Metrics and measurement
Earned media value
Earned media value is an estimate of what a campaign's organic reach and engagement would have cost to buy as paid advertising. It is a modelled figure, not revenue.
Also called EMV.
EMV is calculated by applying an assumed rate to impressions or engagements. Because the assumed rate is chosen by whoever is reporting, the same campaign can be assigned wildly different EMV figures, and the number can usually be made to look as good as required.
Treat it as a directional comparison between campaigns measured the same way, never as a financial result. Finance teams are right to be sceptical of it, and a report that leads with EMV instead of revenue is usually avoiding a harder question.
Related terms
- ROAS
- ROAS is revenue divided by the spend that produced it, expressed as a multiple. A campaign that returned 30,000 in revenue on 10,000 of spend has a ROAS of 3.
- Impressions
- Impressions are the total number of times a piece of content was displayed, counting repeat views by the same person.
- Campaign recap
- A campaign recap is the report produced after a campaign ends, showing what was published, what it cost, what it delivered in reach, engagement, and revenue, and what should change next time.
Distinct is the workspace where brands and creators run the work behind these terms. For brands, for creators, or back to the full glossary.