# Glossary

Source: https://help.cyreen.de/en/daten-methodik/glossar/ | Language: en | Reviewed: 2026-10-14

The most important terms from the CAP Explorer and the dashboards, one sentence each. Formulas, worked examples and the data cleaning are available at methodik.cyreen.de.

[Open methodik.cyreen.de](https://methodik.cyreen.de/?lang=en)

## C.A.P. and campaigns

In detail in [Understanding campaign kinds](https://help.cyreen.de/en/cap-explorer/kampagnen/kampagnenarten.md).

- **C.A.P.:** «Connecting Ad-Impressions with Purchase», the Cyreen retail media solution that links every ad contact at the C.A.P. screen with the purchase.
- **CAP Explorer:** The web application in which you create campaigns, upload visuals and view results.
- **C.A.P. screen:** The screen in the store on which the visuals play.
- **RFID-tagged trolley or basket:** A shopping trolley or basket with an RFID tag that creates an ad contact at the C.A.P. screen.
- **Contact-based campaign:** The visual plays on an ad contact, and only these campaigns have dashboards in the CAP Explorer.
- **Loop-based campaign:** The visual plays in a fixed loop, regardless of who is standing in front of the screen.
- **Visual:** The advertising file (image or video) that plays on the C.A.P. screen; the dashboard sometimes says «Spot».
- **Programmatic:** Visuals for programmatic advertising. They are booked in the partner portal and do not appear in the CAP Explorer.
- **Fallback:** Content that plays when there is no content at all on the system or there is a system error.
- **Analytics products:** The products whose sales are analyzed for a campaign, see [Add analytics products](https://help.cyreen.de/en/cap-explorer/kampagnen/kontaktbasiert/schritt-2.md).
- **Analysis group (Analysis Group):** A group of analytics products for which the key figures are calculated together, see [Analysis groups](https://help.cyreen.de/en/cap-explorer/auswertungen/messmethodik.md#analysis-groups).
- **Marketing activities:** Promotions during the campaign, for example discounts or flyers, whose effect is separated from the effect of the visual.

## Measurement

In detail in [Measuring campaign impact](https://help.cyreen.de/en/cap-explorer/auswertungen/messmethodik.md).

- **With and without ad contact (With C.A.P., Without C.A.P.):** Shoppers whose trolley or basket was at the C.A.P. screen while the visual was playing, and all others.
- **Control group:** Shoppers without ad contact in the same store at the same time.
- **Trigger and witness:** A trigger starts the visual, a witness arrives while it is already playing.
- **Impressions (ad pressure):** How often the visuals were triggered, projected to impressions on shoppers.
- **Reach:** The share of shoppers with ad contact.
- **Data cleaning:** Cyreen removes atypical purchases and conspicuous stores before the key figures are calculated.

## Key figures

In detail in [Key figures](https://help.cyreen.de/en/cap-explorer/auswertungen/messmethodik.md#key-figures).

- **Conversion Rate:** The share of shoppers who buy a product of the analysis group.
- **Conversion rate uplift (Conversion Uplift):** By what percentage the conversion rate is higher with ad contact than without.
- **Average sales (Basket Size):** How many units buyers take per shopping trip.
- **Sales Uplift (Seen):** The additional sales to shoppers with ad contact.
- **Sales Uplift (Total):** The additional sales, extrapolated to all shoppers in the store.
- **Hour group (Hour Group):** A time window of the day, for example morning or early evening.

## Dashboards and reports

In detail in [Reports at a glance](https://help.cyreen.de/en/cap-explorer/auswertungen/reporting-angebot.md).

- **Impressions dashboard:** Shows the impressions of a campaign, automatically from the second day.
- **Performance dashboard:** Shows the effect of a campaign and is requested, see [Open the dashboards](https://help.cyreen.de/en/cap-explorer/auswertungen/dashboards-anfordern.md).
- **Basic Report, Premium Report, Deep Dive Insights:** The three tiers of analysis for contact-based campaigns.
- **Loop report:** The report for a loop-based campaign, only on request.
- **Brand Report and Brand View:** The part of a dashboard that a brand sees, and the preview of it.