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.