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.
14 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.