Glossary

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.

All platforms Fundamentals Google Ads Meta

7 of 97 features

A/B test

Split-tests one variable across randomly divided audiences so results are not contaminated by overlap.

Meta tool Intermediate measurement

Ad set level

Where audience, placements, schedule and the optimisation event live.

Meta feature Beginner structure Account & Campaign Structure

Advantage+ audience

Meta treats your targeting inputs as a suggestion and searches beyond them for converters.

Meta audience Beginner targeting

Audience exclusions

Removing existing customers or overlapping audiences so ad sets stop competing with each other.

Meta audience Intermediate targeting

Custom audience

An audience built from your own data: customer list, site traffic, app activity or engagement.

Meta audience Beginner targeting

Detailed targeting

Interest, behaviour and demographic filters. Increasingly a signal rather than a hard boundary.

Meta audience Beginner targeting

Lookalike audience

People who resemble a source custom audience, sized by a percentage of the country's population.

Meta audience Intermediate targeting

Glossary

A/B test

Ad set level

Advantage+ audience

Audience exclusions

Custom audience

Detailed targeting

Lookalike audience

Practical AI & marketing ideas — every week