The paid media glossary.

Customer Acquisition CostCAC

Customer acquisition cost (CAC) is the total sales and marketing spend needed to win one new customer, found by dividing that spend over a period by the number of customers acquired in it. Paid CAC counts ad spend only; blended CAC adds tooling and team cost.

Read the definition →

Return on Ad SpendROAS

Return on ad spend (ROAS) is the revenue generated for every dollar spent on advertising, calculated as ad-attributed revenue divided by ad spend. A 4:1 ROAS means $4 of revenue for every $1 spent. It measures revenue efficiency, not profit.

Read the definition →

Cost Per LeadCPL

Cost per lead (CPL) is the average ad spend required to generate one lead, calculated by dividing spend by the number of leads captured. It is an early-funnel efficiency metric, and a low CPL means little if those leads never become pipeline.

Read the definition →

Conversion RateCVR

Conversion rate (CVR) is the share of an audience that completed the action you were optimizing for, calculated as conversions divided by the base (clicks, sessions, or recipients). Because it is a percentage, it is only meaningful alongside the volume it was calculated on: a high rate on a small base can represent almost no conversions.

Read the definition →

Pipeline ROAS

Pipeline ROAS measures ad spend against the sales pipeline it generates, the value of the opportunities created, rather than just immediate revenue or lead count. For B2B with long sales cycles, it is the truest early read on whether paid media is working.

Read the definition →

Marginal CACIncremental CAC

Marginal CAC is the cost to acquire one more customer from an increase in spend, calculated as the extra spend divided by the extra customers it produced. Unlike blended CAC, which averages every customer ever acquired, marginal CAC isolates what the latest increment actually cost, which is what reveals when scaling stops being profitable.

Read the definition →

CPMCost per mille

CPM (cost per mille) is the price of one thousand ad impressions, calculated as spend divided by impressions, times 1,000. It is the currency of awareness and reach buying, and on the auction it reflects how much competition there is for the audience you are trying to reach.

Read the definition →

Cost Per ClickCPC

Cost per click (CPC) is the average price you pay for one click on an ad, calculated as spend divided by clicks. It is the metric, distinct from Target CPC, which is a bid strategy that aims for an average CPC.

Read the definition →

Click-Through RateCTR

Click-through rate (CTR) is the share of people who clicked after seeing your ad, calculated as clicks divided by impressions. It is the clearest signal of whether your ad and audience match, and on Search it feeds Quality Score.

Read the definition →

Cost Per AcquisitionCPA

Cost per acquisition (CPA) is the average ad spend to produce one conversion, calculated as spend divided by conversions. It is the metric, distinct from Target CPA, which is a Smart Bidding strategy that aims for a CPA you set.

Read the definition →

Lifetime ValueLTV

Lifetime value (LTV, or CLV) is the total gross profit you expect from a customer across the whole relationship. It is the number that decides how much you can afford to spend to acquire one, and it only means something next to CAC.

Read the definition →

Break-even ROAS

Break-even ROAS is the return on ad spend at which advertising revenue exactly covers its costs, calculated as one divided by your gross margin. Any ROAS above it is profit; below it, you are paying to lose money.

Read the definition →

Blended ROASMER

Blended ROAS, often measured as MER (marketing efficiency ratio), is total revenue divided by total marketing spend across all channels, rather than per-platform attributed revenue. It is the number that cannot be inflated by attribution.

Read the definition →

Average Order ValueAOV

Average order value (AOV) is the average revenue per order, calculated as total revenue divided by number of orders. It is the lever that quietly decides how much you can afford to pay for a click.

Read the definition →

Return on InvestmentROI

Return on investment (ROI) is the profit an investment returns relative to its cost, expressed as (gain minus cost) divided by cost. In advertising it differs from ROAS because it is measured on profit and total cost, not on revenue and ad spend alone.

Read the definition →

Payback Period

Payback period is the time it takes for a customer to generate enough gross profit to cover what you spent to acquire them. It is the cash-flow companion to CAC: a healthy LTV:CAC ratio still hurts if payback takes too long.

Read the definition →

Conversion Value

Conversion value is the monetary worth you assign to a conversion, so the platform can optimize toward revenue rather than raw conversion counts. It is what turns Maximize conversion value and Target ROAS bidding into something meaningful.

Read the definition →

Cost Per ViewCPV

Cost per view (CPV) is the average price paid for one view of a video ad, where a view is counted after a set watch duration or interaction. It is the core efficiency metric for YouTube and other video campaigns.

Read the definition →

Engagement Rate

Engagement rate is the share of people who interacted with an ad or post (clicks, reactions, comments, shares, saves) relative to reach or impressions. It is a useful creative signal and a weak business one, easy to optimize at the expense of revenue.

Read the definition →

MQL vs SQLMQL / SQL

A marketing qualified lead (MQL) has shown enough interest, such as a demo request or content download, for marketing to pass it to sales. A sales qualified lead (SQL) has been vetted by sales as a genuine opportunity worth pursuing. The gap between them is where most B2B ad budget leaks.

Read the definition →

Multi-Touch AttributionMTA

Multi-touch attribution distributes credit for a conversion across all the marketing touchpoints a buyer interacted with, rather than crediting only the first or last click. It is essential in B2B, where a single deal can involve many touches across weeks or months.

Read the definition →

First-Touch vs Last-Touch AttributionFirst / Last Touch

First-touch attribution gives 100% of the credit for a conversion to the first interaction a buyer had with you; last-touch gives it all to the final interaction before they converted. Each answers a different question: first-touch shows what creates demand, last-touch shows what closes it, and neither alone reflects a multi-step B2B journey.

Read the definition →

Data-Driven AttributionDDA

Data-driven attribution (DDA) uses an account's own conversion data to distribute credit across the touchpoints on the path to conversion, rather than applying a fixed rule like first- or last-click. It is now the default conversion attribution model in Google Ads, which has deprecated the older rule-based models except last-click.

Read the definition →

Attribution WindowLookback Window

An attribution window, or lookback window, is the period after an ad interaction during which a resulting conversion is credited to that ad. Meta's default is 7-day click and 1-day view, meaning a conversion counts if the person clicked within the previous seven days or saw the ad within the previous day; shorter windows credit fewer conversions.

Read the definition →

View-Through ConversionVTC

A view-through conversion is credited when someone sees an ad, does not click, and later converts within the view window. It is why Meta and Display numbers often look inflated, especially on cold prospecting.

Read the definition →

Demand Generation vs Demand CaptureDemand gen / capture

Demand capture converts buyers who are already looking for a solution, for example through Search ads on category keywords. Demand generation creates awareness and interest before that search happens, for example through LinkedIn and content. You cannot capture demand that does not exist yet.

Read the definition →

Product-Market FitPMF

Product-market fit is the point where a product satisfies real, repeatable market demand: strangers find it, buy it, and stick with it without a personal relationship pushing the sale. In paid media it matters because ads don't create it, they expose it. Cold traffic converts only when the offer already resonates, so referrals and warm intros don't prove fit, they run on borrowed trust.

Read the definition →

Ideal Customer ProfileICP

An ideal customer profile (ICP) is a precise description of the companies and people most likely to become high-value, long-retaining customers. It is the filter that decides who your ads and outreach should reach, and who they should ignore.

Read the definition →

Account-Based MarketingABM

Account-based marketing (ABM) flips the funnel: instead of casting wide for leads, you pick a defined list of target accounts and concentrate marketing and sales on them. It suits high-value B2B where a few right accounts matter more than many leads.

Read the definition →

Quality Score

Quality Score is Google Ads' 1-to-10 diagnostic rating of how your keywords, ads, and landing pages compare with other advertisers on relevance and experience. It is not an input in the ad auction, but it reads the same quality signals the auction uses, so a low score is a reliable warning that you are paying more per click than you need to.

Read the definition →

Target CPCtCPC

Target CPC (tCPC) is a Google Ads automated bid strategy that sets bids to get as many clicks as possible at the average cost per click you specify. It is an average, not a cap: individual clicks cost more or less, and Google aims for your target across the campaign.

Read the definition →

Target CPAtCPA

Target CPA (tCPA) is a Google Ads Smart Bidding strategy where you set the average cost you are willing to pay per conversion and Google bids automatically to hit it. Google now labels it simply 'Target CPA' (formerly 'Maximize conversions with a Target CPA'). Set it too low and the algorithm chases only the cheapest conversions, so it acts as an optimization instruction, not a spending cap.

Read the definition →

Target ROAStROAS

Target ROAS (tROAS) is a value-based Google Ads Smart Bidding strategy: you set the return on ad spend you want and Google bids at auction time to maximize conversion value at that target. Google now labels it simply 'Target ROAS' (formerly 'Maximize conversion value with a Target ROAS'). Because it optimizes toward value, it needs a steady stream of conversions with values attached to work.

Read the definition →

Performance MaxPMax

Performance Max (PMax) is a goal-based Google Ads campaign type that serves across all of Google's inventory, Search, Display, YouTube, Gmail, Maps, and Discover, from a single campaign. Instead of keywords, you give it assets, audience signals, and search themes, and its AI optimizes toward your conversion goal across channels.

Read the definition →

RetargetingRemarketing

Retargeting (also called remarketing) shows ads to people who already interacted with you, most often visitors who came to your site but didn't convert. Because the audience is already warm, it is usually far cheaper per result than prospecting, and on Google you can keep retargeting a visitor for up to 540 days.

Read the definition →

Website Custom AudienceWCA

A website custom audience is a Meta retargeting audience built from your pixel: the people who visited your site, or specific pages, defined by URL rules and pixel events. Meta says it may also add people using on-platform events. It is keyed to the pages a visitor hit, not the campaign that sent them, and it only starts collecting from the day you create it.

Read the definition →

Negative KeywordsNegatives

Negative keywords are terms you exclude so your ads don't show for irrelevant searches. They protect budget from off-intent clicks, for example blocking "free", "jobs", or a competitor's brand. They can be applied at ad group, campaign, or account level, and now to Performance Max as well.

Read the definition →

Placement ExclusionsNegative Placements

Placement exclusions (or negative placements) stop your ads from serving on specific websites, apps, app categories, YouTube channels, or videos you don't want. They are how you keep Display and Performance Max off junk inventory like games and low-quality apps. PMax respects account-level and MCC-level exclusions, but not campaign-level ones.

Read the definition →

Meta PixelFacebook Pixel

The Meta Pixel is a snippet of tracking code on your website that records what visitors do, so you can build retargeting audiences, measure conversions, and optimize Meta ad delivery. It is the behavioral backbone of Meta advertising, and it is increasingly paired with the Conversions API for server-side tracking.

Read the definition →

Conversions APICAPI

The Conversions API (CAPI) sends conversion events to Meta directly from your server, rather than only from the browser through the Meta Pixel. It recovers measurement and optimization signal lost to browser restrictions and ad blockers, and it runs alongside the pixel, not instead of it.

Read the definition →

Learning PeriodLearning status

The learning period is the stretch after a change while a Google Ads bid strategy recalibrates, and performance is unstable. Google documents exactly what triggers it: a new or reactivated bid strategy, a bid strategy setting change, a composition change, and some Shopping ad group target changes. Budget changes are not on that list.

Read the definition →

Smart BiddingAutomated bidding

Smart Bidding is Google Ads' family of automated, conversion-based bid strategies, including Target CPA, Target ROAS, Maximize conversions and Maximize conversion value. It sets bids per auction using signals you cannot bid on manually, and it needs conversion data and a calibration window to work.

Read the definition →

Content SuitabilityInventory type

Content suitability is the Google Ads account setting that controls how sensitive the content your ads can appear beside is, across YouTube, the Display Network and Google Video Partners, with some exclusions also reaching the Search Partner Network. Its main control is inventory type: Maximum (formerly Expanded), Moderate (formerly Standard) and Limited.

Read the definition →

Maximize ClicksMax clicks

Maximize clicks is a Google Ads automated bid strategy that sets bids to get as many clicks as possible within your budget. It is automated but it is not Smart Bidding: it does no auction-time bidding toward conversions, so a campaign using it will ignore your conversion goal when it bids.

Read the definition →

Maximize ConversionsMax conversions

Maximize conversions is a Google Ads Smart Bidding strategy that spends your budget to get as many conversions as possible, bidding at auction time using your conversion data. It asks for no target cost, which makes it the safest conversion-based strategy to start a campaign on.

Read the definition →

Optimization EventConversion event

The optimization event is the action you tell an ad platform to go and get: a lead, an add to cart, a purchase. It is not just a reporting choice. It is the teaching signal the algorithm uses to decide who to show your ads to, so picking one that happens too rarely leaves the system with nothing to learn from.

Read the definition →

Significant EditMeta

A significant edit is a change to a Meta ad set that sends it back into the learning phase. Meta publishes the list: any change to targeting, creative or the optimization event, adding an ad, pausing for 7 days or longer, and changing bid strategy. Budget and bid changes count only if large enough.

Read the definition →

Learning LimitedMeta learning phase

Learning limited is the Meta ad set status shown when an ad set is unlikely to receive around 50 optimization events in the week after your last significant edit. Delivery stays unstable and expensive until it clears the learning phase, and the usual cause is an optimization event that happens too rarely.

Read the definition →

Targeting FacetLinkedIn targeting

A targeting facet is one category of LinkedIn ad targeting, such as job seniority, job function, industry, or years of experience. The rule that trips people up: multiple values inside one facet are combined with OR and grow the audience, while separate facets are combined with AND by default and shrink it; the audience builder lets you switch that to OR.

Read the definition →

Bid CapMeta bid strategy

Bid cap is a Meta bid strategy that sets the maximum amount you will bid in each auction. It is a control on bidding, not on cost: Meta states that bid cap controls the highest bid price, not the actual cost you pay or see in reporting.

Read the definition →

Cost CapCost per result goal

Cost cap, now labeled cost per result goal in Ads Manager, is a Meta bid strategy where you set the average cost per result you are aiming for, and Meta bids dynamically to get as many results as possible around that cost. Unlike a bid cap, it targets the cost outcome rather than freezing your bid at a fixed ceiling.

Read the definition →

Customer MatchFirst-party audience

Customer Match is a Google Ads feature that lets you upload a list of your own customer data, usually email addresses, to build an audience from people you already know. You can use that list to target, observe, or exclude those people across Google's campaigns. Crucially, using it to exclude has no account spend requirement.

Read the definition →

Audience ExclusionNegative audience

An audience exclusion tells an ad platform not to show your ads to a specific group of people. In Google Ads you can exclude audience segments, including a Customer Match list of your own disqualified leads, so budget stops being spent on people you have already decided are not worth reaching.

Read the definition →

A/B TestSplit test

An A/B test (or split test) compares two versions of an ad, audience, or page that are identical except for one variable, on evenly split, non-overlapping audiences, to see which performs better. The key is a controlled, comparable split: without it, you are not measuring the variable, you are measuring the platform's delivery.

Read the definition →

Call Conversion TrackingCall tracking

Call conversion tracking measures phone calls generated by your ads. In Google Ads it covers two separate sources: calls placed straight from an ad (a call asset) and calls made to a phone number on your website after an ad click. Each is set up differently. A call counts as a conversion if it lasts at least a minimum length you set, or, where call recording is on (US and Canada), if Google's AI judges the recorded call a qualified lead.

Read the definition →

Google Forwarding NumberGFN

A Google forwarding number is a unique phone number Google Ads assigns to route calls to your real business line while recording call details, such as duration, start time, and whether the call connected. It is the mechanism that makes phone calls measurable as conversions.

Read the definition →

Lookalike AudienceLAL

A lookalike audience is an audience the ad platform builds by taking a source list of your existing customers and finding more people who resemble them. On Meta you set its size from 1% to 20% of the population in the locations your ad set targets (location is no longer set on the lookalike itself): 1% is the closest match to your source with the smallest reach, and larger percentages trade similarity for reach. Its quality is capped by the quality of the source list.

Read the definition →

Audience Saturation

Audience saturation is the point where an ad campaign has already reached the best-matching people in its audience, so adding more budget forces delivery to weaker matches and into more expensive auctions. It's why tripling spend on one ad set returns far less than triple the customers: there aren't three times as many ideal buyers in the same audience.

Read the definition →

Frequency

Frequency is the average number of times each person saw your ad over a period, calculated as impressions divided by reach. On Meta it is the earliest warning that you are over-mining a fixed audience.

Read the definition →

Impression ShareIS

Impression share is the percentage of the impressions you were eligible for that you actually won, on Google Search and Shopping. Lost impression share is split into share lost to budget and share lost to rank, which tells you exactly what is capping your reach.

Read the definition →

Campaign Budget OptimizationCBO

Campaign Budget Optimization (CBO), now called Advantage+ campaign budget, sets one budget at the campaign level and lets Meta distribute it across ad sets in real time toward the best performers. It is how you scale sideways without hand-splitting spend.

Read the definition →

Advantage+

Advantage+ is Meta's suite of AI-driven automation features that hand audience, placement, budget, and creative decisions to the algorithm. Advantage+ sales (formerly Advantage+ shopping) and Advantage+ audience are the most common forms.

Read the definition →

Keyword Match Types

Keyword match types (broad, phrase, and exact) control how closely a search must relate to your keyword before your ad can show. They are the main lever for balancing reach against relevance on Google Search.

Read the definition →

Enhanced Conversions

Enhanced conversions is a Google Ads feature that sends hashed first-party data, such as an email captured at conversion, to match more conversions to ad clicks. It recovers measurement lost to cookie limits and improves Smart Bidding.

Read the definition →

Offline Conversion ImportOCI

Offline conversion import (OCI) uploads conversions that happen after the click, such as a qualified lead or a closed deal, back into Google Ads, matched on the click ID (GCLID) or, in Google's current recommended setup (enhanced conversions for leads), on hashed lead details like email. It teaches bidding to chase revenue, not just form fills.

Read the definition →

Consent Mode v2

Consent Mode v2 is Google's framework for adjusting how its tags behave based on a user's consent choices. It adds two signals, ad_user_data and ad_personalization, and is required to use European audience data in Google Ads.

Read the definition →

UTM Parameters

UTM parameters are tags added to a URL (utm_source, utm_medium, utm_campaign, and others) that tell your analytics where a visitor came from. They are the backbone of clean channel reporting and, on Meta, of URL-based audience rules.

Read the definition →

Server-Side Tracking

Server-side tracking sends conversion and event data to ad platforms from your own server rather than the user's browser. It is more resilient to ad blockers, cookie limits, and browser restrictions than client-side tags alone.

Read the definition →

Search Terms Report

The search terms report shows the actual queries people typed before your Google ad showed or was clicked, as opposed to the keywords you bid on. It is the single highest-return maintenance view in a Search account.

Read the definition →

Auction Overlap

Auction overlap happens when ads from your own Meta ad sets target overlapping audiences and enter the same auction, even across separate ad accounts. Meta enters only the ad with the highest total value and holds the rest back, which can stop an ad set spending its budget or exiting the learning phase.

Read the definition →

Email Deliverability

Email deliverability is the ability of your emails to reach the inbox rather than spam or a block. In cold outbound it is the difference between a campaign that gets replies and one that quietly disappears.

Read the definition →

Domain Warmup

Domain warmup is the practice of gradually increasing sending volume from a new email domain so mailbox providers learn to trust it. Skipping it is the single fastest way to land cold outbound in spam.

Read the definition →

Email AuthenticationSPF/DKIM/DMARC

Email authentication is the set of DNS records (SPF, DKIM, and DMARC) that prove your emails genuinely come from your domain. Without them, cold outbound is far more likely to be filtered or blocked outright.

Read the definition →

Detailed Targeting

Detailed targeting is Meta's system for narrowing an audience by interests, behaviors, and demographics. It is powerful for finding a starting audience, but it is self-declared and increasingly treated by Meta as a suggestion rather than a hard boundary.

Read the definition →

Responsive Search AdRSA

A responsive search ad (RSA) is the standard Google Search ad format, where you supply up to 15 headlines and 4 descriptions and Google assembles and tests combinations. It is now effectively the only Search text ad type.

Read the definition →

Ad Rank

Ad Rank is the score Google uses to decide whether your ad shows and in what position. It combines your bid, ad and landing-page quality, the Ad Rank thresholds, context, and the expected impact of assets, which is why the highest bidder does not always win.

Read the definition →

Ad Strength

Ad Strength is Google's feedback score (Poor to Excellent) on how relevant and varied your responsive search ad assets are. It is guidance to improve an ad, not a ranking factor in the auction.

Read the definition →

Seasonality Adjustments

Seasonality adjustments are a Smart Bidding tool that tells Google to expect a short, sharp change in conversion rate, such as during a flash sale, so bidding reacts faster. They are for brief events, not long trends.

Read the definition →

Conversation AdsMessage Ads

Conversation ads and message ads are LinkedIn Sponsored Messaging formats that deliver a message straight to a member's LinkedIn inbox. Conversation ads add branching buttons, so you can run a choose-your-path script at scale.

Read the definition →

Conversion Action

A conversion action is a specific event Google Ads counts as a conversion, set as Primary (used by bidding) or Secondary (observed only). Which actions you mark Primary is one of the most consequential and most overlooked decisions in an account.

Read the definition →

Dynamic Search AdsDSA

Dynamic Search Ads (DSA) generate the headline and landing page automatically by matching searches to the content of your website, rather than to keywords you chose. They fill gaps in keyword coverage but need tight controls to stay on-intent. Google is folding DSA into AI Max for Search, with remaining DSA campaigns upgraded automatically from February 2027.

Read the definition →

Demand Gen Campaign

Demand Gen is a Google campaign type that runs visually-driven ads across YouTube (including Shorts), Discover, Gmail and the Google Display Network to create demand among lookalike and interest audiences. It replaced Discovery campaigns and is Google's answer to paid social.

Read the definition →

Asset Group

An asset group is the building block of a Performance Max campaign: a themed set of headlines, descriptions, images, videos, and an audience signal that Google assembles into ads across all its inventory. It is PMax's rough equivalent of an ad group.

Read the definition →

Audience Signal

An audience signal is the set of audiences you give a Performance Max asset group as a starting hint for who is likely to convert. It guides Google's machine learning but does not restrict targeting, which is the part people misread.

Read the definition →

In-Market Audiences

In-market audiences are Google's segments of people actively researching or intending to buy in a category, based on recent search and browsing behavior. They are the closest Display and video get to search-style intent.

Read the definition →

Data Exclusions

Data exclusions tell Google Smart Bidding to ignore a past date range when conversion tracking was broken or distorted, so a tracking outage does not poison future bidding. They look backward, unlike seasonality adjustments, which look forward.

Read the definition →

Event Match QualityEMQ

Event Match Quality (EMQ) is Meta's score for how well the customer information you send with an event can be matched to a Meta user. Higher EMQ means more conversions attributed and a stronger signal for optimization.

Read the definition →

Dynamic CreativeDCO

Dynamic creative automatically combines your headlines, images, videos, and descriptions into many ad variations and serves the best-performing mixes per person. Since June 2024 Meta has steered most advertisers to the flexible ad format instead, and dynamic creative is no longer available on new Sales or App Promotion ad sets; the principle, supply assets and let Meta combine them, is the same.

Read the definition →

Dynamic Product AdsAdvantage+ catalog ads

Dynamic product ads, now called Advantage+ catalog ads, automatically show products from your catalog to the people most likely to buy them, including retargeting exactly the items someone viewed. They are the workhorse of ecommerce retargeting on Meta.

Read the definition →

Aggregated Event MeasurementAEM

Aggregated Event Measurement (AEM) is Meta's framework for measuring web conversions from iOS users who opt out of tracking, within Apple's privacy limits. Meta now processes eligible website events through AEM automatically: the old eight-event limit per domain and manual event ranking have been removed.

Read the definition →

Relevance Diagnostics

Relevance diagnostics are Meta's three per-ad rankings, quality, engagement rate, and conversion rate, that show how an ad compares to others competing for the same audience. They point at whether a weak result is a creative, engagement, or offer problem.

Read the definition →

Value Optimization

Value optimization is a Meta bidding approach that optimizes for the total purchase value it expects to generate, not the number of conversions. It chases high-value buyers instead of treating every conversion as equal.

Read the definition →

Matched Audiences

Matched Audiences is LinkedIn's targeting suite for reaching people you already know: website retargeting, contact and company list uploads, and engagement audiences. It brings first-party targeting to LinkedIn's otherwise attribute-based system.

Read the definition →

Lead Gen Form

A lead gen form is a native, pre-filled form that opens inside the ad platform (LinkedIn, Meta, Google) so a user submits without leaving the feed. It lifts conversion rate at the cost of lead quality and downstream friction.

Read the definition →

Sender Reputation

Sender reputation is the trust score mailbox providers assign to your sending domain and IP, based on authentication, engagement, complaints, and bounces. It is the single biggest factor in whether cold email reaches the inbox.

Read the definition →

Bounce Rate

In email, bounce rate is the share of sends that could not be delivered, split into hard bounces (permanent, bad address) and soft bounces (temporary). A high hard-bounce rate is one of the fastest ways to damage sender reputation.

Read the definition →

Spam Trap

A spam trap is an email address that exists only to catch senders using poor list practices. Hitting one signals to mailbox providers and blocklists that you did not earn or clean your list, and it can blacklist your domain fast.

Read the definition →

Google Tag ManagerGTM

Google Tag Manager (GTM) is a container that lets you deploy and manage tracking tags, pixels, and conversion tags through one interface without editing site code each time. It is the backbone of a maintainable measurement setup.

Read the definition →