Glossary

The lookback period a platform will credit a conversion to a click or view. Different windows make numbers incomparable.

Spend divided by conversions. An outcome of CPC and CVR — never a lever you set directly.

Conversions divided by clicks. Moves with landing page, offer and traffic quality, not with bidding.

The share of conversions that would not have happened without the ad — what platform reporting cannot tell you.

The named conversion definition, including its counting method, value and window.

Sends hashed first-party data with the conversion to recover matches the browser lost.

The browser-side tag (gtag.js), usually deployed through Tag Manager, that reports conversions.

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.

Uploading GCLID-keyed offline outcomes so bidding learns from real revenue, not form fills.

Which conversion actions bidding is allowed to optimise for, versus which are only observed.

A CPA target the smart bidding system aims for on average, not per conversion.

A revenue-per-spend target; requires accurate, differentiated conversion values.

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

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

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

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

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