Glossary

A controlled comparison of two variants to make better campaign decisions with data.

The assignment of conversions, revenue, or leads to marketing touchpoints.

How familiar a target audience is with a brand and a leading indicator for later demand.

Customer Acquisition Cost: the average cost to acquire a new customer.

The share of users who complete the desired action after a contact or click.

Cost per mille: the cost for 1,000 reached contacts or impressions.

Cost per Order: the average cost generated for one order.

The working basis for creator content that defines goals, messages, do's, and don'ts.

A person or team that produces content for digital platforms and reaches a community.

Click-through rate: the share of users who click after an impression.

Direct Response TV: TV advertising designed for a directly measurable response.

A metric that relates interactions to reach, views, or followers.

The number of times content or an ad is delivered.

Marketing through creators who make products, brands, or offers credible within their communities.

Marketing through Instagram formats such as Reels, Stories, posts, ads, and creator collaborations.

Key Performance Indicator: a metric that measures progress toward a defined goal.

Creators with large reach who can create visibility and scale campaigns quickly.

Creators with smaller, often specific communities and close audience relationships.

The paid extension of creator content through ads or additional media budget.

Marketing that is planned, optimized, and evaluated based on measurable outcomes.

The number of different people or accounts reached by content.

Return on Ad Spend: revenue in relation to advertising spend.

Marketing through TikTok content, creator collaborations, trends, ads, and commerce mechanics.

A campaign link that makes clicks, traffic source, and conversions more measurable.

Marketing through live streaming, creator integrations, and community activation on Twitch.

User Generated Content: content from users or creators that feels close to real product experience.

The contractual rules for how and where a brand may use creator content.

URL parameters that make traffic source, medium, campaign, and content visible in analytics systems.

The paid delivery of ads through or with a creator profile or creator content.

Marketing through YouTube formats, creator collaborations, ads, or organic video content.