Knowledge Base         


What do all these stats and abbreviations mean?


This article describes the stats and abbreviations that you see for your ClickMagick Campaigns, Tracking Links and Rotators. Select the tab that corresponds to the feature you are using to learn more:

 
 
Visitors    The number of unique visitors for your campaign. If the same person visits your campaign 5 times that would register as only 1 unique visitor. Tracking unique visitors is critical for generating accurate stats.
 
 
CPC   Cost per Click. This is how much you’re paying for your traffic, expressed in terms of Cost Per Click. You’ll only see something here if you’ve entered cost data for your traffic link.
 
 
EPC   Earnings per Click. This is pretty much the “gold standard” for measuring the profitability of an offer. You’ll only see something here if you are tracking conversions AND you enter cost data. Keep in mind the EPC value is computed using the the number of UNIQUE visitors, not the total number of times someone entered your campaign. You should think of this value as the “earnings per unique visitor.”
 
 
Ad Spend   This is the total cost or ad spend for the time period selected, based on your traffic link settings. This will be blank if you’re not using one of several methods to track your costs.
 
 
Revenue   This is the total revenue generated for the time period selected. This will be blank if you’re not tracking your sales or sales amounts.
 
 
Profit   Net Profit. This is your total Revenue minus your total cost (Ad Spend).
 
 
ROAS   Return On Ad Spend. This is simply revenue divided by cost, and it shows exactly how much revenue you generate for every dollar spent.
 
 
ROI   Return on Investment. This is your Profit divided by Ad Spend. Again you’ll only see something here if you’re tracking conversions with a revenue component AND you enter traffic cost. If your ROI looks unusually high, check that you’ve entered your Ad Spend data if you’re entering it manually.
 
 
AOV   Average Order Value. This is the average revenue generated by each new Customer in the first 24 hours. If you’re running paid ads this is an extremely useful metric because it tells you exactly how much you can afford to spend to acquire a new customer with going “into the red.”
 
 
Actions   This can be whatever type of non-sale conversion you want to track such as opt-ins or leads. You’ll only see something here if you’ve set up conversion tracking using the Website Code Builder and get at least one conversion.
 
 
ACR   Action Conversion Rate. This is the number of unique actions divided by unique visitors, expressed as a percentage, e.g. 36.8%. See note below for more information.
 
 
CPA   Cost per Action. This is how much you’ve paid for each Action. You’ll only see something here if you’re tracking actions and you’ve entered Ad Spend data.
 
 
EPA   Earnings per Action. This number shows how much Revenue you’ve made per Action.
 
 
Engaged   Engagements. Can be used to track anything you want, such as a webinar registration or making it to a checkout page. You’ll only see something here if you’ve set up engagement tracking using the Website Code Builder and get at least one engagement.
 
 
ECR   Engagement Conversion Rate. This is the number of unique engagements divided by the number of unique visitors. See note below for more information.
 
 
CPE   Cost per Engagement. This is how much you’ve paid for each Engagement. You’ll only see something here if you are tracking engagements and you’ve entered Ad Spend data.
 
 
EPE   Earnings per Engagement. This number shows how much Revenue you’ve made per Engagement.
 
 
Customers   This is the number of unique visitors who have bought something from you and become a Customer.
 
 
SCR   Sales Conversion Rate. This is simply the number of unique sales divided by the number of unique Customers expressed as a percentage, e.g. 3.2%. See note below for more information.
 
 
CPS   Cost per Sale. This is how much you’ve paid for each unique sale. You’ll only see something here if you are tracking sales and you’ve entered Ad Spend data
 
 
LTV   Lifetime Value of a Customer. This is the average amount of money each new customer is worth to you. Technically it’s your total revenue divided by the number of unique customers.

The LTV value is for the lifetime value of a Customer. The AOV value shows the value for the first 24 hours of a Customer.
 
   
 
Note: Because conversion rates are so important, when calculating your ACR, ECR and SCR the system does a few extra checks to make these as accurate as possible.

The main thing is that these ratios are calculated based on UNIQUE actions and unique sales, so the conversion rates shown are not always simply the Actions, Engaged or Customers stat divided by the number of unique Visitors.

For example, you might have 100 unique visitors and 30 opt-ins showing as Actions …

But if the system detects 1 of the opt-ins is a duplicate (because the user deleted their cookies or you were testing your own links, etc. it will use 29 opt-ins when calculating your ACR and it’ll show 29% instead of 30%.

The reason we show the total number of opt-ins for your Actions stat, even if there are a few duplicates, is to more closely match up with the stats from other services you might be using, such as an autoresponder service, etc.)


 
 
TC    Total number of clicks your tracking link has received.
 
UC   Unique clicks your link has received. If the same person clicks your link 5 times that would generate 5 total clicks, but only 1 unique click.
 
FC   Flagged Clicks are “bot” or otherwise suspicious clicks that have been separated from and not included in your primary stats, in order to keep your conversion rates and other stats as accurate as possible. To learn more about flagged clicks, and how to control which potentially “bad” clicks are flagged or blocked, see What’s the difference between click flagging and blocking?
 
A   Actions. This can be whatever type of non-sale conversion you want to track such as opt-ins or leads. You’ll only see something here if you set up conversion tracking and get at least 1 conversion.
 
ACR   Action Conversion Rate. This is the number of unique actions divided by unique clicks, expressed as a percentage i.e. 36.8%. See note below for more information.
 
E   Engagements. Can be used to track anything you want such as a webinar registration or even just a click on a link. You’ll only see something here if you set up engagement tracking and get at least 1 engagement.
 
ECR   Engagement Conversion Rate. This is the number of unique engagements divided by the number of unique clicks. See note below for more information.
 
S   Sales. You’ll only see something here if you’ve set up conversion tracking and get at least 1 sale. Keep in mind that the totals sales are based on unique visitors. This means, for example, that if one visitor generates 2 sales (perhaps from an upsell), that will show 1 unique sale in your stats, but with the total sales amount increasing with each upsell. In other words, if a visitor buys a $97 product and a $47 upsell, your stats will show one unique sale of $144. This is the standard method for tracking sales, but it may differ from how your affiliate network or some other service counts sales.
 
SCR   Sales Conversion Rate. This is simply the number of unique sales divided by your unique clicks, expressed as a percentage, e.g. 3.2%. See note below for more information.
 
COST   This is the total cost or ad spend for the time period selected, based on your link settings. This will be blank if you’re not using one of several methods to track your costs.
 
CPC   Cost per Click. This is how much you’re paying for your traffic, expressed in terms of Cost Per Click. You’ll only see something here if you’ve entered cost data for your link in the Advanced Settings section.
 
CPA   Cost per Action. This is how much you’ve paid for each Action. You’ll only see something here if you are tracking actions and you’ve entered cost data.
 
CPS   Cost per Sale. This is how much you’ve paid for each sale. You’ll only see something here if you are tracking sales and you’ve entered cost data.
 
REV   This is the total revenue generated for the time period selected. This will be blank if you’re not tracking your sales or sales amounts.
 
NET   Net Profit. This is your total Revenue minus your total Cost.
 
EPC   Earnings per Click. This is pretty much the “gold standard” for measuring the profitability of an offer. You’ll only see something here if you are tracking conversions AND you enter cost data. Keep in mind the EPC value is computed using the the number of UNIQUE clicks, not total clicks. You should think of this value as the “earnings per unique visitor.”
 
ROI   Return on Investment. This is your revenue minus traffic costs, divided by traffic cost. Again you’ll only see something here if you are tracking conversions with a revenue component AND you enter traffic cost.
 
LTV   Lifetime Value of a Customer. This is the average amount of money each new customer is worth to you. Technically it’s your total revenue divided by the number of unique customers.
   
 
Note: Because conversion rates are so important, when calculating your ACR, ECR and SCR the system does a few extra checks to make these as accurate as possible.

The main thing is that these ratios are calculated based on UNIQUE actions and unique sales, so the conversion rates shown are not always simply the number in the A, E or S column divided by the number in the UC column.

For example, you might have 100 unique clicks and 30 opt-ins shown in the A column …

But if the system detects 1 of the opt-ins is a duplicate (because the user deleted their cookies or you were testing your own links, etc. it will use 29 opt-ins when calculating your ACR and it’ll show 29% instead of 30%.

The reason we show the total number of opt-ins in the A column, even if there are a few duplicates, is to more closely match up with the stats from other services you might be using, such as an autoresponder service, etc.)


 
 
TC    Total number of clicks your rotator link has received.
 
UC   Unique clicks your rotator link has received. If the same person clicks your link 5 times that would generate 5 total clicks, but only 1 unique click.
 
FC   Flagged Clicks are “bot” or otherwise suspicious clicks that have been separated from and not included in your primary stats, in order to keep your conversion rates and other stats as accurate as possible. To learn more about flagged clicks, and how to control which potentially “bad” clicks are flagged or blocked, see What’s the difference between click flagging and blocking?
 
BC  
This is the number of clicks that have been routed to your Rotator’s Backup URL.
 




Article 1 Last updated: 05/15/2020 11:31:23 AM
https://www.clickmagick.com/kb/?article=1