Glossary of Advertising Terms

ACOS measures ad spend as a percentage of attributed revenue. Learn the formula, targets, and how catalog ads and feed quality influence ACOS.

AFOV measures how often people see your ads on average. Learn how to use frequency caps, creative rotation, and catalog ads to manage AFOV.

AOV is the average revenue per order. Learn the formula and how catalog ads, templates, and product-level video lift AOV.

“Above the fold” is the content visible without scrolling. Learn how it impacts ads and landing pages, and how to design for clarity.

Ad copy is the message in your ads. Learn how to write hooks and headlines that increase clarity, CTR, and conversions.

Ad creative automation uses templates and data to generate many ad variants quickly. Learn how it works and when to use it.

Ad creative optimization is the process of improving ads through structured testing and data. Learn what to test and how to scale wins.

An ad exchange is a digital marketplace where buyers and sellers trade ad inventory in real time. Learn how it works and why it matters.

An ad group is a container for ads that share targeting and bids. Learn how to structure ad groups and when to separate them.

An ad network aggregates inventory from publishers and resells it to advertisers. See how it differs from an exchange and when to use it.

Ad Rank determines which ads win auctions and in what position. Learn the inputs and how creative quality improves rank.

Ad recall is a measure of whether people remember seeing your ad. Learn how creative clarity and catalog relevance influence recall.

An ad server stores, serves, and tracks ads across sites and apps. Learn how it works and why it matters.

An ad set (or ad group) is where you define targeting, placements, and optimization. Learn how to structure ad sets for clarity.

Adaptive placements let platforms deliver your ads across many placements automatically. Learn how to supply the right assets and guardrails.

Add-to-cart rate is the share of product views that add an item to cart. Learn levers to raise intent with feed quality and creative.

A handy reference for converting between common ad aspect ratios with guidance on fit vs. fill and safe zones.

Aspect ratio optimization means exporting the right sizes (1:1, 4:5, 9:16) for each placement. Learn how to systemize it with templates.

Keep text and logos out of UI overlays. See common safe-zone guidance for 9:16, 4:5, 1:1 across major platforms.

Learn how aspect ratio differs from resolution and how to export ad assets correctly across platforms.

Attribution assigns credit to touchpoints that drive conversions. Learn models, pitfalls, and how to read catalog ad impact.

Audience segmentation groups users by shared traits or behaviors. Learn how to segment for catalog ads and match creative to intent.

Average order size is the average number of items per order. Learn how creative, bundles, and merchandising lift basket size.

BFCM is the peak promo period for ecommerce. Learn how to prep feeds, templates, and product sets to win the season.

Behavioral targeting uses actions and signals to reach people more likely to convert. Learn how to apply it with catalog ads.

“Below the fold” is content that appears after scrolling. Learn how to design and measure it for performance.

A practical guide to Facebook ad aspect ratios—when to use 4:5, 1:1, and 9:16 across placements.

The definitive guide to Instagram ad aspect ratios—when to use 4:5, 1:1, and 9:16 across Feed, Reels, and Stories.

See the best LinkedIn ad aspect ratios for single image and video, plus how to keep B2B messaging legible on mobile.

Learn the best Pinterest ad aspect ratio and how to design vertical creative that earns saves and clicks.

Learn the best Snapchat ad aspect ratio and how to design high-impact 9:16 creative that fits UI safe zones.

Learn the best TikTok ad aspect ratio and why 9:16 native vertical consistently outperforms letterboxed formats.

See which aspect ratios work best on X/Twitter and how to keep text and product details readable in-feed.

Learn when to use 9:16 for Shorts and 16:9 for in‑stream YouTube ads, plus how to cross-format.

Bid strategy sets how platforms value conversions (ROAS targets, CPA targets). Learn how to choose and adjust for profit.

Blended ROAS uses total revenue over total ad spend across channels. Learn how to calculate and use it without hiding problems.

Brand lift measures changes in awareness, recall, or consideration after ad exposure. Learn how to run and read brand lift.

Broad audience targeting lets platforms find buyers without interests. Learn how to use it with strong creative and catalogs.

Bumper ads are short (often 6s) non-skippable video ads. Learn how to make them clear and product-forward.

CAC measures what you spend to acquire a customer. Learn the formula, targets, and how creative/feed quality lowers CAC.

CPA measures how much you pay for a conversion. Learn the formula, pitfalls, and how creative/feed changes lower CPA.

CPC is what you pay per click. Learn the formula, drivers of CPC, and how creative/feed quality lowers CPC.

CPI measures what you pay per app install. Learn the formula, how creatives drive CPI, and when to optimize to downstream events.

CPL measures how much you pay per lead. Learn the formula, how to define a qualified lead, and creative/feed tactics to lower CPL.

CPM is what you pay per 1,000 impressions. Learn the formula, drivers of CPM, and how creative/feed inputs affect it.

CPV is what you pay per counted video view. Learn view definitions, how creative impacts CPV, and when to optimize beyond views.

CTOR is an email metric that measures clicks among opens. Learn the formula and how creative/offer framing affects CTOR.

CTR is the percentage of impressions that become clicks. Learn the formula, drivers of CTR, and how creative/feed improvements lift it.

CTV catalog ads bring product feeds to connected TV. Learn how they work, what to show, and how to measure.

A CTA tells people what to do next. Learn how to write and place CTAs in ads and landing pages for higher conversion.

CBO allocates budget across ad sets automatically. Learn when to use CBO, how to structure campaigns, and how catalogs affect it.

Catalog creative uses templates and product data to generate on-brand, high-performing product ads. Learn components and best practices.

Catalog Cult is a community and newsletter for brands running catalog ads. Learn focus areas and who should join.

A catalog feed is the file/API that lists SKUs and attributes for ad platforms. Learn structure and best practices.

Catalog sales are purchases generated by catalog (product) ads. Learn how to structure, measure, and improve them.

Checkout abandonment rate measures how many checkout starts don’t convert. Learn fixes and how ads influence it.

Contribution margin is revenue minus variable costs. Learn how CM guides CAC, POAS, and promo decisions.

Conversion API sends conversions from your server to platforms. Learn setup, deduplication with Pixel, and event quality.

The conversion funnel describes stages from awareness to purchase. Learn how catalog ads support each step.

A conversion pixel fires when a key action happens (purchase, lead). Learn setup and best practices.

Learn non-destructive ways to convert creative between 1:1, 4:5, 9:16, and 16:9 using fit, padding, and background extension.

Creative discovery is the process of exploring concepts and variations to find winners. Learn how to systemize it with catalogs.

Cross-platform catalog ads run your product feed across Meta, TikTok, Pinterest, Snap, and CTV with unified templates. Learn how to do it.

A custom audience is built from your own data (site events, CRM). Learn how to build and use them with catalog ads.

Custom labels are feed fields you define to group products (margin, season, lifecycle). Learn how to use them for catalog ads.

A DMP collects and organizes audience data for advertising. Learn how it works and how privacy shifts affect DMP use.

A DSP lets advertisers buy ad inventory programmatically across exchanges. Learn how DSPs work and how to use them.

Dayparting schedules ads to run at specific times or days. Learn when to use it and how to pair with catalog strategies.

Display advertising delivers image/video ads across websites and apps. Learn how it works and how to make it perform.

Dynamic creatives assemble or swap elements automatically to match users and placements. Learn how to pair DCO with catalog ads for scale and performance.

Business Manager (Meta) organizes ad accounts, pixels, catalogs, and permissions. Learn setup and best practices.

First-party data is information you collect directly from customers. Learn how to collect, consent, and activate it in ads.

Frequency is the average number of times a person saw your ad. Learn how to manage it to prevent fatigue.

Geofencing targets people in or entering defined areas. Learn how it works and when to pair with catalog ads for local relevance.

GA4 is Google’s event-based analytics. Learn key setup, ecommerce tracking, and how to read catalog performance.

GTM manages tags without code deploys. Learn containers, triggers, variables, and how to implement ecommerce events.

A hero image is the main visual above the fold. Learn how to design hero images that improve clarity and conversion.

Hold rate is how long viewers keep watching your video. Learn how hooks, pacing, and product clarity improve retention.

Hook rate measures how many viewers keep watching past the opening seconds. Learn how to raise it with product-first openings.

Impressions count how many times an ad was served. Learn how to read impressions alongside reach and CTR for signal, not vanity.

iROAS measures the incremental revenue from ads divided by spend. Learn methods to measure lift and avoid double counting.

Intent-based targeting uses signals that indicate purchase intent. Learn how to apply it with catalog ads and product sets.

Interest targeting reaches people based on declared or inferred interests. Learn how to use it with strong creative and catalog ads.

LTV estimates the revenue you’ll earn from a customer over time. Learn how to use LTV to set CAC and ROAS goals.

A landing page is where ad traffic arrives. Learn structure, message match, and how to improve conversion for catalog traffic.

Understand when letterboxing or pillarboxing helps or hurts performance—and how to avoid it with proper ratio suites.

A lookalike audience finds new people similar to your best customers. Learn seeds, sizes, and how to pair with catalog ads.

MER is total revenue divided by total marketing spend. Learn how to use MER alongside ROAS/POAS for better decisions.

The Meta Pixel tracks site events for ad optimization. Learn setup, key events, and how to keep catalog performance accurate.

Meta offers tools like Advantage, Catalog, and DCO. Learn which matter for catalog ads and how to use them without losing control.

Mid-roll ads appear during video content. Learn when they work and how to design for attention.

Motion graphics use animation to communicate quickly. Learn when to use motion and how to keep it conversion-focused.

Multi-advertiser ads show multiple brands/products in one placement. Learn how they work and how to stand out.

Native advertising matches the form and function of the platform. Learn how to design native ads that convert.

Negative keywords exclude unwanted queries in search campaigns. Learn how to build lists and keep them updated.

Net revenue is gross revenue minus returns, discounts, and allowances. Learn how it connects to marketing metrics.

OTT refers to streaming content delivered over the internet. Learn how OTT ads work and how they relate to CTV and catalog creative.

Outstream video plays in non-video placements (in-article, in-feed). Learn how to design and measure it.

Learn what POAS (Profit on Ad Spend) means, how to calculate it, and how to improve it with product feed quality, creative testing, and catalog ads.

Post-roll ads appear after video content finishes. Learn when to use them and how to design for recalls and offers.

Pre-roll ads play before video content. Learn how to design pre-roll that earns attention immediately.

Product attributes describe each SKU in your feed. Learn which attributes matter, how to enrich them, and how they improve catalog ad performance.

A product catalog is a structured list of SKUs and attributes. Learn why clean catalogs drive performance across channels.

A recommendation engine suggests products based on behavior and attributes. Learn how to use it with catalog ads and landing pages.

Product sets group SKUs for targeting and reporting. Learn how to build sets by category, margin, and lifecycle to improve performance.

Programmatic advertising uses automated auctions to buy ad inventory. Learn how it works and how product feeds extend performance beyond social.

Programmatic buying automates the purchase of ad inventory using software. Learn how it works and how to get started.

Quality Score estimates the relevance/expected CTR of your ad and landing page. Learn how creative/feed improvements lift it.

Learn how ROAS goal optimization works, how to set targets that reflect your margins, and how catalog ads and feed enrichment help you reach them.

ROI measures net return relative to total investment. Learn how to calculate marketing ROI and improve it with feed quality and catalog ad creative.

RTB is the auction process that matches bids to impressions in milliseconds. Learn how it works and why it matters.

Raw catalog ads show product images without custom templates. Learn when to use them and when to upgrade.

Reach counts the number of unique people who saw your ad. Learn how to read reach with frequency and optimize coverage.

RPV is the average revenue per visitor/session. Learn the formula and how catalog creative lifts RPV via AOV and CVR.

An SKU is an internal product identifier used for inventory and catalogs. Learn how to use SKUs consistently in feeds.

An SSP helps publishers sell ad inventory programmatically. Learn how SSPs connect to exchanges and DSPs.

Safe zones are the visible areas that avoid UI chrome and cropping. Learn how to design for safe zones and scale across placements.

The Snap Pixel tracks site actions for Snapchat ads. Learn setup, key events, and best practices with catalogs.

TACOS is total ad spend as a percentage of total revenue. Learn how to calculate TACOS and use it with ACOS, ROAS, and POAS.

Template‑based advertising uses designs that pull product data to generate many variants quickly. Learn how to do it well.

Third-party cookies enable cross-site tracking but are being deprecated. Learn the impact and how to adapt.

A thumbstop is the moment your ad stops the scroll. Learn how hooks, motion, and product clarity create thumbstops.

The TikTok Pixel tracks site actions for optimization and attribution. Learn setup, key events, and best practices.

A tracking pixel is a small script that records user actions for ads. Learn how pixels work and best practices.

UGC is content created by users/creators. Learn how to use UGC in ads and pair it with catalog templates for clarity.

VTR measures how many impressions became video views to a threshold. Learn formula and how creative affects VTR.

Video advertising uses motion to communicate fast. Learn formats (pre/mid/post, outstream, reels) and how to design for performance.

VCR measures how many viewers finish your video. Learn the formula and how hooks, pacing, and length impact VCR.

Viewability measures whether an ad had the chance to be seen. Learn standards, reporting, and how creative affects it.

Understand the legacy 1.91:1 aspect ratio for link ads and when it still makes sense alongside modern feed formats.

See when to use 16:9 landscape for YouTube, CTV, and site placements, with tips to avoid letterboxing in feeds.

Learn when to use the 1:1 square aspect ratio for ads, platforms that prefer it, and best practices for design and legibility.

Learn when 21:9 ultra-wide makes sense (CTV, cinematic), and how to adapt for social without letterboxing issues.

See when 2:1 wide creative works in B2B feeds and banners, and how to preserve legibility on mobile.

Learn when to use 2:3 vertical for Pinterest and how to adapt creative for legibility and saves.

Learn when 3:2 shines for photography-first ads, plus guidance on adapting to social feed formats without losing composition.

Understand when the 4:3 aspect ratio still works in advertising, and how to adapt assets for modern feeds.

Learn why 4:5 portrait is a top-performing feed ratio, where to use it, and how to design for maximum impact on mobile.

Learn when to use 9:16 vertical for full-screen placements like Reels, Stories, Shorts, and TikTok, plus safe-zone tips.

9x16 is the vertical aspect ratio used by Reels, Stories, and Shorts. Learn how to design, export, and template your ads for 9x16.