This page covers definitions and acronyms you'll find in Ads Manager.
| Term | Definition |
|---|---|
| Ad Group | The individual segments created within a campaign to house specific targeting tactics. Ad Groups include creatives and budgets designed to reach an end-user and drive a desired action. |
| API | Application Programming Interface; A technical connection that allows different software systems to communicate. Most notably, agencies use reporting or buying APIs to sync GroundTruth data directly with their internal platforms. |
| Audiences | Groups of Device IDs aggregated based on their past visitation patterns to Blueprinted locations to help advertisers reach consumers based on their historical interests and real-world habits. |
| Audience Daily Reach | A forecasted metric representing the estimated number of unique Device IDs that can be reached daily based on the selected targeting parameters. |
| Benchmarks | Standardized points of reference or industry averages used to assess the performance of a campaign (e.g., comparing a campaign’s CTR or SVR against historical company averages). |
| Blueprints™ |
GroundTruth’s proprietary, 3rd party validated technology used to map the precise physical footprints of locations. Note: This foundational data powers the tracking of in-store Visits, the creation of 1st party Audiences, and Neighborhood targeting, ensuring high-accuracy attribution (validated by Numerator). |
| Clicks | A performance metric recorded when a user interacts with an ad creative after being exposed to it (clicks on the ad). Clicks are the primary driver for directing users to a Landing Page. |
| CPM | Cost Per Impressions, also referred to as Cost Per Thousand, is an ad payment model that's calculated to determine the cost of 1,000 impressions. This is Ads Manager's buying method. |
| CTA | Call to Action; The specific instruction or prompt within an ad creative designed to encourage a consumer to take an action (e.g., "Click for Directions," "Call Now," or "Shop Online") |
| CTR | Click-Through Rate; A performance metric representing the percentage of consumers who click on an advertisement. It is calculated as total impressions / total impressions. |
| Device ID | A unique, anonymized identifier assigned to an individual device used to anonymously follow visitation patterns, build custom Audiences, and attribute Visits to specific ad exposures while maintaining user privacy. |
| DMA | Designated Market Area; A standardized geographic region used to define local television and media markets (e.g., Phoenix, Atlanta, or Dallas-Fort Worth) |
| External Tracking Pixel | An HTML code snippet provided by a 3rd party that is placed on an advertiser's website. It loads when a user visits a page, allowing clients to track and attribute online conversions or behaviors to their campaigns. |
| Flight | The specific duration of an ad group or campaign, defined by its start and end dates. |
| Geofence | A virtual barrier around a specific physical location. |
| Geotarget | A real-time location-based targeting tactic used to reach consumers within a specified geographic boundary (e.g., state, DMA, city, county, ZIP code, address, lat/long). |
| Impression | A metric representing the number of times a consumer is exposed to an advertisement. It occurs each time an ad loads within an in-app or web environment that is being viewed by a visitor. |
| KPI | Key Performance Indicator; Metrics and benchmarks that measure the success and overall performance of a campaign. |
| Landing Page |
The destination where a consumer is directed after clicking on an ad creative. Note: While this is typically defined by the click-through URL provided during creative setup, GroundTruth also offers built-in, mobile-optimized templates to create custom, standalone pages designed to drive brand engagement and secondary actions. |
| Location Group Audience | A custom audience built within Location Manager by inputting specific addresses to be Blueprinted. This allows advertisers to reach a specific set of Device IDs that have been detected within the defined boundaries of those locations. |
| Location Manager |
A management tool synced with Ads Manager that allows users to create, organize, and maintain custom lists of business locations known as Location Groups. Note: Within this platform, clients can build Location Group Audiences and manage custom Blueprints to be used for both real-time targeting and in-store traffic measurement. |
| Neighborhoods | Proprietary geographical areas identified by GroundTruth's Blueprints™ technology as having a high affinity of foot traffic to a specific brand or store. These "trade areas" serve as a version of lookalike modeling to define the areas where a brand's existing customers dwell and where new, likelihood customers are most likely to be found. |
| On-Premise | A real-time location-based targeting tactic used to reach consumers when they are within a precisely defined Blueprinted or geofenced location, allowing marketers to target specific points of interest (e.g., competitor store, mall, national brand) to immediately impact consumer behavior while they are physically on-site or within walking distance. |
| POI |
Point of Interest; A physical location (e.g., retail store, restaurant) that's used to match advertiser-provided addresses with GroundTruth's proprietary location data for precise targeting and reporting. Note: POIs are associated with a unique identification within the GroundTruth database. |
| Polygon | A precisely defined virtual outline that follows the exact physical footprint of a building or POI allowing for surgical targeting by capturing the specific shape and boundaries of a location for maximum accuracy. Blueprints™ are GroundTruth's proprietary version of polygons. |
| Radial 12(m) | A location status indicating that a specific Point of Interest (POI) cannot be accurately Blueprinted with a custom polygon. When the system is unable to determine precise property boundaries, it automatically assigns a standard 12-meter radial fence to the location to ensure it remains active for targeting and measurement. |
| Reach |
A metric representing the total number of unique consumers who have been exposed to an advertisement. Note: Impressions track the total number of times an ad is displayed. Reach measures the specific count of individual visitors who have seen the content. |
| Retargeting (Remessaging) |
A targeting tactic that allows you to reach a specific device ID after that device has been served an initial ad. By building a custom audience of users who have already seen your ad, you can re-engage them with follow-up messaging. Note: Within the Ads Manager interface, this feature is labeled as "Build custom audience for remessaging users who see your ad" |
| SAR | Secondary Action Rate; A performance metric that measures the percentage of consumers who take action beyond the initial ad click. When utilizing a custom GroundTruth landing page, this tracks supplementary engagements such as "click-to-call," "click-to-navigate," or other designated calls-to-action (CTAs) taken within the landing page experience. |
| Scale | The total number of unique device IDs that are available to be served within a specific target audience or geographic area. It represents the potential reach and delivery capacity of a campaign. |
| SVR | Store Visitation Rate; A performance metric used to measure the efficiency of a campaign in driving unique visitors to a physical location. It is calculated as Total Visits / Total Reach. |
| Visits | A performance metric representing physical in-store foot traffic. A visit is recorded when a device that was previously exposed to an ad is detected within a Blueprinted area. |
| VR | Visitation Rate; A performance metric used to measure the frequency of store visits relative to total ad delivery. It is calculated as Total Visits / Total Impressions. |
| Web Conversion | Total count of user actions taken on your website following an ad exposure (impression). It is the aggregate of all view-through and click-through conversions. |
Beyond Ads Manager
Looking for general advertising or marketing terms? Explore our full directory of advertising and marketing definitions [HERE]
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