Formulas

Notes

• Search Lost IS (budget) is a single metric, do not multiply Budget by Search Lost IS.

Ecommerce

• ATC Rate: Adds to cart / Link Clicks

Google & Bing

• Total Impressions Eligible For (Search): Impressions / Search IS
• Daily Budget Needed to Minimize Search Lost IS (budget): (Total Impressions Eligible For * Search Lost IS (budget) * CTR * CPC) / days in period

Universal

• Hook rate: 3 Second Video Plays / Impressions
• Hold Rate: 95% Video Plays / 3 Second Video Plays
• 25% Video Play Rate: 25% Video Plays / Impressions
• 50% Video Play Rate: 50% Video Plays / Impressions
• 75% Video Play Rate: 75% Video Plays / Impressions
• 95% Video Play Rate: 95% Video Plays / Impressions
• 100% Video Play Rate: 100% Video Plays / Impressions
• CRSS Rate: (Post Comments + Post Reactions + Post Saves + Post Shares) ÷ Impressions
• Repeat Play Rate: 50% Video Plays / Reach