Pages tagged "measurement"

4 pages tagged with measurement. ← all tags

• Engaged-View Conversions (EVC): Why YouTube ROAS Reads Too High EVC credits a conversion when someone watches a YouTube ad without clicking, then buys within the window. It sits inside the main Conversions column — the reason YouTube reports can show more conversions than clicks and inflated ROAS.
• Share of Model — The AI-Search Competitive Dimension Share of Model measures how often AI systems (ChatGPT, Claude, Gemini, Perplexity) reference your brand vs. competitors when answering category questions. Parallel to Share of Voice at the traditional-media layer. The competitive dimension that didn't exist in 2024 but is now material: ChatGPT holds ~79% of generative AI web traffic; AI Overviews appear in 89% of brand searches; sector concentration is extreme (Apple = 54.38% mention share in consumer electronics). For non-dominant brands, specialization is the only path.
• Multi-Touch Attribution (MTA): What It Is and Why It's Now a Tactical Tool, Not Ground Truth MTA splits conversion credit across the touchpoints in a customer journey. ATT and cookie loss degraded it — so in 2026 it's a tactical signal, triangulated with MMM and incrementality.
• Behavioral-Profile Fingerprinting — The Ratio-Based Measurement Framework for Organic Content Volume-only metrics collapse important distinctions. Four behavioral ratios (save/like, share/like, comment/like, follower/profile-view) characterize content output by behavioral profile rather than just reach. The framework converts content measurement from view-counting into deliberate behavioral-profile design.