Performance Marketing Glossary

Google Ads formula that decides which ad shows and at what position.

Meta's quality, engagement, and conversion rankings vs competitors.

Meta's AI-driven campaign setup that automates targeting and placements.

Average revenue per transaction — total revenue ÷ number of orders.

How credit for a conversion is assigned across ad touchpoints.

Meta's off-platform placement inventory (apps and sites).

Algorithmic bid strategies that optimise toward a target CPA/ROAS.

Controlled test measuring incremental awareness or recall from ads.

Google keyword match type that also triggers on related queries.

Rate at which a campaign spends its budget across the day/month.

Non-skippable 6-second YouTube ad optimised for reach and recall.

Total marketing + sales spend divided by new customers acquired.

Budget set at campaign level; Meta distributes across ad sets.

Server-side event stream from your site/CRM to Meta or Google.

% of clicks or sessions that complete the target action.

Meta bid strategy that keeps average CPA at or below a cap.

Ad spend divided by conversions — the price of one action.

Ad spend divided by clicks — what one click into your site costs.

Spend divided by leads captured — a top-of-funnel efficiency metric.

Cost to serve 1,000 impressions — the auction's price signal.

YouTube/TikTok metric — cost per qualified video view.

When an audience has seen the same ad enough that CTR/CVR drops.

Repeatable process for launching, judging, and killing ad variants.

Clicks ÷ impressions — measures how often your ad earns a click.

Meta audience built from your customer, pixel, or engagement data.

LinkedIn message ads with clickable branching CTAs.

The auction goal (reach, leads, sales) the platform optimises toward.

Unpublished page post used only as a paid ad — not on the timeline.

Google campaign type across YouTube, Discover, and Gmail placements.

Meta ads that auto-generate creative from your product catalog.

Interactions ÷ reach — how much of the audience actually reacted.

Meta's 0–10 score of how well events match to a Meta user.

Google keyword match that fires only on very close queries.

Average number of times a person saw your ad in a window.

Google's banner and native inventory across 2M+ partner sites.

Event-based, cross-platform analytics that replaced Universal Analytics.

Incrementality test that turns spend on/off by region to isolate impact.

Tag deployment container for firing pixels without code edits.

% of impressions that watched the first 3 seconds of a video ad.

Number of times your ad was rendered on a screen.

Measures the lift ads caused vs what would have happened anyway.

Broad, phrase, and exact — how Google matches keywords to queries.

Google's judgement of how useful your LP is post-click.

Native, in-platform form (LinkedIn/Meta) that pre-fills user data.

Account-based marketing using LinkedIn's company + job-title targeting.

New audience Meta/LinkedIn builds from a high-value seed list.

Total gross profit a customer generates across their relationship.

Lifetime value ÷ acquisition cost — the unit-economics gate for scaling.

Total revenue ÷ total ad spend — the blended, attribution-free ROAS.

Statistical model measuring channel contribution using historical data.

Browser tag that reports events (view, add-to-cart, purchase) to Meta.

Term you block so Google doesn't waste spend on irrelevant queries.

Feeding CRM/sales data back to ad platforms to optimise on real outcomes.

Google's cross-inventory campaign driven by asset feeds and audience signals.

Google match that fires on queries containing the keyword's meaning.

Google's 1–10 rating of expected CTR, ad relevance, and landing page.

Number of unique users who saw your ad at least once.

Serving ads to users who already visited your site or engaged.

% of customers still active after a given time window.

Revenue attributed to ads ÷ ad spend — the fastest efficiency read.

Net profit from an investment as a % of the amount invested.

Google format where 15 headlines + 4 descriptions are mixed by ML.

LinkedIn's premium tool for prospecting, lists, and outreach.

Source list (customers, leads) used to build lookalikes.

Running Tag Manager on your own server to improve match + control.

% of impressions your brand owns vs total category impressions.

LinkedIn ads delivered as personal messages from a sender.

LinkedIn's feed-based native ad — single image, video, carousel, document.

Google auto-bid strategy that targets a specific cost per conversion.

% of impressions that stopped scrolling long enough to register the ad.

Google auto-bid strategy that targets a specific return on ad spend.

URL tags that pass source/medium/campaign into your analytics.

% of impressions that resulted in a qualified video view.

Conversion from a user who saw but didn't click an ad.

Users who already know your brand — site visitors, email list, engagers.

Skippable in-stream ad — you only pay when someone watches ≥ 30s.