Growth Channel Knowledge Center – Glossary of Terms

Account-Based Marketing (ABM): A B2B strategy that targets specific companies or accounts with personalized campaigns instead of broad audience segments.

Attribution: The process of identifying which ads, channels, or touchpoints led to a desired action (e.g., purchase or lead).

Audience: A defined group of users that will see your ads. Can be based on CRM data, geo, demographics, interests, behaviors, or lookalikes.

Banner Ads: Standard display ads that appear on websites or in apps, usually rectangular in shape and measured in pixels (e.g., 300x250).

Bid (CPM Bid): The maximum price you’re willing to pay for 1,000 ad impressions.

Budget Pacing: How spend is distributed across the campaign flight (e.g., evenly or “spend ASAP”).

Channel : The type of media environment where your ads run (e.g., Display, Video, CTV, DOOH, Audio, Native, Retail, Meta, YouTube), each with its own formats and use cases.

Click-Through Rate (CTR): The percentage of users who clicked on an ad out of the total impressions served.

Contextual Targeting: A method of placing ads based on the content of a webpage or app (e.g., keywords, topics, or categories), ensuring ads appear in relevant environments without relying on user data.

Conversion: A desired action tracked by pixels (e.g., purchase, form submission, app download).

Conversion Pixel: A small piece of code placed on your site or app to track when users complete a specific action.

CPA (Cost per Acquisition): The average cost of generating one conversion (e.g., one lead or sale).

CPC (Cost Per Click): The amount you pay each time a user clicks on your ad, used to measure efficiency in driving traffic.

CPM (Cost Per Mille): The cost of serving 1,000 ad impressions, commonly used to measure the price of display, video, or other impression-based ads.

Creative: The ad asset itself — image, video, audio, or native ad — used to deliver your message.

CTV/OTT (Connected TV/Over the Top): Ads that play on streaming platforms and smart TVs.

Daily Cap: A limit on how much budget can be spent in one day.

Data Provider: A third-party company that supplies audience segments for targeting.

Device Targeting: Restricting campaigns to specific devices (desktop, mobile, tablet, CTV, etc.).

Digital Out-of-Home (DOOH): Ads shown on digital billboards, screens in transit, malls, airports, or other public spaces.

Engagement: A measure of how users interact with your ads, such as clicks, video views, audio listens, or other actions that show interest beyond just seeing the ad.

Exclusions: Rules that prevent certain users from being targeted (e.g., excluding existing customers or converters).

F/Cap (Frequency Cap): The maximum number of times an ad can be shown to the same user within a set time (e.g., 2 per 24 hours).

Geo-Fencing: Targeting users based on their current or past location within a defined radius (e.g., around an event venue).

Impression: Each time an ad is served (displayed) to a user.

Keyword Targeting: Serving ads on content that matches chosen keywords.

Lookalike Audience: A new audience built to resemble an existing seed audience (e.g., CRM list or converters).

MAID (Mobile Advertising ID): A unique identifier for a mobile device, used for targeting and measurement.

Native Ads: Ads that blend into the content or layout of a site or app, making them appear more natural.

Objective: The goal of a campaign. It can be awareness, clicks, site visits, conversions, video completion or many others.

Optimization: The process of adjusting campaigns (audiences, creatives, budget, bids, etc.) to improve performance over time.

Pending: Campaign status meaning the ads are under review and not yet live.

Pixel: A piece of code placed on your site or app that allows Growth Channel to track actions for retargeting and conversions.

Prospecting: Running campaigns to reach new audiences that haven’t interacted with your brand before.

Reach: The number of unique users who saw your ad.

Remarketing / Retargeting: Showing ads to people who have already visited your site or app but did not convert.

ROI/ROAS (Return on Investment/Return on Ad Spend): How much return (revenue) you get relative to what you spent on advertising.

Spend ASAP: A pacing setting that pushes budget out quickly instead of spreading it evenly.

UTM (Urchin Tracking Module): Tags added to URLs so traffic sources and campaign performance can be tracked in analytics tools like Google Analytics.

Video Completion Rate (VCR): The percentage of video ads watched in full compared to those that started.