Glossary
Quickly find the definitions, abbreviations, and usage context for the terms you see across platforms, all on one screen. Core, more frequently seen concepts are shown first.
| Term | Abbreviation | Platform | Definition |
|---|---|---|---|
| Click-through rate | CTR | Google Ads | The percentage found by dividing the number of clicks an ad received by its number of impressions: clicks / impressions × 100. 1,000 impressions and 40 clicks means a 4% CTR. |
| Cost per click | CPC | Google Ads | The average cost found by dividing total ad spend by the number of clicks received. $2,000 in spend and 500 clicks means a $4 CPC. |
| Cost per mille | CPM | Google Ads | Calculated by dividing total ad spend by impressions and multiplying by 1,000. $5,000 in spend and 1 million impressions means a $5 CPM. |
| Conversion | - | Google Ads | The valuable action expected from a user after seeing an ad — it can be a form, a call, a purchase, or a quote request. |
| Conversion rate | - | Google Ads | The percentage found by dividing the number of conversions by the number of clicks or interactions measured. 25 conversions from 500 clicks means a 5% conversion rate. |
| Return on ad spend | ROAS | Google Ads | Calculated by dividing revenue or conversion value attributed to ads by ad cost. $50,000 in revenue from $10,000 in spend is a 5.0, or 500%, ROAS. |
| Cost per action | CPA | Google Ads | Calculated by dividing total ad spend by the number of measured conversions. $12,000 in spend and 60 conversions means a $200 CPA. |
| Marketing automation | - | Digital Marketing | The approach of running repeated marketing communications, data flows, and follow-up steps according to defined rules. |
| Email marketing | - | Digital Marketing | The discipline of sending informational content, offers, or lifecycle communication over email to opted-in recipients. |
| Customer relationship management | CRM | Digital Marketing | The set of processes and systems that keep customer and prospect information, conversations, and sales stages organized. |
| Lead | - | Digital Marketing | A user record — such as a contact detail or an inquiry form — that could enter the sales process. |
| Lead nurturing | - | Digital Marketing | The process of preparing a not-yet-decided prospect for sales or the next step through touches suited to their needs. |
| Segmentation | - | Digital Marketing | Dividing an audience into meaningful groups based on shared traits, needs, behavior, or lifecycle stage. |
| Marketing funnel | - | Digital Marketing | A model of the marketing journey a user progresses through, from awareness to consideration, action, and loyalty. |
| Customer journey | - | Digital Marketing | The full set of touches a user goes through, from first contact with a brand to purchase or repeat use. |
| Landing page | - | Digital Marketing | The destination page a user arrives at from an ad, email, search result, or campaign link. |
| UTM parameters | UTM | Digital Marketing | Tracking parameters carried in a URL that convey information like campaign source, medium, name, content, and term. |
| Campaign | - | Google Ads | The level where core settings like budget, goal, bid strategy, and network are managed. |
| Ad group | - | Google Ads | The level where keywords and ads with similar intent are managed together. |
| Keyword | - | Google Ads | The targeting term that determines which search intents an ad can match. |
| Quality Score | - | Google Ads | A diagnostic score reflecting expected click-through rate, ad relevance, and landing page experience. |
| Impression share | IS | Google Ads | The ratio of impressions your ads actually received to the total impressions they were eligible to receive under your targeting and approval settings. For example, a 60% impression share means your ad showed in roughly 60 of every 100 eligible opportunities. |
| Objective | - | Meta Ads | The choice that determines the main outcome a campaign is optimized to produce. |
| Campaign | - | Meta Ads | The top level in the Meta Ads structure where the main objective and strategy are set. |
| Ad set | - | Meta Ads | The level where audience, placements, budget, schedule, and optimization settings are managed. |
| Meta Pixel | - | Meta Ads | A measurement code that connects user actions on a website with Meta's ad system. |
| Opt-in | - | Digital Marketing | A consent record showing that a person has agreed to receive commercial or marketing communication through a specific channel. |
| Cost başına action type | - | Meta Ads | Cost by action type. |
| Actions | - | Meta Ads | A breakdown of post-ad actions by action_type. |
| Active users | - | Google Analytics 4 | Number of users active during a given period. |
| Search lost IS (budget) | - | Google Ads | The estimated share of Search Network impressions missed due to budget limitations. |
| Search lost IS (rank) | - | Google Ads | The estimated share of Search Network impressions missed due to ad rank. |
| Search impression share | - | Google Ads | The ratio of impressions received on the Search Network to impressions that could have been received. |
| Search absolute top impression share | - | Google Ads | Impression share in the very top ad position. |
| Search top impression share | - | Google Ads | Impression share in the top part of search results. |
| Inline link click CTR | - | Meta Ads | The ratio of link clicks to impressions. |
| Inline link clicks | - | Meta Ads | Clicks on the link within the ad. |
| Actions link click | - | Meta Ads | Link click action. |
| Cost başına inline link click | - | Meta Ads | Cost per link click. |
| CPM | - | Meta Ads | Cost per thousand impressions. |
| CPP | - | Meta Ads | Cost per thousand people reached. |
| Search budget lost impression share | - | Google Ads | Search impression share lost due to budget constraints. |
| Outbound clicks CTR | - | Meta Ads | The ratio of outbound link clicks to impressions. |
| Outbound clicks | - | Meta Ads | Clicks going to destinations outside Meta. |
| Cost başına outbound click | - | Meta Ads | Cost per outbound link click. |
| Conversions | - | Google Ads | Number of conversions reported against the selected conversion goals. |
| Cost başına conversion | - | Google Ads | Average cost per conversion. |
| Cost başına conversion | - | Meta Ads | Cost per conversion. |
| Value başına conversion | - | Google Ads | Average value per conversion. |
| Conversions value | - | Google Ads | Total value of the selected conversions. |
| Conversion values | - | Meta Ads | Values from conversion events. |
| Conversions from interactions rate | - | Google Ads | The rate from interactions to conversion. |
| Conversion rate ranking | - | Meta Ads | Expected conversion rate compared to similar ads. |
| Conversions | - | Meta Ads | Total/breakdown of conversion action types. |
| Ecommerce purchases | - | Google Analytics 4 | Purchase event count. |
| Retention rate | - | Digital Marketing | The rate at which customers or users continue using a product or brand over a given period. |
| Engagement rate | - | Google Ads | The ratio of engagements to impressions. |
| Engagements | - | Google Ads | Number of engagements with the ad. |
| Reach | - | Meta Ads | Number of unique people who saw the ad at least once. |
| Interactions | - | Google Ads | The total of the main interaction type (clicks, views, or similar) for the campaign type. |
| Interaction rate | - | Google Ads | The ratio of interactions to impressions. |
| Engagement rate | - | Google Analytics 4 | The ratio of engaged sessions to total sessions. |
| Engagement rate ranking | - | Meta Ads | Expected engagement rate compared to similar ads. |
| Engaged sessions | - | Google Analytics 4 | Sessions that meet GA4's engagement criteria. |
| Event count | - | Google Analytics 4 | Total of logged events. |
| Frequency | - | Meta Ads | Average number of impressions per person. |
| Payback period | - | Digital Marketing | The time it takes for customer acquisition cost to be recovered through gross profit or contribution margin. |
| Actions post engagement | - | Meta Ads | All post engagements. |
| Screen page views | - | Google Analytics 4 | Number of page and screen views. |
| Cost per view | CPV | Google Ads | The cost calculated for one view or play of a video ad. |
| View through conversions | - | Google Ads | Conversions that occurred after an ad impression, without a click. |
| Impressions | - | Google Ads | Number of times the ad was shown. |
| Impressions | - | Meta Ads | Number of times the ad was displayed on screen. |
| Spend | - | Meta Ads | Total amount spent during the selected period. |
| Target CPA | - | Google Ads | An automated bid strategy that works toward a target cost per conversion. |
| Target ROAS | - | Google Ads | An automated bid strategy that tries to hit a target return rate based on conversion value. |
| Bounce rate | - | Google Analytics 4 | The rate of non-engaged sessions. |
| Actions view content | - | Meta Ads | Product/content view action. |
| Transactions | - | Google Analytics 4 | Number of ecommerce transactions. |
| View rate | - | Google Ads | The share of a video ad's impressions that resulted in a view. |
| Quality ranking | - | Meta Ads | Quality ranking relative to other ads competing for the same audience. |
| Churn rate | - | Digital Marketing | The ratio of customer or user loss to the total customer base over a given period. |
| Actions complete registration | - | Meta Ads | Complete registration form action. |
| Key events | - | Google Analytics 4 | Number of events marked as key events. |
| Actions landing page view | - | Meta Ads | Landing page view action, once the page has loaded. |
| Actions lead | - | Meta Ads | Lead form or lead event conversion. |
| Lead-to-customer rate | - | Digital Marketing | The share of collected inquiries that convert into actual customers. |
| Cost micros | - | Google Ads | Spend in the account currency; returned in micros format. |
| Brand lift | - | Digital Marketing | The additional effect an ad produces on brand indicators like awareness, recall, consideration, or purchase intent. |
| Absolute top impression share | ATIS | Google Ads | The ratio of impressions your ad received in the very top, most prominent position to the eligible top-impression opportunities. |
| Absolute top impression percentage | - | Google Ads | How much of impressions came from the very top position. |
| Customer acquisition cost | CAC | Digital Marketing | The ratio of marketing and sales spend for acquiring a new customer to the number of customers acquired. |
| Customer lifetime value | LTV | Digital Marketing | The total value a customer is expected to generate over the course of their relationship with the brand. |
| Rows CTR | - | Search Console | Organic click-through rate. |
| Rows impressions | - | Search Console | Number of appearances in Google Search results. |
| Rows clicks | - | Search Console | Number of clicks from Google Search results. |
| Average CPM | - | Google Ads | Average cost per thousand impressions. |
| Average cost | - | Google Ads | Average cost per interaction. |
| Average session duration | - | Google Analytics 4 | Average time per session. |
| Rows position | - | Search Console | Average position in search results. |
| Average order value | AOV | Digital Marketing | The average revenue or basket value per order. |
| Average CPC | - | Google Ads | Average cost per click. |
| Video avg time watched actions | - | Meta Ads | Average watch time. |
| Sessions | - | Google Analytics 4 | Number of sessions started. |
| Session key event rate | - | Google Analytics 4 | The rate of sessions containing at least one key event. |
| Actions initiate checkout | - | Meta Ads | Initiate checkout action. |
| Advertiser ad impressions | - | Google Analytics 4 | Ad impressions from linked ad accounts. |
| Advertiser ad cost | - | Google Analytics 4 | Cost from linked ad accounts. |
| Advertiser ad cost başına click | - | Google Analytics 4 | Cost per ad click. |
| Advertiser ad clicks | - | Google Analytics 4 | Ad clicks from linked ad accounts. |
| Return on ad spend | - | Google Analytics 4 | Return on ad spend. |
| Conversions value başına cost | - | Google Ads | The ratio of conversion value to cost. |
| Items purchased | - | Google Analytics 4 | Number of products purchased. |
| Actions purchase | - | Meta Ads | Purchase action. |
| Purchase revenue | - | Google Analytics 4 | Revenue from purchase events. |
| Purchase ROAS | - | Meta Ads | The ratio of purchase value to spend. |
| Actions add to cart | - | Meta Ads | Add-to-cart action. |
| Items added to cart | - | Google Analytics 4 | Number of products added to cart. |
| Share of voice | SOV | Digital Marketing | The ratio expressing a brand's visibility or share of communication within a category relative to competitors. |
| Search rank lost impression share | - | Google Ads | Search impression share lost due to Ad Rank. |
| CPC | - | Meta Ads | Cost per click. |
| Unique CTR | - | Meta Ads | The ratio of unique clickers to reach. |
| Unique clicks | - | Meta Ads | Number of unique people who clicked the ad. |
| Video thruplay watched actions | - | Meta Ads | Video views according to the ThruPlay standard. |
| Cost başına thruplay | - | Meta Ads | Cost per ThruPlay. |
| Clicks | - | Google Ads | Number of clicks on the ad. |
| Clicks | - | Meta Ads | All click types on the ad. |
| CTR | - | Google Ads | Click-through rate. |
| CTR | - | Meta Ads | The ratio of clicks to impressions. |
| Total revenue | - | Google Analytics 4 | Total purchase, subscription, and ad revenue minus refunds. |
| Total users | - | Google Analytics 4 | Unique users who logged at least one event during a given period. |
| Total ad revenue | - | Google Analytics 4 | Total site/app ad revenue. |
| Trueview average CPV | - | Google Ads | A numeric performance measurement for the related campaign result. |
| Cost başına all conversions | - | Google Ads | Average cost across all conversions. |
| All conversions value | - | Google Ads | Total value of all conversions. |
| All conversions from interactions rate | - | Google Ads | The ratio of all conversions to interactions. |
| All conversions value başına cost | - | Google Ads | The ratio of all conversion value to cost. |
| All conversions | - | Google Ads | All conversions, including primary and secondary. |
| Item views | - | Google Analytics 4 | Number of product views. |
| Top impression percentage | - | Google Ads | How much of impressions came from top positions. |
| Video p100 watched actions | - | Meta Ads | The full video watched. |
| Video quartile p100 rate | - | Google Ads | Video completion rate. |
| Video p25 watched actions | - | Meta Ads | 25% of the video watched. |
| Video quartile p25 rate | - | Google Ads | The rate of at least 25% video views. |
| Video p50 watched actions | - | Meta Ads | 50% of the video watched. |
| Video quartile p50 rate | - | Google Ads | The rate of at least 50% video views. |
| Video p75 watched actions | - | Meta Ads | 75% of the video watched. |
| Video quartile p75 rate | - | Google Ads | The rate of at least 75% video views. |
| Actions video view | - | Meta Ads | The action_type value for a video view. |
| Video play actions | - | Meta Ads | Video play actions. |
| Video trueview views | - | Google Ads | A numeric performance measurement for the related campaign result. |
| Video trueview view rate | - | Google Ads | A numeric performance measurement for the related campaign result. |
| Website purchase ROAS | - | Meta Ads | The ratio of website purchase value to spend. |
| Return on investment | ROI | Digital Marketing | The ratio of net gain from an investment to the cost of that investment. |
| New users | - | Google Analytics 4 | Number of first-time users. |
| Video continuous 2 sec watched actions | - | Meta Ads | At least 2 seconds of continuous video viewing. |
| A/B test | - | Digital Marketing | The controlled comparison of two or more variations against the same goal. |
| Actions subscribe | - | Meta Ads | Subscribe action. |
| Auction insight search overlap rate | - | Google Ads | A numeric performance measurement for the related campaign result. |
| Auction insight search impression share | - | Google Ads | A numeric performance measurement for the related campaign result. |
| Auction insight search absolute top impression percentage | - | Google Ads | A numeric performance measurement for the related campaign result. |
| Auction insight search position above rate | - | Google Ads | A numeric performance measurement for the related campaign result. |
| Auction insight search top impression percentage | - | Google Ads | A numeric performance measurement for the related campaign result. |
| Auction insight search outranking share | - | Google Ads | A numeric performance measurement for the related campaign result. |
| Action values | - | Meta Ads | The monetary value of valuable actions like purchase. |
| Lower funnel | - | Digital Marketing | The marketing stage close to action, such as purchase, lead, quote request, or sign-up. |
| Actions APP custom event | - | Meta Ads | In-app custom event action. |
| Actions search | - | Meta Ads | In-site/app search action. |
| Search volume | - | Google Ads | A numeric performance measurement for the related campaign result. |
| Search exact match impression share | - | Google Ads | A numeric performance measurement for the related campaign result. |
| Search click share | - | Google Ads | A numeric performance measurement for the related campaign result. |
| Incrementality | - | Digital Marketing | The concept describing the additional sales, leads, or behavior that wouldn't have happened without the marketing activity. |
| Attribution model | - | Digital Marketing | The model that determines how conversion value or credit is distributed across touchpoints in the user journey. |
| Date start | - | Meta Ads | Start date of the report row. |
| Actions submit application | - | Meta Ads | Application form submission action. |
| Benchmark CTR | - | Google Ads | A numeric performance measurement for the related campaign result. |
| Benchmark average max CPC | - | Google Ads | A numeric performance measurement for the related campaign result. |
| Unique users | - | Google Ads | A numeric performance measurement for the related campaign result. |
| Unique users five plus | - | Google Ads | A numeric performance measurement for the related campaign result. |
| Unique users four plus | - | Google Ads | A numeric performance measurement for the related campaign result. |
| Unique users two plus | - | Google Ads | A numeric performance measurement for the related campaign result. |
| Unique users ten plus | - | Google Ads | A numeric performance measurement for the related campaign result. |
| Unique users three plus | - | Google Ads | A numeric performance measurement for the related campaign result. |
| Primary impressions | - | Google Ads | A numeric performance measurement for the related campaign result. |
| Combined queries | - | Google Ads | A numeric performance measurement for the related campaign result. |
| Combined clicks | - | Google Ads | A numeric performance measurement for the related campaign result. |
| Combined clicks başına query | - | Google Ads | A numeric performance measurement for the related campaign result. |
| Coviewed impressions | - | Google Ads | A numeric performance measurement for the related campaign result. |
| Date stop | - | Meta Ads | End date of the report row. |
| Gross profit margin | - | Google Ads | The ratio of gross profit to revenue. |
| Gross profit micros | - | Google Ads | Gross profit after subtracting product cost from revenue. |
| Gross item revenue | - | Google Analytics 4 | Product revenue before refunds/discounts. |
| Content budget lost impression share | - | Google Ads | Display Network impression share lost due to budget. |
| Search budget lost absolute top impression share | - | Google Ads | Absolute top impression share lost due to budget. |
| Search budget lost top impression share | - | Google Ads | Top impression share lost due to budget. |
| Answer Engine Optimization | AEO | Digital Marketing | The approach of improving content so it can be selected as a direct answer to a user's question by search and AI systems. |
| Items checked out | - | Google Analytics 4 | Number of products that reached checkout. |
| Cross device conversions | - | Google Ads | Conversions clicked on one device and completed on another. |
| Conversions API | CAPI | Meta Ads | A structure that sends web events to Meta's system via server-side signals. |
| Cross device conversions by conversion date | - | Google Ads | A numeric performance measurement for the related campaign result. |
| Cross device conversions value | - | Google Ads | A numeric performance measurement for the related campaign result. |
| Cross device conversions value by conversion date | - | Google Ads | A numeric performance measurement for the related campaign result. |
| Cross device conversions value micros | - | Google Ads | A numeric performance measurement for the related campaign result. |
| Cross sell gross profit micros | - | Google Ads | Gross profit from cross-sell. |
| Cross sell revenue micros | - | Google Ads | Revenue from cross-sell. |
| Cross sell cost of goods sold micros | - | Google Ads | Product cost from cross-sell. |
| Cross sell units sold | - | Google Ads | A numeric performance measurement for the related campaign result. |
| Value adjustment | - | Google Ads | A numeric performance measurement for the related campaign result. |
| Value başına current model attributed conversion | - | Google Ads | A numeric performance measurement for the related campaign result. |
| Value başına platform comparable conversion | - | Google Ads | A numeric performance measurement for the related campaign result. |
| Value başına platform comparable conversions by conversion date | - | Google Ads | A numeric performance measurement for the related campaign result. |
| Actions start trial | - | Meta Ads | Start trial action. |
| Assisted conversion | - | Digital Marketing | A channel or touch that contributes to a user's decision in the conversion journey, even without being the last touch. |
| Content impression share | - | Google Ads | The ratio of impressions received on the Display Network to impressions that could have been received. |
| Coverage | - | Search Console | A Search Console report showing whether Google has indexed your site's pages and, if not, why. |
| Converted product quantity | - | Meta Ads | Number of products associated with a purchase/conversion. |
| Converted product value | - | Meta Ads | Value of products associated with a purchase/conversion. |
| Conversion value başına cost change point estimate | - | Google Ads | A numeric performance measurement for the related campaign result. |
| Conversion value başına cost margin of error | - | Google Ads | A numeric performance measurement for the related campaign result. |
| Conversion value başına cost p value | - | Google Ads | A numeric performance measurement for the related campaign result. |
| Conversion value change point estimate | - | Google Ads | A numeric performance measurement for the related campaign result. |
| Conversion value margin of error | - | Google Ads | A numeric performance measurement for the related campaign result. |
| Conversion value p value | - | Google Ads | A numeric performance measurement for the related campaign result. |
| Conversion last received request date time | - | Google Ads | A numeric performance measurement for the related campaign result. |
| Conversion last conversion date | - | Google Ads | A numeric performance measurement for the related campaign result. |
| Conversions by conversion date | - | Google Ads | A numeric performance measurement for the related campaign result. |
| Value başına conversions by conversion date | - | Google Ads | A numeric performance measurement for the related campaign result. |
| Conversions unique query clusters | - | Google Ads | A numeric performance measurement for the related campaign result. |
| Conversions value by conversion date | - | Google Ads | A numeric performance measurement for the related campaign result. |
| Conversions from interactions value başına interaction | - | Google Ads | A numeric performance measurement for the related campaign result. |
| Conversions absolute change margin of error | - | Google Ads | A numeric performance measurement for the related campaign result. |
| Conversions absolute change point estimate | - | Google Ads | A numeric performance measurement for the related campaign result. |
| Conversions absolute change p value | - | Google Ads | A numeric performance measurement for the related campaign result. |
| Interaction event types | - | Google Ads | A numeric performance measurement for the related campaign result. |
| Engagement rate | - | Google Analytics 4 | The number of engaged sessions divided by total sessions; can be thought of as roughly the inverse of UA's bounce rate. |
| Engaged session | - | Google Analytics 4 | A session that lasts at least 10 seconds, includes a conversion event, or has at least two page views. |
| Event | - | Google Analytics 4 | In GA4, every user interaction is recorded as an event — page views, clicks, form submissions, and scrolling are among the most common. |
| User key event rate event name | - | Google Analytics 4 | User-based conversion rate for a specific key event. |
| Session key event rate event name | - | Google Analytics 4 | Session-based conversion rate for a specific key event. |
| Actions photo view | - | Meta Ads | Photo view action. |
| Full view reach | - | Meta Ads | Reach according to the full-view standard. |
| Full view impressions | - | Meta Ads | Impressions according to the full-view standard. |
| Valid accelerated mobile pages clicks percentage | - | Google Ads | A numeric performance measurement for the related campaign result. |
| Invalid clicks | - | Google Ads | Clicks deemed invalid by Google. |
| Invalid click rate | - | Google Ads | The ratio of invalid clicks to total clicks. |
| Revenue micros | - | Google Ads | Revenue, in micros format. |
| General invalid click rate | - | Google Ads | A numeric performance measurement for the related campaign result. |
| General invalid clicks | - | Google Ads | A numeric performance measurement for the related campaign result. |
| Broad match | - | Google Ads | A match type that can match broader queries related to the keyword's meaning. |
| Returning users | - | Google Analytics 4 | Number of returning users. |
| Gmail secondary clicks | - | Google Ads | A numeric performance measurement for the related campaign result. |
| Gmail forwards | - | Google Ads | A numeric performance measurement for the related campaign result. |
| Gmail saves | - | Google Ads | A numeric performance measurement for the related campaign result. |
| Actions post reaction | - | Meta Ads | Like/reaction actions. |
| Relative CTR | - | Google Ads | A numeric performance measurement for the related campaign result. |
| View through conversions from location asset other engagement | - | Google Ads | A numeric performance measurement for the related campaign result. |
| View through conversions from location asset store visits | - | Google Ads | A numeric performance measurement for the related campaign result. |
| View through conversions from location asset menu | - | Google Ads | A numeric performance measurement for the related campaign result. |
| View through conversions from location asset order | - | Google Ads | A numeric performance measurement for the related campaign result. |
| View through conversions from location asset click to call | - | Google Ads | A numeric performance measurement for the related campaign result. |
| View through conversions from location asset website | - | Google Ads | A numeric performance measurement for the related campaign result. |
| View through conversions from location asset directions | - | Google Ads | A numeric performance measurement for the related campaign result. |
| Impression | - | Search Console | The number of times a page from your site was shown to a user in Google search results; it does not have to have been clicked. |
| Cost başına estimated ad recallers | - | Meta Ads | Estimated cost per ad recaller. |
| Audience | - | Meta Ads | The structure that defines the group of users an ad is shown to, or that the system learns from. |
| Bounce rate | - | Google Ads | The rate of single-page/non-engaged sessions after the ad. |
| Account name | - | Meta Ads | Ad account name. |
| Account ID | - | Meta Ads | Ad account ID. |
| Speed score | - | Google Ads | A numeric performance measurement for the related campaign result. |
| Historical search predicted CTR | - | Google Ads | A numeric performance measurement for the related campaign result. |
| Historical creative quality score | - | Google Ads | A numeric performance measurement for the related campaign result. |
| Historical landing page quality score | - | Google Ads | A numeric performance measurement for the related campaign result. |
| Historical quality score | - | Google Ads | A numeric performance measurement for the related campaign result. |
| Hotel commission rate micros | - | Google Ads | A numeric performance measurement for the related campaign result. |
| Hotel expected commission cost | - | Google Ads | A numeric performance measurement for the related campaign result. |
| Hotel average lead value micros | - | Google Ads | A numeric performance measurement for the related campaign result. |
| Hotel price difference percentage | - | Google Ads | A numeric performance measurement for the related campaign result. |
| Hotel eligible impressions | - | Google Ads | A numeric performance measurement for the related campaign result. |
| Impressions unique query clusters | - | Google Ads | A numeric performance measurement for the related campaign result. |
| Impressions from store reach | - | Google Ads | A numeric performance measurement for the related campaign result. |
| Impressions margin of error | - | Google Ads | A numeric performance measurement for the related campaign result. |
| Impressions point estimate | - | Google Ads | A numeric performance measurement for the related campaign result. |
| Impressions p value | - | Google Ads | A numeric performance measurement for the related campaign result. |
| Instant experience clicks to open | - | Meta Ads | Clicks to open Instant Experience. |
| Instant experience clicks to start | - | Meta Ads | Clicks that started the Instant Experience. |
| Instant experience outbound clicks | - | Meta Ads | Clicks from within Instant Experience to an outbound destination. |
| Canvas avg view time | - | Meta Ads | Average view time for Canvas/Instant Experience. |
| Canvas avg view percent | - | Meta Ads | Average percentage of Canvas/Instant Experience content viewed. |
| Refund amount | - | Google Analytics 4 | Refunded amount. |
| Actions contact | - | Meta Ads | Contact action. |
| Actions onsite conversion messaging first reply | - | Meta Ads | First reply in messaging action. |
| First-click attribution | - | Digital Marketing | An attribution approach that gives conversion credit to the user's first measured touch. |
| Actions add to wishlist | - | Meta Ads | Add-to-wishlist action. |
| Campaign name | - | Meta Ads | Campaign name. |
| Objective | - | Meta Ads | Campaign optimization/objective information. |
| Campaign ID | - | Meta Ads | Campaign ID. |
| Shipping amount | - | Google Analytics 4 | Shipping revenue/amount. |
| Catalog segment value | - | Meta Ads | Value from a catalog segment. |
| Catalog segment value omni purchase ROAS | - | Meta Ads | Omni purchase ROAS for a catalog segment. |
| Actions post save | - | Meta Ads | Save post action. |
| Exploration | - | Google Analytics 4 | GA4's custom analysis tool; it offers views not found in standard reports, like free-form tables, funnel analysis, path analysis, and segment overlap. |
| Advertiser ad cost başına key event | - | Google Analytics 4 | Ad cost per key event. |
| Control conversion value | - | Google Ads | A numeric performance measurement for the related campaign result. |
| Control conversion value başına cost | - | Google Ads | A numeric performance measurement for the related campaign result. |
| Control conversions | - | Google Ads | A numeric performance measurement for the related campaign result. |
| Control impressions | - | Google Ads | A numeric performance measurement for the related campaign result. |
| Control cost micros | - | Google Ads | A numeric performance measurement for the related campaign result. |
| Control cost başına conversion | - | Google Ads | A numeric performance measurement for the related campaign result. |
| Control clicks | - | Google Ads | A numeric performance measurement for the related campaign result. |
| Actions find location | - | Meta Ads | Find store/location action. |
| Event count başına user | - | Google Analytics 4 | Average number of events per user. |
| Screen page views başına user | - | Google Analytics 4 | Average page/screen views per user. |
| Sessions başına user | - | Google Analytics 4 | Average sessions per user. |
| Average purchase revenue başına user | - | Google Analytics 4 | Average purchase revenue per user. |
| User engagement duration | - | Google Analytics 4 | The user's active engagement time with the site/app. |
| User key event rate | - | Google Analytics 4 | The rate of users triggering at least one key event. |
| Lead quality | - | Digital Marketing | How well collected inquiries fit the target customer profile, intent, and sales potential. |
| Lift test | - | Digital Marketing | A test that compares the difference in outcomes between an exposed group and an unexposed group to measure a campaign's incremental impact. |
| Linked sample entities | - | Google Ads | A numeric performance measurement for the related campaign result. |
| Linked entities count | - | Google Ads | A numeric performance measurement for the related campaign result. |
| Store visits last click model attributed conversions | - | Google Ads | A numeric performance measurement for the related campaign result. |
| Cost micros change point estimate | - | Google Ads | A numeric performance measurement for the related campaign result. |
| Cost micros margin of error | - | Google Ads | A numeric performance measurement for the related campaign result. |
| Cost micros p value | - | Google Ads | A numeric performance measurement for the related campaign result. |
| Cost başına conversion change point estimate | - | Google Ads | A numeric performance measurement for the related campaign result. |
| Cost başına conversion margin of error | - | Google Ads | A numeric performance measurement for the related campaign result. |
| Cost başına conversion p value | - | Google Ads | A numeric performance measurement for the related campaign result. |
| Cost başına current model attributed conversion | - | Google Ads | A numeric performance measurement for the related campaign result. |
| Cost başına platform comparable conversion | - | Google Ads | A numeric performance measurement for the related campaign result. |
| Cost converted currency başına platform comparable conversion | - | Google Ads | A numeric performance measurement for the related campaign result. |
| Actions onsite conversion messaging user subscribed | - | Meta Ads | Subscribe to messaging channel action. |
| Message chat rate | - | Google Ads | A numeric performance measurement for the related campaign result. |
| Message impressions | - | Google Ads | A numeric performance measurement for the related campaign result. |
| Actions messaging conversation started 7d | - | Meta Ads | Start messaging conversation action. |
| Message chats | - | Google Ads | A numeric performance measurement for the related campaign result. |
| Actions onsite conversion lead grouped | - | Meta Ads | Lead form conversions within Meta. |
| Current model attributed conversions value başına cost | - | Google Ads | A numeric performance measurement for the related campaign result. |
| Current model attributed conversions from interactions value başına interaction | - | Google Ads | A numeric performance measurement for the related campaign result. |
| Current model attributed conversions from interactions rate | - | Google Ads | A numeric performance measurement for the related campaign result. |
| Current model attributed conversions | - | Google Ads | Conversions calculated based on the selected attribution model. |
| Current model attributed conversions value | - | Google Ads | Conversion value based on the selected attribution model. |
| Mobile APP purchase ROAS | - | Meta Ads | The ratio of mobile app purchase value to spend. |
| Actions mobile APP install | - | Meta Ads | Mobile app install action. |
| Mobile friendly clicks percentage | - | Google Ads | A numeric performance measurement for the related campaign result. |
| Property | - | Google Analytics 4 | The measurement unit created in GA4 for a website or app; all reports are fed by the data streams connected to this property. |
| Event | - | Meta Ads | A measurable action a user takes on a website. |
| Actions omni purchase | - | Meta Ads | Total website/app/offline purchase action. |
| Optimization goal | - | Meta Ads | The goal that affects which behavior the system delivers toward within an ad set. |
| Optimization goal | - | Meta Ads | Ad set optimization goal. |
| Optimization score uplift | - | Google Ads | A numeric performance measurement for the related campaign result. |
| Optimization score URL | - | Google Ads | A numeric performance measurement for the related campaign result. |
| Organic impressions | - | Google Ads | A numeric performance measurement for the related campaign result. |
| Organic impressions başına query | - | Google Ads | A numeric performance measurement for the related campaign result. |
| Organic queries | - | Google Ads | A numeric performance measurement for the related campaign result. |
| Organic clicks | - | Google Ads | A numeric performance measurement for the related campaign result. |
| Organic clicks başına query | - | Google Ads | A numeric performance measurement for the related campaign result. |
| Average cpe | - | Google Ads | Average cost per engagement. |
| Average impression frequency başına user | - | Google Ads | A numeric performance measurement for the related campaign result. |
| Average daily budget | - | Google Ads | The average daily spend target for a campaign. |
| Average target CPA micros | - | Google Ads | A numeric performance measurement for the related campaign result. |
| Average target ROAS | - | Google Ads | A numeric performance measurement for the related campaign result. |
| Position | - | Search Console | The average rank at which your page appears in Google search results for a given query; 1 means the first position. |
| Average purchase revenue | - | Google Analytics 4 | Average revenue per purchase. |
| Average page views | - | Google Ads | Average page views per session after the ad. |
| Average cart size | - | Google Ads | A numeric performance measurement for the related campaign result. |
| Average order value micros | - | Google Ads | Average revenue per order, in micros format. |
| Average video watch time duration millis | - | Google Ads | A numeric performance measurement for the related campaign result. |
| Drip campaign | - | Digital Marketing | A planned sequence of messages sent one after another based on a defined start, duration, or behavior rule. |
| Session | - | Google Analytics 4 | The full set of interactions a user has on a site within a given period; 30 minutes of inactivity automatically closes a session. |
| Events başına session | - | Google Analytics 4 | Average number of events per session. |
| Screen page views başına session | - | Google Analytics 4 | Average page/screen views per session. |
| Actions add payment info | - | Meta Ads | Add payment info action. |
| Asset pinned as description position two count | - | Google Ads | A numeric performance measurement for the related campaign result. |
| Asset pinned as description position one count | - | Google Ads | A numeric performance measurement for the related campaign result. |
| Asset pinned as headline position two count | - | Google Ads | A numeric performance measurement for the related campaign result. |
| Asset pinned as headline position one count | - | Google Ads | A numeric performance measurement for the related campaign result. |
| Asset pinned as headline position three count | - | Google Ads | A numeric performance measurement for the related campaign result. |
| Asset pinned total count | - | Google Ads | A numeric performance measurement for the related campaign result. |
| Learning phase | - | Meta Ads | The learning period during which the system tries to understand the best delivery for an ad set. |
| Measurement ID | - | Google Analytics 4 | A unique code starting with "G-" that identifies a GA4 data stream; adding it to a site starts measurement. |
| Lead units sold | - | Google Ads | A numeric performance measurement for the related campaign result. |
| Lead gross profit micros | - | Google Ads | A numeric performance measurement for the related campaign result. |
| Lead revenue micros | - | Google Ads | A numeric performance measurement for the related campaign result. |
| Lead cost of goods sold micros | - | Google Ads | A numeric performance measurement for the related campaign result. |
| Custom conversion | - | Meta Ads | A custom conversion action defined by a specific event, URL, or rule. |
| Average custom event parameter name | - | Google Analytics 4 | Average of a registered event-scoped custom metric. |
| Count custom event parameter name | - | Google Analytics 4 | Occurrence count of a registered event-scoped custom metric. |
| Custom event parameter name | - | Google Analytics 4 | Total of a registered event-scoped custom metric. |
| Actions post | - | Meta Ads | Post share action. |
| Marketing qualified lead | MQL | Digital Marketing | A lead considered a candidate for handoff to sales based on marketing criteria. |
| Percent new visitors | - | Google Ads | A numeric performance measurement for the related campaign result. |
| Actions offsite conversion FB pixel initiate checkout | - | Meta Ads | Website pixel initiate_checkout event conversion. |
| Actions offsite conversion FB pixel view content | - | Meta Ads | Website pixel view_content event conversion. |
| Actions offsite conversion FB pixel lead | - | Meta Ads | Website pixel lead event conversion. |
| Actions offsite conversion FB pixel purchase | - | Meta Ads | Website pixel purchase event conversion. |
| Actions offsite conversion FB pixel add to cart | - | Meta Ads | Website pixel add_to_cart event conversion. |
| Platform comparable conversions | - | Google Ads | A numeric performance measurement for the related campaign result. |
| Platform comparable conversions by conversion date | - | Google Ads | A numeric performance measurement for the related campaign result. |
| Platform comparable conversions value | - | Google Ads | A numeric performance measurement for the related campaign result. |
| Platform comparable conversions value by conversion date | - | Google Ads | A numeric performance measurement for the related campaign result. |
| Platform comparable conversions value başına cost | - | Google Ads | A numeric performance measurement for the related campaign result. |
| Platform comparable conversions from interactions value başına interaction | - | Google Ads | A numeric performance measurement for the related campaign result. |
| Platform comparable conversions from interactions rate | - | Google Ads | A numeric performance measurement for the related campaign result. |
| Lead scoring | - | Digital Marketing | A scoring approach that prioritizes prospects based on profile, behavior, and intent signals. |
| Actions schedule | - | Meta Ads | Schedule/booking action. |
| Ad | - | Meta Ads | The visual, video, text, headline, link, and call-to-action the user sees. |
| Ad name | - | Meta Ads | Ad name. |
| Ad ID | - | Meta Ads | Ad ID. |
| Adset name | - | Meta Ads | Ad set name. |
| Adset ID | - | Meta Ads | Ad set ID. |
| Ad Rank | - | Google Ads | The ranking value that affects where and under what conditions an ad appears in the auction. |
| Units sold | - | Google Ads | Number of units sold. |
| Cost of goods sold micros | - | Google Ads | Cost of goods sold, in micros format. |
| Transactions başına purchaser | - | Google Analytics 4 | Number of transactions per purchasing user. |
| Purchasers | - | Google Analytics 4 | Number of unique users who made a purchase. |
| Buying type | - | Meta Ads | Purchase type, such as auction or reservation. |
| Sales qualified lead | SQL | Digital Marketing | A lead the sales team finds worth following up on, with clearer need and potential. |
| Actions like | - | Meta Ads | Page like action. |
| Actions page engagement | - | Meta Ads | Interactions associated with the page. |
| Content rank lost impression share | - | Google Ads | Display Network impression share lost due to rank. |
| Search rank lost absolute top impression share | - | Google Ads | Absolute top impression share lost due to rank. |
| Search rank lost top impression share | - | Google Ads | Top impression share lost due to rank. |
| Phrase match | - | Google Ads | A match type that matches queries that preserve the keyword's meaning. |
| Orders | - | Google Ads | Number of orders. |
| Sitemap | - | Search Console | An XML file listing all of your site's URLs; submitted to Search Console to help Google discover pages more easily. |
| Average time on site | - | Google Ads | Average time spent on site after the ad. |
| SK ad network installs | - | Google Ads | A numeric performance measurement for the related campaign result. |
| SK ad network total conversions | - | Google Ads | A numeric performance measurement for the related campaign result. |
| Last-click attribution | - | Digital Marketing | An attribution approach that gives most of the conversion credit to the last click right before the conversion. |
| Results conversions purchase | - | Google Ads | A numeric performance measurement for the related campaign result. |
| Query | - | Search Console | The search phrase a user typed into Google that resulted in your site being shown. |
| Social spend | - | Meta Ads | Spend for ads shown with social context. |
| Standard event | - | Meta Ads | An action tracked using event names predefined by Meta. |
| Svr | - | Google Ads | A numeric performance measurement for the related campaign result. |
| Estimated ad recall rate | - | Meta Ads | The ratio of estimated ad recallers to reach. |
| Estimated ad recallers | - | Meta Ads | Estimated number of people who will recall the ad within two days. |
| Exact match | - | Google Ads | A match type that matches narrower queries carrying the same meaning as the keyword. |
| Cost başına unique action type | - | Meta Ads | Cost by unique action type. |
| Unique actions | - | Meta Ads | Unique people who took the action. |
| Unique inline link click CTR | - | Meta Ads | The ratio of unique link clickers to reach. |
| Unique inline link clicks | - | Meta Ads | Number of unique people who clicked the link. |
| Cost başına unique inline link click | - | Meta Ads | Cost per unique link click. |
| Unique outbound clicks CTR | - | Meta Ads | The ratio of unique outbound link clickers to reach. |
| Unique outbound clicks | - | Meta Ads | Number of unique people who clicked an outbound link. |
| Biddable indirect install first in APP conversion micros | - | Google Ads | A numeric performance measurement for the related campaign result. |
| Biddable cohort APP post install conversions | - | Google Ads | A numeric performance measurement for the related campaign result. |
| Biddable APP install conversions | - | Google Ads | A numeric performance measurement for the related campaign result. |
| Biddable APP post install conversions | - | Google Ads | A numeric performance measurement for the related campaign result. |
| Phone through rate | - | Google Ads | The ratio of phone calls to phone impressions. |
| Phone calls | - | Google Ads | Number of phone calls from call extensions/ads. |
| Phone impressions | - | Google Ads | Ad/extension impressions shown with a phone number. |
| Touchpoint | - | Digital Marketing | Every interaction a user has with a brand, ad, content, sales team, or product. |
| Core Web Vitals | CWV | Search Console | Google's three core page experience metrics: LCP (largest contentful paint), INP (interaction to next paint), and CLS (cumulative layout shift). |
| Click | - | Search Console | The number of clicks to your site from search results; it shows that the user actually navigated to your page. |
| Clicks unique query clusters | - | Google Ads | A numeric performance measurement for the related campaign result. |
| Clicks margin of error | - | Google Ads | A numeric performance measurement for the related campaign result. |
| Clicks point estimate | - | Google Ads | A numeric performance measurement for the related campaign result. |
| Clicks p value | - | Google Ads | A numeric performance measurement for the related campaign result. |
| CTR | CTR | Search Console | Clicks divided by impressions; shows how much interest a page attracts in search results. |
| All units sold | - | Google Ads | A numeric performance measurement for the related campaign result. |
| All gross profit micros | - | Google Ads | A numeric performance measurement for the related campaign result. |
| All gross profit margin | - | Google Ads | A numeric performance measurement for the related campaign result. |
| All cross sell units sold | - | Google Ads | A numeric performance measurement for the related campaign result. |
| All cross sell gross profit micros | - | Google Ads | A numeric performance measurement for the related campaign result. |
| All cross sell revenue micros | - | Google Ads | A numeric performance measurement for the related campaign result. |
| All cross sell cost of goods sold micros | - | Google Ads | A numeric performance measurement for the related campaign result. |
| All value adjustment | - | Google Ads | A numeric performance measurement for the related campaign result. |
| Value başına all conversions | - | Google Ads | Average value across all conversions. |
| All conversions by conversion date | - | Google Ads | A numeric performance measurement for the related campaign result. |
| Value başına all conversions by conversion date | - | Google Ads | A numeric performance measurement for the related campaign result. |
| All conversions value by conversion date | - | Google Ads | A numeric performance measurement for the related campaign result. |
| All conversions from other engagement | - | Google Ads | A numeric performance measurement for the related campaign result. |
| All conversions from interactions value başına interaction | - | Google Ads | A numeric performance measurement for the related campaign result. |
| All conversions from location asset other engagement | - | Google Ads | A numeric performance measurement for the related campaign result. |
| All conversions from location asset store visits | - | Google Ads | A numeric performance measurement for the related campaign result. |
| All conversions from location asset menu | - | Google Ads | A numeric performance measurement for the related campaign result. |
| All conversions from location asset order | - | Google Ads | A numeric performance measurement for the related campaign result. |
| All conversions from location asset click to call | - | Google Ads | A numeric performance measurement for the related campaign result. |
| All conversions from location asset website | - | Google Ads | A numeric performance measurement for the related campaign result. |
| All conversions from location asset directions | - | Google Ads | A numeric performance measurement for the related campaign result. |
| All conversions from store website | - | Google Ads | A numeric performance measurement for the related campaign result. |
| All conversions from store visit | - | Google Ads | A numeric performance measurement for the related campaign result. |
| All conversions from menu | - | Google Ads | A numeric performance measurement for the related campaign result. |
| All conversions from order | - | Google Ads | A numeric performance measurement for the related campaign result. |
| All conversions from click to call | - | Google Ads | A numeric performance measurement for the related campaign result. |
| All conversions from directions | - | Google Ads | A numeric performance measurement for the related campaign result. |
| All revenue micros | - | Google Ads | A numeric performance measurement for the related campaign result. |
| All cost of goods sold micros | - | Google Ads | A numeric performance measurement for the related campaign result. |
| All average cart size | - | Google Ads | A numeric performance measurement for the related campaign result. |
| All average order value micros | - | Google Ads | A numeric performance measurement for the related campaign result. |
| All lead units sold | - | Google Ads | A numeric performance measurement for the related campaign result. |
| All lead gross profit micros | - | Google Ads | A numeric performance measurement for the related campaign result. |
| All lead revenue micros | - | Google Ads | A numeric performance measurement for the related campaign result. |
| All lead cost of goods sold micros | - | Google Ads | A numeric performance measurement for the related campaign result. |
| All orders | - | Google Ads | A numeric performance measurement for the related campaign result. |
| All new customer lifetime value | - | Google Ads | A numeric performance measurement for the related campaign result. |
| URL Inspection | - | Search Console | A Search Console tool that shows how a single URL looks from Google's perspective, whether it is indexed, and any issues. |
| UTM parameters | UTM | Google Analytics 4 | Tags like utm_source, utm_medium, and utm_campaign added to a URL that help GA4 classify traffic source correctly. |
| Eligible impressions from location asset store reach | - | Google Ads | A numeric performance measurement for the related campaign result. |
| Generative Engine Optimization | GEO | Digital Marketing | The approach of improving how content gets selected as a source, accurately represented, and made visible within generative search and answer systems. |
| Item revenue | - | Google Analytics 4 | Revenue generated from products. |
| Upper funnel | - | Digital Marketing | Early-stage marketing activities like awareness, reach, and demand creation. |
| Default channel group | - | Google Analytics 4 | The rule set GA4 uses to automatically classify traffic into groups like Organic Search, Paid Search, Direct, Referral, and Email. |
| Tax amount | - | Google Analytics 4 | Tax amount. |
| Data stream | - | Google Analytics 4 | A source sending data to a GA4 property; it can be a website, an iOS app, or an Android app. |
| Video p95 watched actions | - | Meta Ads | 95% of the video watched. |
| Video play curve actions | - | Meta Ads | View distribution across the video. |
| Video watch time duration millis | - | Google Ads | A numeric performance measurement for the related campaign result. |
| Video trueview view rate in feed | - | Google Ads | A numeric performance measurement for the related campaign result. |
| Video trueview view rate in stream | - | Google Ads | A numeric performance measurement for the related campaign result. |
| Video trueview view rate shorts | - | Google Ads | A numeric performance measurement for the related campaign result. |
| Website CTR | - | Meta Ads | The ratio of website-directed clicks to impressions. |
| Publisher unknown clicks | - | Google Ads | A numeric performance measurement for the related campaign result. |
| Publisher organic clicks | - | Google Ads | A numeric performance measurement for the related campaign result. |
| Publisher purchased clicks | - | Google Ads | A numeric performance measurement for the related campaign result. |
| New customer lifetime value | - | Google Ads | A numeric performance measurement for the related campaign result. |
| Placement | - | Meta Ads | The location where an ad can appear across Facebook, Instagram, Messenger, or other eligible surfaces. |
| Actions get directions | - | Meta Ads | Get directions action. |
| Actions comment | - | Meta Ads | Comment action. |
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