• Acquisition: New contact information from a member of the target audience acquired as a result of an ad
  • Clicks: Number of times a user clicked on an ad
  • Click-to-Convert Ratio: The ratio of goal actions taken on your site that resulted from ads to clicks on ads
  • Click-Through Rate (CTR): The ratio of clicks on ads to the number of impressions that were delivered
  • Conversions: An action taken by somebody. For example: they have signed up with their email address, made a donation, made a call, etc. Note: clicking on a link to a website is not a conversion.
  • Contextual: Ads that serve related to the content they are displayed near. These may be search ads (related to searches), or banner/video ads appearing near to related content.
  • Copy: The verbal component of an ad
  • Cost per Acquisition (CPA): The total amount spent on an advertising campaign divided by the number of acquisitions that it led to
  • Creative: The graphic component of an ad
  • Frequency: The number of times the average user saw an advertisement. Equal to impressions divided by reach
  • Impressions: The number of times an ad was seen. If one person sees an ad twice, that counts as two impressions
  • Keywords: Words we use to target ads. Think of them as words people might search for to find your information.
  • Native advertising:  Ads that appear to be part of the site. Most social ads (Twitter, Facebook) are native, as well as ads that look like news articles (e.g. “more you might like”).
  • Pixel: A snippet of code placed on a website to track conversions
  • Reach: The number of people who saw your ads
  • Retargeting: Finding people who have taken some form of action (landed on your landing page, signed up but not donated) and targeting them with ads to encourage them to either complete that action (actually signing up, making a donation).
  • Trafficking: the process of setting up an ad campaign from a technical aspect