Glossary

Terms & Definitions

Below are term definitions grouped by category.

Category & Term	Definition
Campaign Type	Options include Fixed or deprecated Dynamic, which refer to different pricing models.
Pricing Model	Pre-established pricing model (e.g. CPR, 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.
Media fees	Campaign budget spent on ads.