As of September 22nd, BuyerBridge has made updates to how we report on click metrics to ensure consistency of our reporting across all social platforms.
Previously, platforms such as Facebook (Meta) were set up to show Unique Clicks instead of Total Clicks.
Now, however, all platforms will report on Total Clicks.
What’s the difference between Unique Clicks and Total Clicks?
Unique Clicks are the total number of prospects that have clicked on any link in your campaign. It does not count how many times each prospect has clicked on a link.
Total Clicks are the total number of clicks received on your campaign. These clicks can come from the same prospect or different prospects. With Total Clicks, a prospect may click an ad in a campaign 4 times, and each time will be counted.
Now that BuyerBridge is reporting on Total Clicks, many of the click metrics you see will appear higher, and this change will affect other metrics such as Cost Per Click (CPC), Click Through Rate, and Conversion Rate.
Below are the detailed changes you can expect to see while using Buyerbridge:
On the Global Dashboard, “Shoppers” has been replaced with “Clicks,” which represents “Total Clicks.” Corresponding metrics (Cost Per Click, Click Through Rate, and Conversion Rate) have been updated to measure against Total Clicks as well.
Facebook Dashboard and Facebook Advertising Report
Similar to the Global Dashboard, the Facebook Dashboard and Facebook Advertising Report have also had “Shoppers” replaced with “Clicks,” to represent the “Total Clicks” metric. Corresponding metrics (Cost Per Click, Click Through Rate, and Conversion Rate) have been updated to measure against Total Clicks.
Additionally, the funnel on these reports has been updated to report on Impressions instead of Reach / Prospects.
What is the difference between Impressions and Reach? Reach is defined by the total number of unique prospects who saw an ad. Impressions are the total number of times your ad was displayed.
If you desire to view the reporting funnel with Unique Clicks and Reach instead, you can change the dropdown menu to “Unique Traffic.”
Pinterest, Snapchat, and TikTok Dashboards
The “Shoppers” section has been renamed across the dashboards for Pinterest, Snapchat, and TikTok. Please note that this is just a naming change, as these platforms were always reporting on Total Actions, not Unique Actions.
- Pinterest: “Clicks” has replaced “Shoppers”
- Snapchat: “Swipe Ups” has replaced “Shoppers”
- TikTok: “Clicks” has replaced “Shoppers”
In the Campaign Management tool, the Clicks and Cost Per Click (CPC) totals columns for Facebook will now reflect Total Clicks instead of Unique Clicks.
PDF Report Builder
You can expect similar Click metric changes in the PDF Report Builder and any default BuyerBridge PDF Report that you generate, such as the Facebook Monthly report.
The Facebook Monthly and Omnichannel reports will now show both Impressions and Total Clicks instead of Reach and Shoppers for Facebook (Meta), and corresponding click metrics, like Cost Per Click (CPC), have been similarly updated.
Have questions? Contact us at email@example.com.