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The section of a Web page that is visible without scrolling.

The blocking of Web advertisements, typically the image in graphical Web advertisements.

In Google Ads, ad components that show additional information beyond the standard ad.

In Google Ads, an account structure unit with one or more ads and a common targeting method.

The space on a Web page available for advertisements.

In Google Ads, an estimate of an ad's potential for success, based on the relevant, quantity, and diversity of the ad content.

A network representing many Web sites in selling advertising, allowing advertising buyers to reach broad audiences relatively easily through run-of-category and run-of-network buys.

Revenue sharing between affiliate merchants (advertisers) and affiliates (publishers), whereby compensation is based on performance measures (sales or leads).

A graphic in the file format that creates the effect of animation by rotating through a series of static images.

In Google Ads, a campaign type used to drive app installs or engagement with already-installed apps.

In Google Ads, a feature that lets you input audiences you know are valuable so automation can find new converting customers faster.

An ecommerce metric that measures the average amount of revenue per transaction.

In Google Ads, a deprecated metric that used to summarize the position your ad had appeared relative to other ads.

A graphical web advertising unit, typically measuring 468 pixels wide and 60 pixels tall (i.e. 468x60).

The tendency of web visitors to ignore banner ads, even when the banner ads contain information visitors are actively looking for.

The last stage in a buyer's journey, when they are ready to make a decision and take action.

In search advertising, a keyword matching option that lets your ad serve when someone searches for the keyword, a variation of it, or a related topic.

Business that sells products or provides services to other businesses.

Business that sells products or provides services to the end-user consumers.

In YouTube Ads, a short (under 6 seconds), non-skippable video ad designed to increase reach and brand awareness.

A graphical advertising unit, smaller than a banner ad.

The part of a marketing message that attempts to persuade a person to perform a desired action.

A system that measures how callers found a business, and they relevant actions they took.

The average number of click-throughs per hundred ad impressions, expressed as a percentage.

An estimate of the total monetary value of a customer to a business over the duration of their relationship.

An analytics method of breaking a data set into smaller groups to observe differences in activity over time.

Information stored on a user's computer by a Web site so preferences are remembered on future requests.

A method of serving advertisements based on the content (i.e., overall context or theme) of a web page.

The percentage of visitors who take a desired action.

Online advertising payment model in which payment is based solely on qualifying actions such as sales or registrations.

The cost or cost-equivalent paid per click-through.

Online advertising payment model in which payment is based on the number of qualifying leads generated.

Cost per thousand impressions.

In video advertising, a bidding method where you pay for qualifying views.

A marketing attribution model that uses machine learning to determine the relative importance of advertising interactions in the user journey.

A free tool from Google that lets users make custom reports with data from Google's marketing services and external sources.

In Google Ads, a campaign type that shows visually rich ads in a native environment across Google's feed-based content.

In Google Ads, a network of millions of sites, videos and apps where your ads can serve.

An advertising platform that combines various software solutions for advertisers to automate the process of buying and selling ad impressions in real time.

In search advertising, a feature that takes whichever keyword is triggered by a searcher's query and inserts it into predefined places in the ad copy.

A type of retargeting that shows previous visitors ads with products or services they viewed on your site or app.

A special type of search ad in Google Ads that uses content from available landing pages to generate headlines and match to relevant keywords.

Effective cost per thousand impressions (technically, "effective cost per mille").

In search advertising, a semi-automated bid strategy that adjusts your CPC bid based on the likelihood of a conversion.

A feature in Google ads that sends hashed first-party conversion data from your website to Google to attribute conversions back to your Google Ad campaign.

In search advertising, a keyword matching option that lets your ad serve when someone searches for the keyword or a close variant of it.

In Google Ads, a keyword status that predicts how often your ads will get clicked for that keyword, relative to all other Google Ads advertisers.

An online advertising platform to show ads on Facebook and related properties.

A marketing attribution model that assigns all of the conversion credit in a user journey to the first marketing touchpoint.

Data that a company collects directly from its customers and prospects.

Restriction on the amount of times a specific visitor is shown a particular advertisement.

A method of detecting a website visitor's location to serve location-based content or advertisements.

An online advertising platform to show ads on Google, related Google properties, and a partner network of sites and apps.

The newest version of Google's free analytics platform.

An online advertising network by Google to serve visually-rich advertisements across millions of partner websites and apps.

In search advertising, a tool from Google that generates keyword ideas and traffic estimates.

A program by Google offering resources and status for agencies and third parties that manage Google ads for other businesses.

A feature from Google that uses signed-in data to enable cross-device reporting and remarketing capabilities.

A tag management system that lets you configure and instantly deploy tags on your website or mobile app.

A graphical representation of data where varying degrees of a single metric are shown using colors.

A banner ad using HTML elements, often including interactive forms instead of (or in addition to) standard graphical elements.

A single instance of an online advertisement being displayed.

The percentage of impressions your ads received compared to the number of impression your ads were eligible for.

An advertisement that loads between two content pages.

A marketing attribution model that assigns all of the conversion credit in a user journey to the last marketing touchpoint.

An online advertising platform to show ads on LinkedIn.

An advertising bid strategy where you explicitly set a maximum cost-per-click.

A resource created by a publisher to help prospective ad buyers evaluate advertising opportunities.

The middle stage in a buyer's journey, characterized by an increase in interest and consideration.

Ads that adapt their appearance based on the website they appear on, in order to blend in with the content.

Keywords that prevent ads from appearing for search queries that contain them.

The process of importing conversion actions that happen outside of a website or app and attributing them back to online campaigns.

Online advertising payment model in which payment is based solely on qualifying click-throughs.

In Google Ads, a performance-based campaign type designed to find customers across all of Google's channels.

In search advertising, a keyword matching option that lets your ad serve when someone searches for the keyword or one that Google considers to have a similar meaning.

In Google Ads, a diagnostic score indicating how relevant your ad and landing page are for a given keyword, relative to other advertisers.

Document detailing prices for various ad placement options.

Google's term for retargeting, an advertising targeting method where ads are targeted to users who have previously visited your site, or taken some action on your site.

An ad format for Google Ads, where marketers enter text and visual elements, and Google combines the elements in various ways to fit available ad space and optimize performance.

A text ad format for Google Ads, where marketers enter up to 15 headlines and 4 description lines, and Google tests different combinations to see which perform better.

An advertising targeting method where ads are targeted to users who have previously visited your site, or taken some action on your site.

An advertising metric that measures the relationship of revenue to ad spend, expressed as a percentage of ad spend.

The ratio of profits (or losses) to the amount invested.

The average amount of revenue generated per visitor to a website, calculated by dividing total revenue by total visitors.

Ad buying option in which ad placements may appear on any pages on sites within an ad network.

Ad buying option in which ad placements may appear on any pages of the target site.

In search advertising, sites that partner with Google to show ads in search and search-like settings.

The exact string of words a user types into a search engine.

The use of a site visitor's search history as a basis for the ads that the visitor will see.

Advertising that can be purchased without the assistance of a sales representative.

A group of interactions by a website visitor in a given time period.

An online ad significantly taller than the 120×240 vertical banner.

In analytics, a dimension that describes how people found a site, combining the dimensions of source (specific) and medium (category).

A page where website visitors are sent after submitted a form.

Data that is available for purchase from data aggregators, such as Peer39, that is used in conjunction with audience segment targeting.

The version of Google Analytics prior to Google Analytics 4 ("GA4").

A group of Google Analytics tracking parameters added to the end of URLs to track the effectiveness of marketing campaigns. (UTM = Urchin Tracking Module, from the Urchin analytics software that preceded Google Analytics.)

A part of the Google Ads online advertising platform that shows ads on YouTube.