Table of Contents
Overview
Incrementality measures the uplift in conversion rates customers receive because of their advertising’s effectiveness. Ghost Bidding allows Beeswax customers to measure 'incrementality' without having to pay for control group impressions. The Incrementality Report shows effectiveness of impressions that are shown to the Treatment Group compared to ‘Ghost Impressions’ that are shown to the Control Group. It calculates the incremental lift and other key metrics across Treatment and Control groups; including impressions, conversion, conversion value, and conversion rate. ‘Incremental Lift’ metric calculates the percent (%) difference between the conversion rates for the Treatment and Control groups.Incremental lift is calculated using the formula: Within the Incrementality Report, you can track incrementality by different User ID types; currently the options are: Beeswax customers must use the User ID metrics that align with the ‘Ghost Bidding User ID Type’ selected on the line item. Failure to do so may result in inaccurate test results. For each group (Treatment & Control) Beeswax customers can see the following:
(Treatment group conversion rate – Control group conversion rate) / Control group conversion rate
Note: Incrementality Report only supports line items that use Beeswax Attribution. Post-back attribution, including in-app, will not be supported as Beeswax receives pre-attributed conversion via this method.
Dimensions
Fields | Description |
Account ID | Beeswax Account ID |
Account Name | Beeswax Account Name |
Advertiser ID | Beeswax Advertiser ID |
Advertiser Name | Beeswax Advertiser Name |
Advertiser Alternative ID | Customer Advertiser ID |
Campaign ID | Beeswax Campaign ID |
Campaign Name | Beeswax Campaign Name |
Campaign Alternative ID | Customer Campaign ID (Alternative ID field in Buzz) |
Campaign Budget | The overall budget for the campaign in:
|
Campaign Daily Budget | The daily budget cap for the campaign. |
Campaign Budget Type | Budget type applied for the campaign:
|
Campaign Start Date | Start date of the Campaign |
Campaign End Date | End date of the Campaign |
Line Item ID | Beeswax Line Item ID |
Line Item Name | Beeswax Line Item Name |
Line Item Alternative ID | Customer Alternative Creative ID |
Creative ID | Beeswax Creative ID |
Creative Name | Beeswax Creative Name |
Creative Alternative ID | Customer Alternative Creative ID |
Creative Size | Creative Dimensions - Width x Height in pixels |
Dates | YYYY-MM-DD HH:00 |
| Broadcast Month | Broadcast months start on a Monday and end on the last Sunday of the calendar month. The next broadcast month starts at midnight on the Monday that follows. |
Event ID | Beeswax Event ID |
Event Name | Beeswax Event Name |
Attribution Method | Attribution method applied:
|
Ghost Bidding User ID Type | Standard or IP Address |
Measures
Core Measures Fields | Description |
Control Group Impressions | The number of “ghost” impressions viewed by the control group. |
TreatmentGroup Impressions | The number of advertiser’s impressions viewed by the treatment group. |
Measure Fields when selecting "Standard" Ghost Bidding User ID Type
Standard Conversions & Lift Fields | Description |
Incremental Lift | The value showing: (Treatment group conversion rate – Control group conversion rate)/ Control group conversion rate |
Control Group Conversions | The number of conversions attributed to the control group. |
Control Group Conversion Rate | The value showing: Control group conversions/Control group impressions |
Control Group Conversion Order | The number of items purchased as part of the conversion. |
Control Group Conversion Value | This is the default value (in US dollars) that shows the worth of a conversion event to Beeswax customers. This value will only be used if there is no value present in the event tag. |
Treatment Group Conversions | The number of conversions attributed to the treatment group. |
Treatment Group Conversion Rate | The value showing: Treatment group conversions/Treatment group impressions |
Treatment Group Conversion Order | The number of items purchased as part of the conversion. |
Treatment Group Conversion Value | This is the default value (in US dollars) that shows the worth of a conversion event to Beeswax customers. This value will only be used if there is no value present in the event tag. |
Measures Fields when selecting “IP Address” Ghost Bidding User ID Type
IP Conversions & Lift Fields | Description |
IP Incremental Lift | The value showing: (Treatment group conversion rate – Control group conversion rate)/ Control group conversion rate |
IP Control Group Conversions | The number of IP conversions attributed to the control group. |
IP Control Group Conversion Rate | The value showing: Control group conversions/Control group impressions |
IP Control Group Conversion Order | The number of items purchased as part of the conversion |
IP Control Group Conversion Value | This is the default value (in US dollars) that shows the worth of a conversion event to Beeswax customers. This value will only be used if there is novalue present in the event tag. |
IP Treatment Group Conversions | The number of IP conversions attributed to the treatment group. |
IP Treatment Group Conversion Rate | The value showing: Treatment group conversions/Treatment group impressions |
IP Treatment Group Conversion Order | The number of items purchased as part of the conversion |
IP Treatment Group Conversion Value | This is the default value (in US dollars) that shows the worth of a conversion event for you. This value will only be used if there is no value present in the event tag. |