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AMetric definitions
Plain-English definitions for every metric in 3.2. Read every one against a baseline wherever a comparison is possible.
Stream
Brand segment reach and viewing
The number of viewers still watching when the brand segment starts, and how much of the segment they watched. Read it from the retention curve at the brand’s timestamp. For live streams, use the viewer count at that moment. Where the brand runs through the whole video, the segment is the whole video.
Brand uplift study (upgrade)
A platform-run survey comparing people who saw the content with people who didn’t, on awareness, consideration and preference. It also picks up future demand. Needs a media partner.
Cost per segment view
Total creator cost divided by the number of viewers who reached the brand segment. Compared only with other creators.
Scroll
Resonance
Weighted engagement on the branded post divided by the same weighted score for the creator’s median post. Shares and saves weigh most; comments count only when relevant to the product, with sentiment reported alongside. Full definition in 3.2.
Unique reach
The number of distinct people reached across all creators, with duplicates removed. It can never exceed the market’s online population.
Cost per engagement / cost per share
Total creator cost divided by raw engagements, and by shares. Compared only with other creator activity. Shares need creator-authorised insights.
Search
Branded search lift
The change in searches for the brand or product name during and after the campaign, against the same period before it. Sources include Google Trends, Search Console and in-app search data where available.
Target query presence
For three to five target questions set in the brief, whether creator posts appear in the top results on TikTok, YouTube and Google. Checked at launch, then at 7 and 30 days.
Organic search traffic (upgrade)
Visitors arriving at the brand’s site from Google or other search engines, during and after the campaign, against the period before. Needs site analytics.
AI answer presence (upgrade)
For a fixed list of questions, whether the brand is named in AI answers (ChatGPT, Gemini, Google’s AI Overviews), checked before and after. Needs tooling.
Shop
Attributable sales
Sales tracked to creators through codes, links or a pixel. A floor, not the full effect: links under-count and codes over-count.
Creator traffic conversion
The percentage of creator-referred visitors who buy, compared with the site average. Also used for ads with and without creator content.
Retailer sell-through (upgrade)
The change in store sales for the period, where retailers share the data.
Direct and referral traffic (upgrade)
Visitors who reach the brand’s site by typing the address or from another site, during and after the campaign, against the period before. Creator traffic from inside TikTok and Instagram often shows up as direct, so a lift here is often creator impact nothing else captures. Needs site analytics.
CPA and ROAS trend
Cost per acquisition, and return on ad spend tracked across campaigns as the creator mix is refined.
Conversion rate (CVR)
The percentage of site visitors who buy. For brands selling online, compare site-wide conversion during and after the campaign with the period before, and product pages with and without creator content. Great creator content should lift it. Needs site analytics.