TAC Glossary

Brand Coverage

Brand Density

Capacity Share

Circuity

Click Coverage

Conversions

Demand

DMA

Duration Rank

Geo Definitions

Impression Coverage

Lead Value

Referral

RoW

Visibility

Brand Coverage

Unlike Brand Density, Brand Coverage is not a metric in itself. It is a comparative analysis of three metrics: Brand Density, Impression Coverage, and Click Coverage. These three metrics are compared across yearly trends and defined geos. This allows for a deeper analysis of campaign effectiveness over time.

Brand Density

Brand Density measures interest in your brand, represented by the number of weekly travel related Google.com searches that included your brand name per 10k internet users in a specified geo.

A Brand Density of 18 means that for every 10k internet users in the pre-defined geographic area, an average of eighteen searches per week were conducted that included your brand name.

Capacity Share

Percentage of a carrier’s physical seat contribution on a given route out of all the carriers’ seat contributions combined for the same route and time interval.

Note: For this version of the Tool, the competitive seat capacity is defined as:

Itineraries with 2 or less stops

Circuity of 2 or less. Circuity is the ratio of total mileage to great circle mileage

Duration rank of 50%

Codeshare and interline itineraries are removed

Circuity

Ratio of the total miles for a given itinerary relative to the market’s greater circle distance. This ratio is often used as a filter to remove itineraries that are much longer than a non-stop flight. For example: consumers would be unlikely to purchase a ‘Boston to New York City’ ticket that had a connection in Denver.

Click Coverage

When your ad is shown on a search results page, the Click Share represents the percentage of clicks on your ad out of all the clicks made. It is not the percentage of ads. If your ad is shown to ten people and three of them click your ad, while the other seven click other ads, your Click Share will be 30%. Click Share does not factor users who did not click on any ads–it is only a percentage of total clicks.

Conversions

A conversion is registered when a user purchases a product offered on the carrier website.

Demand

Because TAC is an examination of searches conducted on Google.com, “demand” refers to the volume of searches.

DMA

Designated Market Area.

Duration Rank

Measures how matching itineraries with the same duration or less stack up among the available alternatives for this market. Duration Rank is represented as a percentage with range of 0 to 100. For example, a duration rank of <= 50 would limit routes for a particular market to be in the top 50% of durations. This rules out the longer, less efficient routes where there are lengthy layovers and/or a large number of stops.

Geo Definitions

User Location Type: Where the user was located when the search occurred—at the origin country, destination country, or rest of the world (anywhere else). The user location is collected from browser or device settings, if available.

User Country: Code for the country where the user searched using a route-related query.

Countries are defined by the United Nations.

NDOD: Non-directional code of city pairs, for example LAS-LAX includes Los Angeles to Las Vegas as well as Las Vegas to Los Angeles.

Origin/Destination Country, City, Region: Country, city, region where the route starts or ends.

Origin/Destination DMA: Designated Market Area of the origin or destination city (for example, the "Dallas/Fort Worth Texas" area).

Region: Usually, a region is a political designation that exists somewhere between a city and country and is not always analogous from place to place. In the United States, regions are states; in Canada, regions are provinces. In Great Britain, regions are England, Northern Ireland, Scotland, and Wales.

Impression Coverage

Ad impressions divided by matched queries, e.g., the number of queries that could have produced an ad versus the number that actually did.

Lead Value

Total value (in USD) of referrals provided by Google Flights.

Referral

A referral is registered when a user selects a booking option in Google Flights Search. This indicates a lead which may or may not result in a conversion (booking). When selecting a flight, users can also choose between different booking options and associated fares, which are registered with the referral.

RoW

Rest of World. RoW is used in reports that break down route data by Origin Country, Destination Country, or Rest of World. In the International Demand report, RoW represents the percentage of users who search for a route that was not located in the origin or destination country. For example, "London - New York" RoW represents the percentage of users who searched for this route that were not in GB or the US.

Visibility

The share of top results (visible by default), absolute top (first result) and participation rate.


 

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