Media Platforms & Technology Glossary
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 […]
Media Platforms & Technology
Conversion Rate
The number of conversions driven for each impression served.
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.
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.
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.
General Advertising
Cord-Cutter/Cord-Cutting
A cord-cutter is a person who shifts from consuming traditional cable television to internet-based viewing, or streaming. Cord-cutting is this process.
Media Buying
Corporate Discounting
Rate discounts offered to advertisers with numerous brands of products; all of the corporation’s advertising buys are combined for a larger discount level.
Media Platforms & Technology
Cost Per Acquisition (CPA)
The average advertising cost of one driven conversion. Calculated as the total cost (or budget) / conversions.
Digital Media & Advertising
Cost per Acquisition (CPA)
The cost of acquiring a single customer. This metric is calculated by dividing the total spend on a campaign by the number of customers acquired.
Digital Media & Advertising
Cost per Click (CPC)
A metric that gives you, on average, how much advertisers pay for each click they get on an ad. You can calculate this metric by dividing the total spend by the number of clicks.
Media Platforms & Technology
Cost Per Click (CPC)
Cost Per Click on an advertisement. Price paid for each click generated. Also known as “pay-per-click.” Calculated as the total cost (or budget) / clicks.
Digital Media Buying
Cost Per Click (CPC)
The cost a marketer pays for each user click on a particular ad. CPC mostly applies to paid search advertising or search engine marketing.
Media Buying
Cost Per Click (CPC)
The total cost of the campaign divided by the total number of clicks.
Digital Media & Advertising
Cost per Lead (CPL)
How much an advertiser pays for each conversion or lead generated by their campaign. You can calculate CPL by dividing the total spend by the number of leads or conversions generated.
Media Platforms & Technology
Cost Per Mille (CPM)
Cost Per Thousand, using the Latin “Mille” instead of thousand. The amount an advertiser pays a website for every thousand times a brand’s ad is shown. Calculated as 1000 x total cost (or budget) / impressions.
Media Buying
Cost Per Rating Point (Cost Per Point, CPP, Cost Per GRP)
The cost of advertising to reach one percentage point of the target group, audience, or population in a given market or geographic area.