Glossary

Terms & Definitions

Below are term definitions grouped by category.

Reporting

Category & Term	Definition
Campaign Type	Options include Fixed or Dynamic, which refer to different pricing models. Dynamic provides additional access to Optimization and Forecasting features.
Pricing Model	Pre-established pricing model (e.g. CPE, CPT, CPS) for the specific campaign
Status	Shows whether campaign under review, in progress, or completed
Campaign ID	ID of a specific campaign.
Campaign Name	Name of the campaign.
Campaign Start Date	Start date of the campaign.
Campaign End Date	End date of the campaign.
Campaign Budget	Budget allocated for the entire campaign duration.
Campaign target ROAS	Pre-established ROAS goal for the campaign. Applicable for Dynamic type campaigns.
Attribution Window	Depending on pricing model, some campaigns have attribution windows that extend past the campaign end date.
Last Attribution Date	Campaign end date plus length of attribution window.
Reach	Number of users exposed to an ad
Impressions	Total number of serves of an offer to all users.
Engagements	Number of users who clicked on or activated an offer.
Engagement Rate	Number of engagements divided by the number of impressions.
Purchases (post-engagement)	Number of purchases made by users who activated an offer.
Revenue (post-engagement)	Revenue from purchases by users who activated an offer.
AOV (post-engagement)	Revenue divided by purchases by users who activated an offer.
ROAS (post-engagement)	Return on ad spend = Revenue of users who activated an offer divided by ad spend.
Average cost per engagement	Ad spend divided by number of engagements.
Ad Spend	Campaign budget spent on ads.

Optimization

Term	Definition
Limit Campaign	Stopping a campaign from serving ads/impressions to any new users. Users who have already been served an ad will continue to see the ad.
Campaign Duration	The length a campaign will serve ads.
Campaign target ROAS	Pre-established ROAS goal for campaign.
Budget	Amount of dollars associated to a specific campaign for the length of a campaign.

Forecasting

Term	Definition
Projected Audience Reach	Number of users who could potentially view an ad across the network.
Projected Revenue	Potential amount of sales by users who have activated an offer.
Projected Purchases	Potential number of transactions by users who have activated an offer.
Projected Ad Spend	Potential amount of budget that could be spent based on reach and revenue.