generated: '2026-08-12'
method: searched
source: https://docs.pebblepost.com/article/21-performance-dashboard-metrics-glossary
# THE ONE CONTROLLED VOCABULARY PEBBLEPOST ACTUALLY PUBLISHES. PebblePost ships no
# OpenAPI and no object reference, but it does publish a definitional glossary for the
# Performance Dashboard, and every definition below is quoted verbatim from that
# article. A second block captures the field names PebblePost exposes through its
# client-side tag, taken from PebblePost's own installation guide and from Tealium's
# published tag mapping. Nothing here is invented; where PebblePost gives no definition,
# the field carries no definition.
title: PebblePost Performance Vocabulary
description: 'Reporting metrics and event-collection fields used across the PebblePost
  Performance Dashboard and the PebblePost JavaScript tag.'
term_count: 20
terms:
- term: Ad Spend
  group: reporting-metric
  definition: Your total cost based on the number of mail pieces sent.
  quoted: true
  billing_relevant: true
- term: AOV
  expanded: Average Order Value
  group: reporting-metric
  definition: Average order value calculated by dividing Revenue by the total number of
    orders (based on your transaction file).
  quoted: true
  derived_from: [Revenue]
- term: Conversions
  group: reporting-metric
  definition: The total number of conversions as verified by your transaction file
  quoted: true
- term: CPA
  expanded: Cost per Acquisition
  group: reporting-metric
  definition: Cost per Acquisition calculated by dividing your total ad spend by total
    number of conversions.
  quoted: true
  derived_from: [Ad Spend, Conversions]
- term: CVR
  expanded: Conversion Rate
  group: reporting-metric
  definition: Your conversion rate calculated by total conversions divided by total
    mail pieces sent.
  quoted: true
  derived_from: [Conversions, Total Mail Sends]
- term: Daily Mail Sends
  group: reporting-metric
  definition: The total number of mail pieces that PebblePost has sent, per day
  quoted: true
- term: Response Rate
  group: reporting-metric
  definition: The Rate of responses calculated by dividing total responses by total
    mail sent.
  quoted: true
  derived_from: [Responses, Total Mail Sends]
- term: Responses
  group: reporting-metric
  definition: The total number of on-site returned page views of users where PebblePost
    mail was sent.
  quoted: true
- term: Revenue
  group: reporting-metric
  definition: The total order value attributed to PebblePost mail sends based on your
    transaction data.
  quoted: true
- term: ROAS
  expanded: Return on Ad Spend
  group: reporting-metric
  definition: The ratio of total order value to ad spend.
  quoted: true
  derived_from: [Revenue, Ad Spend]
- term: Total Mail Sends
  group: reporting-metric
  definition: The total number of mail pieces that PebblePost has sent.
  quoted: true
- term: brid
  label: Brand ID
  group: tag-field
  required: true
  definition: 'PebblePost-issued brand identifier carried on the client-side tag; it
    also selects the per-brand collector script path on cdn.pbbl.co.'
  quoted: false
  source: https://docs.pebblepost.com/article/6-pebblepost-javascript-tag-installation-guide
- term: brcid
  label: Brand Customer ID
  group: tag-field
  required: true
  definition: The brand's own identifier for the visiting customer.
  quoted: false
  source: https://docs.pebblepost.com/article/6-pebblepost-javascript-tag-installation-guide
- term: orderId
  label: Order ID
  group: tag-field
  required: false
  definition: Order identifier, set on conversion pages.
  quoted: false
  maps_to_metric: Conversions
  source: https://docs.pebblepost.com/article/6-pebblepost-javascript-tag-installation-guide
- term: orderValue
  label: Order Value
  group: tag-field
  required: false
  definition: Order amount, set on conversion pages.
  quoted: false
  maps_to_metric: Revenue
  source: https://docs.pebblepost.com/article/6-pebblepost-javascript-tag-installation-guide
- term: email
  label: Customer Email
  group: tag-field
  required: false
  definition: The email address for the customer
  quoted: true
  source: https://docs.tealium.com/client-side-tags/pebblepost-tag/
- term: sessionId
  label: Session ID
  group: tag-field
  required: false
  definition: The brand's first-party session identifier.
  quoted: false
  source: https://docs.pebblepost.com/article/6-pebblepost-javascript-tag-installation-guide
- term: end_url
  label: Synthetic Endpoint
  group: tag-field
  required: false
  definition: The URL trigger for the transaction
  quoted: true
  source: https://docs.tealium.com/client-side-tags/pebblepost-tag/
  note: 'Documented only by Tealium, not by PebblePost. Named in Tealium''s published
    mapping for the PebblePost tag.'
- term: tags
  label: Customer Tag
  group: tag-field
  required: false
  definition: A custom value you may pass through the PebblePost tag
  quoted: true
  source: https://docs.tealium.com/client-side-tags/pebblepost-tag/
- term: Marketer ID
  group: tag-field
  required: true
  definition: 'Integer value provided by PebblePost identifying the marketer/brand in
    the Tealium tag configuration.'
  quoted: false
  source: https://docs.tealium.com/client-side-tags/pebblepost-tag/
  note: 'Tealium''s name for the PebblePost-issued brand identifier; the same concept
    PebblePost''s own guide calls brid.'
x-evidence:
  fetched: '2026-08-12'
  probes:
  - url: https://docs.pebblepost.com/article/21-performance-dashboard-metrics-glossary
    status: 200
  - url: https://docs.tealium.com/client-side-tags/pebblepost-tag/
    status: 200
  - url: https://docs.pebblepost.com/article/6-pebblepost-javascript-tag-installation-guide
    status: 200
x-gap:
- 'The glossary defines the metrics but nothing binds them to a machine-readable
  schema — no field names, no types, no units, no currency. Revenue, AOV, Ad Spend and
  CPA are all monetary and no currency is stated anywhere.'
- 'PebblePost''s own tag documentation is a strict subset of what its integration
  partners document. Two collected fields — `end_url` (Synthetic Endpoint) and `tags`
  (Customer Tag) — appear in Tealium''s published mapping for the PebblePost tag but
  in none of PebblePost''s own articles, so a brand reading only PebblePost''s guide
  does not learn everything the tag can send.'