Glossary
Ad glossary
What every metric you see in your reports means, how it is calculated and how 14ads measures it.
- Conversion funnel
- Conversion funnel is the numerical breakdown of the steps a visitor goes through from an ad to a purchase, such as adding to cart, starting checkout and purchasing.
- CPACost per Acquisition
- CPA (cost per acquisition) is the average ad budget spent to obtain one conversion, such as a purchase.
- CPCCost per Click
- CPC (cost per click) is the average amount paid for each click an ad receives.
- CPMCost per Mille
- CPM (cost per mille) is the average amount paid for an ad to be shown a thousand times.
- Creative fatigueAd fatigue
- Creative fatigue is the decline in interest and performance that happens as the same ad is shown to people again and again.
- Creative variantAd variant, A/B test
- Creative variant is one of several versions of an ad for the same product, made with a different hook, script or delivery and published together to see which works better.
- CTRClick-through Rate
- CTR (click-through rate) is the percentage of people shown an ad who clicked on it.
- Frequency
- Frequency is the average number of times an ad is shown to the same person over a given period.
- Hold rate
- Hold rate is the ratio that shows how many of the people who started watching a video watched it to the end.
- Hook rate
- Hook rate is the ratio that shows how many of the people who saw a video ad started watching the video.
- PixelMeta Pixel, TikTok Pixel
- Pixel is a tracking code added to a website that reports visitor actions such as adding to cart and purchasing to the ad platform.
- ROASReturn on Ad Spend
- ROAS (return on ad spend) is the ratio that shows how many units of revenue each unit of currency spent on advertising brings in.
- UGC adUser-Generated Content style ad
- UGC ad is a video ad with a candid, personal tone that gives the impression of being filmed on a phone by an ordinary user rather than in the brand's own studio shoot.