Learn the essential terms and concepts in paid media and ads management.
Ad frequency is the average number of times a single user in your target audience saw an ad durin...
An attribution window is the time period during which a conversion is credited to a prior ad clic...
Average Order Value (AOV) is total revenue divided by total orders in a period. It is one of the ...
Blended ROAS is total revenue across all channels divided by total paid ad spend. It answers how ...
CAPI match rate (also called Event Match Quality) is the percentage of server-side Conversions AP...
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 measures the revenue a marketing channel actually caused — the conversions that wo...
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 conversio...
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...
iOS 14.5 (released April 2021) introduced App Tracking Transparency, requiring Apple users to exp...