Marketing & Paid Advertising

A single-touch attribution model that gives 100% credit to the first marketing touchpoint.

Credits 100% of a conversion to the final marketing touchpoint before purchase.

Distributes credit for conversions across multiple touchpoints in the customer journey.

A multi-touch model that distributes credit equally across all touchpoints.

A multi-touch model giving more credit to touchpoints closer to the conversion.

Assigns 40% credit to first touch, 40% to last touch, and 20% among middle touchpoints.

Uses machine learning to assign credit based on actual observed impact of each touchpoint.

A conversion that occurs after a user views an ad but doesn't click on it.

A conversion occurring after a user clicks on an ad.

The time period during which a conversion can be credited to an ad interaction.

The true lift in conversions directly caused by a marketing activity.

A testing methodology where a portion of the audience is excluded from seeing ads.

A statistical analysis technique measuring the impact of various marketing channels on sales.

A targeting feature reaching new people who share characteristics similar to your existing customers.

The foundational group of people used to create a Lookalike Audience.

A targeting option reaching people who have already interacted with your business.

Showing ads to people who have previously visited your website or engaged with your content.

Targeting new potential customers who haven't yet interacted with your brand.

Running ads with minimal audience restrictions, relying on platform algorithms.

Targeting users based on their stated interests, behaviors, and page likes.

Reaching users based on their online behaviors, purchase history, and browsing patterns.

A Meta campaign setting where budget is managed at the campaign level by the algorithm.

The traditional method where advertisers manually allocate budgets to each ad set.

Meta's AI-powered campaign type designed specifically for ecommerce.

Automatically show personalized product recommendations based on browsing history.

JavaScript code installed on your website that tracks visitor actions and conversions.

Meta's server-side tracking solution that sends conversion data directly from your server.

A Meta metric (scored 1-10) measuring how well your conversion data matches Facebook users.

Google's fully automated, AI-driven campaign type running across all Google properties.

A Google Ads diagnostic metric (1-10) evaluating keyword relevance and landing page quality.

The percentage of impressions your ads received compared to total eligible impressions.

Google's automated bid strategies using machine learning to optimize for conversions.

The platform where retailers upload product data feeds for Shopping ads and free listings.

A structured data file containing all product information for shopping platforms.

TikTok's native ad format that boosts organic posts as paid advertisements.

TikTok ads appearing in the For You feed between organic content.

TikTok's native commerce feature allowing users to purchase products within the app.

Content created by customers, creators, or fans rather than the brand itself.

The decline in ad performance when audiences see the same creative too frequently.

How well video ads capture attention in the first 1-3 seconds.

The percentage of video viewers who stop scrolling to watch your ad.

The percentage of viewers who continue watching after the initial hook.

Meta feature that automatically tests different combinations of ad elements.

An ad format featuring multiple swipeable images or videos, each with its own link.

A mobile ad format combining a cover image/video with product images below.