Jargon Buster

A measure of success, or metric, of an online ad when compared to the click-through rate. What defines a ‘conversion’ depends on the marketing objective. It can be defined as a sale or request to receive more information. Ten 'click-throughs' might provide one conversion, for example.

A descriptor encompassing a user who is browsing online converting to a paying user, or a user that performs an action of some sort.

When the technology or service does not have any reliance on a web browser’s cookie functionality.

Refers to the overall costs associated with acquiring one user. This can be calculated by dividing total marketing costs by total number of new users.

A pricing model that only charges advertising on an action being conducted, for example a sale or a form being filled in.

The monetary amount paid by an advertiser for a click on their sponsored search listing (see Pay-per-click (PPC)). 

The revenue paid to the publisher by the advertiser for every thousand times the ad is shown.

Measured in pixels, the width and height of an ad unit (width x height). The width is always the first dimension listed, followed by the height dimension (i.e. an ad that is 300x250 is 300 pixels wide by 250 pixels high).

An individual who produces content for a brand in exchange for either a product or paid partnership. Often used as the new go-to term for ‘influencers’