The glossary
233 terms, each answered in one sentence, then explained properly with an analogy and a worked example.
AllBasicsSearch feedsDomains & parkingBuying trafficMoney & metricsTracking & optimisationPolicy & complianceFraud & invalid trafficSearch adsBusiness & financeAI & the future
A
- A/B testing
- A/B testing is showing two versions of something to randomly split, similar audiences at the same time to learn which performs better.
- Attribution
- Attribution is the process of deciding which ad, click or traffic source gets the credit for a conversion or a piece of revenue.
- Attribution window
- An attribution window is the period after an ad click or view during which a resulting conversion is still credited to that ad.
- Automation rules
- Automation rules are if-then instructions that pause, restart or adjust ad campaigns automatically when chosen metrics cross set thresholds.
C
- Click ID
- A click ID is a unique code an ad platform or tracker attaches to each ad click so that later events can be matched back to that exact click.
- Conversions API (CAPI)
- The Conversions API is Meta's server-to-server interface for sending conversion events and their values to Meta directly, without relying on the visitor's browser.
K
- Keyword-level reporting
- Keyword-level reporting breaks down clicks and revenue by the individual keyword or related search term the visitor clicked on the landing page.
P
- Postback (server-to-server tracking)
- A postback is a message sent directly from one company's server to another's to report that a tracked click produced a conversion or revenue.
R
- Redirect
- A redirect automatically forwards a browser from one web address to another, often passing through a tracking link that records the click along the way.
- Reporting API
- A reporting API is a programmatic interface that lets software automatically fetch revenue, cost or performance data from a feed, ad platform or tracker.
- Revenue reporting delay
- Revenue reporting delay is the gap between a visitor clicking a feed ad and the arbitrageur seeing, and later confirming, the revenue for that click.
S
- Sub ID
- A sub ID is a custom label a publisher passes to a feed or network with each visit, so reported revenue can be broken down by that label.
T
- Tracker (campaign tracking platform)
- A tracker is software that records every click an arbitrageur buys, matches it to the revenue it later earns, and reports profit by campaign, ad and keyword.
- Tracking pixel
- A tracking pixel is a small piece of code on a web page that tells an ad platform, through the visitor's browser, that a page view or action took place.
U
- UTM parameters
- UTM parameters are standard labels added to the end of a link, such as utm_source and utm_campaign, that tell analytics tools where a visitor came from.
V
- Value-based bidding
- Value-based bidding is automated bidding that aims for the highest total conversion value, not the highest number of conversions, using values the advertiser reports.