Glossary.
Every term, one page.
A definition, the formula where there is one, and a worked example.
A
- add-to-cart rateAdd-to-cart rate is the share of product page views that result in an item being put in the cart, which measures how convincing the product page itself is..
- advantage+ shopping campaignsAdvantage+ shopping campaigns are an automated campaign type in Meta Ads where you supply creative, a budget and a catalogue, and the system decides the audiences, placements and combinations to serve..
- AOVAOV, or average order value, is the revenue a store takes divided by the number of orders that produced it, so it describes what a typical basket is worth..
- attribution modelAn attribution model is the rule your reporting uses to divide credit for an order between the different marketing touchpoints a customer encountered on the way to buying..
C
- CACCAC, or customer acquisition cost, is what you pay in marketing to win one new customer, found by dividing acquisition spend by the number of first time buyers it produced..
- canonical URLA canonical URL is the address you nominate as the single official version of a page, so search engines know which one to index when the same content appears at more than one address..
- cart abandonment rateCart abandonment rate is the share of shopping carts created on your store that never turn into a completed order within the period you are measuring..
- checkout completion rateCheckout completion rate is the share of shoppers who begin the checkout process and finish it with a paid order, measured over the same period..
- churn rateChurn rate is the share of your subscribers or active customers who stop buying during a given period, which is the mirror image of retention..
- collection pageA collection page is a page that groups related products together so shoppers can browse a category, and on most ecommerce sites it is the page type that matches how people search..
- consent modeConsent mode is a way of telling Google tags what a visitor has consented to, so the tags change their behaviour rather than either ignoring the choice or being blocked entirely..
- contribution marginContribution margin is what one order leaves behind after every cost that varies with that order, such as product cost, shipping, packaging and payment fees..
- conversion rateConversion rate is the share of visits to your store that end in an order, found by dividing orders by sessions over the same period..
- conversion valueConversion value is the monetary amount your store sends back to an advertising or analytics platform when an order completes, and it is what automated bidding optimises towards..
- core web vitalsCore Web Vitals are three measurements Google uses to describe page experience: Largest Contentful Paint for loading, Interaction to Next Paint for responsiveness, and Cumulative Layout Shift for visual stability..
- CPCCPC, or cost per click, is the average amount you pay each time someone clicks one of your ads, found by dividing spend by clicks..
- CPMCPM, or cost per mille, is what you pay to have an ad shown one thousand times, whether or not anyone clicks it..
- creative fatigueCreative fatigue is the decline in an ad's performance caused by the audience having seen it too many times, rather than by any change in targeting, budget or product..
- CTRCTR, or click through rate, is the share of times an ad was shown that someone clicked it, found by dividing clicks by impressions..
- custom labelA custom label is a feed field you fill with your own values, used to group products for campaign structure, bidding and reporting rather than to describe the product to shoppers..
D
- disapprovalA disapproval is a decision by an advertising platform that a product or ad cannot be shown, because of a data error, a policy breach or a mismatch with your website..
- dynamic product adsDynamic product ads are ads assembled automatically from your product catalogue, so the images, names and prices shown to each person are chosen by the platform rather than designed in advance..
F
- faceted navigationFaceted navigation is the set of filters on a collection page that let shoppers narrow results by attributes such as size, colour, price or material..
- feed ruleA feed rule is an instruction set up inside Merchant Center that changes how incoming product data is processed, such as combining fields, replacing values or setting a default..
- free listingsFree listings are unpaid product results shown across Google shopping surfaces, drawn from the same Merchant Center feed that powers shopping ads..
- frequencyFrequency is the average number of times each person in your audience saw your ad during a period, found by dividing impressions by the number of people reached..
G
- GA4 purchase eventThe GA4 purchase event is the ecommerce event Google Analytics 4 uses to record a completed order, carrying the order value, the currency, a transaction id and the list of items bought..
- GTINGTIN, or global trade item number, is the standard identifier that uniquely names a product worldwide, covering the barcode formats such as UPC, EAN and ISBN..
I
- impression shareImpression share is the share of the impressions your ads were eligible for that they actually received, which shows how much of the available demand you are reaching..
- incrementalityIncrementality is the share of sales that would not have happened without the marketing that ran, as opposed to sales the reporting merely took credit for..
L
- landing pageA landing page is whichever page a visitor arrives on from a link, ad or search result, and it carries the job of continuing the promise that brought them there..
- LCPLCP, or Largest Contentful Paint, measures how long it takes for the largest visible element on a page to appear, which on a product page is normally the main product image..
- lookalike audienceA lookalike audience is a group of people an ad platform assembles because they resemble a source list you provided, such as your customers or your highest value buyers..
- LTVLTV, or customer lifetime value, is the total profit one customer is worth across every order they place with you, rather than the value of a single sale..
M
- MERMER, or marketing efficiency ratio, is your total store revenue divided by your total marketing spend across every channel, so it measures the whole business instead of one campaign..
- merchant centerMerchant Center is the Google product where you submit your product data, set shipping and returns information, and see which items are approved to appear in shopping placements..
- MPNMPN, or manufacturer part number, is the code a manufacturer assigns to one of its own products, which identifies that item within that brand's range..
P
- performance maxPerformance Max is a Google Ads campaign type that uses one budget and one goal to serve ads across search, shopping, YouTube, display, Gmail and maps, with the system deciding placement and audience..
- price mismatchA price mismatch happens when the price submitted in your product data does not match the price shown to a shopper on the product page, which stops the item being shown..
- product feedA product feed is a structured file or data connection listing every product you sell with its attributes, such as title, description, price, availability, image and identifiers..
- product identifierA product identifier is a value that tells a shopping platform exactly which product your listing refers to, made up of the brand plus a barcode or a manufacturer part number..
- product pageA product page is the page for a single item, carrying its images, price, options, delivery information and everything a shopper needs to decide..
- product schemaProduct schema is the structured data type used to describe a single product, stating its name, brand, identifier, price, currency, availability and rating in a standard format..
R
- repeat purchase rateRepeat purchase rate is the share of your customers who have placed more than one order, measured across a defined group of buyers and a defined window of time..
- retargetingRetargeting is advertising shown specifically to people who already interacted with your store, such as visiting a product page, adding to cart or buying before..
- review schemaReview schema is the structured data that describes customer reviews and ratings on a page, including the individual reviews and the aggregate rating with its review count..
- ROASROAS is the revenue your advertising produced divided by what you spent to produce it, written as a multiple such as 4.5 for every unit of spend..
S
- schema markupSchema markup is structured data added to a page in a standard vocabulary, so search engines and AI assistants can read its facts directly rather than inferring them from the layout..
- search impression share lost to budgetSearch impression share lost to budget is the share of impressions your ads did not receive specifically because the campaign's daily budget was exhausted, rather than because the ad was not competitive..
- server-side trackingServer-side tracking sends analytics and conversion data from a server you control rather than directly from the visitor's browser, which makes the data less dependent on what the browser allows..
- shop tabThe shop tab is the product focused view in Google search results where shoppers browse, filter and compare items, drawn from both paid shopping ads and free listings..
- smart biddingSmart bidding is automated bidding where the ad platform sets a bid for every individual auction using live signals, aiming at a goal you set such as a target return or a target cost per conversion..
- standard shopping campaignA standard shopping campaign is a Google Ads campaign that shows product listings from your Merchant Center feed on search results, with direct control over product grouping, bids and negative keywords..
- supplemental feedA supplemental feed is a secondary data file that adds or overwrites specific attributes on products already present in your primary feed, matched by product id..
T
- target CPATarget CPA is a bidding setting where you tell the ad platform the average cost you are willing to pay for a conversion, and it bids to hit that average across the campaign..
- target ROASTarget ROAS is a bidding setting where you tell the ad platform the average return on ad spend you want, and it adjusts bids on each auction to aim at that average..
U
- UGCUGC, or user generated content, is photo and video content made by customers or independent creators rather than produced in a brand photoshoot..
- UTM parametersUTM parameters are labels added to the end of a link that tell your analytics where a visitor came from, naming the source, the medium and the campaign behind the click..
Your plan is free.
A person reads it. You keep the plan. No logins, no call first.