Action rate (AR) – The probability that a user will take an action from the moment they click (or view) an ad. Also referred to as Conversion Rate.
Attribute – Consists of the descriptive meta data associated with a campaign, such as campaign name, campaign status, targeting, creative elements and dates.
Click through – Any action that occurred after a user clicked on an ad.
Click through rate (CTR) – The percentage of people visiting a web page who access a hyperlink text from a particular advertisement.
Context – How and where you’ll display ads for targeted users, such as device, connectivity, or delivery location.
Conversion – The user behavior that you wish to track and optimize your campaign towards.
Conversion event – The pixel that fires when a user completes an action on your site or mobile app.
Cost per action (CPA) – Ad bid type where you pay for a specified action like registration, newsletter sign-up, etc. Learn more
Cost per click (CPC) – Ad bid type where you pay for the amount of people who click on your ad. Read more
Cost per install (CPI) – Ad bid type where you pay for each installation that results from users seeing your ad.
Cost per 1,000 impressions (CPM) – Ad bid type where you pay based on the number of times your ad is shown.
Creative – Specifies what users will see upon viewing an ad, including images and copy.
Daily active users (DAU) – How many unique users visit a site or app daily. This metric is used to measure the success of a website or app.
Lifetime Value (LTV) – The revenue or associated value a customer generates for your business over time.
Mobile app installs (MAI) – How many unique users have downloaded your mobile app. This metric is used to measure how successful an ad is at generating downloads.
Optimized cost per 1,000 impressions (oCPM) – Similar ad bid type to CPM, where your ad will be displayed to users most likely to complete your specific defined action. See more
Optimized budgeting – Automatically limits and then increases budget as more is learned about an ad’s performance.
Pixel – Also known as a Tracking Pixel, this refers to a 1 pixel by 1 pixel image tag that is hard-coded into your website or app so it can track conversion events like registrations, products viewed or links clicked. Read more
Placement – An individual ad within the marketplace that will have a unique image, title, body, destination URL and targeting parameters.
Predictive Lifetime Value (PLTV) – A prediction of the revenue or associated value a customer generates over time. Learn more
Return on ad spend (ROAS) – A way to measure the value of your online marketing campaigns.
Real time bidding (RTB) – How advertising inventory is bought and sold through a programmatic real-time auction.
Software developer kit (SDK) – A set of programs that enables programmers to develop applications for specific platforms. See more
Stop Loss – Evaluates and pauses down ads that are exceeding your target CPA or not meeting your yield goal. Read more
Value per action (VPA) – How an advertiser values a given action like installs, registrations or downloads.
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