Metrics Glossary

This page provides a detailed overview of the key metrics tracked and analyzed within the Addressable platform. These metrics offer insights into user behavior, marketing performance, and technical attributes related to your campaigns and traffic.

Categories of metrics

Our metrics are divided into six categories:

1. Marketing: Metrics focused on campaign performance and marketing channel attribution (e.g. "Conversion Rate", "Marketing Channel").

2. User Attributes: Metrics related to user demographics and engagement (e.g. "Is Engaged Session", "Country").

3. Technical Attributes: Metrics capturing technical details of user sessions (e.g. "Platform", "Browser Type").

4. Web3: Metrics specific to blockchain interactions (e.g. "Wallet Address", "Blockchain Name").

5. Attribution Fields: Metrics from the mid-attribution engine that identify traffic sources and campaign parameters (e.g. "First Session Source", "Session Referrer").

6. Addressable Pixel Custom Properties: Metrics defined by you as properties for custom events in Google Tag Manager using our pixel. (See Custom Events for further details)

Description of metrics

Metric Name	Description
Connected Wallets	Number of users who connected their wallet in the selected date range as automatically identified by the pixel.
Conversions	Number of converted users within the selected date range. Visit Event Manager screen to review what qualifies as a conversion event.
Conversion Rate	Number of converted users divided by the total engaged users who visited during the selected date range.
Engaged Users	Number of users who visited your website or app and interacted with your content for at least 30 seconds, excluding identified bots.
Domain	The domain name of your visited website on which the pixel is installed.
URL Path	The specific path of the URL visited on the domain.
Event Name	The name of the event triggered during the session as configured in Google Tag Manager and tracked by the pixel.
Session Referrer	The source of traffic (e.g., referring domain) for the session, categorized under attribution fields.
Language	The detected language of the user, categorized under user attributes.
Browser Type	The type of browser used during the session, categorized as a technical attribute.
OS	The operating system of the user's device, categorized as a technical attribute.
Device Family	The type of device used (e.g. Desktop, Mobile, Tablet), categorized as a technical attribute.
Country	The country of origin of the user, categorized under user attributes.
First Session Source (utm_source)	The source (e.g., Google, Facebook) of the user's first session, as captured by UTM source parameter.
First Session Medium (utm_medium)	The type of traffic (e.g., CPC, organic) for the user's first session, as captured by UTM medium parameter.
First Session Campaign (utm_campaign)	The campaign name associated with the user's first session, as captured by UTM campaign parameter. Note that Addressable internal campaigns are stated under the "campaign name" metric.
First Session Searched Term (utm_term)	The search term used by the user to arrive at the website during their first session, as captured by UTM term parameter.
Session Ad Content (utm_content)	The specific ad content clicked during the session, as captured by UTM content parameter.
Blockchain	The blockchain network (e.g., Ethereum, Polygon) associated with the user's wallet as extracted by the pixel.
Is Conversion	Indicates whether the session resulted in a conversion event.
First Session Marketing Channel	The marketing channel associated with the user's first session, categorized under attribution fields.
Is Engaged Session	Indicates whether the session met engagement criteria, where the user interacted with your content for at least 30 seconds, excluding identified bots.
Marketing Channel	The attributed marketing channel for the session, categorized under marketing.
Source (utm_source)	The attributed source of the traffic for the user, categorized under marketing.
Medium (utm_medium)	The attributed medium of the traffic for the user (e.g., CPC, organic), categorized under marketing.
Campaign (utm_campaign)	The attributed campaign of the traffic for the user, categorized under marketing.
Searched Term (utm_term)	The attributed search term for the user, categorized under marketing.
Referrer	The referring URL attributed to the user, as determined by the attribution engine, categorized under marketing.
Display Inventory Domain	The domain of the website hosting the display ad, categorized as a technical attribute.
URL Query String	The query string parameters in the URL visited, categorized as a technical attribute.
Addressable Campaign Name	The name of the campaign within Addressable, categorized under marketing.
Is Wallet Owner	Indicates whether the user owns a blockchain wallet, even if not connected to your website, categorized under user attributes.
Social Network	The social network platform (e.g., Twitter, Facebook) associated with the session traffic source, categorized under marketing.
Wallet Provider	The wallet provider used by the user, (e.g MetaMask, Fantom) , categorized under Web3.
Advertiser Network	The advertising platform (e.g., Adform, Google) responsible for driving the user, categorized as a technical attribute.
Addressable Campaign ID	The unique identifier of the campaign within Addressable, categorized as a technical attribute.
Is Wallet Connected	Indicates whether the user's wallet was connected during the attribution window, categorized under marketing.
Display Banner	The banner used in a display ad, categorized as a technical attribute.
Platform	The platform used (e.g., desktop, mobile) during the session, categorized as a technical attribute.

Note: Trends are calculated by comparing your selected timeframe to the preceding timeframe.