Click on a definition to view details and our Analyst pro-tips.

A/B Test

A test of one variable. For example, a test of which ad copy version performs better.

Above the Fold

The viewable space of a website when it first loads.

Account Administrator Access

Full access to modify Twitter campaigns and view data within the ad account, including ability to add/remove users and change settings. Account Administrators cannot post organic tweets, but can create promoted-only tweets.

Action Report Time

Determines whether the data is reported based on when the user saw an ad, or when the conversion took place. For example, if a person saw the ad on January 1st but converted on January 2nd, when you choose Action Report Time: Impression, you will see a conversion on January 1st.


The total number of actions people took that are attributed to your Facebook and Instagram ads. Actions may include engagements, clicks, video views, conversions, app installs, and more.

Ad Exchange

Marketplace for buying and selling digital ads, often through real-time auctions.

Ad Group

An ad group contains one or more ads which target users based on keywords, actions, demographics, etc.

Ad Network

The “middleman” between websites and advertisers. They are like a digital media wholesaler that sells digital advertising space.

Ad Rank

This is a value used to determine an ad’s position (where the ad will appear on a page) and whether or not the ad will appear at all.

Ad Set

Facebook’s version of an ad group, which contains one or more ads grouped together by targeting, bid, placement, and schedule.

Add to Cart (ATC)

An action taken by a user on an e-commerce site in which an item is added to their shopping cart. This happens before a user makes a purchase.

Add To List (ATL)

The number of times an Amazon product is added to a customer’s wish list, gift list, or registry after being served an ad.

Addressable Audience (AA)

A Gupta Media model focused on the available audience size across key targets and how much it would cost to reach those audiences.

Advertiser Access

A limited type of access an advertiser can have to a Facebook page. Restricts permissions to creation of ads and data insights for targeting. Does not allow the user to edit page settings or create public-facing posts.

Advertising Cost of Sales (ACoS)

The percentage of product sales driven from ads, spent on Amazon ads (ad spend/sales revenue).


AdWords is the former name of Google Ads.

Affiliate Marketing

This type of marketing often involves a number of parties. There is usually at least the seller, who promotes their products and services through an affiliate, and an affiliate, who earns a commission on every action or sale that occurs as a result of the traffic they send to the seller.

Amazon Advertising

Amazon Advertising is Amazon’s portfolio of advertising products and tools that houses the former entities: Amazon Marketing Services (AMS), Amazon Media Group (AMG), and Amazon Advertising Platform (AAP).

Amazon Advertising Platform (AAP)

Amazon Advertising Platform (AAP) is the former name of Amazon DSP.    

Amazon DSP

Amazon DSP (formerly known as Amazon Advertising Platform) is a demand side platform that enables advertisers to programmatically serve video and display ads across Amazon and partner sites and networks. Ads can be set up to drive traffic to products within Amazon or to external URLs.

Amazon Marketing Services (AMS)

Amazon Marketing Services (AMS) is the former name of Amazon Sponsored Products and Amazon Sponsored Brands.

Amazon Media Group (AMG)

Amazon Media Group (AMG) is now known as Amazon Advertising.

Amazon Sponsored Brands

Formerly called Headline Search Ads, Sponsored Brands are native ads that show in Amazon search results. The creative consists of a headline, logo, and multiple Amazon products. Ads click through to the Amazon product detail page or Store.

Amazon Sponsored Products

Amazon Sponsored Products are a native ad type in Amazon’s pay-per-click ad platform. Ads can be served to relevant visitors based on search keywords, related products, and shopper interests. Ads must drive to products on Amazon.

Animated Filters

GIF-like filters that Snapchatters can overlay on their photos & videos. Animations can include flashing and color changing messaging, product animation and movement, enhancements like “sparkles” and more.

App Clicks

Clicks on promoted tweets optimized for app installs or app engagements. These clicks may include app installs, app opens, and clicks to the app store.

App Extension

App extensions allow you to link to your mobile or tablet app below your Google search ads. They are a great way to have an ad that focuses on the primary link you would like to send users to, while also including a link to your app.

App Install Rate

The number of installs of the app being promoted divided by the number of ad impressions.

App Installs

The total number of downloads of an app after users interact with your ads.

App Store Search Ads

Ads that reach high-intent, quality users searching on the App Store for keywords relevant to your iPhone or iPad app.

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