Metrics Library
This document provides the definitions, formulas, and explanations behind each metric on the Pixel dashboard.
Platform metrics
This section describes metrics received by Triple Whale from platforms like Facebook, Google, and others.
Full Name | Short Name | Description |
Ad Spend | Spend | Channel's reported Ad Spend |
CV | CV | Channel's reported Conversion Value |
ROAS | ROAS | Channel's reported Return On Ad Spend |
Purchases | Purchases | Channel's reported Number of Purchases |
Clicks | Clicks | Channel's reported Clicks |
Impressions | Impressions | Channel's reported Impressions |
CPC | CPC | Channel's reported Cost per Click |
CTR | CTR | Channel's reported Click Through Rate (All Clicks) |
CPM | CPM | Channel's reported Cost Per Mille (cost per 1000 impressions) |
CPA | CPA | Channel's reported Cost Per Acquisition |
Average Order Value | AOV | Channel's reported Average Order Value |
All CV | All CV | Channel's reported All Conversion Value (Google only) |
All Purchases | All Purchases | Channel's reported All Conversions (Google only) |
Outbound Clicks | OB Clicks | Channel's reported Outbound Clicks (Facebook only) |
1 Day View CV | 1D CV | Channel's reported 1-day view Conversion Value (Facebook only) |
Thumb Stop View (3sec Video View) | TSV (3s VV) | Channel's reported 3 seconds Video View (Facebook and Google only) |
Thumb Stop View (6sec Video View) | TSV (6s VV) | Channel's reported 6 seconds Video View (TikTok only) |
Total Video View | TVV | Channel's reported Total Video View |
Thumb Stop Ratio | Thumb Stop Ratio | Channel's reported Thumb Stop Ratio |
Pixel metrics
This section describes metrics collected by the Triple Whale Pixel.
Facebook-specific information
Facebook-specific information
Triple Attribution + Facebook Views model adds Facebook-reported View-Through Purchases and Conversion value to Pixel Purchase and Pixel Conversion metrics, New Customer versions of these metrics and their derivatives (Pixel ROAS, etc.)
Meta Shop Purchases and Conversion values are added to Pixel Purchase and Pixel Conversion metrics and their derivatives but not to New Customer versions of these metrics.
Full Name | Short Name | Description | Formula |
Pixel ROAS | ROAS | Triple Whale pixel's reported Return On Ad Spend | Pixel CV / Spend |
Pixel NC ROAS | NC ROAS | Triple Whale pixel's reported New Customer Return On Ad Spend | Pixel NC CV / Spend |
Pixel Purchases | Purchases | Triple Whale pixel's reported Purchases |
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Pixel New Customer Purchases | NCP | Triple Whale pixel's reported New Customer Purchases |
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Pixel CV | CV | Triple Whale pixel's reported Conversion Value |
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Pixel New Customer CV | NCV | Triple Whale pixel's reported New Customer Conversion Value |
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Pixel Sessions | Sessions | Triple Whale pixel's reported Sessions (all customers' page views) |
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Pixel Unique Visitors | Unique Visitors | Triple Whale pixel's reported Visitors (unique) |
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Pixel Cost Per Visitors | CPV | Triple Whale pixel's reported Cost Per Visitors | Spend / pixel Unique Visitors |
Pixel New Visitors | NV | Triple Whale pixel's reported New Visitors |
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Pixel Cost Per New Visitors | Cost NV | Triple Whale pixel's reported Cost Per New Visitors | Spend / Pixel New Visitors |
Pixel Unique Add To Carts | ATC | Triple Whale pixel's reported Add to Carts from unique customers |
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Pixel Cost Per Add to Cart | Cost ATC | Triple Whale pixel's reported Cost Per Add to Cart | Spend / Pixel Unique Add To Carts |
Pixel CPA | CPA | Triple Whale pixel's reported Cost per Acquisition | Spend / Pixel Purchases |
Pixel New Customer CPA | NC CPA | Triple Whale pixel's reported New Customer Cost per Acquisition | Spend / Pixel NC Purchases |
Pixel Average Order Value | AOV | Triple Whale pixel's reported Average Order Value | Pixel CV / Pixel Purchases |
Pixel New Customer AOV | NC AOV | Triple Whale pixel's reported New Customer Average Order Value | Pixel NC CV / Pixel NC Purchases |
Pixel Conversion Rate | CR | Triple Whale pixel's reported Conversion Rate (Purchases / Sessions) | Pixel Purchases / Pixel Unique Visitors |
Pixel New Customer Conversion Rate | NC CR | Triple Whale pixel's reported New Customer Conversion Rate (Purchases / Sessions) | Pixel NC Purchases / Pixel New Visitors |
Pixel Email Sign Up | Email SU | Triple Whale pixel's reported Email Sign Ups |
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Pixel Cost Per Email Sign Up | Cost SU | Triple Whale pixel's reported Cost Per Email Sign Up | Spend / Pixel Email Sign Up |
Pixel Email Sign Up Rate | Email SUR | Triple Whale pixel's reported Email Sign Up Rate | Pixel Email Sign Up / Pixel Unique Visitors |
Pixel Cost of Goods | COGS | Triple Whale pixel's reported Cost of Goods |
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Pixel New Customer Cost of Goods | NC COGS | Triple Whale pixel's reported New Customer Cost of Goods |
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Pixel Profit | Profit | Triple Whale pixel's reported Profit | Pixel Conversion Value - COGS - Ad Spend |
Pixel Conversion Value Delta | CVD | Triple Whale pixel's reported Conversion Value Delta | Pixel CV - Channel CV |