How are statistics measured in Tanganica.com?

In the Tanganica app, you can access the basic statistics of your campaigns. Here is a brief overview of how these statistics are measured:

Basic Metrics:

• Total Spend: Shows the sum of ad spend and fee-for-service, providing a more accurate view of your marketing investment.
• COS (Cost to Sales Ratio): Expresses what percentage of sales is made up of advertising costs, including service fee.
• Turnover generated: Direct sales generated through Tanganica based on the Last Click attribution model.
• Assisted turnover: The sum of order values contributed by Tanganica to support other marketing activities.
• Visitor count: The number of users who have given consent to be measured.
• Number of clicks: The total number of clicks on an advertisement.
• Number of orders: Number of completed orders received through Tanganica.
• Conversion Rate: The ratio between the number of users who purchase and the total number of visitors.
  
  

Attribution Model:

Tanganica uses a Last Click model that assigns a conversion value to the last source a visitor came through before making a purchase. This means that if a user clicks on a Tanganica ad and subsequently makes a purchase, that conversion is attributed to Tanganica.

Cookie bar and consent to measurement:

As of 2022, user consent is required to measure their activity on the site. If the user consents right away when entering the e-shop, his journey can be tracked and the conversion can be correctly attributed to the source. If the user consents on the next page, it is still possible to identify the source of the visit. However, if he gives consent only on the third or next page, the first source of the visit cannot be identified and the conversion cannot be attributed to Tanganica.

Order Value:

In Tanganica statistics, order values are reported according to the DataLayer data of your e-shop. If it shows the amounts excluding VAT, shipping and other charges, they will also be shown as such in Tanganica statistics.

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