Social Media Advertising Glossary

Do you know the difference between a CPA and a Cost Per Result? What about a sponsored post and a boosted post? Find out by using the below feature to search through our Social Media Advertising Glossary.

The glossary is being updated all the time. If you think there is anything missing, please get in touch to let us know at justin@theonlineadvertisingguide.com

Please note: The below contains

• terms related to Social Media Advertising
• acronyms of Social Media Advertising terms
• abbreviations of Social Media Advertising terms
• synonyms of Social Media Advertising terms

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• 3

• 3rd Party CookiesCommonly used for analytics and conversion tracking, these are cookies that are not created by...   Learn More >

• a

• ABMAccount-Based Marketing (ABM) is a highly-tailored marketing strategy that targets a specific...   Learn More >
• Account-Based MarketingAccount-Based Marketing (ABM) is a highly-tailored marketing strategy that targets a specific...   Learn More >
• AcquisitionIn online advertising, an acquisition means a purchase. It is most commonly used as the A in CPA...   Learn More >
• Ad AgencyWhat is an Ad Agency? An Ad Agency is a company that handles other companies marketing work,...   Learn More >
• Ad CampaignAn Ad Campaign refers to a set ads which are designed to run together.
• Ad ImpressionWhat does Impression mean? Impression means when something (usually content, an ad or post) is...   Learn More >
• Ad ImpressionWhat is an Ad Impression? An ad impression is one successful ad call - one ad loading on a...   Learn More >
• Ad PlatformAn Ad Platform is a generic term meaning the product a company uses to serve advertising....   Learn More >
• Ad Pricing ModelAn ad pricing model is the way in which an advertiser pays for advertising, such as on a CPM,...   Learn More >
• Advanced MatchingA feature on Facebook Ads which allows the Facebook Pixel to scan webpages it is on to glean...   Learn More >
• Advertise
  To advertise is the process of drawing attention to a something (such as a product, service or...   Learn More >
• AdvertiserAn advertiser is a person or company who pays for any form of advertising.
• Advertising RateBefore you can work out how much money your site will make, you have to understand the different...   Learn More >
• Advertising-Based Video on DemandAVOD stands for Advertising-Based Video on Demand (I don't know why the B disappeared). It...   Learn More >
• AEMFacebook's Aggregated Event Measurement Protocol is a change to how conversions are measured by...   Learn More >
• Aggregated Event Measurement ProtocolFacebook's Aggregated Event Measurement Protocol is a change to how conversions are measured by...   Learn More >
• Amplification RateThe rate at which an individual post is shared on social media. This is calculated by taking the...   Learn More >
• AnalyticsThe measurable statistics of a website or an ad campaign (such as impressions). Typically...   Learn More >
• Analytics PlatformA provider of website analytics such as Google Analytics.
• APIAn API is a way to connect two programs together. In digital marketing, APIs are often used to...   Learn More >
• AppApp is an abbreviation of Application and is generally used to refer to applications on mobile...   Learn More >
• Applause RateThe rate at which an individual post is liked on social media. This is calculated by taking...   Learn More >
• ApplicationApp is an abbreviation of Application and is generally used to refer to applications on mobile...   Learn More >
• Application for Programming InterfaceAn API is a way to connect two programs together. In digital marketing, APIs are often used to...   Learn More >
• Aspect RatioA way of expressing the relative measurements of a rectangle, often used for video or display...   Learn More >
• AuctionAn auction in digital marketing refers to the process of how an advertising platform decides...   Learn More >
• Audience NetworkFacebook’s extended ad network of websites where it runs adverts. Similar to the Google Display...   Learn More >
• AVODAVOD stands for Advertising-Based Video on Demand (I don't know why the B disappeared). It...   Learn More >

• b

• BlacklistA list of (usually permanently) banned people or things. For example, users who break rules...   Learn More >
• Brand AdvertisingBrand Advertising is when advertisers pay to improve the value of their brand. This can be...   Learn More >
• Brand CampaignA Brand Campaign is an Ad Campaign where the focus is increasing the value of a brand. For...   Learn More >
• Brand SpendA Brand Spend is an advertising campaign designed to increase the value of a brand (as opposed...   Learn More >
• Broad'Broad' is a colloquial way of describing a method of running social media ads where little (if...   Learn More >
• Budget FlightingSplitting your advertising budget into "flights" (or periods of time) in order to maximise its...   Learn More >
• BullishAn attitude of aggressive confidence. Used in digital marketing to describe someone focusing...   Learn More >

• c

• Call To ActionCall To Action (or CTA) refers to sentences which direct a user to do something (such as "Buy...   Learn More >
• CamelCaseAlso known as Title Case. Camel Case Means Capitalising Every Word In a Sentence. This is used...   Learn More >
• Campaign Budget OptimizationCampaign Budget Optimization is a feature on Facebook Ads where you set the budget at campaign...   Learn More >
• CAPICAPI is short for Conversion API. It is a cookie-less way to directly send conversion data to...   Learn More >
• CBOCampaign Budget Optimization is a feature on Facebook Ads where you set the budget at campaign...   Learn More >
• ClickWhat is a Click? When it comes to online advertising, a click refers to a user clicking on an...   Learn More >
• Click-Through RateWhat does CTR mean? CTR stands for Click-Through Rate. It is the percentage of clicks on a link...   Learn More >
• Co-BrandingWhen one brand tries to link itself intrinsically in the minds of the user with another, often...   Learn More >
• ConversionWhat is a Conversion? Conversion is the generic term used for an action or acquisition...   Learn More >
• Conversion PixelWhat is a Conversion? Conversion is the generic term used for an action or acquisition...   Learn More >
• Conversion PixelA conversion pixel is a 3rd party piece of code placed on a website that allows an advertiser or...   Learn More >
• Conversion RateThe Conversion Rate (CR) of a campaign is the number of conversions achieved per click. It is...   Learn More >
• Conversion RateWhat is a Conversion? Conversion is the generic term used for an action or acquisition...   Learn More >
• Conversion Rate OptimisationWhat is a Conversion? Conversion is the generic term used for an action or acquisition...   Learn More >
• Conversion Rate OptimisationThe Conversion Rate (CR) of a campaign is the number of conversions achieved per click. It is...   Learn More >
• Conversion Rate OptimisationThe Conversion Rate (CR) of a campaign is the number of conversions achieved per click. It is...   Learn More >
• ConvertedIn online advertising, a converted user is someone who has seen or clicked on an ad and...   Learn More >
• Cookie PolicyA policy that explains which cookies are dropped by a website, and what they are being used for....   Learn More >
• Core AudienceOn Facebook Ads, a Core Audience is one that is defined by using Facebooks data on their...   Learn More >
• CostCost is a catch-all term in online advertising that refers to budget or payment. It is used...   Learn More >
• Cost Per AcquisitionWhat does CPA mean? The CPA price is the amount that gets paid when an ad leads to a sale (or...   Learn More >
• Cost Per ClickWhat does CPC mean? The Cost Per Click price is the amount paid every time a user clicks on an...   Learn More >
• Cost Per EngagementWhat does CPE mean? CPE stands for Cost Per Engagement. The CPE price is the price that gets...   Learn More >
• Cost Per LandCost Per Land is a type of advertising rate. It is basically the same as Cost Per Click. It...   Learn More >
• Cost Per LeadWhat does CPL mean? The CPL price means that every time the advertiser gets a lead (a potential...   Learn More >
• Cost Per ResultFacebooks version of CPA, which also includes any goal of a campaign. By making it a...   Learn More >
• Cost Per ThousandWhat does CPM mean? CPM is an ad pricing model used to buy advertising space, most commonly for...   Learn More >
• CPAWhat does CPA mean? The CPA price is the amount that gets paid when an ad leads to a sale (or...   Learn More >
• CPCWhat does CPC mean? The Cost Per Click price is the amount paid every time a user clicks on an...   Learn More >
• CPCVWhat does CPC mean? The Cost Per Click price is the amount paid every time a user clicks on an...   Learn More >
• CPEWhat does CPE mean? CPE stands for Cost Per Engagement. The CPE price is the price that gets...   Learn More >
• CPLWhat does CPL mean? The CPL price means that every time the advertiser gets a lead (a potential...   Learn More >
• CPMWhat does CPM mean? CPM is an ad pricing model used to buy advertising space, most commonly for...   Learn More >
• CRThe Conversion Rate (CR) of a campaign is the number of conversions achieved per click. It is...   Learn More >
• Creative AgencyA Creative Agency is a company that creates advertising on behalf of other companies. They...   Learn More >
• Cross-Device ConversionA way of measuring when someone visits a website on one device, but then only completes a...   Learn More >
• Cross-Device ConversionWhat is a Conversion? Conversion is the generic term used for an action or acquisition...   Learn More >
• CTACall To Action (or CTA) refers to sentences which direct a user to do something (such as "Buy...   Learn More >
• CTRWhat does CTR mean? CTR stands for Click-Through Rate. It is the percentage of clicks on a link...   Learn More >

• d

• Dark PostsA post on social media that is not published to your feed or timeline, but is used as an ad....   Learn More >
• DaypartingDayparting refers to optimising by the hour of the day (splitting a day into parts).
• DeliverablesThe specific tangible results of a project. In marketing, deliverables can mean things like...   Learn More >
• Demographic SegmentationDemographic Segmentation refers to splitting up an audience by their demographics. This is...   Learn More >
• DemographicsDemographics are factors such as age, race, gender, sex, location which are often used to break...   Learn More >
• Device TargetingDevice targeting is the process of making ads deliver on a specific type of computer - be it...   Learn More >
• DiscrepancyDiscrepancy Definition Discrepancy means an unexpected (or unexplainable) difference between...   Learn More >
• Display AdsTo advertise is the process of drawing attention to a something (such as a product, service or...   Learn More >
• DogfoodingA phrase referring to the idea of Dog Food makers should test their own dog food (presumably on...   Learn More >
• DownweightDownweight is a term used when optimising ads. It means reducing the appearance of an ad on...   Learn More >

• e

• EARLA metric on Facebook Ads which uses surveys to see whether people remember seeing an ad within...   Learn More >
• eCommerceeCommerce refers to buying or selling goods or services online, as well as online transactions....   Learn More >
• eCommerce ConversioneCommerce refers to buying or selling goods or services online, as well as online transactions....   Learn More >
• eCommerce ConversionAn online sale. A subset of conversion in general, which don't have to be sales or money related...   Learn More >
• eCommerce ConversionWhat is a Conversion? Conversion is the generic term used for an action or acquisition...   Learn More >
• eCommerce Conversion RateAn online sale. A subset of conversion in general, which don't have to be sales or money related...   Learn More >
• eCommerce Conversion RateeCommerce refers to buying or selling goods or services online, as well as online transactions....   Learn More >
• eCommerce Conversion RateWhat is a Conversion? Conversion is the generic term used for an action or acquisition...   Learn More >
• ecommerce conversion rateThe Conversion Rate (CR) of a campaign is the number of conversions achieved per click. It is...   Learn More >
• eCommerce Conversion RateThe conversion rate of online sales (as opposed to other types of conversions).
• EmojiA standard set of small images that can be added to messages and posts that is used to express...   Learn More >
• EngagementAn Engagement is any sort of interaction with content. For example on a video it would...   Learn More >
• Engagement RateEngagement Rate (or ER) is the percentage of people who saw a piece of content or ad and engaged...   Learn More >
• Engagement RateAn Engagement is any sort of interaction with content. For example on a video it would...   Learn More >
• Enhanced Tracking ProtectionThe way in which Firefox blocks all third-party cookies automatically, making analytics and...   Learn More >
• EREngagement Rate (or ER) is the percentage of people who saw a piece of content or ad and engaged...   Learn More >
• Estimated Ad Recall LiftA metric on Facebook Ads which uses surveys to see whether people remember seeing an ad within...   Learn More >
• ETPThe way in which Firefox blocks all third-party cookies automatically, making analytics and...   Learn More >

• f

• FacebookA social networking site, where users can post updates in their timeline which include text,...   Learn More >
• Facebook AdsTo advertise is the process of drawing attention to a something (such as a product, service or...   Learn More >
• Facebook AnalyticsA social networking site, where users can post updates in their timeline which include text,...   Learn More >
• Facebook BlueprintThe free Facebook advertising course run by Facebook. It is very comprehensive.
• Facebook BlueprintA social networking site, where users can post updates in their timeline which include text,...   Learn More >
• Facebook BoostA system where you pay Facebook to show organic posts to more people,with no way of defining who...   Learn More >
• Facebook Creator StudioFacebook's built-in social media management tool for Facebook and Instagram. It can be used to...   Learn More >
• Facebook Creator StudioA social networking site, where users can post updates in their timeline which include text,...   Learn More >
• Facebook Engagement RateEngagement Rate (or ER) is the percentage of people who saw a piece of content or ad and engaged...   Learn More >
• Facebook Engagement RateA social networking site, where users can post updates in their timeline which include text,...   Learn More >
• Facebook Engagement RateAn Engagement is any sort of interaction with content. For example on a video it would...   Learn More >
• Facebook LiveA social networking site, where users can post updates in their timeline which include text,...   Learn More >
• Facebook MessengerA social networking site, where users can post updates in their timeline which include text,...   Learn More >
• Facebook MessengerThe messaging system that is built into Facebook, which is broken out into a separate app on...   Learn More >
• Facebook Total ValueFacebook Ads version of Quality Score for Google Ads. This is Facebook's way to rank bids in an...   Learn More >
• FANFacebook’s extended ad network of websites where it runs adverts. Similar to the Google Display...   Learn More >
• FBA social networking site, where users can post updates in their timeline which include text,...   Learn More >
• FCWhat is a Frequency Cap? A frequency cap is a limit to the number of times each user sees an...   Learn More >
• Fear Of Missing OutAn acronym that stands for Fear Of Missing Out, which refers to the idea that people always...   Learn More >
• FeedA social media term meaning either the list of updates you have posted or the list of updates...   Learn More >
• First Time Impression RatioWhat does Impression mean? Impression means when something (usually content, an ad or post) is...   Learn More >
• First Time Impression RatioFirst Time Impression Ratio is a metric used by Facebook for the ratio of the number of ad...   Learn More >
• Follow FridayAn old tradition on Twitter where people would suggest interesting accounts to follow (these...   Learn More >
• FOMOAn acronym that stands for Fear Of Missing Out, which refers to the idea that people always...   Learn More >
• FreemiumA service that has a basic version that is free to use, but for which a premium version of the...   Learn More >
• FrequencyWhat does Frequency mean? In online advertising, frequency refers to how often an ad appears to...   Learn More >
• frequency capWhat does Frequency mean? In online advertising, frequency refers to how often an ad appears to...   Learn More >
• Frequency CapWhat is a Frequency Cap? A frequency cap is a limit to the number of times each user sees an...   Learn More >

• g

• GAGoogle Analytics is one of the most commonly used providers of web statistics. It's free and...   Learn More >
• Geo-TargetingIn Digital Marketing, Geo-Targeting means aiming content (an ad, webpage etc) at a particular...   Learn More >
• Google AnalyticsGoogle Analytics is one of the most commonly used providers of web statistics. It's free and...   Learn More >
• Google Tag ManagerGoogle Tag Manager is an efficient way of dynamically managing tagging on a website from Google....   Learn More >
• Growth EngineThe mechanism that makes a startup grow in a sustainable fashion. This can often mean a...   Learn More >
• GTMGoogle Tag Manager is an efficient way of dynamically managing tagging on a website from Google....   Learn More >

• h

• HashtagA hashtag is this symbol #. It is used on social media to categorize posts so that other users...   Learn More >
• House PartyA social network based around group video chats.

• i

• Identifier for AdvertisersApple's way of allowing advertisers to transmit data to third parties of users who opt-in.
• IDFAApple's way of allowing advertisers to transmit data to third parties of users who opt-in.
• IGInstagram is a free photo and video sharing social network, created in 2010 and acquired in 2012...   Learn More >
• ImpressionWhat does Impression mean? Impression means when something (usually content, an ad or post) is...   Learn More >
• Impression CapWhat does Impression mean? Impression means when something (usually content, an ad or post) is...   Learn More >
• Impression RPMWhat does Impression mean? Impression means when something (usually content, an ad or post) is...   Learn More >
• Impression ShareWhat does Impression mean? Impression means when something (usually content, an ad or post) is...   Learn More >
• Infinite ScrollInfinite Scroll refers to a feature on websites where a user can continue scrolling down a page...   Learn More >
• Insertion OrderAn IO is an Insertion Order which in online advertising is the contract that provides the...   Learn More >
• InstagramInstagram is a free photo and video sharing social network, created in 2010 and acquired in 2012...   Learn More >
• Instagram Engagement Rate
  Engagement Rate (or ER) is the percentage of people who saw a piece of content or ad and engaged...   Learn More >
• Instagram Engagement RateAn Engagement is any sort of interaction with content. For example on a video it would...   Learn More >
• Instagram LiveInstagram is a free photo and video sharing social network, created in 2010 and acquired in 2012...   Learn More >
• Instagram LiveBroadcasting live onto Instagram, with your video appearing live in your feed.
• Instagram ReelsInstagram is a free photo and video sharing social network, created in 2010 and acquired in 2012...   Learn More >
• Instagram StoriesInstagram is a free photo and video sharing social network, created in 2010 and acquired in 2012...   Learn More >
• Instagram StoriesA way that users can curate a group of their own Instagram posts. These stories are only...   Learn More >
• IOAn IO is an Insertion Order which in online advertising is the contract that provides the...   Learn More >
• iOS14An operating system from Apple which included many updates around privacy. For digital...   Learn More >

• j

• Joint Photographic Experts Groupjpg is the file extension abbreviation of a JPEG image file. JPEG stands for Joint Photographic...   Learn More >
• jpgjpg is the file extension abbreviation of a JPEG image file. JPEG stands for Joint Photographic...   Learn More >

• k

• K-WeightIn Digital Marketing, K-Weight refers to the size of an ad or piece of content in kB...   Learn More >
• Kik MessengerKik Messenger is an instant messaging platform that is sometimes referred to as a social network.
• KISSAn acronym standing for Keep It Simple Stupid. KISS is a sort of pseudo-ethos that advocates for...   Learn More >

• l

• LALOften referred to as LALs,a lookalike audience is a targetable audience that Facebook generates...   Learn More >
• Landing PageThe page where a person enters a website (ie the page they "land on"). In online advertising,...   Learn More >
• Last ClickSometimes referred to as Last Touch, this is the most common type of attribution for conversions...   Learn More >
• LeadA potential customer, or a way to get in touch with a potential customer (eg email address,...   Learn More >
• Lead GenerationLead generation (or Lead Gen) is the gathering of potential customers' contact information and...   Learn More >
• LILinkedIn is a social network founded in 2003, now owned by Microsoft. It focuses on connecting...   Learn More >
• Lifetime ValueLTV (often called Customer Lifetime Value or CLTV) is an attempt at predicting the amount of...   Learn More >
• LikesA "Like" is a social media term, meaning when a user clicks a button to show they like or...   Learn More >
• LinkedInLinkedIn is a social network founded in 2003, now owned by Microsoft. It focuses on connecting...   Learn More >
• Lookalike AudienceOften referred to as LALs,a lookalike audience is a targetable audience that Facebook generates...   Learn More >
• Low Hanging FruitLow hanging fruit is an expression that means the easiest things to do. For example, the low...   Learn More >
• LTVLTV (often called Customer Lifetime Value or CLTV) is an attempt at predicting the amount of...   Learn More >

• m

• MetricsMetrics are measurable statistics that are used in digital marketing to improve performance such...   Learn More >
• Multi-Touch AttributionSometimes referred to as multi-channel attribution, this is a way of attributing conversions...   Learn More >

• n

• Native AdvertisingNative Ads are ads that are intended not to look like ads. For example, they could be an...   Learn More >
• Nested CommentsWhen a reply to a comment is slightly indented or hidden under the comment it is replying to (so...   Learn More >
• NicheA specific or specialised interest or section of the population. Websites are often spoken about...   Learn More >
• Non-Exclusive YouTube VideoA video where an influencer promotes a bunch of different brands at once. This type of...   Learn More >
• Non-Organic TrafficNon-Organic Traffic means traffic that has been paid for. This would include users on a site who...   Learn More >

• o

• Operating SystemAn acronym for Operating System. It can be useful to target different ads to different operating...   Learn More >
• OptimisingWhat does optimising mean? Optimising means making changes to improve performance. It is a...   Learn More >
• OSAn acronym for Operating System. It can be useful to target different ads to different operating...   Learn More >
• Outbound MarketingOutbound marketing means marketing activities where you go out and try and find customers. For...   Learn More >

• p

• Page ImpressionWhat does Impression mean? Impression means when something (usually content, an ad or post) is...   Learn More >
• Paid MediaPaid Media refers to any advertising you have to pay for. This includes PPC or Display Ads,...   Learn More >
• Paid PostA post on social media (or on a blog) that was motivated by money. This can mean allowing...   Learn More >
• Paid SocialTraffic which comes to a website from advertising on social networks. This term usually only...   Learn More >
• Pangle AdsTikTok Ads that run on TikToks Audience Network (websites that partner with TikTok and run their...   Learn More >
• Pinterest AdsThe ad platform on Pinterest. It's pretty good.
• PixelA pixel is what makes up the images displayed on your computer. They are minute dots of colour,...   Learn More >
• PlacementPlacement is a generic term meaning some combination of an ad and the place it is served. It can...   Learn More >
• PlatformA platform is a generic term that means a computer/server which does something. An Ad Platform...   Learn More >
• PostPost is a generic term for anything you put on social media or a blog. It can also be used as a...   Learn More >
• Post Impression WindowWhat does Impression mean? Impression means when something (usually content, an ad or post) is...   Learn More >
• post-clickPost is a generic term for anything you put on social media or a blog. It can also be used as a...   Learn More >
• Post-Click ConversionWhat is a Conversion? Conversion is the generic term used for an action or acquisition...   Learn More >
• Post-Click ConversionA Post-Click Conversion, or PC Conversion is when a user converts after a click. This click can...   Learn More >
• Post-Click WindowThe Post Click Window, or PC Window, is the amount of time after a user has clicked on an ad and...   Learn More >
• post-impressionPost is a generic term for anything you put on social media or a blog. It can also be used as a...   Learn More >
• Post-Impression ConversionWhat does Impression mean? Impression means when something (usually content, an ad or post) is...   Learn More >
• Post-Impression ConversionA Post-Impression Conversion or PI Conversion is when a user buys a product after seeing an...   Learn More >
• Post-Impression ConversionWhat is a Conversion? Conversion is the generic term used for an action or acquisition...   Learn More >
• Post-Impression WindowThe Post Impression Window, or PI Window, is the amount of time after a user has viewed an ad...   Learn More >
• post-viewPost is a generic term for anything you put on social media or a blog. It can also be used as a...   Learn More >
• Power5A set of features on Facebook Ads focussed on automation. The idea is that by using all of these...   Learn More >

• q

• QuarterA quarter is a three month reporting period (as in a quarter of the year). There are four...   Learn More >
• QuoraFounded in 2009, Quora is a social network based around knowledge. Users of the site may post...   Learn More >

• r

• ReachReach is a metric (most commonly used in social media) referring to the number of users who saw...   Learn More >
• RedditLaunched in 2005, Reddit is one of the top ten largest social networks in the world. Reddit is...   Learn More >
• RedditorSomeone who uses the website Reddit (as a registered user).
• RegramInstagram's version of reposting or sharing.
• Retargeting adsAds which are shown people who have taken some action before. For example visitors to a webpage...   Learn More >
• Return On Ad SpendWhat is ROAS? Return On Ad Spend (ROAS) is a metric used in online advertising to calculate how...   Learn More >
• Return On InvestmentWhat is an ROI? ROI stands for Return on Investment and means the amount of money you get back...   Learn More >
• RFPAn acronym standing for Request For Proposal. This is what is put out when an organisation is...   Learn More >
• ROASWhat is ROAS? Return On Ad Spend (ROAS) is a metric used in online advertising to calculate how...   Learn More >
• ROIWhat is an ROI? ROI stands for Return on Investment and means the amount of money you get back...   Learn More >
• RoNRoN is short for Run of Network, and means when a set of ads are booked with an Advertising...   Learn More >
• Run of NetworkRoN is short for Run of Network, and means when a set of ads are booked with an Advertising...   Learn More >

• s

• SegmentationSegmentation can take place in any form of digital marketing, and simply involves breaking...   Learn More >
• SentimentA feeling of opinion on something. Sentiment analysis is often used wherever there are comments...   Learn More >
• ShareSharing is a term mostly used in social media that is a softer way to talk about posting...   Learn More >
• SkippableSkippable in online advertising refers to ads (usually video ads) that do not have to be watched...   Learn More >
• SMSocial Media refers to websites entirely made up of user-generated content, in which users can...   Learn More >
• SMMSocial Media Marketing (or SMM) is the blanket term for any type of marketing using social...   Learn More >
• SnapchatThe central concept is Snapchat is that messages shared are only temporary. All messages delete...   Learn More >
• Snapchat MemoriesA place on Snapchat where users of the platform can save snaps for later. Memories are only...   Learn More >
• Social ListeningThe process of monitoring social channels for people talking about your brand or things related...   Learn More >
• Social MediaSocial Media refers to websites entirely made up of user-generated content, in which users can...   Learn More >
• Social Media MarketingSocial Media Marketing (or SMM) is the blanket term for any type of marketing using social...   Learn More >
• Social Media Scheduler What is a Social Media Scheduler? A Social Media Scheduler is a tool used to plan social...   Learn More >
• Social ProofA way of expressing that people like/agree with an action, often by using usage stats. For...   Learn More >
• SoLoMoShort for Social, Local, Mobile, SoLoMo is a marketing mindset that seeks to integrate three...   Learn More >
• SPSP stands for Sponsored Post and means a social media post has been paid for by an advertiser....   Learn More >
• Spark AdsA way of boosting organic posts on TikTok. It differs from TikTok Promote (or Facebook Boost) in...   Learn More >
• Split TestingA way of testing whether one thing is better than another. For example, you could split test two...   Learn More >
• Sponsored PostSP stands for Sponsored Post and means a social media post has been paid for by an advertiser....   Learn More >
• SteemitA blockchain based social network that pays users for their content using the STEEM cryptocurrency.
• Surveillance MarketingMarketing that collects and uses a surprising amount of data to target people. A terrifying and...   Learn More >
• SWOTAn acronym standing for Strengths, Weaknesses, Opportunities, Threats. SWOT is used to start...   Learn More >

• t

• TelegramA secure messaging app that lets you set messages to delete themselves (like Snapchat)....   Learn More >
• Third-Party CookiesCookies that are dropped onto a person's computer when visiting a website that are not from the...   Learn More >
• ThumbnailA small picture (often auto-generated from a larger version of the picture) that goes alongside...   Learn More >
• TikTokA high concept social network, where users can post 15 seconds videos with a song or audio clip...   Learn More >
• TikTok AdsThe ad platform on TikTok. It can be found here.   Calculate the CPM of TikTok ad campaigns...   Learn More >
• TikTok Audience NetworkThe network of sites that run TikTok ads on them (not including TikTok itself).
• TikTok PromoteA way to pay to show posts on TikTok to more users. As with Facebook Boost, there are almost...   Learn More >
• TikTok PulseInfluencers with over 100,000 followers can enrol in TikTok Pulse for an ad rev share of...   Learn More >
• ToFuIn digital marketing, ToFu means "Top of Funnel" and refers to the first real contact someone...   Learn More >
• Top of FunnelIn digital marketing, ToFu means "Top of Funnel" and refers to the first real contact someone...   Learn More >
• TopView AdsA type of TikTok ad which appears at the top of the "For You" page. This is TikToks version of...   Learn More >
• Tracking LinksA hyperlink that is designed to be easily trackable, often by adding UTM parameters, or else by...   Learn More >
• TrafficTraffic in online advertising is a catch-all term for visitors to a site (the online equivalent...   Learn More >
• TraffickingTrafficking in online advertising is the process of uploading, troubleshooting, managing,...   Learn More >
• TripAdvisorAn online travel company that features user-generated content (which is why it is sometimes...   Learn More >
• TroubleshootingThe process of systematically testing for, finding and fixing problems (such as broken ads,...   Learn More >
• TumblrTumblr is a multimedia social network owned by Automattic (who bought it from Verizon). Founded...   Learn More >
• Tumblr BlazeA way to pay to boost posts on Tumblr to random users (with no ability to target ads...   Learn More >
• TweetA tweet is a post on Twitter. They are limited to 140 characters, with the intention being that...   Learn More >
• TwitterWhat is Twitter? Twitter is a social media platform that is based around conversation topics...   Learn More >
• Twitter AdsTo advertise is the process of drawing attention to a something (such as a product, service or...   Learn More >
• Twitter Engagement RateAn Engagement is any sort of interaction with content. For example on a video it would...   Learn More >
• Twitter Engagement RateTwitter Engagement Rate is the number of times a tweet was loaded into someone's feed, divided...   Learn More >
• Twitter Engagement RateEngagement Rate (or ER) is the percentage of people who saw a piece of content or ad and engaged...   Learn More >

• u

• UGCUGC (or User Generated Content) means any content generated by the users of a site as opposed to...   Learn More >
• UnderdeliveryWhen an ad campaign does not fulfil the specified amount of impressions/clicks/conversions etc.
• Uniform Resource LocatorThe web address of a website or webpage. For example, the address of this website is...   Learn More >
• Unique Selling PointAn acronym standing for Unique Selling Point. This is a concept based around how a...   Learn More >
• UnoptimisedIf something is unoptimized, it has not had any efforts put in to improve its performance.
• UpweightAn Upweight in online advertising is a term to do with optimising ad campaigns. It means when a...   Learn More >
• Urchin Tracking ModuleUTM parameters are 5 tracking parameters you can add to the end of a URL which can be read by...   Learn More >
• URLThe web address of a website or webpage. For example, the address of this website is...   Learn More >
• User Generated ContentUGC (or User Generated Content) means any content generated by the users of a site as opposed to...   Learn More >
• USPAn acronym standing for Unique Selling Point. This is a concept based around how a...   Learn More >
• UTMUTM parameters are 5 tracking parameters you can add to the end of a URL which can be read by...   Learn More >

• v

• Value For MoneyWhat Does VfM Mean? If you are unable to track conversions for your ad campaign, there is a...   Learn More >
• VCG AuctionIn Facebook Ad's own type of ad auction,the winning advertiser pays the amount bid by the...   Learn More >
• VfMWhat Does VfM Mean? If you are unable to track conversions for your ad campaign, there is a...   Learn More >
• View-Through ConversionWhat is a Conversion? Conversion is the generic term used for an action or acquisition...   Learn More >
• view-through conversion rateThe Conversion Rate (CR) of a campaign is the number of conversions achieved per click. It is...   Learn More >
• View-Through Conversion RateWhat is a Conversion? Conversion is the generic term used for an action or acquisition...   Learn More >
• Viewable ImpressionWhat does Impression mean? Impression means when something (usually content, an ad or post) is...   Learn More >
• ViralA piece of content that is shared a lot by individuals (without payment) in a short period of...   Learn More >

• w

• Website Engagement RateAn Engagement is any sort of interaction with content. For example on a video it would...   Learn More >
• Website Engagement RateEngagement Rate (or ER) is the percentage of people who saw a piece of content or ad and engaged...   Learn More >
• WeChatA Chinese social media platform, that includes a payment platform. It is so popular than many...   Learn More >

• y

• YouTuberA user of the website YouTube as a creator - by uploading/managing videos, creating videos, or...   Learn More >

• z

• ZapierA company with a set of tools which link different platforms to make them easier to use (for...   Learn More >

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