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Glossary of Vantage terms

The words you will hear in onboarding calls and readouts, and see on the Vantage pages.

  • Brand and non-brand: campaigns on searches for your own name, and everything else. Results are read for each apart.
  • Clean order value: an order's value with tax and shipping out and refunds taken off.
  • Current setup: the half of a test that keeps bidding as you do today. The test never edits it.
  • Data checks: daily checks on your store data. Every Blocking check must pass before models deploy and the test starts.
  • Directional: a result whose range still includes no change. Too early to call.
  • Fit Check: Tapper's checks before any work starts. The verdict is Go, Fix first or Stop.
  • Measured: a result whose range clears zero at the planned end of the test.
  • Predicted value: what Vantage expects a new customer to be worth over a set window, such as 90 days.
  • Probability Vantage is ahead: how likely it is that the Vantage half really did better.
  • Learning period: the first two weeks of a test, left out of the result while Google's bidding adjusts.
  • Range: where the true difference most likely sits, at 80% confidence unless you set your own level.
  • Readout: the result of a test, with the checks behind it.
  • Signals: the values Google accepted from Tapper.
  • Smallest detectable change: the smallest difference a test of your size can see. Worked out before launch.
  • Tapper goal: a conversion action and a custom goal in your Google Ads account that carry Vantage's values.
  • Tapper visitor ID: the ID Tapper gives a website visitor, used to tie an order to its ad click.
  • Truth test: a holdout test, part of Tapper Relay, that measures what a whole channel adds.
  • Value-based bidding: a bid strategy such as Maximize conversion value or target ROAS, which bids on value instead of a count.
  • Models deployed: the day, between day 30 and day 60 of the pilot, when values start going to Google and the test starts.
  • Vantage: the half of a test that bids on the Tapper goal only.

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