Valuation Settings
Valuation Settings is under Home.
Valuation Settings enables you to quantify an entity’s engagements, impressions, or views by assigning values to each social media channel. You can use the default values or set custom Cost Per Engagement (CPE), Cost Per View (CPV), and Cost Per Thousand Impressions (CPM). Also, you can select your preferred currency and the values change based on the current currency conversion rates.
Timeline
When you click on Timeline, a user is presented with the valuation settings for timeline posts.
Engagements can be used to value image posts. Using Blinkfire's default CPEs (or custom CPEs), posts are valued by CPE x Engagement.
Impressions can be used if your owned and operated entity signed in with the proper credentials -- activating private insights, including impressions. Posts are valued by CPM x Impressions. VK, Sina Weibo, Google+, and Tencent will not show impressions, so CPE will be the default. Additionally, if a user has CPM set, their owned and operated channels will be valued on a CPM basis, but all other channels (non-owned and operated) will be valued on a CPE basis.
Engagements can be used to value video posts. Using Blinkfire's default CPEs (or custom CPEs), videos are valued by CPE x Engagement.
Impressions can be used if your owned and operated entity signed in with the proper credentials -- activating private insights, including impressions. Posts are valued by CPM x Impressions. Additionally, if a user has CPM set and has video view data for their owned and operated channels, those channels will be valued on a CPM basis, but all other channels (non-owned and operated) will be valued on a CPE basis.
Video Views can be used if your owned and operated entity signed in with the proper credentials -- activating private insights, including video views. Posts are valued by CPV x Views. VK, Sina Weibo, WeChat, Google+, and Tencent do not show video views, so CPE will be the default. Additionally, if a user has CPV set and has video view data for their owned and operated channels, those channels will be valued on a CPV basis, but all other channels will be valued on a CPE basis.
Text
Engagements can be used to value text posts. Using Blinkfire's default CPEs (or custom), posts are valued by CPE x Engagement.
Impressions can be used if your owned and operated entity signed in with the proper credentials -- activating private insights, including impressions. Posts are valued by CPM x Impressions. VK, Sina Weibo, Google+, and Tencent will not show impressions, so CPE will be the default.Additionally, if a user has CPM set, their owned and operated channels will be valued on a CPM basis, but all other channels (non-owned and operated) will be valued on a CPE basis.
Instagram Stories - Image & Video
When you click on Stories, a user is presented with the valuation settings for Stories posts.
Instagram Stories are valued on a CPM basis as opposed to timeline posts which can be valued on a CPE, CPV, or CPM basis. This advertising method is used because when running an Instagram Stories ad, they can only be purchased via CPM.
CUSTOM VALUATION
Timeline & Stories
Blinkfire offers the option to customize CPE, CPM, and CPV values for images, video, and text as well as Instagram Stories. (Images = CPE and CPM; Videos= CPE, CPM, and CPV).
In the example above, if you want to change Twitter and Instagram's CPE for Images and Facebook's CPE for Videos:
1. Click on the edit icon 2. Type in the custom CPE per platform you'd like to use.
Images: Twitter's CPE changed from $.75 to $.50, and Instagram's CPE changed from $.60 to $1.00. Videos: Facebook's CPE changed from $.35 to $.45
When a platform value changes, it changes across the platform for the individual user's license. You always have the option to "reset" the values back to the default. If you are interested in valuing a specific channel, go to Channels.
Please note: Impressions and Video Views are private data. If you are valuing content by CPM and/or CPV, non-owned and operated entities will default to CPE.
CHANNELS
When you click on Channels, a user is presented with the ability to customize specific social media channels' valuation settings.
How does Channel Valuation work?
If you are Chelsea FC, you can set specific channel valuation settings.
For example, if you want to value your main Twitter handle differently than your Instagram account, you have the flexibility to change that.
Step 1: Search Channel by Entity or by Channel directly
Step 2: Choose the valuation method you would like. In the example below, we will use CPE for images and text, and CPV for videos. These channel values will override the values set for the platform via Timeline.
Default Valuations
You'll notice that default valuations are set in place for image, video, and text. CPE is the default valuation for these mediums.
Why is CPE the default valuation? Can I value a non-owned entity by CPM or CPV?
If you are Chelsea FC and want to value Real Madrid's Facebook Page's image and text posts by CPM and videos by CPV, the default valuation of CPE would kick in.
You can't value a non-owned entity by CPM or CPV since impression and video view data is private, and therefore Chelsea FC would not have access to Real Madrid's data. You can only value specific channels you own by CPE, CPM, and CPV. All non-owned and operated entity channels are valued by CPE (and you can change those values).
You can either use the default CPE for the social media platform (whatever you have set in place via Timeline) or you can set your own "Fallback CPE" for the channel that will override whatever is set for the platform.
In the example above, Real Madrid's Facebook default for images and text is set to $.25, but for videos a new fallback CPE was set at $.50 (instead of the default of $.35).
TRANSPARENCY WHEN REPORTING
When you export a report, we now have a page dedicated to Valuation Settings, so you are transparent without not only your team, but also brand partners in how you value social media platforms and specific channels.
