Knowledge base

The part of a page visible before scrolling. Ad visibility and pricing depend on the placement, device and page layout.

A platform that enables the automatic exchange of advertising space between publishers and advertisers. The foundation of the programmatic ecosystem.

An advertising network that connects advertisers with multiple publishers. Offers space packages and targeting. Predecessor and complement to Programmatic.

A set of values used by Google Ads to determine whether an ad can appear and, if eligible, where it is placed. Factors include the bid, ad quality, auction context and expected impact of ad assets.

The technology responsible for serving, measuring and optimizing display ads.

The period after an ad interaction during which a conversion may be credited to that ad, such as seven days after a click or one day after a view. Settings vary by platform.

A group of people with shared characteristics, such as demographics, interests or purchase intent, used to plan audience targeting.

In GA4, the percentage of sessions that are not engaged sessions. Bounce rate is the inverse of engagement rate; it has not been removed from GA4.

Percentage of clicks relative to the number of ad impressions. A key indicator of creative engagement.

A controlled experiment comparing randomly assigned groups to estimate the additional conversions caused by advertising.

Percentage of users who performed the desired action after navigating from the ad or entering the site.

The average advertising cost of a specified action, such as a purchase or registration. CPA can also describe a buying model in which payment is linked to that action.

Cost per click. The basic model in search engines and performance campaigns.

Cost of app installation. Crucial for mobile campaigns.

Cost per lead generated. Popular in B2B, services and form campaigns.

The cost of 1,000 ad impressions. Most commonly used in reach and awareness campaigns.

The cost of a qualifying video view. What counts as a view depends on the platform and ad format.

Technology that connects user behavior across multiple devices (desktop, mobile, tablet).

The path a user takes from first contact with a brand to conversion. Online, it includes multiple touch points.

Audience data management platform - used in targeting, segmentation and optimization.

A platform that enables the purchase of advertising space in a real-time programmatic model.

Technology for automatically matching creative elements to the user in real time.

In GA4, sessions that last longer than ten seconds, include a key event, or have at least two page or screen views. The engagement time threshold can be adjusted.

The proportion of an audience that interacts with content. On social platforms, the calculation may use reach, impressions or followers as its denominator, so the definition should always be stated.

Recording interactions with a website or app, such as clicks, scrolling and video plays.

Limit the number of ad impressions per person to avoid campaign fatigue.

Google's advertising network covering millions of sites and applications. Enables banner, video and responsive ads.

A video ad displayed within a banner placement, such as a 300 × 250 ad unit.

Video ads shown before, during or after video content (YouTube, VOD player).

Key performance indicators of the campaign, matched to its objectives (e.g. CPM, CR, ROAS).

The page people arrive on after clicking an ad or link. Its content and usability help determine whether visitors take the intended action.

An audience created by a platform to resemble a defined source group, such as existing customers.

Automatic campaign optimization based on data and machine learning (e.g. Google Smart Bidding).

Ads on comparison shopping sites (e.g. Google Hotel Ads). Popular in the travel industry.

Paid content designed to fit the format and context of the platform where it appears. Its advertising nature should be clearly identifiable.

A desired action completed on a website, such as submitting a form or making a purchase.

Miniature ads superimposed on video content.

Automated buying and selling of advertising inventory. It includes real-time auctions as well as other transaction models, such as programmatic guaranteed deals.

The number or percentage of users who saw the ad at least once.

Advertising to people who have previously visited a website or interacted with a business, subject to the applicable consent and platform requirements.

Revenue attributed to advertising divided by advertising spend. ROAS measures revenue efficiency, rather than profit or overall return on investment.

The process of optimizing a site for search engines to increase organic traffic.

Marketing that increases visibility in search engines. The term can cover both SEO and paid search, although it is also used specifically for paid search advertising.

A period of activity on a website or app. In GA4, a session starts when no session is active and normally times out after 30 minutes of inactivity; the timeout can be configured.

The brand's share of total digital impressions or ad spend.

Product ads displayed on Google (PLAs). Include photo, name, price and store.

Ads using feedback, comments and reviews as credibility-enhancing elements.

Analytics and marketing tag management system (usually Google Tag Manager).

Cookies set by a domain other than the site a person is visiting. Their availability depends on browser settings and privacy controls. Chrome has retained user choice, so a universal phase-out should not be assumed.

An invisible element of a page or creative that allows you to measure user actions.

Parameters added to links to track campaigns (medium, source, campaign, etc.).

Conversions attributed to users who saw the ad but did not click on it and then performed an action.

Ad viewability: the MRC definition requires at least 50% of the ad’s pixels to be visible for one second for display ads or two seconds for video ads.

Percentage of users who watched the video ad to the end.

Large platforms (Meta, Google, TikTok) that control data, inventory and targeting, limiting the possibility of full external analytics.

A list of accepted or excluded sites and applications. Used to increase brand safety.

Data given knowingly by the user - e.g. surveys, preferences. The purest type of data in marketing.

The value of media exposure converted into advertising equivalent. Controversial, but still used in press and PR.

The lasting effect of advertising after exposure has ended. Media models use adstock to estimate how this effect builds up and decays over time.

An indicator of how well a medium matches its target group. It shows how much a particular group is overrepresented in the medium relative to the population (100 = average). A higher index indicates a stronger match.

The number of viewers or listeners reached by a programme or time slot at a given moment. It may be expressed in thousands or as a percentage (rating).

A commercial break between programs or during a program. The basic unit of broadcast television commercials.

Excessive number of commercials in a single block or medium that reduces the noticeability of a spot. Especially applies to TV and radio.

Demographic profile of cinema audiences. Used when planning cinema campaigns for specific movie genres or premieres.

Maintaining a steady level of advertising over an extended period.

Cost to obtain 1 rating point (1 GRP). Allows comparison of campaign costs between stations and programs.

Used in press, OOH, radio, cinema and selected TV analysis. Allows comparison of the effectiveness of different offline formats.

Primarily used in outdoor advertising: the percentage of the population that could physically see an advertising display within a geographic area.

Planning model describing the construction of offline reach and frequency - fundamental for TV, OOH, radio campaigns.

Division of the television or radio schedule into parts of the day, such as morning, midday or drive time. Used for precise media planning.

The most listened to hours on the radio - usually 6:00-9:00 a.m. and 3:00-6:00 p.m. The most expensive advertising time.

The degree of audience overlap between channels or programs. Essential for planning TV coverage.

The difference between a brand’s share of voice and its share of market. It is used in planning and modelling growth potential; it does not guarantee growth.

Scheduling campaigns in blocks of time with breaks in between (e.g., 2 weeks broadcast, 1 week break).

Average number of contacts per person with an advertisement. Frequency = GRP / Reach. Critical indicator with mass formats (TV, radio).

The sum of the ratings for all ad airings. It measures a campaign’s overall weight and can exceed 100 because it counts total exposures rather than unique people reached.

A curve showing how the campaign's reach grows as more GRPs are purchased. Allows you to determine the saturation point.

Unit of publication of an advertisement in the press. One advertisement = one insertion.

Outdoor advertising including billboards, citylights, large-format mesh, digital OOH, transit advertising, etc.

Average number of occasions when the viewer could see the advertisement. Used mainly in TV, radio and OOH. OTS does not mean actual seeing - only the possibility of contact.

Frequency of contacts adjusted by the weight of different formats or channels to determine their real effect.

The number of additional readers of a newspaper or magazine after its original purchaser, for example when publications are made available in salons.

The most watched TV time slot, usually in the evening (7:00-11:00 pm). The most expensive and competitive slot.

The placement of a brand in the content of a program, movie or series. It is not a block advertisement, but a narrative element.

A continuous, moderate level of advertising with periodic bursts of higher intensity.

The percentage or number of people in a target audience watching a program or advertisement at a given time. The basic unit of TV campaign planning.

The percentage or number of people in the target audience exposed to the campaign at least once. A key metric in offline campaign planning.

The number of people reading a particular newspaper or magazine (not just buying). An indicator based on declarations and surveys.

Running an ad simultaneously across multiple channels to dominate a time slot and achieve high reach quickly.

A station’s percentage share of total television viewing or radio listening at a given time. It affects media cost and audience potential.

A package of OOH media giving a certain level of population coverage (e.g., 50 GRPs). Popular in the U.S. and partially in Europe as well.

Brand share of market sales. Correlated with SOV (ESOV advertising model).

A brand's share of total ad impressions in a given category and medium. The higher the SOV, the greater the chances of increasing market share.

Integration of a brand with a television programme, radio programme or event, including sponsorship idents. It strengthens brand recognition and preference.

A television, radio or cinema advertisement, or a booked airing of that advertisement.

Rating expressed for a specific target group - especially used in Australia depending on the market.

Traffic data used to assess OOH media potential.

Reference population for the target group (e.g., number of all women 20-49). Base for calculation of ratings and reach.

A factor used in OOH to correct for media visibility - takes into account pedestrian traffic, vehicle traffic, viewing angle, among other factors.

Decline in advertising effectiveness after too many contacts - applies to TV, radio, cinema, OOH.

Detecting unusual deviations in data using algorithms. Allows you to react quickly to campaign errors or changes in user behavior.

A model that determines how much conversion value to assign to different touchpoints along the user path. Enables better budget allocation.

Comparing performance with competitors or market standards. Helps you understand your brand position.

In GA4, the percentage of sessions that do not meet the engaged-session criteria. Interpret it alongside the purpose of the page and other engagement or conversion measures.

Track user clicks on page elements. Helps analyze the effectiveness of CTAs and content placement.

Analysis of groups of users acquired at the same time. Allows you to observe trends and retention.

Percentage of users who performed the desired action. A basic indicator of the effectiveness of campaigns and pages.

Measure the performance of specific activities (e.g., purchases, registrations). Critical to evaluating ROI.

A layer of data fed into analytical systems to facilitate advanced tracking.

A dashboard showing key indicators. Facilitates quick review of results and decision-making.

Record specific user interactions (clicks, scrolls, plays). Helps analyze behavior.

Graphical representation of the conversion path. Shows where users fall off the path.

A heat map of clicks or scrolls. Reveals page layout issues and helps optimize UX.

Key performance indicators for marketing activities. They must be measurable and clearly defined.

The total value of the customer during the relationship with the brand. Helps determine the profitability of marketing efforts.

Data analysis using statistical models and AI to predict user behavior.

Real-time data analysis for immediate response to changes.

Analyzing data by user segments. Key to personalization.

Recording user sessions on the site to identify UX issues. Requires privacy compliance.

Sources of website traffic, such as organic, paid, social and direct. Allow you to evaluate the effectiveness of the channels.

Creating brand content using journalistic methods, such as reporting, interviews and informative articles, to build understanding and trust.

Profile of the ideal customer based on data and research. Includes goals, needs, behaviors and motivations. Helps design effective communications.

A message or button that encourages an action. Properly designed, it increases the conversion rate.

A description of the actual project or collaboration with the client, including the course of action, data and results. Builds brand credibility.

Turning a substantial piece of content into smaller formats that can be shared across different channels.

Analyzes all existing content for quality, effectiveness and alignment with the strategy. Helps determine what needs to be improved, removed or developed.

A schedule of planned content, publication dates, channels and responsibilities that helps teams work consistently.

The process of distributing content through various channels - social media, newsletters, advertising. Without distribution, even the best content fails.

Creating and distributing useful, relevant content to attract an audience, build trust and support business objectives.

Republishing or distributing content on external platforms to extend its reach, while managing attribution and potential SEO effects.

The most important, comprehensive articles on the site. They are the foundation of the content strategy and strengthen the authority of the domain.

The art of writing persuasive and engaging marketing texts. Includes advertisements, websites, stores, emails and product descriptions.

Detailed editorial work plan including topics, formats and order of publication. Ensures consistency of communication.

Consistent brand tone and language style. Builds recognition and reinforces the nature of communication.

Content that stays relevant for a long time and generates stable traffic. A key component of an SEO strategy.

Creating content on behalf of another person. The author remains anonymous. Popular in content marketing and personal branding.

Writing clear, engaging headlines that attract the right audience and accurately reflect the content.

Content designed to attract attention quickly - strong openings, surprises, curiosities. Especially effective on social media.

Content that requires user participation, such as quizzes, surveys or calculators. It increases engagement and interaction time.

In-depth content that explores a topic in detail. Its length depends on the subject and audience rather than a fixed word count.

Communication based on stories that strengthen the emotional relationship with the brand.

Concise, relevant content written for email newsletters to maintain audience relationships and support engagement or sales.

A substantial overview of a topic that links to more detailed supporting content, helping readers and search engines understand the subject structure.

Content designed to be easy to skim, using headings, lists and emphasis to improve readability.

Short and easy to digest content for social media - graphics, short videos, quotes.

Building a reputation for expertise by publishing useful insights, research and informed perspectives.