How are statistics measured in Tanganica?

Within the Tanganica app, you have an overview of the basic statistics of your campaigns. In this article, we'll show you exactly how the stats are measured and what's included.

Basic metrics

Total Spend = This value shows your total ad spend as well as the fee for the service itself. So the service fee is included in the performance evaluation for a better evaluation. It is the same as if a marketing agency included the cost of labor in the total spend.

COS = Cost to Sales Ratio. A performance metric that shows what % of your revenue is made up of advertising costs including service fee.

Revenue = Is the direct sales generated by Tanganica based on the last click attribution model. More on the attribution model below.

Assisted revenue = This is the aggregate value of orders that Tanganica has contributed to help support your other marketing activities.

Visitor count = The number of measured users who have consented to be measured

Click count = The total number of clicks on your ad.

Order count = The number of completed orders that Tanganica has brought in.

Conversion rate = The ratio of users who purchase to total visitors.

‍Attribution model

The attribution model used for evaluating statistics in Tanganica is called Last click. This is a way of assigning value to conversions from different marketing channels that a visitor "touched" before taking an action on the e-shop (e.g. purchase, registration, etc.).In the "last click" model, all conversion value is assigned to the last click/redirect that led the visitor to make a conversion. This means that all previous touches (e.g., emails, social media, etc.) in the visitor's decision-making process are not considered when evaluating which marketing channel was "responsible" for the conversion.In Figure 1, you can see a customer journey that begins with a click on an ad from Tanganyika and before completing the purchase (i.e., the last click), the customer clicks again on your ad running in Tanganyika. In this case, the completed order is attributed to the Tanganica resource and you will see it in the statistics.

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Fig. 1 - A customer journey that starts and ends with a click on an ad from Tanganyika.

Figure 2, on the other hand, shows a customer journey that, while starting with a click on an ad from Tanganyika, ends with a click on other ad campaigns. In this case, the completed order is not counted in the app's statistics.

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Fig. 2. - A customer journey that starts with a click on an ad from Tanganica but ends with a click on another source

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Cookie bar

The new Cookie Legislation of 2022 has made it a bit more difficult for all of us to work with data. If the user does not give consent to measurement, we cannot effectively determine where the customer came from and what his path to purchase looked like.If the visitor gives consent to measurement immediately after arriving at the e-shop, the situation is more or less solved and we will measure the visitor and be able to correctly attribute the conversion to the source.However, if the user comes to your e-shop from an advertisement and clicks the consent in the cookie bar on the second page, this situation is also solvable. After clicking the consent in the cookie bar, we can still see one step back and we are also able to identify where the user came from. You can see this case in Figure 3 below.

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Fig. 3. - Giving consent to measure on the second visited page.

However, it may also be the case that a visitor only consents to measurement on the third or subsequent pages. In this case, unfortunately, we cannot legally identify the first source of the visitor and after the purchase is completed, the order cannot be attributed to, for example, Tanganica. You can see this case in Figure 4.

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Fig. 4. - Consent to measure only on the third page visited.

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Reported value of orders

If the DataLayer (a data layer that contains information not only about completed orders) of your e-shop contains order values without VAT, shipping and other charges, this amount will be reported in the statistics in Tanganyika. In other cases, these order values will be reported in the format found in DataLayer. We recommend that you check these variables in the data layer and modify them with your programmer if necessary.

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Comparison of statistics with Google Analytics 4

If you have GA4 set up correctly, all the statistics you see in GA4 will be driven by a data-driven attribution model. In practice, this means that because of a different attribution model and a different measurement approach, the statistics in Tanganica may not 100% match what you see in GA4.This is a common practice and if you want to analyze your marketing activities thoroughly, you will need to use a combination of multiple attribution models.It may also happen that GA4 will overwrite the source and medium from "tanganica / cpc" to "google / cpc" in case you have ad formats running on Google in Tanganica.

If you have any questions about measurement, please contact us!