was use Adwords’ native reporting.   Apples and Oranges Today, however, we have not just Adwords but multiple...

Definition CPA is an acronym for Cost per Acquisition. Every time a user reaches a Conversion point, this is also known as an Acquisition. Another term for Cost per Acquisition is Cost per Conversion.   At Intentional CPA = Cost / (Sum of all Macro Conversions + Sum of all Micro Conversions)   Intentional tip...

Definition Ad Spend is simply the amount of money directed towards advertising for a particular period of time. Most platforms (Google, Facebook, Analytics) refer to Ad Spend as ‘Cost’, so…   At Intentional Cost = Ad Spend  

Definition Return on Ad Spend (ROAS) and Value on Ad Spend (VOAS) both refer to the same thing for us at Intentional: Return on your Investment (Ad Dollars). We use ROAS in Ecommerce cases specifically where your Ecommerce platform provides our Analytics with actual Transaction Revenue figures. In these cases, we have a literal Return...

Definition Conversion Value refers to the Dollar Value that each website Conversion point is worth to you. This can come from either: Transaction Revenue. Direct revenue figure as supplied by your Ecommerce platform, or Goal Values. Dollar figures you assign to non Ecommerce Conversions Macro-Conversion Values will typically be orders of magnitude higher than Micro-Conversion...

Definition Conversions are important milestones that signify to you that visitors on your website have taken actions that you want them to take.   Ordinarily, Brands’ main aim for website visitors is to make one Macro-Conversion.   Macro-Conversions Macro-Conversions are the ‘big ask’ we make of our website visitors and can be broken down into...