Glossary

A controlled experiment comparing two versions of an ad, audience or landing page to find the better performer.

Google Ads’ competitive position of your ad in the auction, influenced by bid, quality and expected impact.

The time period after an ad interaction during which a conversion is credited to the ad.

How a platform spends your budget to achieve a goal, such as maximise conversions or target CPA.

A meaningful action taken after seeing an ad, such as a purchase, form submit or phone call.

The percentage of visits or clicks that result in a conversion.

The average amount you pay each time someone clicks your ad.

The cost to deliver one thousand ad impressions.

The percentage of impressions that resulted in a click. Calculated as clicks divided by impressions.

The average number of times a person saw your ad in a set period.

The total number of times your ad was shown.

The web page people arrive on after clicking an ad, designed to drive a single action.

A Meta or Google audience that finds new people similar to your best customers.

A keyword that prevents your ads from showing for unwanted searches.

A Google Ads campaign type that uses automation to run across all Google networks from a single goal-based campaign.

Google Ads metric estimating the relevance and quality of keywords, ads and landing pages.

The number of unique people who saw your ad.

Showing ads to people who have already interacted with your business, such as visiting your website.

Revenue generated divided by ad spend. A measure of advertising efficiency.

Tags added to URLs to track campaign performance in analytics platforms.