This article is a deep dive into the various statistics, metrics, and terminology that are key to WTB reporting.
Basic Terminology
Term | Definition | Example |
Account |
The parent company contracted for Where to Buy. A single account may have many brands and countries within it. A user may only belong to one account at a time, and a user registered to one account may not see any other account's data. In some rare cases, a brand or country may have requested their own separate account. |
"Mattel" is the parent Where to Buy account. "Barbie" and "Hot Wheels" are brands under that account. |
Campaign |
A digital marketing effort, tracked through WTB. Campaigns can drive customers back to a brand's website, to a shoppable landing page, or directly to a Retailer's website. Technically, a Campaign is defined by a set of URL parameters and values - each unique combination of values is considered a "campaign". |
Campaign #1: Campaign #2:
Campaign #3: |
Country | In WTB context, Country refers to the country of the website that launched the WTB Module. |
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Dashboard |
Each of the main Insights360 tabs is referred to as a "dashboard". |
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Filters | The topmost section of each Insights 360 dashboard. Each Filter is a menu that can be used to pivot the data on the dashboard or to zoom in on specific items for deeper analysis | |
In-Network |
A label that defines Retailers who have a sales data-sharing relationship with PriceSpider. |
Amazon (US), Home Depot (US), Otto (DE), Very (UK), and many more! |
Local Retailer | A Retailer who provides brick & mortar shopping experiences for shoppers | |
Local Store | A physical/brick & mortar shopping location | |
Module |
A WTB instance created by the PriceSpider Implementation team and provided to a brand for use on their website or in their digital marketing. Modules may be designed with a specific brand in mind, or they may include many brands, products, and countries. A brand may use multiple Modules on their website. |
Types of Modules:
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Product |
An item provided to PriceSpider by a brand for tracking, crawling, and WTB services. Products are represented by a variety of attributes including SKU, Product Name, Product Image, UPC, etc. |
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Product Category | The Category assigned to a Product via a brand's Product Feed | "Appliances > Washing Machines" |
Product Name | The Name assigned to a Product via a brand's Product Feed | |
Product Group | The Product Group assigned to a Product via a brand's Product Feed | "US Appliances" |
Retailer | Providers of the buying options presented in a WTB Module. Each Retailer is unique to a Country. | "Amazon (France)" and "Amazon (Canada)" are separate Retailers. |
SKU |
"Stock Keeping Unit" In WTB context, the term 'SKU' is used to represent the primary identifier for a Product. You can find the SKU values being used to represent your products in your brand's Product Feed. |
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Tile | A visual element on Insights 360 dashboards (the graphs and charts). | |
WTB | A common acronym for "Where to Buy" |
Counting Metrics
Metric | Definition | Technical Details |
Call Store Event |
This event represents a shopper clicking on the 'Call Store' button on a Local Store in a WTB Module. |
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Get Directions Event |
This event represents a shopper clicking on the 'Get Directions' link on a Local Store in a WTB Module. |
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Local Retailer Impression |
This event represents a shopper seeing one or more Local Stores belonging to a Retailer in a WTB Module. |
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Local Store Click |
This event represents a shopper clicking on the 'View Online' link on a Local Store in a WTB Module. |
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Local Store Impression |
This event represents a shopper seeing a particular Local Store in a WTB Module. |
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Purchase |
This event represents a shopper completing a transaction on a Retailer's website, after interacting with a PriceSpider WTB Module or tracking link.
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Purchase Lead |
This event represents a shopper clicking on a Retailer in a WTB Module, leaving the WTB to go to that Retailer's website. By doing so the shopper has demonstrated purchase intent, and the Retailer has gained a Lead that may convert into a Purchase!
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Leads are used as the main metric of comparison across the different dashboards and areas of WTB performance, as their definition does not vary based on module type, installation location,
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Purchase Lead Value |
The value of an individual Lead sent to a Retailer. This measures how much potential Sales each Retailer is receiving as part of the Where to Buy program.
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Retailer Impression |
This event represents a shopper seeing a Retailer in a WTB Module. |
Each Retailer that appeared to the Shopper will receive its own Retailer Impression.
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Sales |
Money spent by Shoppers who completed purchases thru a brand’s Where to Buy program. |
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WTB Impression | This event represents a shopper opening a WTB Module, or performing actions within the Module that cause it to refresh |
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Rate Metrics
Metric | Definition | Formula |
Lead Conversion Rate |
The rate at which shoppers convert from a WTB Impression into a Purchase Lead
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Lead Conversion Rate % = (Unique Purchase Leads - Ad Leads) / Unique Impressions
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Purchase Rate |
The rate at which shoppers complete a Purchase after clicking on a Retailer in a WTB Module.
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Purchase Rate % = Purchases / Unique Purchase Leads |