pCTR
The predicted Average Order Value (pAOV) is the predicted average sales total of a shopper placing an order on your website. By predicting this, the Criteo Engine can raise your Return On Ad Spend by driving more ads to shoppers likely to have a higher basket value. Predictive Bidding’s machine learning technology calculates pAOV using Criteo’s vast set of data on shopper identity and interest.
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pCR
eCPM
eCPM is the result of a proprietary formula which uses predictions on shopper behavior to determine how much a specific ad impression will be worth to you, and translate this into a bid amount that can be made in a CPM ad inventory auction.
(eCPM is used instead of CPM, the standard pricing model for publisher inventory auctions. For retargeting, CPM means you pay for ad views which may not reach the right shoppers and don’t necessarily translate to engagement or conversions.)
Predictive Bidding uses eCPM to get the best from your budget by spending on ad impressions which are likely to drive results.
CPO
CPC
Cost-Of-Sale is the cost to you, the advertiser, for each sale generated by a Criteo ad.
It can be calculated as a percentage by dividing the campaign’s total cost by the total order value.
You can provide a target COS as an input of the eCPM formula, depending on how you want to manage your campaign. Utilizing the Criteo Engine’s optimization models - which meet your business objectives by prioritizing spend to reach certain shoppers - will determine whether CPC, COS, or CPO is best for you to provide as a target.
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pAOV
eCPM
COS
The predicted Click-Through Rate is how the Criteo Engine measures the likelihood of shopper engagement, in line with the click-based sales attribution systems most advertisers use. Predictive Bidding’s machine learning technology calculates this variable using Criteo’s vast set of data on shopper identity and interest, while taking into account publisher and inventory performance.
Cost-Per-Order is the cost to you, the advertiser, per sale. It can be calculated by dividing the total expenditure by the number of sales.
You can provide a target CPO as an input of the eCPM formula, depending on how you want to manage your campaign. Utilizing the Criteo Engine’s optimization models - which meet your business objectives by prioritizing spend to reach certain shoppers - will determine whether CPC, COS, or CPO is best for you to provide as a target.
pCR
pCTR
CPO
pAOV
The predicted Conversion Rate (pCR) is the likelihood that a shopper will convert. This also plays a part in how much the Criteo Engine can bid for inventory; the higher the likelihood of conversion, the higher the bid can be. Predictive Bidding’s machine learning technology calculates this variable for every impression using Criteo’s vast set of data on shopper identity and interest, while taking into account publisher and inventory performance.
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COS
Click on the buttons to learn more about the variables of the eCPM formula
CPC
Cost-Per-Click is the cost to you, the advertiser, for every click on one of your Criteo ads. A bid for ad inventory would depend on what you’re willing to pay for shopper engagement - the higher the CPC, the more inventory and shoppers you can reach.
You can provide a target CPC as an input of the eCPM formula, depending on how you want to manage your campaign. Utilizing the Criteo Engine’s optimization models - which meet your business objectives by prioritizing spend on certain shoppers - will determine whether CPC, COS, or CPO is best for you to provide as a target.
The eCPM formula utilizes additional parameters which adjust the eCPM for budget constraints ( ), media purchasing channels (ß), and auction dynamics (µ).
