# 🎮Our Metrics

## Budget Match Index(BMI)

The ad spend and its performance mismatch for a long time.

`“Half the money I spend on advertising is wasted; the trouble is I don't know which half.”` Quote from John Wanamaker

Attribuly offers a mathematical method to evaluate the matches. The formula is:

`BMI=(Event performance/total performance)/(campaign cost/total cost)-1`

BMI value range is ( -100%, +∞). -100% means no conversion( any conversion defined such as purchase, check out, add to cart, or page view) generated by ads. so the budget should be decreased as much as 100% to match its performance. On the other hand, if the index value is >0, which means you may increase the budget.

e.g.: Campaign #1 costs 100USD, total cost 300USD; Revenue generated by this campaign is 400USD, and total revenue across all campaigns is 1,000USD.

BMI is (400/1000)/(100/300)-1=21%,

Meaning the revenue contribution is higher than its cost, so you may increase the budget as much as 21% to match its performance proportion.

💡By default, the Ads & Influencer attribution table is sorted by BMI.

## Attribuly conversion & ROAS

Due to IOS 14 and third party cookie issue, it's getting difficult to track accurate conversion data.

[![](/knowledge-assets/609cfd5ed5db17018b5c6d26.png)](/knowledge-assets/609cfd5ed5db17018b5c6d26.png)

With Attribuly pixel 1st party data and tons of other technologies, we make the conversion tracking accurate and traceable. That's why marketers optimize their campaigns by relying more and more on our data.

So you will see conversion data both from ads platform ( Google, Facebook, etc) and Attribuly.

## Purchase conversions (Incl. view-through)

Based on Attribuly purchase conversions, add Facebook's view-through purchase conversions(1-day view).

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Purchase conversion value (Incl. view-through)

Based on Attribuly purchase conversion value, add Facebook's view-through purchase conversion value(1-day view).

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Purchase ROAS (Incl. view-through)

Purchase conversion value (Incl. view-through)/Spend

**Example:** If the Attribuly Pixel ROAS was 3, and Facebook's view-through attribution claimed an additional 0.5 ROAS, then toggling to the **Attribuly Attribution + FB Views** model will plus that additional 0.5 ROAS, which is 3.5.

## ncPurchase

New customer purchase value: Attribuly will check this customer's historic orders, and only customer has no any order in history will be defined as new customer. This metric will help merchant to understand how many new customers are converted by specific campaign.

## Customer Events

**Checkout\_address\_info\_submitted :** logs an instance of a customer submitting their mailing address. This event is only available in checkouts where Checkout Extensibility for customizations is enabled.

**Checkout\_completed:** logs when a visitor completes a purchase. It's triggered once for each checkout, typically on the **Thank you** page. However, for upsells and post purchases, the `checkout_completed` event is triggered on the first upsell offer page instead. The event isn't triggered again on the **Thank you** page. If the page where the event is supposed to be triggered fails to load, then the `checkout_completed` event isn't triggered at all.

**checkout\_contact\_info\_submitted:** logs an instance where a customer submits a checkout form. This event is only available in checkouts where Checkout Extensibility for customizations is enabled.

[![](/knowledge-assets/3d454efc82755154767d847d.png)](/knowledge-assets/3d454efc82755154767d847d.png)

**Checkout\_shipping\_info\_submitted:** logs an instance where the customer chooses a shipping rate. This event is only available in checkouts where Checkout Extensibility for customizations is enabled

**Payment\_info\_submitted: E**vent logs an instance of a customer submitting their payment information. This event is available on the checkout page. Shop Pay or Paypal express checkout are not tracked now due to technical limitations.