Marketing Glossary

Effective Cost Per Visit (eCPV) is a performance metric used in location-based advertising to measure how much revenue is generated per store visit driven by a campaign. It connects marketing spend and in-store behavior, helping advertisers understand the true value of their campaigns beyond clicks or impressions. In simple terms, eCPV evaluates how efficiently your advertising is turning audience exposure into real-world results. This makes it especially useful for brands focused on driving foot traffic and measuring offline conversions. Cost Per Visit Formula and How eCPV is Calculated The cost per visit formula for eCPV is straightforward: eCPV = Total Revenue ÷ Total Attributed Number of Visits For example, if a store generates $100,000 in revenue during a campaign period and drives 10,000 visits through location-based marketing, the cost per visit (eCPV) would be $10. This calculation provides a clear view of how much revenue each visit is generating, allowing marketers to evaluate campaign effectiveness and compare performance across channels. Unlike traditional metrics such as cost per click (CPC), eCPV focuses on real-world outcomes, making it more relevant for businesses with physical locations. Why eCPV Matters in Digital and Location-Based Advertising Understanding cost per visit is important for brands that rely on in-store traffic. eCPV goes beyond surface-level metrics and ties marketing performance directly to revenue. Main benefits of using eCPV include: Better measurement of ROI: Connects ad spend directly to in-store revenue Improved campaign optimization: Helps identify which campaigns are driving the most valuable visits Stronger budget allocation: Lets marketers invest in channels that deliver measurable results Alignment with business goals: Focuses on actual customer behavior rather than just online engagement Because of this, eCPV is often used alongside other performance metrics to provide a more complete view of campaign success. How to Improve Your Cost Per Visit Improving…

What are Engagement Metrics? Engagement metrics measure the effectiveness of how a user engages with your advertising message. Some possible engagement metrics on mobile include a click on your ad, a click to get directions, or completed video views. The term engagement metrics may also be applied to things other than advertising, such as how long a visitor spends on a website or if a person ‘likes’ or ‘shares’ a social media post.   Sign up for Ads Manager Learn how to buy and manage all of our available advertising products in our easy-to-use self-serve platform. Sign up Subscribe to our Newsletters Stay on top of the latest location marketing news, strategies, tips and tricks. Subscribe See what location can do for you. Contact Us

What is Engagement Rate? Ad engagement rate is the ratio of ad engagements to the number of impressions of the ad unit where the engagement happens.