Digital Glossary

Average cost-per-view (avg. CPV) is the average amount you paid each time someone viewed your video ad. It equals the total cost of all views divided by the total number of views. This differs from maximum CPV, which is the most you're willing to pay for an ad view.

tries to defend or attack an argument based on an extreme or outrageous version of factual circumstances that is plainly unrealistic.

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.

We rely heavily on the first piece of information introduced when making decisions.

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

Average cost-per-click (Avg. CPC) is the amount you've paid for your ad divided by its total clicks. If your ad receives 2 clicks, one costing $0.20 and one costing $0.40, your average CPC for those clicks is $0.30.

Note that Avg. CPC may at times be higher than Max. CPC. For Hotel Ads, this is typically because the Max. CPC is multiplied by the number of nights in the itinerary. For example, if Max. CPC is set at $2, then the most that a click will cost for a 1-night stay is $2. For a 3-night stay, the most that a click will cost is $6. The Avg. CPC will reflect the full price you pay for each click.

This type of campaign encourages people to install your app.

A branch of digital marketing focused on strategies and techniques designed to improve visibility of apps in the app store. This can include optimizing the apps meta data with targeted keywords, enhancing app creatives, and more.

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.

“All changes” shows the number of changes made to your campaigns or ad groups during your selected date range.

Changes are shown after 10 a.m. PST the day following the change. Changes before May 19, 2014 aren’t shown.

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 term used in subscription-based businesses to indicate the amount of revenue that is committed and recurring on an annual basis.
In other words, ARR is the total amount of revenue a company expects to receive from customers who have committed to renewing their subscriptions at the same rate for another year.

In website terms, 'above the fold' is the type of content that a website visitor sees before scrolling down on a specific page It's useful being aware of this type of content when you are creating landing pages for inbound marketing. A call-to-action that first pops up after a lot of scrolling may decrease the efficiency of your campaigns. It's all of the information that is viewable on a web page prior to scrolling.

This is a type of performance-based marketing where a brand rewards affiliate partners for each website visitor or customer brought by the affiliate’s own advertising efforts. Affiliates typically receive discounts or payments based on the number of visitors or customers they bring.

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

Search Absolute Top Impression Rate is the percent of your impressions that are shown as the very first ad above the organic search results.

Use this metric to see whether changes in performance are due to changes in your ads' location.

For example, if out of 100 impressions, an ad has 10 impressions in which it appears as the first ad above the organic search results, the absolute top of page rate will be 10%.

Since Google will only show one ad at a time from an advertiser, ad rotation determines which ad to display if there is more than one ad contained in an ad group.

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

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.

Total shares of content, organic tagged mentions, branded hashtag use, user-generated content.

The number of actions taken on your ad, Page, app or event after your ad was served to someone, Actions include Page likes, app installs, conversions, event responses, and more
For example, 2 Page likes and 2 comments would be counted as 4 actions.

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

Advertising Policies provide information about what kinds of ad content and practices are allowed or not allowed on the site.

Comprises the information gathering, analysis, and reporting process. Data is derived from all online touchpoints (i.e. a website, direct, organic, and paid channels), analyzed for insights and trends, and then delivered for strategic implementation.

A Google platform that allows webmasters to collect statistics and data about website visitors. Google Analytics (sometimes abbreviated as GA) allows webmasters to see where web traffic comes from and how visitors behave once on the site.

Analytics is essentially the discovery and visualization of important patterns in data. In the context of marketing 101 terms, it is looking at the data of one’s metrics (website visitor reports, social, PPC, etc.), noticing trends within that data, and then creating insights that can be utilized when making marketing decisions. Popular analytics services include Google Analytics, Hubspot, Mixpanel, Kapost, and Kissmetrics among many others.

In a social media context, analytics is the process of following metrics on your social media performance and using that data to improve your strategy. For instance, watching your engagement rate over time to see if your posts are becoming more or less compelling to your followers is one way of using social analytics.