Feature index
Find where an objective, bid strategy, audience type or API field lives — and which module explains it. Every entry links to the platform's own documentation.
97 of 97 features
The lookback period a platform will credit a conversion to a click or view. Different windows make numbers incomparable.
1 / gross margin. The only ROAS benchmark that means anything for your business.
Spend divided by conversions. An outcome of CPC and CVR — never a lever you set directly.
Spend divided by clicks — the joint result of CPM and CTR.
Cost per thousand impressions: (spend / impressions) × 1000. Reads how expensive the audience is to reach.
Clicks divided by impressions. The cleanest read on whether creative and offer are relevant.
Signalling the visitor's consent choice to tags so measurement respects it instead of quietly ignoring it.
Conversions divided by clicks. Moves with landing page, offer and traffic quality, not with bidding.
Average impressions per person. Rising frequency with falling CTR is the classic creative-fatigue signature.
Google Analytics 4 as the neutral third dataset against which platform-reported numbers get sanity-checked.
The share of conversions that would not have happened without the ad — what platform reporting cannot tell you.
A fixed field order for campaign, ad set and ad names that survives platform redesigns and staff changes.
Revenue divided by ad spend. Meaningless without knowing your breakeven point.
Query-string tags that carry campaign, source and creative names into your own analytics.
Google ranks ads on bid, ad and landing page quality, search context, and expected asset impact.
A diagnostic on asset quantity and diversity — guidance, not a ranking factor by itself.
The Performance Max equivalent of an ad group: a themed bundle of headlines, descriptions, images and video.
A hint, not a restriction: tells Performance Max where to start looking for converters.
Keeps Performance Max and Search from serving on named brand queries you want handled elsewhere.
Matches on meaning, not wording. Widest reach, weakest control.
Split a campaign into control and trial arms so a change is measured rather than assumed.
Search, Performance Max, Demand Gen, Display, Video, Shopping and App — each trades control for reach differently.
The named conversion definition, including its counting method, value and window.
Uploading hashed customer data to target or exclude known people across Google surfaces.
Distributes credit across the path using your own account's data rather than a fixed rule.
Visual-first campaigns across YouTube, Discover and Gmail for demand creation rather than capture.
Sends hashed first-party data with the conversion to recover matches the browser lost.
Matches the same meaning as the keyword itself. Tightest control, smallest volume.
Lets Google send traffic to other pages on your site it thinks convert better.
The click identifier appended to the landing URL — capture and store it with the lead or order.
Versioned API with scheduled sunsets; each release publishes breaking and non-breaking changes.
The policy set governing what can be advertised and how — including restricted categories.
The browser-side tag (gtag.js), usually deployed through Tag Manager, that reports conversions.
Volume, competition and forecast estimates for keyword and budget planning.
You set the click bid. Full control, no conversion-signal optimisation.
Optimise for revenue rather than conversion count, optionally with a target ROAS.
Spend the budget for the most conversions, optionally with a target CPA.
Blocks queries you do not want to pay for. The single highest-leverage routine in a Search account.
Uploading GCLID-keyed offline outcomes so bidding learns from real revenue, not form fills.
Google's suggested changes with an aggregate score. Useful signal, not an instruction to apply blindly.
Lets Google look beyond your selected audiences for people likely to convert.
Cross-inventory automated campaign; you supply assets, audience signals and goals instead of placements.
Matches queries that include the meaning of your phrase in order.
One automated strategy shared across several campaigns so they optimise as a pool.
Which conversion actions bidding is allowed to optimise for, versus which are only observed.
Site or app visitors segmented for re-engagement, built from tag or GA4 data.
Headlines and descriptions Google assembles per auction; asset strength matters more than any one line.
Keyword-driven text ads on the results page. Maximum control over intent.
What people actually typed, as opposed to what you bid on. Where negatives come from.
Product-feed-driven listings whose performance depends mostly on feed quality.
Extra links under the ad that add surface area and pre-qualify the click.
A CPA target the smart bidding system aims for on average, not per conversion.
A revenue-per-spend target; requires accurate, differentiated conversion values.
Bids to appear in a chosen share of auctions — a visibility goal, not an efficiency goal.
Split-tests one variable across randomly divided audiences so results are not contaminated by overlap.
A fixed budget per ad set. Use only when spend per segment must be guaranteed.
Where audience, placements, schedule and the optimisation event live.
One budget at campaign level that Meta shifts between ad sets toward whichever is finding results.
Meta treats your targeting inputs as a suggestion and searches beyond them for converters.
Automatic per-person creative variations: crops, music, text and enhancements.
Let Meta allocate delivery across every eligible surface instead of picking manually.
The policy set that decides whether an ad runs at all — read before writing copy, not after rejection.
Prioritised event configuration per domain, limiting how many events can be attributed for opted-out users.
Optimises for installs or in-app events via an attached SDK or MMP.
The click and view window the ad set reports on. Changing it changes the numbers, not the results.
Removing existing customers or overlapping audiences so ad sets stop competing with each other.
Optimises for reach and impressions rather than any on-site action.
A hard ceiling on the auction bid. Maximum control, and the easiest way to underdeliver.
Where the objective, budget strategy and bid strategy are set on Meta.
Product-feed-driven ads that show the right item to the right person automatically.
Holdout-based measurement of incremental conversions rather than attributed ones.
Server-side event delivery that survives ad blockers and cookie limits.
Aim for an average cost per result; the platform may exceed it on individual results.
An audience built from your own data: customer list, site traffic, app activity or engagement.
Interest, behaviour and demographic filters. Increasingly a signal rather than a hard boundary.
Give Meta separate assets and let it assemble combinations per person.
Optimises for messages, video views or post engagement depending on the chosen conversion location.
A score for how well your event parameters let Meta match events to people. Directly affects optimisation.
Where datasets, events, match quality and event configuration are inspected and fixed.
Spend the budget for as many results as possible, with no cost ceiling.
The reporting endpoint behind every Meta dashboard, with its own breakdown and window parameters.
Optimises for form submissions, calls or on-site leads, including instant forms.
The period during which delivery is unstable because the ad set has too little conversion signal.
People who resemble a source custom audience, sized by a percentage of the country's population.
Versioned API surface with published release and expiry dates; calls to an expired version fail.
Browser-side tag that reports on-site events. Easy to install, easy to lose to privacy controls.
Uploading conversions that happen off-site — phone sales, in-store, CRM stages — back to the ad account.
The specific action the ad set is told to buy. Chosen at ad set level, not inherited from the objective.
Matching browser and server copies of one event by shared event_name and event_id.
Bid toward a target return on ad spend; needs reliable purchase values to work.
Vertical full-screen video surface; needs 9:16 assets and sound-on thinking.
Optimises for purchase or other value events; the default for e-commerce.
Credit, employment, housing, social issues and elections ads face restricted targeting by law.
Campaign or account-level caps that stop delivery once reached, independent of daily budget.
Short vertical placement with high skip rate — the first second carries the whole ad.
Meta ranks ads on bid, estimated action rate and ad quality combined — not on bid alone.