Ad-ops glossary
Plain-language definitions of the advertising terms we use across Meta, Google, and TikTok Ads.
- Ad Set vs Ad GroupAn ad set (Meta) and an ad group (Google, TikTok) are the campaign layer that holds targeting, budget, and schedule and groups the individual ads beneath it - different platform names for the same structural level.
- Advantage+ (Meta)Advantage+ is Meta's suite of automation features that let its machine learning handle targeting, budget, placements, and creative optimisation instead of manual settings.
- Advantage+ Shopping (ASC)Advantage+ Shopping (ASC) is Meta's automated campaign type that uses machine learning to optimise audience, placements, and creative for e-commerce sales with minimal manual setup.
- AOV (Average Order Value)AOV (Average Order Value) is the average amount a customer spends per order, calculated as total revenue divided by the number of orders.
- Attribution WindowAn attribution window is the period after a click or view during which a conversion is credited to an ad (for example, Meta's default 7-day click and 1-day view).
- Broad TargetingBroad targeting is letting the ad platform's algorithm find your audience with few or no manual interest and demographic constraints, relying on its optimisation rather than narrow segments.
- Conversions API (CAPI)The Conversions API (CAPI) is a server-side connection that sends conversion events directly from your server to an ad platform, improving measurement accuracy when browser tracking is blocked or lost.
- CPA (Cost Per Acquisition)CPA (Cost Per Acquisition) is the average amount you pay for one conversion, calculated as total ad spend divided by the number of conversions.
- CPC (Cost Per Click)CPC (Cost Per Click) is the average amount you pay each time someone clicks your ad.
- CPM (Cost Per Mille)CPM (Cost Per Mille) is the cost of one thousand ad impressions.
- CTR (Click-Through Rate)CTR (Click-Through Rate) is the percentage of people who clicked your ad out of everyone who saw it, calculated as clicks divided by impressions.
- CVR (Conversion Rate)CVR (Conversion Rate) is the percentage of clicks or visits that result in a conversion.
- FrequencyFrequency is the average number of times each person saw your ad over a given period, calculated as impressions divided by reach.
- Lookalike AudienceA lookalike audience is a targeting audience the ad platform builds by finding new users who resemble an existing source audience, such as your customers or website visitors.
- MER (Marketing Efficiency Ratio)MER (Marketing Efficiency Ratio) is total revenue divided by total advertising spend across all channels, giving a blended, account-wide view of advertising efficiency.
- Performance Max (PMax)Performance Max (PMax) is a Google Ads campaign type that serves across all Google inventory - Search, Display, YouTube, Gmail, Maps, and Discover - from a single campaign driven by automated bidding and asset optimisation.
- ReachReach is the number of unique people who saw your ad at least once, counted without duplication regardless of how many times they saw it.
- RetargetingRetargeting is showing ads to people who have already interacted with your brand - visited your site, used your app, or engaged with your content - to bring them back to convert.
- ROAS (Return on Ad Spend)ROAS (Return on Ad Spend) is the revenue generated for every unit of currency spent on advertising, calculated as revenue divided by ad spend.
- View-Through ConversionA view-through conversion is a conversion credited to an ad that a user saw but did not click before converting within the view attribution window.