Babylist Reservation Reporting Definitions
This table defines the campaign-level performance metrics included in Babylist's reservation reporting. These fields describe delivery, engagement, cost, and conversion outcomes for advertising campaigns. Calculated fields such as CTR, CVR, CPM, and ROAS follow standard advertising measurement conventions and are derived from the raw delivery, click, cost, and conversion data.
| Field | Definition |
|---|---|
| Campaign Name | Human-readable name of the advertising campaign. |
| Campaign ID | Unique system identifier for the campaign. |
| Impressions | Number of times an ad was rendered and visible to a user. |
| Reserved Impressions | Impressions that were pre-allocated for a reservation. |
| Loaded Impressions | Number of times the ad was served to a user. |
| Cost Per Thousand (CPM) | Cost paid per 1,000 impressions. Calculated as (Cost / Impressions) × 1,000. |
| Click Through Rate (CTR) | Percentage of impressions that resulted in a click. Calculated as Clicks / Impressions. |
| Clicks | Number of times users clicked on the ad. |
| Cost | Total spend associated with the campaign over the reporting period. |
| Add-to-registry Conversions | Number of add-to-registry actions attributed to the campaign. |
| Add-to-registry Revenue | Revenue attributed to add-to-registry conversions. |
| Add-to-registry Units | Number of units associated with add-to-registry conversions. |
| Add-to-registry ROAS | Return on ad spend for add-to-registry conversions. Calculated as Revenue / Cost. |
| Add-to-registry CVR | Conversion rate for add-to-registry actions. Calculated as Conversions / Clicks. |
| Brand Add-to-registry Conversions | Add-to-registry conversions for brand-owned products only. |
| Brand Add-to-registry Revenue | Revenue from brand-owned add-to-registry conversions. |
| Brand Add-to-registry Units | Units from brand-owned add-to-registry conversions. |
| Brand Add-to-registry ROAS | ROAS for brand-owned add-to-registry conversions. |
| Brand Add-to-registry CVR | Conversion rate for brand-owned add-to-registry actions. |
| Purchase Conversions | Number of completed purchase actions attributed to the campaign. |
| Purchase Revenue | Revenue generated from purchase conversions. |
| Purchase Units | Total number of units sold from purchase conversions. |
| Purchase CVR | Conversion rate for purchases. Calculated as Purchase Conversions / Clicks. |
| Purchase ROAS | Return on ad spend for purchases. Calculated as Purchase Revenue / Cost. |
| Brand Purchase Conversions | Purchase conversions for brand-owned products only. |
| Brand Purchase Revenue | Revenue from brand-owned purchase conversions. |
| Brand Purchase Units | Units sold from brand-owned purchase conversions. |
| Brand Purchase CVR | Conversion rate for brand-owned purchases. |
| Brand Purchase ROAS | ROAS for brand-owned purchase conversions. |