This article explains the terms you will encounter when working with Tanganica. If you come across a term you don't understand, you will find it here.
Credit:
Credit is a prepaid amount that you load into Tanganica and which is used to cover advertising costs. It is drawn continuously for two purposes: for the actual display of ads (clicks and impressions) and for the fee from orders generated by the campaigns. The fee is calculated from the order value excluding VAT and shipping.
XML product feed:
A feed is a file that contains a list of all your products — their names, prices, photos, availability and other information. Tanganica loads it daily and uses it to build your ads.
Tracking code:
The tracking code is a script placed on your website that monitors customer behaviour and sends data back to the campaigns. It allows Tanganica to know which ads led to an order.
Data Layer:
The data layer passes precise order information to the tracking code — such as the order value, number of products or currency. Correct data layer setup is necessary for accurate measurement of campaign results.
Conversion:
A conversion is a completed order that the system has attributed to a specific campaign. It serves as the main performance indicator for ads.
Attribution window:
The attribution window determines how long after clicking on an ad an order can still be attributed to a campaign. Tanganica uses a 30-day attribution window with a last-click model — if a customer clicks on an ad today and purchases at any point within 30 days, that order is attributed to the campaign. This applies even after the campaign is turned off.
Learning phase:
After a campaign is launched, the algorithm goes through a learning phase — collecting data on who the ads are delivering results for. This phase lasts up to 30 days. During this time it is not recommended to turn off the campaign or make significant changes to the settings, as this will reset the learning phase.
COS (Cost of Sales):
COS is a key indicator of advertising efficiency. It expresses what percentage of revenue is made up of advertising costs. The lower the COS, the more efficient the campaign.
Example: A COS of 10% means that for every €1,000 in revenue, €100 goes towards advertising costs.
As a starting point for setting your target COS, we recommend basing it on the average margin of your products — the margin should always be higher than the COS for campaigns to be profitable.
CSS (Comparison Shopping Service):
Tanganica is a certified Google CSS partner. As a result, your product ads are displayed in Google's comparison shopping service under more favourable conditions than ads managed directly through Google Ads, which can lead to lower cost per click.
If you already have your own Google Ads campaigns, both can run alongside each other. The campaigns do not cannibalise each other or drive up the cost per click.