Learn the essential terms and concepts in paid media and ads management.
Ad frequency is the average number of times each unique person in your target audience saw your a...
An attribution window is the time period after an ad click or view during which a resulting conve...
Average Order Value (AOV) is total revenue divided by the number of orders in a period. It is one...
Blended ROAS is total revenue across all channels divided by total paid ad spend. By using one re...
CAPI match rate — surfaced by Meta as Event Match Quality (EMQ) — is how well Meta can tie your s...
Cohort LTV (lifetime value) measures the cumulative revenue per customer within a specific acquis...
First-click attribution assigns 100% of a conversion's credit to the first marketing touchpoint a...
Incrementality is the revenue a marketing channel actually caused — the conversions that would no...
Linear attribution splits a conversion's credit evenly across every marketing touchpoint in the u...
MER (Marketing Efficiency Ratio) is total revenue divided by total marketing spend across all pai...
The learning phase is the period during which Meta's delivery system is still gathering signal on...
Payback period is the number of days it takes for a customer's cumulative gross profit to equal t...
Performance Max (PMax) is Google Ads' goal-based campaign type that serves across all Google inve...
The pixel-to-conversion discrepancy is the gap between orders reported by your storefront (Shopif...
ROAS (Return on Ad Spend) is revenue generated divided by the ad spend that generated it. It is t...
iOS 14.5 (released April 2021) introduced App Tracking Transparency, requiring Apple users to exp...