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.

The economic ecosystem of creators, platforms, brands, and tools built around creating and monetizing content.

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

Creators openly advise against products and question purchase decisions.

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

Accounts that follow a creator and regularly receive their content.

Sending products without a fee, in the hope of a voluntary mention.

The opening seconds of a video that decide between watching on and swiping away.

The number of times content or an ad is delivered.

A planned use of creators, formats, and channels to reach a defined brand or performance goal.

The operational management of creator relationships, campaign workflows, communication, and analysis.

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.

The single clickable link in a profile, often a landing hub for several destinations.

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

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

A creator with a small, highly focused community and close interaction with followers.

Reach achieved without media budget, purely through platform distribution.

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

Paid social ads that show the collaboration between a brand and creator while delivering creator content to defined audiences.

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.

TikTok ads that deliver existing organic posts from creators or brands as paid ads.

The group a campaign is meant to reach and move to action.

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 count of video views, defined differently on every platform.

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.