The words that show up in client work.

A/B testingSplit testing

Comparing two versions against each other to see which performs better.

Ad Rank

What decides whether an ad shows, and in which position.

Attribution

Deciding which marketing touchpoints get credit for a conversion.

Attribution model

The specific rule used to split conversion credit between touchpoints.

Conversion rateCVR

The share of visitors who complete the action a page is asking for.

CPACost per acquisition

What it costs, on average, to get one conversion.

CPCCost per click

The average amount paid for a single click on an ad.

CPLCost per lead

What it costs to generate one lead.

CPMCost per mille

The cost of one thousand ad impressions.

Creative fatigue

The decline in performance that comes from showing the same ad too long.

CTRClick-through rate

The share of people who saw an ad and clicked it.

Frequency

How many times, on average, one person saw the same campaign.

Impression share

The proportion of available auctions an ad actually appeared in.

Incrementality

Whether advertising caused the sale, or merely stood near it.

Landing page

The page a visitor arrives on after clicking an ad.

Match type

How closely a search must resemble a keyword for the ad to be eligible.

Negative keyword

A term that stops an ad from showing when a search contains it.

Quality Score

Google Ads’ estimate of how relevant an ad, keyword and landing page are.

Reach

The number of distinct people who saw a campaign at least once.

RemarketingRetargeting

Advertising to people who have already interacted with the brand.

ROASReturn on ad spend

Revenue earned for every unit of currency spent on advertising.