Digital Glossary

The ability to remove a post from the public feed, but still have it saved on the social media platform.

Models of how conversion credit is applied to ads or campaigns based on the ways users interact with ads.

It's a method of assigning full or partial value of an action to various touchpoints along the customer journey. There are several different types of attribution models that marketers use such as first-touch, last-touch, time-decay, , position based and multi-touch attribution models.

A tool that allows you to see all the other domains entering the same Google ad auctions at the campaign, ad group, and keyword level. Additionally, they give you information on how well your ads are performing in comparison to the different advertisers’ domains.

A group of people you target your ads to. Your audience on social media is the group of people you’re able to reach with your content. This includes all your followers plus anyone who sees or interacts with your posts in their feed. Growing your social media audience is one of the best ways to spread brand awareness.

This is a network of websites, mobile app and mobile web publishers who've been approved by Facebook to show ads in their apps.

We trust and are more often influenced by the opinions of authority figures.

Allow you to define conditions to automatically make changes to your campaigns, ad groups, keywords and ads. (i.e. pausing keywords that have received less than 100 clicks and zero conversions).

Using computer programs to perform tasks that are repetitive, that would normally be completed by a human. Email programs can use automation to send email messages to people based on certain triggers (new customers, did or did not open the last email, etc). Marketers also use automation to nurture leads by sending relevant content to previous visitors of a website, in an attempt to get the visitor back to convert into a sale.

We rely on automated systems, sometimes trusting too much in the automated correction of actually correct decisions.

Tied to our need for social acceptance, collective beliefs gain more plausibility through public repetition.

We rely on immediate examples that come to mind while making judgments.

Your social media avatar, also known as your profile picture, is a small image that represents you on a social network. It can be a real photo of you, a corporate logo, or anything you want your followers to identify as ‘you’ on social.

It is the average amount you've paid per interaction.

How it works: This amount is the total cost of your ads divided by the total number of interactions.

Example: If there are two interactions with your ad, one costing $0.30 and one costing $0.40, your average cost for those interactions is $0.35.

The average price an advertiser pays when a user clicks on their ad.

The average amount of money spent to generate each conversion. This is calculated by dividing the total cost of advertising during a period of time by the total number of conversions over the same period of time.

The average cost for every 1000 impressions that are received. This is measured by dividing the total cost of advertising by the number of impressions then multiplying by 1000.

Refers to the average position that an ad appears in search results when that keyword is searched. For example, an average position of 1.4 means that an ad usually appears between the 1st and 2rd positions.

The value amount of money (typically revenue) that customers spend per visit.

When a user adds a product to the online shopping cart of an e-commerce site but doesn’t proceed to checkout and complete the purchase.
Users may abandon because they aren’t ready to buy or they are using their cart as more of a "wish list" as they shop around and compare prices.

A metric in Google Adwords that helps advertisers understand where, on average, their ads are showing in Google search results pages. There are usually 4 available ad slots at the top of a search result page (where 1 is the first ad, 2 is the second ad, etc), so for the best results advertisers typically want an average position between 1-4. Average position 5+ indicates that your ads are showing at the bottom of the search results page.

ATL is used when the focus is on mass media promotion to reach a large audience. ATL includes media such as radio, TV, print media such as newspaper and magazines, and billboards. All promotional messages are untargeted, meaning they do not focus on a specific target group.

Average response time is a social customer service metric. It is the average time it takes a brand to reply to questions or complaints on social media. Consumer expectations of social customer support response times have become more and more demanding in recent years, with 42% of customers now expecting a response within 60 minutes.

“Average session duration” is the total duration of all sessions (in seconds) divided by the number of sessions. You can use this metric to measure visitor quality. This metric is imported from your Google Analytics accounts and is calculated based only on sessions that originated from Google Ads clicks.

If you don't see data in this column, your accounts might not be linked properly or there might be no data for the data range you’ve selected (Google Analytics data is not available for dates before July 1, 2011).

Average target CPA is the average target that your bid strategy optimized for over the selected time period.

This average includes device bid adjustments, ad group target CPAs, and any changes you've made to your strategy target over this time period.

Average target ROAS is the average target that your bid strategy optimized for over the selected time period.

This average includes ad group ROAS targets, and any changes you've made to your strategy target over this time period.