Performance Terms Glossary
CPA
CPA stands for “cost per action.” Calculate this metric by dividing the total campaign spend by the number of actions the campaign receives. (Please also see “Campaign Goal.”)
Clickthrough Conversion
A clickthrough conversion occurs when a user clicks on an ad and converts. Examples of conversions include navigating to certain pages of a website, making online purchases, or filling out online forms. In addition to these online conversions, you ...
Category Contextual
This targeting tactic serves ads to users visiting webpages that are relevant to the context(s) you choose to target. For example, if you run a campaign for a car dealership, you might select the “Hybrid Cars” page context to reach users visiting ...
Campaign Goal
This is the goal your campaign tries to achieve. Choose between a Clickthrough Rate (CTR) or a Cost Per Action (CPA) goal. Based on the chosen goal, Full Force Ads' platform optimizes the campaign using decile bidding; it analyzes thousands of data ...
Campaign Flight
This is the period of time a campaign runs. It features a defined start date and an optional end time.
Bounce Rate
Listed as a percentage, this is the ratio of website visitors who only view the landing page of a site divided by the overall number of visitors to that landing page.
Blacklist
A blacklist is a list of domains or IP addresses on which campaigns will not serve impressions.
Behavioral Targeting
This technique delivers online ads to relevant users by targeting them based on their web-browsing behavior.
Bid Request
When a publisher has available ad space, it notifies the exchange, which sends out a request for bids. At that time, campaigns bid for the advertising space.
Bid
A bid is an offer to pay a certain amount for an available impression.
Attribution Window
This is the time during which Full Force Ads tracks conversions associated with a user. It begins once a user is served an impression and can last up to 30 days after the impression is served. While 30 days is the campaign’s default attribution ...
API
API stands for “application program interface.” An API typically facilitates the ability for two separate systems to interact with each other. Full Force Ads' API allows you to build, manage, and report on campaigns via your own system rather than ...
Addressable Geo-Fencing
This targeting tactic allows you to target individual households at the address level with digital ads. Upload a list of physical addresses into the Full Force Ads' UI, or build a custom audience with Addressable Audience Curation. From there, the ...
Addressable Audience Curation
This tool in the Full Force Ads' UI allows you to build custom audiences in real-time for address-level targeting based on more than 500 geographic, demographic, and property factors. Using Boolean logic, include or exclude different variables, and ...
Ad Tag
An ad tag is HTML code that references an ad hosted on a third-party ad server.
Ad Size
This is the width and height in which an ad appears on a screen. It is measured in pixels and is always written as (Width in Pixels) x (Height in Pixels) for both display and video creatives. Examples include 300x250, 728x90, and 320x50
Ad Size
This is the width and height in which an ad appears on a screen. It is measured in pixels and is always written as (Width in Pixels) x (Height in Pixels) for both display and video creatives. Examples include 300x250, 728x90, and 320x50
Action
This is the desired behavior you want a user to complete after being served an ad, such as navigating to a certain page on a website, making an online purchase, or filling out an online form. In addition to online conversions, Full Force Ads can ...
CTV - Connected TV - Definition
WHAT IS CTV? CTV stands for “connected TV” and is any television set used to stream video over the internet. These are most often videos that are streamed via apps that are downloaded. Devices that are classified as CTV devices are: Smart TV – ...
OTT - Over the Top - Definition
WHAT IS OTT? So, what exactly does OTT mean? OTT stands for “over the top”, which is video content that is served to viewers over the traditional closed television system. With OTT, users don’t need to subscribe or pay a cable or satellite company ...
Pay-per-click ( PPC )
Pay-per-click (PPC), also known as cost per click (CPC), is an internet advertising model used to direct traffic to websites, in which an advertiser pays a publisher (typically a website owner or a network of websites) when the ad is clicked. ...
Pay per lead
Pay per lead (PPL) is a form of cost per acquisition, with the "acquisition" in this case being the delivery of a lead. Online and Offline advertising payment model in which fees are charged based solely on the delivery of leads. In a pay per lead ...
CPA as "cost per acquisition"
CPA is sometimes referred to as "cost per acquisition", which has to do with the fact that many CPA offers by advertisers are about acquiring something (typically new customers by making sales). Formula to calculate cost per acquisition Cost per ...
Pay-per-click (PPC), Cost per click (CPC) - Definition
Pay-per-click (PPC), also known as cost per click (CPC), is an internet advertising model used to direct traffic to websites, in which an advertiser pays a publisher (typically a website owner or a network of websites) when the ad is clicked. ...
View-through Rate VTR - Definition
A view-through rate (VTR), measures the number of post-impression response or view-through from display media impressions viewed during and following an online advertising campaign. Such post-exposure behavior can be expressed in site visits, on-site ...
Cost Per Thousand - CPM - aka Cost Per Mille
Cost per mille (CPM), also called cost per thousand (CPT) (in Latin, French and Italian mille means one thousand), is a commonly used measurement in advertising. It is the cost an advertiser pays for one thousand views or clicks of an ...
CTR - Click Through Rate - Definition
The click-through rate is the number of times a click is made on the advertisement divided by the total impressions (the number of times an advertisement was served)