Glossary
Marketing terms, in plain English.
Understand the terms that appear in reports, campaign plans and tool documentation. A definition should help you ask a better question, not give you another acronym to memorise.
What is Advantage+?
Advantage+ is Meta’s automated campaign type that sets audiences and placements for you.
What is AOV?
Average order value is total revenue divided by the number of orders in a period.
What is Attribution window?
An attribution window is how long after a click or view a sale can be credited to an ad.
What is CAC?
Customer acquisition cost is total marketing spend divided by new customers won.
What is CAPI?
The Conversions API sends conversion events from your server to Meta, so fewer sales go unreported.
What is CLV?
Customer lifetime value is the total profit a customer brings over their relationship with you.
What is COD?
Cash on delivery is a payment method where the buyer pays the courier when the order arrives.
What is CPA?
Cost per acquisition is ad spend divided by the number of purchases or leads it produced.
What is CPM?
Cost per mille is what you pay for 1,000 ad impressions.
What is Creative fatigue?
Creative fatigue is the drop in ad performance as the same audience sees an ad too often.
What is CTR?
Click-through rate is clicks divided by impressions.
What is Deduplication?
Deduplication stops the same purchase being counted twice when pixel and server both report it.
What is EMQ?
Event match quality is Meta’s 0 to 10 score for how well your events can be matched to real users.
What is GA4?
Google Analytics 4 is Google’s event-based analytics platform for websites and apps.
What is GTM?
Google Tag Manager is a tool for adding and managing tracking tags without editing site code.
What is Hook rate?
Hook rate is the share of video impressions that watch past the first three seconds.
What is Klaviyo?
Klaviyo is an email and SMS platform built around e-commerce purchase data.
What is MER?
Marketing efficiency ratio is total revenue divided by total marketing spend.
What is PMax?
Performance Max is Google’s automated campaign type that runs across all Google channels.
What is ROAS?
ROAS (return on ad spend) is the revenue attributed to your ads divided by what those ads cost.
What is RTO?
Return to origin is an order sent back to the seller undelivered, usually a refused COD parcel.
What is Server-side tracking?
Server-side tracking sends events from a server you control instead of the visitor’s browser.
What is UGC?
User-generated content is photo or video made by customers or creators rather than the brand.
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