Paid Traffic - Traffic from paid promotions or advertisements i.e. Google Ads.

Organic Traffic - Any non-paid traffic coming from search engines.

Branded Search - Search based on terms including brand names or brand’s unique product names.

Generic Search - Non-branded search for generic terms relating to the brand or industry.

Competitor’s Share - Competitor Set's total desktop and mobile traffic from all the marketing channels expect from Paid and Organic Search.

Asset Share - Asset's total desktop and mobile traffic from all the marketing channels expect from Paid and Organic Search.

Total Search Share - Combined search volume originating from branded and generic keywords used in both paid and organic form of Google search.

Headroom – Search demand not captured as traffic by asset or the competitors.

Asset Share – Asset's total desktop and mobile traffic from all the marketing channels expect from Paid and Organic Search.

Comp Set Total Traffic – Total traffic directed to the competitors websites.

Total Search Demand – Total search demand for asset and competitor set.

TAM (Total Addressable Market) - The total digital market space comprising of asset's and competitors' total traffic originating from all the marketing channels except for paid and organic search and the total search volume available for driving traffic to asset and/or competitor's website.

Search – Search demand based on branded keywords relating to the brands coming from Google search engine.

Traffic - All traffic for the brand's website or relevant app store links.

In the Channels Tab, you can discover the leading marketing channels generating traffic for your target asset and each of your chosen competitor set. In the tab you can see:

Direct - Traffic from users directly entering the URL, using a bookmark or saved link, etc. Direct traffic can be used as a barometer for brand strength (awareness and demand).

Email - Website that receives a large amount of traffic from email is likely to have a large loyal customer base that engages via an owned mailing list.

Referrals - Website that receives a large amount of traffic from referrals is likely to have a strong affiliate strategy or enjoy significant media coverage.

Social - A website that generates high and consistent traffic from social networks is likely to have a loyal community of users. Note: Traffic from Facebook, via the Facebook Ad Network, is tracked as social traffic.

Desktop Organic Search - Refers to the search results of a search engine that cannot be influenced by paid advertising. Is the site well-optimized for SEO? When there’s a correlation with direct traffic, it indicates strong brand awareness as many organic visits are generated by branded terms.

Desktop Paid Search - Website that generates a large amount of traffic from paid search is spending advertising budgets on increasing brand awareness or targeting relevant audiences for specific products.

Display Ads - Traffic sent from other domains via a known ad-serving platform (i.e., Doubleclick, Taboola).

Overall Mobile Search - Mobile website that generates a large amount of traffic from both paid (targeting relevant audiences for specific products) and organic search (search results of a search engine).

SEO: Search Engine Optimization. This section looks at how findable, relevant and popular the website is in user search queries and how search engines rank them.

Top Traffic Originating Keywords - Keywords driving the largest amount of traffic to the website in relation to their search volume.

Top Keywords by Search Volume - Keywords driving the largest absolute volume of traffic to the websites.

Average Keywords in Position – Number keywords where brands website appears in the top 3 or top 10 Google results.

Average Positions - Average ranking of your website URLs for the query or queries.

CPC - Cost Per Click. Paid advertising through channels such as Google Ads charged based on number of clicks that the ads get.

Paid Search Traffic - Traffic from paid promotions or advertisements i.e. Google Ads.

Traffic Generating Keywords - Traffic coming to the brand’s website through the paid search by keyword

Bounce Rate - Amount of visitors to any given website who navigate off of the site after viewing only one page, expressed as a percentage.

‘Social’ Tab investigates traffic coming from Referral and Social channels.

Referral - Traffic directed to the website through another source (i.e. not a search engine)

Social - Traffic from Social Media platforms, such as YouTube, Facebook, Pinterest, Reddit, Instagram, Twitter and others

The graph and charts are fully interrogable allowing to view detailed information based on brand, gender or age group.

Relative Addressable Market – Indicates relative market share capture by brand, expressed by proportion of traffic driven to a brand's website.

Audience Loyalty – Percentage of visitors that only visited one website in the competitor set. The cross-visitation of audiences is used as a proxy for customer loyalty.

Split by Gender – Gender distribution based on traffic.

Split by Age - Age demographic information based on traffic.

The 'Sentiment and Mentions' tab displays all online mentions that include the brand name or any of the brand's social media handles and/or any specified keywords.

Brand Reputation – Mentions by Sentiment – Each mention gets a positive, neutral or negative classification assigned by an algorythm based on the content of the mention and how the brand's name fits in the context.

Net Sentiment – The graph shows the balance of sentiment for a quick overview of the online conversation sentiment.

Total Mentions - ‘Voice of Customer Trends’ graph to displays over time distribution of mentions with a specific sentiment.

Online mentions profiling is displayed based on the data available.

Some websites collect more details or personal information that others (i.e. twitter) where others do not collect any (i.e. Tumblr).

Data displayed in this tab includes only the mentions that have profiling information available as opposed to all mentions. All mentions can be found in the ‘Sentiment and Mentions’ Tab.
Data Collection – A website might not collect profiling data, such as country, city or age, or the poster has disabled personal data sharing with third parties making that information inaccessible.

Mentions by Gender – Due to those data restrictions if a mention has geolocation information assigned (i.e. City) but not demographic information (i.e. gender), the gender of the poster will be assigned as ‘unknown’ in the ‘Mentions by Gender’ doughnut chart.

In the Channels Tab, you can discover the leading marketing channels generating traffic for your target asset and each of your chosen competitor set. In the tab you can see:

Direct - Traffic from users directly entering the URL, using a bookmark or saved link, etc. Direct traffic can be used as a barometer for brand strength (awareness and demand).

Email - Website that receives a large amount of traffic from email is likely to have a large loyal customer base that engages via an owned mailing list.

Referrals - Website that receives a large amount of traffic from referrals is likely to have a strong affiliate strategy or enjoy significant media coverage.

Social - A website that generates high and consistent traffic from social networks is likely to have a loyal community of users. Note: Traffic from Facebook, via the Facebook Ad Network, is tracked as social traffic.

Desktop Organic Search - Refers to the search results of a search engine that cannot be influenced by paid advertising. Is the site well-optimized for SEO? When there’s a correlation with direct traffic, it indicates strong brand awareness as many organic visits are generated by branded terms.

Desktop Paid Search - Website that generates a large amount of traffic from paid search is spending advertising budgets on increasing brand awareness or targeting relevant audiences for specific products.

Display Ads - Traffic sent from other domains via a known ad-serving platform (i.e., Doubleclick, Taboola).

Overall Mobile Search - Mobile website that generates a large amount of traffic from both paid (targeting relevant audiences for specific products) and organic search (search results of a search engine).

SEO: Search Engine Optimization. This section looks at how findable, relevant and popular the website is in user search queries and how search engines rank them.

Top Traffic Originating Keywords - Keywords driving the largest amount of traffic to the website in relation to their search volume.

Top Keywords by Search Volume - Keywords driving the largest absolute volume of traffic to the websites.

Average Keywords in Position – Number keywords where brands website appears in the top 3 or top 10 Google results.

Average Positions - Average ranking of your website URLs for the query or queries.

CPC - Cost Per Click. Paid advertising through channels such as Google Ads charged based on number of clicks that the ads get.

Paid Search Traffic - Traffic from paid promotions or advertisements i.e. Google Ads.

Traffic Generating Keywords - Traffic coming to the brand’s website through the paid search by keyword

Bounce Rate - Amount of visitors to any given website who navigate off of the site after viewing only one page, expressed as a percentage.

‘Social’ Tab investigates traffic coming from Referral and Social channels.

Referral - Traffic directed to the website through another source (i.e. not a search engine)

Social - Traffic from Social Media platforms, such as YouTube, Facebook, Pinterest, Reddit, Instagram, Twitter and others

The 'Web' tab displays how the users interact with the website.
Pages Per Visit - How many pages of the website the users visit during a single session.

Visit Duration in Seconds - How much time users spend on the website during a single session.

Bounce Rate - What percentage of users only visit one page during their session.

Mobile Traffic % - What percentage of visits are performed on mobile devices (i.e. phones, tablets).

App statistics from Google Play Stor
Downloads - Total number of app downloads for selected time range.

Average Daily Active Users - Average number of daily active app users for selected time range.

Average Monthly Active Users – Average number of monthly app users for selected time range. This is a deduplicated number showing the average unique monthly users.

Unique Installs - Deduplicated number of downloads, this accounts for any uninstalls and reinstalls that users might perform.

The 'Web Performance' tab displays how well optimised the website is. Time to Interactive - The amount of time it takes for the page to become fully interactive.

Load Time - The amount of time it takes for the page to fully load.

Structure - Custom score representing how well the page is built for optimal web performance.

Performance - Custom score representing how well the page performs from a user perspective. This score takes into account loading performance, interactivity and visual stability.

In the Channels Tab, you can discover the leading marketing channels generating traffic for your target asset and each of your chosen competitor set. In the tab you can see:

Direct - Traffic from users directly entering the URL, using a bookmark or saved link, etc. Direct traffic can be used as a barometer for brand strength (awareness and demand).

Email - Website that receives a large amount of traffic from email is likely to have a large loyal customer base that engages via an owned mailing list.

Referrals - Website that receives a large amount of traffic from referrals is likely to have a strong affiliate strategy or enjoy significant media coverage.

Social - A website that generates high and consistent traffic from social networks is likely to have a loyal community of users. Note: Traffic from Facebook, via the Facebook Ad Network, is tracked as social traffic.

Desktop Organic Search - Refers to the search results of a search engine that cannot be influenced by paid advertising. Is the site well-optimized for SEO? When there’s a correlation with direct traffic, it indicates strong brand awareness as many organic visits are generated by branded terms.

Desktop Paid Search - Website that generates a large amount of traffic from paid search is spending advertising budgets on increasing brand awareness or targeting relevant audiences for specific products.

Display Ads - Traffic sent from other domains via a known ad-serving platform (i.e., Doubleclick, Taboola).

Overall Mobile Search - Mobile website that generates a large amount of traffic from both paid (targeting relevant audiences for specific products) and organic search (search results of a search engine).