Glossary
The vocabulary of advertising.
Plain-English definitions of the advertising, attribution, and ad-optimization terms that show up in your stack. Each entry answers the question in the first sentence.
Featured term · Attribution
Attribution window
An attribution window is the time after an ad interaction during which a conversion will be credited to that ad. Common windows are 1-day view, 7-day click, and 28-day click. Short…
A–Z
Ad optimization
Click-through rate (CTR)
CTR is clicks divided by impressions, expressed as a percentage.
Ad optimization
Cost per click (CPC)
CPC is advertising spend divided by the number of clicks.
Ad optimization
Cost per lead (CPL)
CPL is advertising spend divided by the number of leads measured over the same period.
Ad optimization
Return on ad spend (ROAS)
ROAS is attributed revenue divided by advertising spend.