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.
Our metrics are divided into six categories:
Marketing: Metrics focused on campaign performance and marketing channel attribution (e.g. "Conversion Rate", "Marketing Channel").
User Attributes: Metrics related to user demographics and engagement (e.g. "Is Engaged Session", "Country").
Technical Attributes: Metrics capturing technical details of user sessions (e.g. "Platform", "Browser Type").
Web3: Metrics specific to blockchain interactions (e.g. "Wallet Address", "Blockchain Name").
Attribution Fields: Metrics from the mid-attribution engine that identify traffic sources and campaign parameters (e.g. "First Session Source", "Session Referrer").
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)
| Metric Name | Description |
|---|---|
Note: Trends are calculated by comparing your selected timeframe to the preceding timeframe.
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.