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

If you’re looking for something specific, we recommend you use the search box.

 

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  • 3rd Party Cookies
    Commonly used for analytics and conversion tracking, these are cookies that are not created by...   Learn More >
  • ABM
    Account-Based Marketing (ABM) is a highly-tailored marketing strategy that targets a specific...   Learn More >
  • Account-Based Marketing
    Account-Based Marketing (ABM) is a highly-tailored marketing strategy that targets a specific...   Learn More >
  • Acquisition
    In online advertising, an acquisition means a purchase. It is most commonly used as the A in CPA...   Learn More >
  • Ad Agency
    What is an Ad Agency? An Ad Agency is a company that handles other companies marketing work,...   Learn More >
  • Ad Campaign
    An Ad Campaign refers to a set ads which are designed to run together.
  • Ad Impression
    What is an Ad Impression? An ad impression is one successful ad call - one ad loading on a...   Learn More >
  • Ad Platform
    An Ad Platform is a generic term meaning the product a company uses to serve advertising....   Learn More >
  • Ad Pricing Model
    An ad pricing model is the way in which an advertiser pays for advertising, such as on a CPM,...   Learn More >
  • Advertise
    To advertise is the process of drawing attention to a something (such as a product, service or...   Learn More >
  • Advertiser
    An advertiser is a person or company who pays for any form of advertising.
  • Advertising Rate
    Before you can work out how much money your site will make, you have to understand the different...   Learn More >
  • Advertising-Based Video on Demand
    AVOD stands for Advertising-Based Video on Demand (I don't know why the B disappeared). It...   Learn More >
  • AEM
    Facebook's Aggregated Event Measurement Protocol is a change to how conversions are measured by...   Learn More >
  • Aggregated Event Measurement Protocol
    Facebook's Aggregated Event Measurement Protocol is a change to how conversions are measured by...   Learn More >
  • Analytics
    The measurable statistics of a website or an ad campaign (such as impressions). Typically...   Learn More >
  • Analytics Platform
    A provider of website analytics such as Google Analytics.
  • API
    An API is a way to connect two programs together. In digital marketing, APIs are often used to...   Learn More >
  • App
    App is an abbreviation of Application and is generally used to refer to applications on mobile...   Learn More >
  • Application
    App is an abbreviation of Application and is generally used to refer to applications on mobile...   Learn More >
  • Application for Programming Interface
    An API is a way to connect two programs together. In digital marketing, APIs are often used to...   Learn More >
  • Aspect Ratio
    A way of expressing the relative measurements of a rectangle, often used for video or display...   Learn More >
  • Auction
    An auction in digital marketing refers to the process of how an advertising platform decides...   Learn More >
  • Audience Network
    Facebook’s extended ad network of websites where it runs adverts. Similar to the Google Display...   Learn More >
  • AVOD
    AVOD stands for Advertising-Based Video on Demand (I don't know why the B disappeared). It...   Learn More >
  • Blacklist
    A list of (usually permanently) banned people or things. For example, users who break rules...   Learn More >
  • Brand Advertising
    Brand Advertising is when advertisers pay to improve the value of their brand. This can be...   Learn More >
  • Brand Campaign
    A Brand Campaign is an Ad Campaign where the focus is increasing the value of a brand. For...   Learn More >
  • Brand Spend
    A Brand Spend is an advertising campaign designed to increase the value of a brand (as opposed...   Learn More >
  • Call To Action
    Call To Action (or CTA) refers to sentences which direct a user to do something (such as "Buy...   Learn More >
  • CamelCase
    Also known as Title Case. Camel Case Means Capitalising Every Word In a Sentence. This is used...   Learn More >
  • Click
    What is a Click? When it comes to online advertising, a click refers to a user clicking on an...   Learn More >
  • Click-Through Rate
    What does CTR mean? CTR stands for Click-Through Rate. It is the percentage of clicks on a link...   Learn More >
  • Co-Branding
    When one brand tries to link itself intrinsically in the minds of the user with another, often...   Learn More >
  • Conversion
    What is a Conversion? Conversion is the generic term used for an action or acquisition...   Learn More >
  • Conversion Pixel
    A conversion pixel is a 3rd party piece of code placed on a website that allows an advertiser or...   Learn More >
  • Conversion Rate
    The Conversion Rate (CR) of a campaign is the number of conversions achieved per click. It is...   Learn More >
  • Converted
    In online advertising, a converted user is someone who has seen or clicked on an ad and...   Learn More >
  • Cookie Policy
    A policy that explains which cookies are dropped by a website, and what they are being used for....   Learn More >
  • Cost
    Cost is a catch-all term in online advertising that refers to budget or payment. It is used...   Learn More >
  • Cost Per Acquisition
    What does CPA mean? The CPA price is the amount that gets paid when an ad leads to a sale (or...   Learn More >
  • Cost Per Click
    What does CPC mean? The Cost Per Click price is the amount paid every time a user clicks on an...   Learn More >
  • Cost Per Engagement
    What does CPE mean? CPE stands for Cost Per Engagement. The CPE price is the price that gets...   Learn More >
  • Cost Per Land
    Cost Per Land is a type of advertising rate. It is basically the same as Cost Per Click. It...   Learn More >
  • Cost Per Lead
    What does CPL mean? The CPL price means that every time the advertiser gets a lead (a potential...   Learn More >
  • Cost Per Result
    Facebooks version of CPA, which also includes any goal of a campaign. By making it a...   Learn More >
  • Cost Per Thousand
    What does CPM mean? CPM is an ad pricing model used to buy advertising space, most commonly for...   Learn More >
  • CPA
    What does CPA mean? The CPA price is the amount that gets paid when an ad leads to a sale (or...   Learn More >
  • CPC
    What does CPC mean? The Cost Per Click price is the amount paid every time a user clicks on an...   Learn More >
  • CPE
    What does CPE mean? CPE stands for Cost Per Engagement. The CPE price is the price that gets...   Learn More >
  • CPL
    What does CPL mean? The CPL price means that every time the advertiser gets a lead (a potential...   Learn More >
  • CPM
    What does CPM mean? CPM is an ad pricing model used to buy advertising space, most commonly for...   Learn More >
  • CR
    The Conversion Rate (CR) of a campaign is the number of conversions achieved per click. It is...   Learn More >
  • Creative Agency
    A Creative Agency is a company that creates advertising on behalf of other companies. They...   Learn More >
  • Cross-Device Conversion
    A way of measuring when someone visits a website on one device, but then only completes a...   Learn More >
  • CTA
    Call To Action (or CTA) refers to sentences which direct a user to do something (such as "Buy...   Learn More >
  • CTR
    What does CTR mean? CTR stands for Click-Through Rate. It is the percentage of clicks on a link...   Learn More >
  • Dayparting
    Dayparting refers to optimising by the hour of the day (splitting a day into parts).
  • Deliverables
    The specific tangible results of a project. In marketing, deliverables can mean things like...   Learn More >
  • Demographic Segmentation
    Demographic Segmentation refers to splitting up an audience by their demographics. This is...   Learn More >
  • Demographics
    Demographics are factors such as age, race, gender, sex, location which are often used to break...   Learn More >
  • Device Targeting
    Device targeting is the process of making ads deliver on a specific type of computer - be it...   Learn More >
  • Discrepancy
    Discrepancy Definition Discrepancy means an unexpected (or unexplainable) difference between...   Learn More >
  • Dogfooding
    A phrase referring to the idea of Dog Food makers should test their own dog food (presumably on...   Learn More >
  • Downweight
    Downweight is a term used when optimising ads. It means reducing the appearance of an ad on...   Learn More >
  • EARL
    A metric on Facebook Ads which uses surveys to see whether people remember seeing an ad within...   Learn More >
  • eCommerce
    eCommerce refers to buying or selling goods or services online, as well as online transactions....   Learn More >
  • eCommerce Conversion
    An online sale. A subset of conversion in general, which don't have to be sales or money related...   Learn More >
  • eCommerce Conversion Rate
    The conversion rate of online sales (as opposed to other types of conversions).
  • Emoji
    A standard set of small images that can be added to messages and posts that is used to express...   Learn More >
  • Engagement
    An Engagement is any sort of interaction with content. For example on a video it would...   Learn More >
  • Engagement Rate
    Engagement Rate (or ER) is the percentage of people who saw a piece of content or ad and engaged...   Learn More >
  • Enhanced Tracking Protection
    The way in which Firefox blocks all third-party cookies automatically, making analytics and...   Learn More >
  • ER
    Engagement Rate (or ER) is the percentage of people who saw a piece of content or ad and engaged...   Learn More >
  • Estimated Ad Recall Lift
    A metric on Facebook Ads which uses surveys to see whether people remember seeing an ad within...   Learn More >
  • ETP
    The way in which Firefox blocks all third-party cookies automatically, making analytics and...   Learn More >
  • Facebook
    A social networking site, where users can post updates in their timeline which include text,...   Learn More >
  • Facebook Blueprint
    The free Facebook advertising course run by Facebook. It is very comprehensive.
  • Facebook Creator Studio
    Facebook's built-in social media management tool for Facebook and Instagram. It can be used to...   Learn More >
  • Facebook Engagement Rate
    Facebook Engagement Rate Versus Standard Engagement Rate Engagement rate, in general, is...   Learn More >
  • Facebook Messenger
    The messaging system that is built into Facebook, which is broken out into a separate app on...   Learn More >
  • FAN
    Facebook’s extended ad network of websites where it runs adverts. Similar to the Google Display...   Learn More >
  • FB
    A social networking site, where users can post updates in their timeline which include text,...   Learn More >
  • FC
    What is a Frequency Cap? A frequency cap is a limit to the number of times each user sees an...   Learn More >
  • Fear Of Missing Out
    An acronym that stands for Fear Of Missing Out, which refers to the idea that people always...   Learn More >
  • Feed
    A social media term meaning either the list of updates you have posted or the list of updates...   Learn More >
  • First Time Impression Ratio
    First Time Impression Ratio is a metric used by Facebook for the ratio of the number of ad...   Learn More >
  • Follow Friday
    An old tradition on Twitter where people would suggest interesting accounts to follow (these...   Learn More >
  • FOMO
    An acronym that stands for Fear Of Missing Out, which refers to the idea that people always...   Learn More >
  • Freemium
    A service that has a basic version that is free to use, but for which a premium version of the...   Learn More >
  • Frequency
    What does Frequency mean? In online advertising, frequency refers to how often an ad appears to...   Learn More >
  • Frequency Cap
    What is a Frequency Cap? A frequency cap is a limit to the number of times each user sees an...   Learn More >
  • GA
    Google Analytics is one of the most commonly used providers of web statistics. It's free and...   Learn More >
  • Geo-Targeting
    In Digital Marketing, Geo-Targeting means aiming content (an ad, webpage etc) at a particular...   Learn More >
  • Google Analytics
    Google Analytics is one of the most commonly used providers of web statistics. It's free and...   Learn More >
  • Google Tag Manager
    Google Tag Manager is an efficient way of dynamically managing tagging on a website from Google....   Learn More >
  • Growth Engine
    The mechanism that makes a startup grow in a sustainable fashion. This can often mean a...   Learn More >
  • GTM
    Google Tag Manager is an efficient way of dynamically managing tagging on a website from Google....   Learn More >
  • Hashtag
    A hashtag is this symbol #. It is used on social media to categorize posts so that other users...   Learn More >
  • House Party
    A social network based around group video chats.
  • Identifier for Advertisers
    Apple's way of allowing advertisers to transmit data to third parties of users who opt-in.
  • IDFA
    Apple's way of allowing advertisers to transmit data to third parties of users who opt-in.
  • IG
    Instagram is a free photo and video sharing social network, created in 2010 and acquired in 2012...   Learn More >
  • Impression
    What does Impression mean? Impression means when something (usually content, an ad or post) is...   Learn More >
  • Infinite Scroll
    Infinite Scroll refers to a feature on websites where a user can continue scrolling down a page...   Learn More >
  • Insertion Order
    An IO is an Insertion Order which in online advertising is the contract that provides the...   Learn More >
  • Instagram
    Instagram is a free photo and video sharing social network, created in 2010 and acquired in 2012...   Learn More >
  • Instagram Live
    Broadcasting live onto Instagram, with your video appearing live in your feed.
  • Instagram Stories
    A way that users can curate a group of their own Instagram posts. These stories are only...   Learn More >
  • IO
    An IO is an Insertion Order which in online advertising is the contract that provides the...   Learn More >
  • iOS14
    An operating system from Apple which included many updates around privacy. For digital...   Learn More >
  • Joint Photographic Experts Group
    jpg is the file extension abbreviation of a JPEG image file. JPEG stands for Joint Photographic...   Learn More >
  • jpg
    jpg is the file extension abbreviation of a JPEG image file. JPEG stands for Joint Photographic...   Learn More >
  • K-Weight
    In Digital Marketing, K-Weight refers to the size of an ad or piece of content in kB...   Learn More >
  • Kik Messenger
    Kik Messenger is an instant messaging platform that is sometimes referred to as a social network.
  • KISS
    An acronym standing for Keep It Simple Stupid. KISS is a sort of pseudo-ethos that advocates for...   Learn More >
  • Landing Page
    The page where a person enters a website (ie the page they "land on"). In online advertising,...   Learn More >
  • Last Click
    Sometimes referred to as Last Touch, this is the most common type of attribution for conversions...   Learn More >
  • Lead
    A potential customer, or a way to get in touch with a potential customer (eg email address,...   Learn More >
  • Lead Generation
    Lead generation (or Lead Gen) is the gathering of potential customers' contact information and...   Learn More >
  • LI
    LinkedIn is a social network founded in 2003, now owned by Microsoft. It focuses on connecting...   Learn More >
  • Lifetime Value
    LTV (often called Customer Lifetime Value or CLTV) is an attempt at predicting the amount of...   Learn More >
  • Likes
    A "Like" is a social media term, meaning when a user clicks a button to show they like or...   Learn More >
  • LinkedIn
    LinkedIn is a social network founded in 2003, now owned by Microsoft. It focuses on connecting...   Learn More >
  • Low Hanging Fruit
    Low hanging fruit is an expression that means the easiest things to do. For example, the low...   Learn More >
  • LTV
    LTV (often called Customer Lifetime Value or CLTV) is an attempt at predicting the amount of...   Learn More >
  • Metrics
    Metrics are measurable statistics that are used in digital marketing to improve performance such...   Learn More >
  • Multi-Touch Attribution
    Sometimes referred to as multi-channel attribution, this is a way of attributing conversions...   Learn More >
  • Native Advertising
    Native Ads are ads that are intended not to look like ads. For example, they could be an...   Learn More >
  • Nested Comments
    When a reply to a comment is slightly indented or hidden under the comment it is replying to (so...   Learn More >
  • Niche
    A specific or specialised interest or section of the population. Websites are often spoken about...   Learn More >
  • Non-Exclusive YouTube Video
    A video where an influencer promotes a bunch of different brands at once. This type of...   Learn More >
  • Non-Organic Traffic
    Non-Organic Traffic means traffic that has been paid for. This would include users on a site who...   Learn More >
  • Operating System
    An acronym for Operating System. It can be useful to target different ads to different operating...   Learn More >
  • Optimising
    What does optimising mean? Optimising means making changes to improve performance. It is a...   Learn More >
  • OS
    An acronym for Operating System. It can be useful to target different ads to different operating...   Learn More >
  • Outbound Marketing
    Outbound marketing means marketing activities where you go out and try and find customers. For...   Learn More >
  • Paid Media
    Paid Media refers to any advertising you have to pay for. This includes PPC or Display Ads,...   Learn More >
  • Paid Post
    A post on social media (or on a blog) that was motivated by money. This can mean allowing...   Learn More >
  • Paid Social
    Traffic which comes to a website from advertising on social networks. This term usually only...   Learn More >
  • Pixel
    A pixel is what makes up the images displayed on your computer. They are minute dots of colour,...   Learn More >
  • Placement
    Placement is a generic term meaning some combination of an ad and the place it is served. It can...   Learn More >
  • Platform
    A platform is a generic term that means a computer/server which does something. An Ad Platform...   Learn More >
  • Post
    Post 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 Conversion
    A Post-Click Conversion, or PC Conversion is when a user converts after a click. This click can...   Learn More >
  • Post-Click Window
    The Post Click Window, or PC Window, is the amount of time after a user has clicked on an ad and...   Learn More >
  • Post-Impression Conversion
    A Post-Impression Conversion or PI Conversion is when a user buys a product after seeing an...   Learn More >
  • Post-Impression Window
    The Post Impression Window, or PI Window, is the amount of time after a user has viewed an ad...   Learn More >
  • Quarter
    A quarter is a three month reporting period (as in a quarter of the year). There are four...   Learn More >
  • Quora
    Founded in 2009, Quora is a social network based around knowledge. Users of the site may post...   Learn More >
  • Reach
    Reach is a metric (most commonly used in social media) referring to the number of users who saw...   Learn More >
  • Reddit
    Launched in 2005, Reddit is one of the top ten largest social networks in the world. Reddit is...   Learn More >
  • Redditor
    Someone who uses the website Reddit (as a registered user).
  • Regram
    Instagram's version of reposting or sharing.
  • Return On Ad Spend
    What is ROAS? Return On Ad Spend (ROAS) is a metric used in online advertising to calculate how...   Learn More >
  • Return On Investment
    What is an ROI? ROI stands for Return on Investment and means the amount of money you get back...   Learn More >
  • RFP
    An acronym standing for Request For Proposal. This is what is put out when an organisation is...   Learn More >
  • ROAS
    What is ROAS? Return On Ad Spend (ROAS) is a metric used in online advertising to calculate how...   Learn More >
  • ROI
    What is an ROI? ROI stands for Return on Investment and means the amount of money you get back...   Learn More >
  • RoN
    RoN is short for Run of Network, and means when a set of ads are booked with an Advertising...   Learn More >
  • Run of Network
    RoN is short for Run of Network, and means when a set of ads are booked with an Advertising...   Learn More >
  • Segmentation
    Segmentation can take place in any form of digital marketing, and simply involves breaking...   Learn More >
  • Sentiment
    A feeling of opinion on something. Sentiment analysis is often used wherever there are comments...   Learn More >
  • Share
    Sharing is a term mostly used in social media that is a softer way to talk about posting...   Learn More >
  • Skippable
    Skippable in online advertising refers to ads (usually video ads) that do not have to be watched...   Learn More >
  • SM
    Social Media refers to websites entirely made up of user-generated content, in which users can...   Learn More >
  • SMM
    Social Media Marketing (or SMM) is the blanket term for any type of marketing using social...   Learn More >
  • Snapchat
    The central concept is Snapchat is that messages shared are only temporary. All messages delete...   Learn More >
  • Snapchat Memories
    A place on Snapchat where users of the platform can save snaps for later. Memories are only...   Learn More >
  • Social Listening
    The process of monitoring social channels for people talking about your brand or things related...   Learn More >
  • Social Media
    Social Media refers to websites entirely made up of user-generated content, in which users can...   Learn More >
  • Social Media Marketing
    Social 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 Proof
    A way of expressing that people like/agree with an action, often by using usage stats. For...   Learn More >
  • SoLoMo
    Short for Social, Local, Mobile, SoLoMo is a marketing mindset that seeks to integrate three...   Learn More >
  • SP
    SP stands for Sponsored Post and means a social media post has been paid for by an advertiser....   Learn More >
  • Split Testing
    A way of testing whether one thing is better than another. For example, you could split test two...   Learn More >
  • Sponsored Post
    SP stands for Sponsored Post and means a social media post has been paid for by an advertiser....   Learn More >
  • Steemit
    A blockchain based social network that pays users for their content using the STEEM cryptocurrency.
  • SWOT
    An acronym standing for Strengths, Weaknesses, Opportunities, Threats. SWOT is used to start...   Learn More >
  • Telegram
    A secure messaging app that lets you set messages to delete themselves (like Snapchat)....   Learn More >
  • Third-Party Cookies
    Cookies that are dropped onto a person's computer when visiting a website that are not from the...   Learn More >
  • Thumbnail
    A small picture (often auto-generated from a larger version of the picture) that goes alongside...   Learn More >
  • TikTok
    A high concept social network, where users can post 15 seconds videos with a song or audio clip...   Learn More >
  • ToFu
    In digital marketing, ToFu means "Top of Funnel" and refers to the first real contact someone...   Learn More >
  • Top of Funnel
    In digital marketing, ToFu means "Top of Funnel" and refers to the first real contact someone...   Learn More >
  • Tracking Links
    A hyperlink that is designed to be easily trackable, often by adding UTM parameters, or else by...   Learn More >
  • Traffic
    Traffic in online advertising is a catch-all term for visitors to a site (the online equivalent...   Learn More >
  • Trafficking
    Trafficking in online advertising is the process of uploading, troubleshooting, managing,...   Learn More >
  • TripAdvisor
    An online travel company that features user-generated content (which is why it is sometimes...   Learn More >
  • Troubleshooting
    The process of systematically testing for, finding and fixing problems (such as broken ads,...   Learn More >
  • Tumblr
    Tumblr is a multimedia social network owned by Automattic (who bought it from Verizon). Founded...   Learn More >
  • Tweet
    A tweet is a post on Twitter. They are limited to 140 characters, with the intention being that...   Learn More >
  • Twitter
    What is Twitter? Twitter is a social media platform that is based around conversation topics...   Learn More >
  • Twitter Engagement Rate
    Twitter Engagement Rate is the number of times a tweet was loaded into someone's feed, divided...   Learn More >
  • UGC
    UGC (or User Generated Content) means any content generated by the users of a site as opposed to...   Learn More >
  • Underdelivery
    When an ad campaign does not fulfil the specified amount of impressions/clicks/conversions etc.
  • Uniform Resource Locator
    The web address of a website or webpage. For example, the address of this website is...   Learn More >
  • Unique Selling Point
    An acronym standing for Unique Selling Point. This is a concept based around how a...   Learn More >
  • Unoptimised
    If something is unoptimized, it has not had any efforts put in to improve its performance.
  • Upweight
    An Upweight in online advertising is a term to do with optimising ad campaigns. It means when a...   Learn More >
  • Urchin Tracking Module
    UTM parameters are 5 tracking parameters you can add to the end of a URL which can be read by...   Learn More >
  • URL
    The web address of a website or webpage. For example, the address of this website is...   Learn More >
  • User Generated Content
    UGC (or User Generated Content) means any content generated by the users of a site as opposed to...   Learn More >
  • USP
    An acronym standing for Unique Selling Point. This is a concept based around how a...   Learn More >
  • UTM
    UTM parameters are 5 tracking parameters you can add to the end of a URL which can be read by...   Learn More >
  • Value For Money
    What Does VfM Mean? If you are unable to track conversions for your ad campaign, there is a...   Learn More >
  • VfM
    What Does VfM Mean? If you are unable to track conversions for your ad campaign, there is a...   Learn More >
  • Viral
    A piece of content that is shared a lot by individuals (without payment) in a short period of...   Learn More >
  • WeChat
    A Chinese social media platform, that includes a payment platform. It is so popular than many...   Learn More >
  • YouTuber
    A user of the website YouTube as a creator - by uploading/managing videos, creating videos, or...   Learn More >
  • Zapier
    A company with a set of tools which link different platforms to make them easier to use (for...   Learn More >

 

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