Glossary
Digital marketing glossary
Clear, no-jargon definitions of the digital advertising terms that come up most — what they mean, an example, and how we use them.
Advantage+
Advantage+ is Meta's suite of AI-driven campaign features that automate targeting, placements, and budget across Facebook and Instagram.
Read definitionConversion Funnel
A conversion funnel is the journey a prospect takes from first becoming aware of you to converting into a lead or customer, usually described in stages.
Read definitionCPL (Cost Per Lead)
CPL (cost per lead) is the average amount you spend on advertising to generate a single lead, calculated as total ad spend divided by the number of leads.
Read definitionCTR (Click-Through Rate)
CTR (click-through rate) is the percentage of people who click an ad after seeing it, calculated as clicks divided by impressions.
Read definitionCTV (Connected TV)
CTV (connected TV) is television content streamed over the internet on a smart TV or device, where ads can be targeted by household and measured like digital.
Read definitionDemand Gen
Demand Gen is a Google Ads campaign type that runs visually-rich, social-style ads across YouTube, Discover, and Gmail to create and capture demand.
Read definitionLocal Services Ads (LSAs)
Google Local Services Ads (LSAs) are pay-per-lead ads that appear at the very top of search results with a Google Guaranteed or Screened badge.
Read definitionPerformance Max
Performance Max is a Google Ads campaign type that uses AI to serve ads across all of Google's channels — Search, Display, YouTube, Gmail, Discover, and Maps — from one campaign.
Read definitionROAS (Return on Ad Spend)
ROAS (return on ad spend) is the revenue generated for every dollar spent on advertising, calculated as revenue divided by ad spend.
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