Ads

Features

Integrations

Glossary

Partner

The name of the Brand or Merchant configured in Ignite by Acorn-i.

Vendor

A Vendor in Ignite refers to the business entity and technology provider that facilitates advertising or commerce. This encompasses two main types of providers:

• Marketplaces/Direct-to-Consumer Websites: These are the retail platforms where products are sold and tracked (e.g., Amazon.com, Walmart.com). They provide the commerce data (orders, sales) that Ignite attributes to advertising.
• AdTech Platforms: These are the advertising technology systems through which campaigns are executed and media is purchased (e.g., Amazon DSP, Google Ads, Meta Ads).

Channel

Channel is a composite data point within Ignite that uniquely identifies the combination of a specific Vendor and its corresponding Market. It provides a granular classification of where advertising spend is being allocated and where sales are being driven. This field allows for distinct analysis of performance across different platforms and their respective locales.

• Format: Typically represented as ‘[Vendor Name] [ISO Country Code]’.
• Examples: “Amazon DE” (representing Amazon’s platforms in Germany), “Google GB” (Google Ads activity in Great Britain), “Walmart Seller US” (Walmart Connect activity in the United States).

Understanding the Channel is vital for optimizing localized campaigns and products to compare performance across AdTech and retail integrations.

Market

Market defines the specific geographical region or country where advertising activities and sales are occurring. It is represented by a two-letter ISO Country Code (e.g., “US” for United States, “GB” for Great Britain, “DE” for Germany). This data point is essential for segmenting performance based on locale, accounting for regional consumer behaviour, currency differences, and market-specific advertising strategies.

Funnel

The Funnel data point is an automatically generated classification that highlights a campaign’s strategic purpose: Awareness, Consideration, Conversion, or Loyalty.

It allows you to segment and analyze your reporting based on the campaign strategies you’ve deployed.

How it works: Ignite automatically assigns this label by analyzing a combination of information, including your advertising types and targeting parameters applied. The classification process utilizes GenAI to accurately identify the intended funnel position of the advertising activity.

Possible Values:

• Awareness: Campaigns focused on introducing your brand or product to a wide audience.
• Consideration: Campaigns designed to engage an audience and encourage research or deeper interaction.
• Conversion: Campaigns optimized to drive immediate, specific actions (e.g., a purchase, a signup).
• Loyalty: Campaigns aimed at retaining existing customers and encouraging repeat business.

Portfolio

A Portfolio is a high-level organizational structure within Ignite, primarily used for Amazon advertising (Sponsored Products, Sponsored Brands and Sponsored Display). It allows advertisers to group multiple campaigns, often related by brand, product category, or strategic objective, for consolidated budget management and reporting. This enables a holistic view of performance across a set of campaigns rather than managing them individually.

Campaign / Order

A Campaign (or “Order” in some AdTech systems like Amazon DSP) is the primary container for your advertising efforts within Ignite. It defines the overall objective, budget, and targeting parameters for a specific advertising initiative. Campaigns are structured differently across platforms:

• Amazon Sponsored Ads (Products, Brands, Display): Primarily referred to as “Campaigns.”
• Amazon DSP: Often referred to as an “Order,” which contains Line Items.
• Google Ads: “Campaigns” are central for organizing ad groups and ads.
• Meta Ads: “Campaigns” define the advertising objective.
• Pinterest Ads: “Campaigns” set the overall goal and budget.
• TikTok Ads: “Campaigns” establish the advertising objective.
• Walmart Connect: “Campaigns” are used to organize ad groups.

Ad Group / Line Item / Ad Set

An Ad Group, Line Item, or Ad Set represents a subgroup within a Campaign, designed to organize and manage a specific set of ads (or creatives) and their associated targeting, bidding strategies, and products. This allows for more granular control and optimization within a campaign.

• Amazon Sponsored Ads (Products, Brands, Display): Commonly use “Ad Groups.”
• Amazon DSP: Refers to “Line Items” within an Order, which contain individual ads/creatives.
• Google Ads: Uses “Ad Groups” to contain keywords and ads.
• Meta Ads: Uses “Ad Sets” to define audience, placement, and budget.
• Pinterest Ads: Uses “Ad Groups” to organize pins.
• TikTok Ads: Uses “Ad Groups” to define audience, budget, and bidding.
• Walmart Connect: Uses “Ad Groups.”

Ad / Ad Group Ad / Ad Item / Creative / Product Ad

This data point represents the individual advertisement unit that is displayed to users. The terminology varies significantly across the connected AdTech platforms within Ignite, reflecting the specific nature of the ad format and its role within the campaign structure:

• Product Ad (Amazon Sponsored Products/Display, Walmart Connect): Refers to advertisements directly featuring a specific product from your catalog, often leading to a product detail page.
• Creative (Amazon DSP, Meta Ads, Pinterest Ads, TikTok Ads): Encompasses the visual and textual assets (images, videos, headlines, descriptions, call-to-actions) that form the advertisement presented to the user.
• Ad Group Ad (Google Ads): The specific ad copy and creative assets placed within an Ad Group.
• Ad (General): A broad term for any single advertisement unit.
• Ad Item (Amazon DSP): A specific creative or ad unit within a Line Item.

Source

Within Amazon DSP reporting, “Source” refers to the Supply-Side Platform (SSP) or ad exchange that supplied the ad impression. SSPs are technology platforms used by publishers to manage, sell, and optimize their ad inventory (ad spaces) to various buyers, including DSPs like Amazon DSP. Understanding the source provides transparency into where your ad impressions are being purchased in the programmatic ecosystem, allowing for insights into the quality and characteristics of the inventory.

Site

Within Amazon DSP reporting, “Site” refers to the specific website or publisher property where your advertisement was displayed. This can include Amazon’s owned-and-operated (O&O) sites and apps (like Amazon.com, IMDb, Twitch) as well as a vast network of third-party websites and apps where Amazon DSP ads can be served. The “Site” metric is crucial for understanding the exact context and environment in which your ads appeared, enabling analysis of placement performance and brand suitability.

Placement

Placement refers to the specific location or context where an advertisement is displayed to a user. This data point is critical for understanding where your ads are being shown and how effectively those locations contribute to your campaign objectives. The nature of “Placement” varies depending on the AdTech platform:

Amazon Sponsored Ads

Placements typically refer to specific areas within Amazon’s shopping environment, such as:

• Top of Search: Ads appearing at the very top of search results pages.
• Rest of Search: Ads appearing further down search results pages or on subsequent pages.
• Product Pages: Ads displayed on individual product detail pages (e.g., “Products related to this item,” “Sponsored products related to this item”).
• Category Pages: Ads shown on category browse pages.

Criteo Ads

As a commerce media platform, Criteo’s placements are typically focused on:

• Retailer Websites: Display ads (banners, native ads) on various partner retail websites.
• Offsite Publisher Network: Retargeting and prospecting ads across a vast network of third-party websites and apps outside of direct retail sites, driving traffic back to retail.

Analyzing placement data allows advertisers to understand which ad environments yield the best performance, enabling optimization of bids and creative strategies for maximum impact and return on ad spend.

Google Ads

Placements can be highly diverse, including:

• Search Results Pages: Ads appearing at the top or bottom of Google search results.
• Google Display Network (GDN): Specific websites, mobile apps, videos, or even individual ad units on publisher sites that are part of Google’s network.
• YouTube: Pre-roll, mid-roll, post-roll video ads, or display ads on YouTube.
• Gmail: Ads within Gmail inboxes.
• Google Discover: Ads in personalized content feeds.

Meta Ads

Placements refer to specific areas within Meta’s platforms and audience network, such as:

• Facebook/Instagram Feeds: Ads appearing natively within users’ main content feeds.
• Stories/Reels: Full-screen vertical ads within Stories or Reels.
• In-Stream Video: Ads within video content.
• Audience Network: Ads displayed on third-party mobile apps and websites partnered with Meta.
• Messenger: Ads within Messenger conversations.

Impressions

An impression is counted each time an ad is displayed to a user. This metric indicates the total number of times your ad creatives were served, regardless of whether they were seen or interacted with. Impressions are a fundamental measure of an ad’s reach and visibility.

Measurable Impressions

Measurable impressions are the subset of total impressions that could be measured for viewability according to industry standards. This excludes impressions where technical limitations prevented the measurement of whether the ad was actually seen by a user.

Viewable Impressions

A viewable impression occurs when an ad meets specific criteria for being “seen” by a user. While definitions can vary slightly by platform, the Media Rating Council (MRC) and IAB generally define a display ad as viewable if at least 50% of its pixels are in view for a minimum of one second. For video ads, at least 50% of pixels must be in view for a minimum of two consecutive seconds. This metric provides a more accurate understanding of how many people actually had an opportunity to see your ad.

Percentage Viewable

Percentage Viewable represents the proportion of your Measurable Impressions that were deemed “viewable” according to the industry standards set by the Media Rating Council (MRC). This metric provides a crucial indicator of ad quality and effectiveness, revealing the percentage of your ads that actually had the opportunity to be seen by users. It is calculated as:

$$\text{Percentage Viewable} = \frac{\text{Viewable Impressions}}{\text{Measurable Impressions}} \times 100\%$$

Clicks

A click is recorded each time a user interacts with an ad by clicking on it. This action typically leads the user to a product detail page, landing page, or another designated destination. Clicks are a key indicator of user engagement and interest in your advertising.

Ad Cost

Ad Cost represents the raw expenditure incurred for running advertising campaigns across connected AdTech platforms (Amazon Sponsored Ads, Amazon DSP, Google Ads, Meta Ads, Pinterest Ads, TikTok Ads, Walmart Connect). This is the direct cost paid to the ad platforms for impressions, clicks, or other actions.

Fee

Fees represent the additional cost or percentage applied to the raw Ad Cost by Ignite, or by a managing agency, for the provision of services, technology, or platform usage. This amount contributes to the total cost of advertising (Ad Spend) but is distinct from the direct media spend paid to the ad platforms.

Fees can be structured in two primary ways:

• Fee as Markup: In this model, the fee is a percentage added on top of the Ad Cost. It increases the base Ad Cost to arrive at the final cost. It is calculated as:

  $$\text{Ad Spend} = \text{Ad Cost} \times (1 + \text{Fee Percentage})$$

  Example: If Ad Cost is $100 and Fee Percentage is 10% (as markup), the Fee is $10, and the total cost is $110.

• Fee as Margin: In this model, the fee represents a desired percentage of the final total cost (inclusive of the fee). It means the fee is a portion of the selling price. It is calculated as:

  $$\text{Ad Spend} = \frac{\text{Ad Cost}}{(1 - \text{Fee Percentage})}$$

  Example: If Ad Cost is $100 and the desired Fee Percentage is 10% (as margin), the total cost would be $111.11, and the Fee would be $11.11 (which is 10% of $111.11).

Understanding whether fees are applied as a markup or a margin is crucial for accurate budgeting and performance analysis within Ignite.

Ad Spend

The amount of money spent on advertising a product or service during the select date range.

Detail Page Views

A Detail Page View (DPV) occurs when a user lands on and views a product’s specific detail page on a marketplace (e.g., Amazon, Walmart.com) after interacting with an advertisement. This metric is crucial for understanding how effectively ads drive potential customers to product information.

Detail Page Views Clicks

Detail Page View Clicks, within the context of Amazon DSP, specifically represents the number of times a user landed on and viewed a product’s specific detail page on Amazon after clicking directly on an Amazon DSP advertisement. This metric attributes product detail page visits specifically to a user’s direct engagement (a click) with an ad, providing insight into the effectiveness of your campaigns in driving direct traffic and consideration. Note that a single customer might generate multiple Detail Page Views if they return to the page later without closing their browser, even if they only clicked the ad once initially.

Add to List

Add to List tracks the number of times a user adds a product to a wishlist, registry, or other saved list after interacting with an advertisement. While not a direct purchase, this indicates sustained interest and potential future conversion, especially for products with longer consideration cycles.

Add to Cart

Add to Cart tracks the number of times a user adds a product to their online shopping cart after interacting with an advertisement. This action is a strong indicator of purchase intent and provides insight into the effectiveness of ads in driving consumers closer to conversion.

Ad Orders

Ad Orders represents the total number of individual orders placed for products directly attributable to advertising campaigns run through Ignite. This metric is a direct measure of the sales volume generated by your advertising efforts on marketplaces.

Ad Units Sold

Ad Units Sold represents the total quantity of individual products (units) purchased in orders directly attributable to advertising campaigns run through Ignite. This metric provides a granular view of the volume of products sold as a result of your advertising on marketplaces.

Ad Sales

Ad Sales represents the total revenue generated from the sale of products directly attributable to advertising campaigns run through Ignite. This metric reflects the monetary value of purchases driven by your advertising efforts on marketplaces.

New to Brand Ad Orders

New to Brand Ad Orders counts the number of orders placed by customers who have not purchased products from your brand on Amazon within the last 12 months, where the order is directly attributable to an advertising campaign run through Ignite. This metric is specifically available for Amazon Sponsored Brands, Sponsored Display, and DSP campaigns. It is a key indicator for assessing the effectiveness of your advertising in acquiring entirely new customers for your brand and expanding your customer base on Amazon.

New to Brand Ad Units Sold

New to Brand Ad Units Sold represents the total quantity of individual products (units) purchased by customers considered “new to brand” by Amazon’s 12-month lookback window. These units must be in orders directly attributable to advertising campaigns run through Ignite (specifically Amazon Sponsored Brands, Sponsored Display, and DSP). This metric provides a granular view of new customer acquisition at the product level, highlighting which products are successfully attracting new buyers via advertising.

New to Brand Ad Sales

New to Brand Ad Sales represents the total revenue generated from sales to customers who are classified as “new to brand” by Amazon (i.e., they have not purchased from your brand on Amazon within the last 12 months). These sales must be directly attributable to advertising campaigns run through Ignite (specifically Amazon Sponsored Brands, Sponsored Display, and DSP). This metric highlights the direct financial impact of your advertising efforts in acquiring new customers and expanding your market share on Amazon.

ACOS (Advertising Cost of Sale)

ACOS is a key profitability metric that measures the efficiency of your advertising spend. It is calculated as:

$$\text{ACOS} = \frac{\text{Ad Spend}}{\text{Ad Sales}} \times 100\%$$

A lower ACOS indicates that your advertising is generating more sales for less cost.

CCR (Click Conversion Rate)

CCR measures the percentage of users who complete a desired action (e.g., make a purchase, add to cart, fill out a form) after clicking on an advertisement. In the context of Retail Media and product sales, it is most often calculated as the percentage of clicks that result in an order.

$$\text{CCR} = \frac{\text{Ad Orders}}{\text{Clicks}} \times 100\%$$

This metric is crucial for understanding how effectively your ads convert user interest (clicks) into valuable outcomes.

CPA (Cost Per Acquisition)

CPA measures the average cost to acquire a single customer or achieve a specific conversion event (e.g., an Ad Order). It is calculated as:

$$\text{CPA} = \frac{\text{Ad Spend}}{\text{Ad Orders}}$$

CPC (Cost Per Click)

CPC measures the average cost you pay for each click on your advertisements. It is calculated as:

$$\text{CPC} = \frac{\text{Ad Cost}}{\text{Clicks}}$$

CPM (Cost Per Mille / Cost Per Thousand Impressions)

CPM measures the cost you pay for one thousand impressions of your advertisement. It is calculated as:

$$\text{CPM} = \frac{\text{Ad Cost}}{\text{Impressions}} \times 1000$$

CTR (Click-Through Rate)

CTR measures the percentage of people who click on your ad after seeing it. It indicates the effectiveness of your ad creative and targeting in generating user engagement. It is calculated as:

$$\text{CTR} = \frac{\text{Clicks}}{\text{Impressions}} \times 100\%$$

ROAS (Return on Ad Spend)

ROAS is a key performance marketing metric that calculates the revenue generated for every dollar spent on advertising. It is a direct measure of advertising campaign profitability. It is calculated as:

$$\text{ROAS} = \frac{\text{Ad Sales}}{\text{Ad Spend}}$$

A ROAS of 4, for example, means that for every $1 spent on advertising, $4 in sales revenue was generated.

vCPM (Viewable Cost Per Mille / Viewable Cost Per Thousand Impressions)

vCPM measures the cost you pay for one thousand viewable impressions of your advertisement. A viewable impression is counted when at least 50% of your ad is on screen for at least one second (for display ads) or two consecutive seconds (for video ads). This metric is a more accurate representation of an ad’s true cost, as it only accounts for impressions that users have a real opportunity to see.

$$vCPM = \frac{Ad\;Cost}{Viewable\;Impressions} \times 1000$$