A
A/B Testing
A/B Testing or Split Testing is the process of showing 2 different variants of an item to different audiences in order to determine which variant drives more engagement, conversions, link clicks etc.
Action (Facebook)
The number of actions taken on the ads created. Liking a Facebook Page or responding "Going" to an event is considered an action. Eg. Clicks, Engagement.
Ad Account
Ad accounts are where all campaigns and ads are created, managed and edited. Each ad account has a specific name and ad account ID number. They include different campaigns, ads and billing information.
Ad Inventory
Ad inventory is the space available to advertisers to showcase their content through various media such as television, print media (newspapers and magazines) and digital platforms.
Ad
Advertisement! Ads consist of creatives such as static images, videos and copy. Ads are built within an adset.
Adds To Cart (ATC)
On an e-commerce platform, placing an item onto a temporary list for potential purchase.
Adset
Adsets are where you can set up your audiences, targeting, daily budgets and campaign flight dates. Each adset contains 1 or more ads.
Analytics
The scientific analysis of data and statistics. For example, number of streams, new followers, or number of artist page likes. Using analytics allows for better insight of successful marketing strategies.
Attribution
Measures the effectiveness a given type of marketing has on producing conversions, allowing to better understand successful campaigns.
Attribution Window (Spotify)
The attribution window, or Conversion window, is a 14-day period after a person has heard the ads from a campaign, where the actions taken by the listener are counted as a conversion. The 2 weeks after the campaign ends essentially tracks for streams, likes, etc.
B
Bumper Ads
Bumper ads are short videos (6 seconds or less) that play just before your Youtube video starts. They are created in Google Ads using the “Video” campaign type. They also use CPM bidding (cost-per-thousand impressions) so you pay when your ad is shown 1000 times.
Bid Strategy
Bid strategies are the way you choose to spend your budget based on your desired results.
Bid
The amount you bid in ad auctions to have your ads shown on each social platform.
Budget
The maximum amount spent on a campaign.
Benchmarking
Benchmarking is the process of measuring campaign performances based on past ones.
C
Campaign
This is a level within the structure of an ad. The structure is as follows: Campaigns > Adsets > Ads. Adsets and ads exist within a campaign. At the campaign level, you're able to control a campaign's objective, such as Page likes, video views or app installs.
Campaign ID
This is a unique ID associated with a campaign and is represented by numbers.
Carousel Ads
A combination of multiple videos and/or images into a single advertisement for the viewer. Carousel ads can combine several videos, images, calls to action, and/or links into a single ad.
Call-to-Action (CTA)
Used in advertisements to direct website visitors to take a desired action. A CTA can take the form of a text hyperlink, button, or plain text placed alongside your ad to incentivize further action from a viewer. Some example CTA's include "Listen Now", "Stream Now", or "Watch Now".
Clicks
The total number of clicks on your ad.
Click-Through Rate (CTR)
CTR measures the ratio between how often someone clicks on your ad vs. the total viewers of the ad. How it's calculated: Click-Through Rate is calculated by dividing the number of clicks an ad receives by the total number of times it is shown.
Complete View % (Sound On)
Measures the amount of viewers engaging in your ad with audio activated.
Conversions
Conversions are customer-completed actions, like purchases or adding to a cart on a website.
Cost Per Conversion (CPC)
This metric measures the average cost for acquiring a new customer. How it's calculated: Cost per Conversion is calculated by dividing the total amount spent by the number of conversions (acquired customers).
Cost Per Engagement (CPE)
This metric measures the average cost of each Engagement. How it's calculated: Cost per Engagement is calculated by dividing the total amount spent by the number of Engagements. Pausing a video, muting a video, liking a video, and submitting contact details are all examples of engagements.
Cost Per Link Click (CPC or CPLC)
This metric measures the average cost of each Link Click. How it's calculated: Cost per Link Click is calculated by dividing the total amount spent by the number of Link Clicks.
Cost Per Result (CPR)
This metric measures the average cost of each desired result (metric) in an ad. How it's calculated: Cost per Result is calculated by dividing the total amount spent by the number of results (reach, clicks, conversions, etc.)
Cost Per ThruPlay (CPTP)
This metric measures the average cost of each ThruPlay. How it's calculated: Cost per ThruPlay is calculated by dividing the total amount spent by the number of ThruPlays.
Cost Per View (CPV)
This metric measures the average cost of each View. How it's calculated: Cost per View is calculated by dividing the total amount spent by the number of Views.
CPM
Cost per Thousand (or Cost per Mille). This metric measures the average cost per 1000 impressions on an ad. How it's calculated: CPM is calculated by dividing the total amount spent by each 1000 impressions.
Creative
Ad creatives or creative assets are the videos or graphics used for the ads. We usually A/B test different creatives, providing us with an opportunity to report on during check-ins.
Custom Audience
A Custom Audience is an ad targeting option that lets advertisers find their existing audiences among people who are on Facebook.
D
Daily Budget
This is the amount you've indicated you're willing to spend on a specific adset per day. Each adset will have a separate budget, so keep this in mind if you have more than one active adset in your account. Your ads will automatically stop showing once your daily budget for the adset has been met for that day.
Dark Ad
A dark ad or dark post is a type of advertisement that populates on targeted audience newsfeeds, but is not displayed on the advertisers main feed/page. Dark ads do not show up on the feeds of followers, but rather display as sponsored ads in the feeds of specifically targeted audiences.
Delivery
The act of serving or delivering an ad to its intended audience.
Deep Link
Instead of navigating to a website or online store, Deep Links direct users to a specific app, in-app location, or even web page. This saves search time and improves user experience.
Digital Service Provider (DSP)
Any company that distributes media via an online platform. Some examples include streaming services like Spotify, Apple Music, and Tidal. Online stores such as iTunes and Amazon Music are also DSPs.
Display URL
The web address that will appear in your ad. Display URLs provide insight for users of where they will arrive once they click on a specific ad or link within the ad.
E
End Date
The date your campaign is scheduled to stop running. A campaign's start and end dates are based on the scheduling of the adsets within it.
Events & Touring
Any live performance or scheduled appearance for a specific artist. Music festivals, television appearances, and concerts across different geographical venues/arenas to promote a release are all part of events & touring.
F
Facebook Ads Manager
A tool within Facebook's backend that allows users to create and manage individual advertisements for audiences. Ads can be monitored and edited, with results for various metrics displayed across all Facebook campaigns, ad sets, and ads.
First-Party Data
Data collected directly from your customers/audience, which you own and manage. This can include behaviours, interests, and actions etc.
Followers Targeting (Twitter)
A targeting type that allows you to reach users that follow the artist for which the promoted ads are being created.
Frequency
Frequency is the average number of times your ad was shown to each person. You may see this number both at the ad and adset level of a campaign.
G
Geo-Targeting
Targeting online visitors using location-specific content based on their geographic location. Geo- Targeting allows for a more relevant onsite experience for each visitor.
Google Display Network
A network of more than 2 million websites, videos and applications where advertisements can appear.
Google Video Partners
High-quality publisher websites and mobile apps which allow you to display video ads outside of YouTube.
H
Hashtag
Key words or phrases prefaced by a pound sign (#) used to tie conversations and topics together across social media. Popular pieces of content can be streamed together by searching and clicking on a correlated hashtag.
I
Impressions
The number of times your ad has been displayed.
In-Stream Video
Type of advertisement displayed to viewers before or during a video already being watched.
Ingestion
The process of data from varying sources (spreadsheets, SaaS data, internet scraping) being transferred to a storage medium such as a data warehouse or database. Here it can be accessed, used, and analyzed by an organization. Data ingestion is the foundational layer of any analytics platform, as the ability to report relies on consistently accessible data.
Intent Rate (Spotify)
The percentage of listeners who took actions showing intent to stream the artist again in the future. Actions include saving the artist’s music by tapping the heart icon or adding it to a playlist. Calculated as Number of listeners who also saved or added to playlist.
ISRC Code
International Standard Recording Code. A string of 12 alphanumeric characters used to identify any sound recording or music video. Allows for automatically identifiable recordings, resulting in properly distributed royalties.
J
Jump Page
A specified entrance page for a website.
K
Keyword
Specific words or terms used by customers when searching the web to describe what they hope to find.
Keyword Advertising
Having an advertisement appear in search results when a user enters a particular word or phrase to search the web, most commonly via search engine. The words or terms being searched are generally linked to one or more advertisements.
KPI
Key Performance Indicator. Used to measure progress towards any specified result. KPI's help establish how effective any given marketing strategy will be. Some example KPI's include Album Sales, Newsletter Subscriptions, and Social Media Engagements.
L
Landing Page
A web page where visitors "land" once having clicked on any link in your advertisement (such as a Call-to-Action). When used in digital marketing, a landing page acts as a standalone web page designed with a single goal, and created specifically for an advertising campaign.
Lead Generation
Lead generation is the building up of interest in a business's products or services, and more specifically, a type of campaign on Facebook that encourages consumers to fill out a form with their contact information.
Lifetime Budget
A lifetime budget lets you set an amount to spend over the lifetime of an adset.
Link Clicks
The number of clicks on links appearing on your ad or Page that direct people off Facebook as a result of your ad. (Ex: clicks to install an app, view an offsite video, clicks to another website, call-to-action button clicks to another website, etc.)
Lookalike Audience (Facebook)
This is a type of audience that's created by Facebook to help advertisers reach people who are similar to an audience that they care about.
Lookalike Targeting (Twitter)
A targeting type that allows you to reach users who are similar to your tailored audiences
M
Masthead Ads (YouTube)
A type of video-based advertisement displayed above the home feed on YouTube across all devices.
Media Plan
A plan used to determine all logistics related to running an advertisement or campaign (where, when, how), and best optimizing it to allow for maximal engagements and ROI. Media plans take campaign spend and decide how to best distribute it across various channels such as YouTube, Facebook, TikTok etc. Important factors that are addressed when creating a media plan include:
- Who does the ad need to reach?
- What is the marketing budget?
- Length of campaign
- Advertisement materials/creatives
Metric
A quantitative measurable value used to track performance and effectiveness of campaigns across different channels. Examples of metrics commonly used across Wavo are: Thruplays, Cost-per-View, Frequency, Link Clicks, Streams etc.
N
Non-Skippable In-Stream Ads
Non-skippable in-stream ads are 15 seconds (or shorter) and play before, during, or after other videos. Viewers don't have the option to skip the ad.
Native Ads
An advertisement that matches the form, feel and function of the content of the media on which it appears. Native ads are so consistent with the platform behaviour that the viewer feels the ad belongs there. An example of a native ad would be a promoted or sponsored Instagram post that shows up in your feed. All functionality that applies to to the social media platform, is also implemented into the advertisement, allowing it to look just like native post.
O
Objective
The objective you selected for your ad. Your objective reflects what you want to achieve with ads. If you are using conversion tracking in your campaign, the objective will be conversions. You can set the optimization goal to be whatever you like.
OKR
Objectives and Key Results. A widely used goal-setting framework for tracking as well as defining objectives and their end results. OKRs use an improvement-focused approach to goal setting by targeting specific areas that need change within an organization.
Optimization
This is what action the campaign is being optimized by. It is usually pausing an expensive adset or allocating budget to a better performing creative to get the most out of your marketing efforts.
Outstream Ads
Video ads displayed outside of a native video player, commonly found between paragraphs of text or bottom corners of web pages, and often without sound. Outstream ads will automatically play when they appear on any given page, and are integrated across most desktop and mobile devices.
P
Pacing
Pacing is the ability to track any given metrics performance based on chosen optimizations when compared to overall goals or budget. The pacing of a campaign provides meaningful measurements into how individual KPI's are performing such as clicks, conversions, impressions, sales, etc.
Page Engagement
The number of actions related to the Page and your Page's posts as a result of your ad.
Page Likes
The number of likes on your Facebook Page as a result of your ad. Page Likes is also an objective in Facebook Ads Manager.
Pixels (Marketing)
Marketing Pixels, or Tracking Pixels, are segments of computer code that allow you to gather relevant information about website visitors and actions they have taken. Information including how audiences browse and the types of ads they click on can be gathered through use of pixels.
Platform
Any hardware or software used to host an application or service. In social media, platforms such as Facebook and Snapchat allow for the creation, access and exchange of wide arrays of user-made content.
Placement
This is where your ad is shown, either by platform or by the placement of the ad within the platform's device interface. For instance, you can add an ad placement into Instagram Feed and Instagram Explore, but nowhere else. Your placements depend on the type of campaign.
Post Engagement
The number of actions (ex: likes, comments, shares, photo views, link clicks, video views) related to your Page's posts as a result of your ad.
Promoted Tweet
A Tweet paid for by advertisers that appears in users’ Home timelines, at the top of search results on Twitter and elsewhere on the platform on desktop and mobile.
Q
Qualified Lead
A point of contact within an organization that has opted in to receive communication from your business, has become informed on your product or service, and is interested in learning more.
R
Reach
The total number of unique users that have viewed an ad.
Recorded Music
Encompasses all studio recorded music.
ROI
Return on Investment. ROI is a measurement tool used to track how efficient and profitable an investment will be, or to compare multiple investments. To calculate ROI as a percentage: (Gain from Investment minus Cost of Investment), all divided by (Cost of Investment).
Row
A row is used to represent any choice of informational data that has been ingested. It is a format used to further prepare data for transformation into spreadsheets, tables, graphs, charts etc.
S
Skippable In-Stream Ads
Non-skippable in-stream ads are 15 seconds (or shorter) and play before, during, or after other videos. After 5 seconds, the viewer has an option to skip the ad.
Snapchat Ads Manager
A tool within Snapchat's backend that allows users to create and manage individual advertisements for audiences. Ads can be monitored and edited, with results for various metrics displayed across all Snapchat campaigns, ad sets, and ads.
SaaS
Software as a Service. Any company that provides its services by means of a software platform, and uses the cloud to store information.
Spotify Ad Studio
A tool within Spotify's backend that allows users to create and manage individual advertisements for audiences. Ads can be monitored and edited, with results for various metrics displayed across all Spotify ad sets and ads.
Spend
The amount of money being contributed towards any given advertising campaign.
T
Targeted Audience
Targeted audience is the number of people you're targeting can reach. You'll see an estimate of this, like the estimate you see while creating an ad. Bid higher to reach more of your targeted audience.
TikTok Ads Manager
A tool within TikTok's backend that allows users to create and manage individual advertisements for audiences. Ads can be monitored and edited, with results for various metrics displayed across all TikTok ad sets and ads.
Third-Party Data
Any data that is collected by a business or other entity that does not have a direct link to the visitor or customer from which the data is sourced.
ThruPlay
ThruPlay is an optimization and billing option for video ads through the Video Views objective. Facebook counts a ThruPlay when your video ad is watched to completion, or for at least 15 seconds (if your video is longer than 15 seconds).
TrueView
An ad format that displays ads on Youtube in 2 ways - In-stream Videos or Video Discovery ads. TrueView includes audience targeting features that allow ads to reach relevant people.
Twitter Ads Manager
A tool within Twitter's backend that allows users to create and manage individual advertisements for audiences. Ads can be monitored and edited, with results for various metrics displayed across all Twitter ad sets and ads.
U
Unique Link Clicks
The number of unique people who have clicked on a link in your ad, calculated using sampled data.
User Experience
Understanding how users interact with your product. User Experience encompasses all aspects of their interaction with the company, its services, and its products.
V
Video Discovery Ads (TrueView)
An ad format that promotes your video on the YouTube search results page across all devices, alongside related videos and organic search results. The ad includes a thumbnail image as well as a headline and description.
View Rate
A ratio showing the number of views of your ad to the number of impressions. To calculate view rate, divide the total number of views by the total number of impressions.
Video Views
The number of customers that have intentionally initiated watching a video. Video views are counted in different ways across platforms. Facebook counts a view when it has been played for 3 seconds or longer, while YouTube requires 30 seconds, and Snapchat counts a view as soon as the video is rendered on the screen.
W
Website Card
A type data card used to promote advertising space on a web site.
Workflow
A sequence of events that help move a piece of work from start to completion. A workflow can consist of data, rules, or tasks required to achieve a certain business outcome.
X
X-Post
An acronym for the term cross post, which describes posting the same content across multiple social media platforms. For example, you might x-post an Instagram photo on Facebook.
Y
YouTube
The famous online video sharing and social media platform that provides free video-hosting as well as the ability to store and serve video content.
Z
Zero Cost Strategy
A decision or tactic used by a business that requires no cost to execute.