Addressable's dashboard templates provide ready-to-use, customizable tools to quickly access the insights needed to enhance marketing strategies and drive results.
The template gallery provides a selection of out-of-the box dashboards. Simply click on 'Request a Dashboard', and we will customize the selected template to your business and particular points of interest.
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.
The Addressable Attribution Engine is designed to determine the most relevant marketing channel for each tracked user interaction. It processes data from multiple sources, resolves identities across platforms, and classifies traffic into predefined channels using structured rules and prioritization.
This document outlines the logic of the engine and explain how it works.
Addressable employs various tracking methods to monitor user sessions and the events they perform on your website. If individual user tracking is not permitted due to cookie policies or similar restrictions, Addressable calculates a user fingerprint using technical attributes and assigns it to an individual user or group.
The engine resolves user identities across multiple platforms and sessions by using unique identifiers and clustering them to create an AddressableID for the user or group. This process ensures accurate attribution of user interactions, even when they span multiple sessions or devices.
Identity data is carefully mapped to maintain consistent tracking of users. Parameters such as session duration and bounce rate are constructed, enabling the interface to display all events at a distinct user level.
Note: In case tracking is prohibited by your organization policy, please contact your account manager for adjusting the above behavior.
The engine classifies each interaction into one of the predefined marketing channels based on UTM parameters, referrer information, and campaign data (See how classification works)
Direct Traffic: Identified when no UTM parameters or referrer data is present.
Display Advertising: Recognized through specific UTM parameters or using internal mapping in case Addressable Display campaign was used.
Paid Social: Includes traffic from social platforms like X and Reddit, identified via UTM parameters and platform-specific identifiers.
Organic Search: Traffic from search engines without paid advertising.
Paid Search: Traffic from search engines that is a part of a paid campaign with a UTM Term parameter.
Referrals: Traffic from external domains that act as referrers.
Email Marketing: Traffic originating from email campaigns.
Other Campaigns: Captures traffic not fitting the above categories but containing UTM parameters.
Custom logic ensures that traffic misclassified initially (e.g., due to missing UTM parameters) is reassigned to appropriate channels based on referrer data and context.
Note: Customers are responsible for ensuring the correct setup of UTM parameters for accurate tracking and channel mapping. Misclassifications may occur if UTM parameters are used incorrectly.
Note: To accurately map X campaigns created through the system to the Paid Social category, customers must use the correct UTM parameters as recommended by the system during campaign generation.
The engine applies a first-touch attribution model with prioritization rules to determine the most impactful channel for each interaction:
Channels are ranked by relevance (e.g., Paid Social, Display, Paid Search prior to Direct Traffic).
For each user session, the first interaction from a high-priority channel is selected as the attributed channel.
If multiple channels are eligible in a single session, the first channel in selected resolve ties.
In a typical scenario, a user will have multiple sessions, with each session potentially attributed to a different channel. For example, the user journey begins with encountering the brand's landing page during an Organic Social campaign or Organic Search. This often prompts the user to visit the website to learn more about the brand.
However, purchases rarely occur during the first session. Instead, users are likely to return directly to the website in a subsequent session or through another interaction, such as a Display brand awareness campaign or an affiliate referral, before completing their purchase.
Multiple touch-points play a critical role in guiding users down the funnel, and our attribution engine accounts for this behavior. The engine uses a first-touch attribution approach within a 30-day window, classifying the channel through which Addressable first tracked the user.
For example, if a user views a Display Ad as part of a brand awareness campaign, visits the website Directly without taking any action, and then re-engages a week later by clicking on an Organic Social tweet on X, connecting their wallet, and completing a purchase, our attribution engine attributes the conversion to the Display channel.
This approach ensures that the initial point of contact, which plays a crucial role in driving user awareness and engagement, is recognized in the attribution model.
The final output of the engine includes detailed attribution metrics for each user interaction:
Attributed Channel: The primary marketing channel responsible for driving the interaction.
UTM Parameters: Campaign, source, medium, and term details associated with the session.
Referrer: The external site or platform that directed the user to the interaction.
Campaign Details: Specific information about the campaigns, including platform and creative identifiers.
These outputs enable marketers to analyze performance and optimize their campaigns effectively.
Your website or app traffic can originate from various sources. Our Marketing Overview report can help you understand your website traffic sources. To better understand this, it is common to categorize these sources into eight marketing channels:
Traffic that comes from users entering a website’s URL directly into their browser, accessing it via saved bookmarks, or clicking a direct link from outside the browser (e.g. Microsoft Word or an app). Direct traffic often indicates awareness or affinity for the website, making these visitors among the most loyal and engaged. Note: This metric helps assess a website’s brand strength in terms of awareness and demand.
Traffic sent from one website to another via a direct link. This includes visits from affiliates, content partners, direct media buying, or news coverage. Websites receiving significant referral traffic often have strong affiliate strategies or substantial media exposure. Note: Use the referral drill-down in our product to identify which affiliates are driving traffic to your website.
Traffic from unpaid (organic) search engine results, such as Google. Websites generating substantial organic search traffic are likely optimizing for high search rankings (SEO). These visits often come from high-intent users, with engagement rates significantly above average.
Traffic from search ads on platforms like Google or Bing. Websites with significant paid search traffic are investing in advertising to enhance brand awareness and reach relevant audiences. Paid search campaigns target high-intent users, often resulting in higher conversion rates. Note: Use the paid search drill-down in our product to see which keywords drive the most traffic to your website.
Traffic originating from email clients (e.g., Gmail, Yahoo) when users click on links in emails. For instance, traffic from the referring domain "gmail.com" is categorized as email traffic. Websites with substantial email traffic likely maintain a loyal customer base engaged via mailing lists.
Traffic generated from display or video ads served through known ad platforms like DoubleClick or AdForm. Websites with high display ad traffic are leveraging ad budgets to increase brand visibility and attract relevant users. Note: Use the display channel drill-down in our product to identify campaigns driving high-quality traffic to your site.
Traffic from non-paid social media interactions, such as clicks on shared links or content posted on platforms like X or Reddit. Websites with consistent organic social traffic likely have a loyal and engaged community. This traffic is often driven by viral content, such as articles, memes, or images. Note: Use our Marketing Overview report to analyze which social networks drive the most traffic and what type of users engage with your organic social posts.
Traffic from paid ads on social media platforms like X or Reddit. Note: Use our paid social drill-down to identify campaigns that drove relevant users to your site. Analyze audience performance and optimize campaigns for better results.
Addressable classify marketing channels using the following technical attributes:
UTM parameters are five types of URL parameters used by marketers to track the performance of online marketing campaigns across various traffic sources and publishing platforms.
The parameters are:
A referrer is the URL of the web page a user visited immediately before navigating to the current page. In simpler terms, it indicates the source or origin of the traffic that brought a visitor to a specific page.
While UTM parameters must be defined manually by the user, the referrer is automatically populated by the browser and provides information about the originating website.
For example, if you search for something on Google and click on one of the organic results, the referrer will be "Google," but there will be no UTM parameters included.
Parameter
Purpose
Example
utm_source
Identifies the source of the traffic (e.g., the site or platform) and is a required parameter.
utm_source=google
utm_medium
Indicates the type of link used, such as cost-per-click (CPC) or email.
utm_medium=cpc
utm_campaign
Specifies a product promotion or strategic campaign.
utm_campaign=spring_sale
utm_term
Tracks search terms associated with the campaign.
utm_term=running+shoes
utm_content
Identifies what was clicked to navigate to the site, such as a banner ad or text link.
utm_content=logolink or utm_content=textlink