Author: WAV
Media Platforms & Technology
Control Group
Within display incrementality testing, the audience receiving the PSA ad.
Film & Broadcast
Control Track
A recorded track used to adjust or manipulate a recording or playback device. Generally, these are used to maintain consistent playback speed of video and/or sound recorders consistent with the recorded speed. (Post Production)
Website Development
Conversion
When a user takes a specific desired action related to online marketing and lead generation. This includes completing a web form, submitting a request for information, subscribing to a newsletter or making an e-commerce purchase.
eCommerce
Conversion
When you transform an online store visitor into a paying customer.
Media Platforms & Technology
Conversion (View vs. Click)
An action or event that can be counted–such as a purchase, sign-up, or download. Conversions drive optimal business outcomes for a performance campaign. “View” or “view-through” conversions are counted when a user has viewed an impression but did not click on it, whereas “click” or “click-through” conversions only count a conversion when a user has […]
eCommerce
Conversion funnel
A Google Analytics metric that details the events that your customers follow to conversion. It’s called a funnel because a percentage of visitors leave your website at each event along the journey. At conversion, there are fewer potential customers than there were at the start.
eCommerce
Conversion rate
Conversion rate looks at the percentage of online store visitors who become paying customers. More on improving your conversion rates here. Here’s how to calculate conversion rates: [Paying Customers] / [Unique Visitors to Your Site] = Conversion Rate
Media Platforms & Technology
Conversion Rate
The number of conversions driven for each impression served.
Social Media Marketing
Conversion Rate (CVR)
Percentage of users who make the intended action after seeing your post or ad is referred to as Conversion Rate. Conversion can be in terms of purchasing an item, signing up for a newsletter, or downloading an ebook.
eCommerce
Conversion rate optimization (CRO)
CRO is a marketing effort to drive conversions by improving an ecommerce website’s layout, content and design, landing pages, and sponsored search ads.
Digital Media & Advertising
Conversion rate:
Conversion rate is a metric calculated by dividing the number of total conversions by the total number of visitors to a website.
Media Platforms & Technology
Conversion-Driving Campaign
Also known as a DR (direct response) campaign, it is designed to drive customers to convert, fairly quickly after exposure.
Digital Media & Advertising
Conversion:
A specific action an advertiser wants a user to take after coming across their ad. When a user completes that action, advertisers mark it as a conversion for their site. Conversions can be anything from making a purchase to creating an account.
Digital Media & Advertising
Cookie
Information that is placed and kept on a user’s browser. Once the user accesses the site, cookies work to track the user’s preferences and behaviors and use them for targeting purposes later.
Film & Broadcast
Cookie
A perforated material which is used to break up light or create a shadow pattern. Also known as a cucoloris. (Grip/Lighting)
Media Platforms & Technology
Cookie (First-Party vs. Third-Party)
Information generated by a website and stored by your browser, to help understand users’ online behaviors. First-party cookies are directly created and stored by the website (or domain) when a user visits the site. In contrast, third-party cookies are created by a third-party domain via code loaded on the website, which tracks users and collects […]
Media Platforms & Technology
Cookies
Markers placed on an ad that identify information about a user, such as geography, language, device used, and time of day, and contain non-PII information.
Website Development
Cookies
A small text file that includes an anonymous unique identifier and visit information that is sent to a browser from a website and stored on a visitor’s computer hard drive. This data can provide information about who visits the website, how often they visit, what parts of the site they visit the most and their […]
eCommerce
Cookies
Cookies are small text files a website sends to a visitor’s browser to store data related to that visitor’s interactions with the website. These text files are sent back to the server each time the visitor accesses the website. Cookies are mainly used for ad and content targeting, and for saving shopping cart information.
Media Buying
Cooperative advertising (Co-Op)
Retail advertising that is paid partly or fully by a manufacturer when set guidelines are followed (slang “co-op”). Co-op advertising may only be available at limited times of the year and on certain products.
Digital Media & Advertising
Copy
Text within an ad meant to provide information to users and encourage them to convert.