Brand Homes glossary
Definitions to Brand Homes specific performance indicators (KPIs) and terms.
Analysing your performance with the knowledge of the definitions of each KPI will help you make the most of your Brand Home. Key performance indicators or short KPIs are your barometer on how well the assets you shared on your Brand Home perform.
Discover our attribution model and understand the displayed KPIs through the help of our KPI glossary.
KPI glossary
All KPIs used within the Insights dashboard of your Brand Homes content management system (CMS) listed in alphabetical order below.
Good to know
Quickly find the KPI you are looking for by pressing the following keys on your keyboard simultaneously to open a search bar and type in the term you are looking for.
For Windows: Press the Ctrl key and the F key.
For Mac: Press the Command key (the ⌘ key) and the F key.
Performance indicator (KPI) | Definition |
|---|---|
Adds-to-Cart | The number of add-to-cart events attributed to a teaser click based on SKU or brand match. |
Brand Followership Type | Brand Home premise grouping based on followership status. A user that interacts with Brand Home premise can be a follower of your brand(s), a non-follower or uncategorised. The uncategorised group are visitors not registered / logged-in with an account. |
Category Link Clicks | Number of clicks on each category within the links section. |
Clicks | Counted each time a user clicks on a teaser or product carousel under the teaser. |
Collection Clicks | Counted each time a user clicks on a teaser. |
Collection Views | The number of impressions which were viewable when served (in part, entirely or based on other conditional parameters depending on the channel). |
Country | Zalando fashion store country shop that a user visits. |
Dates | The report provides daily updates and by default selecting to display the last 7 days. |
Entry Point (Collections insights) | Location of Zalando website and app where the ad was shown. See further details about Entry Points in the next row. |
Entry Points (Brand Home insights) | Brand Home premise traffic sources. Traffic to Brand Home pages can originate from multiple touchpoints within the Zalando fashion store as well as from external (non-Zalando) redirects. Zalando fashion store entry types: Zalando Search: Traffic from Zalando internal search. Top Navigation: Traffic from top navigation brand list click. Other: All other Zalando fashion store entry points grouped. External (non-Zalando) entry types: Search engine (Google etc.): Search engine advertising and organic results. Direct: Direct traffic e.g. via bookmarks or URL copy paste. Mail/Push notification: Traffic from email or push notifications. Other: All other external entry points grouped. |
Fashion Preference | Fashion category preference as defined by the user in the user account settings (women, men, unknown, no preference). Women: Women fashion preference. Men: Men fashion preference. Unknown: The choice of fashion preference is optional, so a user can also not select any preference. No preference: User has specifically selected no preference for the fashion preference. |
Followers | Count of Zalando registered users with active followership for your brand at the given time. A brand follower implies following at least one of the subbrands. |
Items Sold | The total number of items sold attributed to a teaser click based on SKU or brand match. |
New Followers | Count of Zalando registered users (based on customer id) that (re-)started followership within the past day |
New Unfollowers | Count of Zalando registered users (based on customer id) with deactivated followership for the brand at a given time. |
PDP views | The number of product detail page views attributed to a teaser click based on SKU or brand match. |
Platform | Platform (web/app) that a user visits. |
Registered Users | Count of distinct user accounts (based on customer ID) with at least one page view on brand home premise. Registered users are those who have a registered account. These users are a subset of all Users. |
Subbrand | Brand name that identifies the brand uniquely on a sub-category level. Each brand can have a list of subbrands. These subbrands could for example represent the different assortment categories like Sports, Kids, Accessories etc. |
Target Gender | Page gender from brand home premise (women/men/kids). |
Users | Count of distinct users (based on cookie id) with at least one page view on brand home premise. |
View-based CTR | The total number of clicks on the teaser divided by the total number of views. |
Views | The number of impressions which were viewable when served (in part, entirely or based on other conditional parameters depending on the channel). |
Access your Insights dashboard
You can open the dashboard in multiple different ways.
Either directly from the top navigation bar or, open the Collections or Brand Home tab and click Insights dashboard in the upper-right side of the screen.
Find the glossary in the dashboard
Once the Insights dashboard opens in a new browser tab, you can also quickly navigate to this glossary by clicking on the KPI glossary button in the upper-right corner of the dashboard.
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