How Creatable calculates EMV
This article is intended to explain the value of EMV as a metric, and how it is calculated by Creatable.
To measure the value of earned media, Creatable has developed a proprietary algorithm that factors in reach, engagements, and engagement rate, assigning a monetary value to each of the various types of social engagements of your specific campaign. This process quantifies the impact per campaign, with insights into the return on investment (ROI) from your creator marketing program, represented by an Adjustment Variable that forms part of the following EMV calculation:
EMV = Impressions x CPM x Adjustment Variable
CPM represents the average cost of social media impressions on Creatable campaigns and, as noted, the Adjustment Variable quantifies and represents the actual performance of the creator(s) from your program / campaign(s), providing a highly effective measure of value derived on social media.
An important value add with the Creatable platform lies in its ability to yield an incremental ROI from creator content by running the content on your ecommerce site with embeddable experiences (powered by the Creatable API and embeddable widgets) for on-site search, homepage, product pages and creator storefronts.
The end result is a holistic multi-touch omnichannel strategy that yields both EMV from social performance AND a meaningful sales lift from first-party engagement driven by shoppable creator content on-site. Creatable technology maintains a 2.5X average lift in conversion rates on-site with a 3X extended time on-site. All metrics are measured by the Creatable platform, reported in the analytics section of your Creatable account, and exportable to any platform with native integrations for Adobe and GA.