Staminads is a platform for measuring the performance of your advertising campaigns by focusing on the user-engagement.

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Essential Concepts

The 2 core pillars of Staminads are:

  1. Quantity: Volume of sessions
  2. Quality: TimeScore

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TimeScore

Web marketers are used to measure the performance of their campaigns by looking at conversions (ROI, ROAS etc…). Sadly, due to technical and legal constraints this is not possible anymore (adblockers, user consent, cookie lifetime, cross-device journeys etc…).

Staminads brings a new way to measure the performance of your advertising campaigns by focusing on the user-engagement. And the best way to measure user-engagement is to look at the time spent on your website.

The TimeScore is the median value of the time spent on your website for each source of traffic over a given period of time, expressed in seconds.

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eTraffic

The eTraffic (effective traffic) is the volume of sessions weighted by the TimeScore, relative to the total volume of sessions and highest possible TimeScore.

The eTraffic is used to compare the performance of different sources of traffic & attribute conversions.

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Cost per minute

If you connect your Google Ads account, Staminads will automatically calculate the Cost per minute metric for you.

This metric is similar to the ROAS metric, but instead of using the number of conversions, it uses the TimeScore.

The formula to calculate the Cost per minute is:

  • Total Cost (in your account currency) = Google Ads spend
  • Total Time (in minutes) = (Median session duration x Number of sessions) ÷ 60
  • Cost per Minute = Total Cost ÷ Total Time

For example:

  • If you spent $100
  • And had 50 sessions with median duration of 180 seconds (3 minutes)
  • Total Time = (180 x 50) ÷ 60 = 150 minutes
  • Cost per Minute = 100÷150=100 ÷ 150 = 0.67 per minute

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Next steps

Setup

Learn how to setup your workspace and start using Staminads.

Reports

Discover the reports that Staminads offers and learn how to use them to gain deep insights from your advertising performance.

Channels mapping

Learn how to map your web sessions to your marketing channels.