Glossary

A comprehensive list of advertising and marketing terms with definitions and best practices

A

• Ad Fatigue
• Ad Fraud
• Ad Impression
• Ad Inventory
• Ad Network
• Ad Placement
• Ad Rank
• Ad Spend
• Attribution
• Ad Viewability
• Audience Segmentation

B

• Bot Traffic
• Behavioral Targeting
• Bid Strategy
• Bounce
• Bounce Rate

C

• Click Fraud
• Conversion
• Conversion Rate (CVR)
• Cost Per Acquisition (CPA)
• Cross Device Tracking
• Campaign Budget
• Campaign
• Click-Through Rate (CTR) 
• Cost Per Click (CPC)
• Cost Per Mille (CPM)
• Click-Through Conversion
• Conversion Window

D

• Device Targeting

E

• Engagement Rate
• Exclusion List

F

• Frequency Capping

G

• Geo Targeting

I

• Impression Share
• Invalid Traffic (IVT)

K

• Keyword Match Types

L

• Landing Page
• Lookalike Audience

M

• Made-for-Advertising (MFA)

P

• Pixel
• Pageview
• Programmatic Advertising

Q

• Quality Score

R

• Relevance Score
• Return on Ad Spend (ROAS) 
• Retargeting

S

• Scroll Depth
• Session

T

• Traffic Source

U

• UTM Parameters

V

• View-Through Conversion