Glossary¶
A¶
Ad Format
The structure or layout of an advertisement, such as static ads or video ads.
Ad Group (Ad Set)
A collection of ads within a campaign that share the same targeting criteria and budget.
Ad Type
The specific category or style of an ad, such as display, video, or native ads.
Attribution Metrics
Metrics used to determine how different marketing touchpoints contribute to conversions or other key actions.
Awareness Metrics
Metrics that measure the effectiveness of marketing efforts in generating awareness and interest in a product or brand.
B¶
Brand Health Metrics
Metrics that assess the overall health and perception of a brand, including aspects such as brand sentiment and brand equity.
C¶
Campaign
A coordinated series of marketing activities aimed at achieving specific goals, such as promoting a new game or feature.
Channel
The medium through which marketing messages are delivered, such as gaming websites or social media platforms.
Creative (Ad)
The actual content of the advertisement, including the visual and textual elements.
CR% (Conversion Rate)
The percentage of users who complete a desired action, such as making a purchase or signing up for a newsletter, compared to the total number of users exposed to the ad.
D¶
DLC Installs
The number of installs of downloadable content (DLC) for a game.
Estimated CPI
The estimated cost per install of a game, calculated based on various data sources and predictive models.
E¶
eCPI
Effective Cost Per Install; the average cost incurred to acquire a user who installs a game, adjusted for various factors.
Event Timestamp
The specific time at which an event or action, such as a user interaction or conversion, occurs.
F¶
G¶
GCP
Google Cloud Platform; a suite of cloud computing services offered by Google for building, testing, and deploying applications.
H¶
Hybrid Cloud
A computing environment that combines private and public cloud services to provide greater flexibility and optimization.
I¶
Influencer / Streamer Analytics Metrics
Metrics related to the performance and impact of content created by influencers or streamers, such as engagement rates and audience reach.
IP Address
A unique string of numbers separated by periods (IPv4) or colons (IPv6) that identifies a device on a network.
J¶
K¶
L¶
M¶
Markov Chain
A statistical model used to predict future events based on the probabilities of previous events, often applied in attribution modeling.
Marketing Mix Modelling
A statistical technique used to estimate the impact of various marketing activities on sales and other business outcomes.
Measured Installs (from Steamworks UTM Analytics)
The number of installs tracked through Steamworks' UTM parameters, used to measure the effectiveness of marketing campaigns.
Media Metrics
Metrics that assess the performance of media placements, including impressions, clicks, and engagement rates.
Modeled Installs
Estimates of the number of installs based on predictive models, which may use historical data and other variables.
N¶
O¶
P¶
Platform
The system on which a game is played, such as PC, PlayStation or Xbox.
Q¶
R¶
ROAS (Return on Ad Spend)
A metric that measures the revenue generated from advertising campaigns relative to the amount spent on those campaigns.
S¶
Strategy
The overall plan or approach used to achieve marketing objectives, including the selection of audiences, channels, targeting, and creative elements.
Storefront
The digital marketplace where a game or application is sold, such as Steam, PSN, Microsoft Store or eShop.
Steam Wishlist
A feature on Steam that allows users to save games they are interested in and receive notifications about their release or discounts.
Steamworks Metrics
Metrics provided by Steamworks, the set of tools and services used by developers to manage their games on Steam.
T¶
Target
The specific demographic or behavioral characteristics that a marketing campaign aims to reach.
Target Audience
The group of consumers that a marketing campaign is designed to engage, based on their interests, demographics, and behavior.
Targeting
The process of identifying and reaching specific segments of the audience that are most likely to respond to a marketing message.
U¶
Unified Marketing Measurement
A comprehensive approach to measuring and analyzing marketing performance across various channels and touchpoints.
User ID
A unique identifier assigned to each user to track their interactions and activities across different platforms and services.
UTM
Urchin Tracking Module; parameters added to URLs to track the performance of marketing campaigns in web analytics.
V¶
W¶
Web Analytics Metrics
Metrics used to evaluate the performance of a website, including metrics such as page views, session duration, and bounce rate.
Web Conversions
The number of completed actions on a website that align with marketing goals, such as purchases or sign-ups.