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

5 of 97 features

Conversion lift

Holdout-based measurement of incremental conversions rather than attributed ones.

Meta tool Advanced measurement

Conversions API

Server-side event delivery that survives ad blockers and cookie limits.

Meta api-field Intermediate tracking Tracking & Conversions

Engagement objective

Optimises for messages, video views or post engagement depending on the chosen conversion location.

Meta objective Beginner structure

Learning phase

The period during which delivery is unstable because the ad set has too little conversion signal.

Meta concept Beginner automation

Offline / CRM conversions

Uploading conversions that happen off-site — phone sales, in-store, CRM stages — back to the ad account.

Meta feature Advanced tracking