Just below the timeline in the "Overview" menu, is a set of KPIs allowing you to understand your media performance in detail:
The KPIs are:
1. Media Investment: a summary of the total media investment for the selected period in the timeline above the KPIs.
2. Media Generated Effect: a summary of the total media generated effect, usually sales, for the selected period in the timeline above the KPIs.
3) Media Generated Profit: the media generated profit from the total media generated effects, for the selected period in the timeline above the KPIs. This can be a representation of profit margin, customer lifetime value (CLV), or any other representation of value per sale delivered in the data for the model. This is calculated as "media generated effect" X "value per sale".
4) Cost per Action: also know as Customer Acquisition Cost (CAC), is the average media cost for generating one sale, for the selected period in the timeline above the KPIs. This means the average media investment per sales generated. This is calculated as "Media investment" divided by "Media Generated Effect".
5) Media Profit-ROI: this is the media ROI, or the Media-Profit-to-Media-Investment ratio, for the selected period in the timeline above the KPIs. This is calculated as "Media Generated Profit" divided by "Media Investment". As such, the ROI is an expression of how efficient your media investment was. It's worth noting, that an ROI of between 0 and 1, means your net profit on your media investment was actually negative (loss), whereas any ROI above 1 means that your investment was profitable. It's also worth noting, that it should not be a target to have as high an ROI as possible, as this means that you could actually have been more profitable, had you spend more money (far from saturation). The most efficient ROI typically ranges from between 1.5 and 2.5.
5. Total Subscribers: is the total sales generated by the whole company (not just the media generated sales), for the selected period in the timeline above the KPIs. This shows all contributing sales drivers, that comprises your total sales. These drivers can contribute both positively and negatively (lost potential sales) to your total sales.
Each of the KPIs hold some other information, additional to the main KPI:
1. Benchmarking index vs. previous period: this shows the benchmarking of the KPI for the current selected period, vs. the same previous period. Example: your media investment for all of the selected period of May, is benchmarked against the previous 31 days (as there are 31 days in May).
(Benchmarking metrics are only available, if the selected timeline period is fully populated with actual data, and if there exists a similar previous period to the selected, that is fully populated with actual data)
2. Benchmarking arrow vs. previous period: this is represented by an arrow, showing whether the KPI metric for the selected period is higher, the same or lower than the same previous period. Please note: an arrow going up cannot necessarily be interpreted as positive (e.g. a higher cost per action isn't usually positive) and an arrow going down cannot necessarily be interpreted as negative (e.g. a lower cost per action is actually positive).
(Benchmarking metrics are only available, if the selected timeline period is fully populated with actual data, and if there exists a similar previous period to the selected, that is fully populated with actual data)