Glossary of Keyword Terms

If you’re looking for definitions of keyword terms in Native & Search, you’ll find them in this alphabetical listing.

A - B - C - D - E - G - H - I - K - L - M - N - P - R - S - T - V - W - Z

A

Term

Definition

Ad date created

Ad creation date.

Ad date modified

Date of most recent advertiser modification to the ad.

Ad description

The description of the ad that will be shown to the user. This field supports keyword insertion. Max length is 150 characters

Ad display URL

The user-friendly URL that is displayed to the user.

Ad extension address

The address associated with the ad extension. Applies to call extensions.

Ad extension clicks

The clicks garnered from ad extensions.

Ad extension conversions

The conversions garnered from ad extensions.

Ad Extension ID

The ID of the ad extension.

Ad extension impressions

The impressions garnered from ad extensions.

Ad Extension Parent Type

The parent type of the ad extension.

Ad extension phone number

The phone number associated with the ad extension. Applies to call extensions.

Ad extension spend

Spend as a result of the ad extension.

Ad extension title

The title of the ad extension. Populated only for sitelinks.

Ad Extension Type

The type of the ad extension.

Ad format

The format of the ad unit.

Ad Group date created

The creation date of the ad group.

Ad Group date modified

The date the ad group was last modified.

Ad Group ID

The ID of the ad group.

Ad group ID

The ID of the ad group.

Ad Group Name

The name given to a specific ad group.

Ad Group Status

The status of the ad group.

Ad group tracking URL

The 3rd party tracking URL utilized to track activity on the ad.

Ad ID

The ID of the ad.

Ad image

Image utilized in ad unit.

Ad image URL

The URL of the (uploaded thumbnail) image.

Ad landing URL

The URL where the user was redirected to upon clicking the ad.

Ad sponsored by

The text shown against the sponsored by label in the ad.

Ad Status

The status of the ad unit.

Ad Title

The title given to the ad.

Advertiser Currency

The local currency used by the advertiser.

Advertiser Date Created

Creation date of the advertiser.

Advertiser Date Modified

Date of the most recent advertiser modification.

Advertiser ID

The ID of the account associated with the ad group.

Advertiser Name

The name of the advertiser.

Advertiser Status

Status of the advertiser in relation to being live for serving.

Advertiser Timezone

The timezone of the advertiser.

Age

The age range of the user, bucketed into specific age range categories.

Audience ID

The IDs associated with the specific audience type. There are 3 types of audiences: General interests, custom audiences, and custom segments.

Audience Name

Name given to the specific audience.

Audience Status

Status of audience targeting.

Audience Type

Type of Audience target.

Average CPC

The average cost per click bid value.

Average CPI

The average cost per install value.

Average CPM

The average cost per thousand impressions.

Average Video % shown

The average percent of the video shown.

Average Position

The average position of the ad unit.

B

Term

Definition

Bidded match type

The keyword bidded match type.

Brand

The brand offer put forth by the advertiser. This is the same value as the brand field in the product feed.

Budget

The budget given at the campaign level.

Budget type

Type of budget specified by the advertiser.

C

Term

Definition

Call to action text

Also known as CTA, usually a verb enticing users to take action, for example, Shop Now.

Campaign Date Created

Campaign creation date.

Campaign Date Modified

Date of most recent advertiser modification.

Campaign End Date

End date of the campaign.

Campaign ID

The ID of the campaign associated with the ad group.

Campaign Name

The name of the campaign (unique value).

Campaign Objective

The objective of the campaign as defined in the campaign settings. Also referred to as the campaign goal in.

Campaign Start Date

Start date of the campaign.

Campaign Status

The status of the campaign.

City

The name of the user’s city.

City WOEID

The city ID given for a specific location.

Click Share

The click share of the advertiser within the marketplace, based on keyword level data.

Clicks

The number of clicks the ad receives.

Conversion device

The device user converted on when viewing an ad.

Conversion Share

The conversion share of the advertiser within the marketplace, based on keyword level data.

Conversion Tracking

The Native & Search tracking pixel ID.

Conversion value

The actual revenue/value associated with the conversion event. This is provided by the user.

Conversions

The total number of conversions; this includes both post click and post impression.

Cost per video view

Average cost per video view.

Country

Country origin of the user.

Country WOEID

The country ID given for a specific location.

CPC

The cost per click bid value.

CTR

The click through rate, determined by clicks divided by impressions.

D

Term

Definition

Day

A reporting filter used when running a report: Hour, Day, Week Month.

Delivered Match Type

The delivered match type of the keyword.

Destination URL

The landing page URL where user will be taken to, upon click on the ad.

Device

The device the user was on and captured by our reporting.

Device Type

Type of Device user was on during time of action or impression.

DMA

The DMA name of the user.

DMA WOEID

The DMA ID given for a specific location.

E

Term

Definition

End Date

The end date of the ad group.

G

Term

Definition

Gender

The gender of user who garnered the impression.

H

Term

Definition

Hour

A reporting filter used when running a report: Hour, Day, Week Month.

I

Term

Definition

Impression share

The impression share of the advertiser within the marketplace, based on keyword level data.

Impression tracking URL

The 3rd party tracking URL utilized to track impressions.

Impressions

The number of views the ad receives.

In App Post Click Conversions

The total Post Click Conversions that occurred in the app after it was installed. These conversions occurred in the app, but were attributed to clicks made on an ad outside of the app. (7 day lookback window).

In App Post View Conversions

The total Post View Conversions that occurred in the app after it was installed. These conversions occurred in the app, but were attributed to impressions made on an ad outside of the app. (1 day lookback window).

Item

The ID of the advertiser offer made in the ad. This is also the same value as the ID field in the product feed.

K

Term

Definition

Keyword

The token or query.

Keyword date created

Keyword creation date.

Keyword date modified

Date of most recent advertiser modification to the keyword.

Keyword ID

The ID of the keyword.

Keyword Landing URL

The keyword landing page URL.

Keyword Match Type

The bidded keyword match type.

Keyword max bid

The maximum bid set forth for a keyword.

Keyword Param 1

The param1 value for the keyword.

Keyword Param 2

The param2 value for the keyword.

Keyword Param 3

The param3 value for the keyword.

Keyword Status

The status of keyword.

Keyword Value

The keyword, also known as token.

L

Term

Definition

Location

The location type of the user. Denotes if the user is located in a specific area or has the intent or interest in the area.

M

Term

Definition

Max Bid

The maximum bid set forth for a keyword.

Month

A reporting filter used when running a report: Hour, Day, Week Month.

N

Term

Definition

Native channel

Indicator attribute that flags the campaign as native.

P

Term

Definition

Post Click Conversions

A conversion that takes place after a user has clicked on the ad.

Post Impression Conversions

A conversion that takes place after a user has viewed the ad.

Post View conversions

A conversion that takes place after a users has viewed the ad.

Price type

The pricing model setup for payment of activity.

Pricing type

The pricing model setup for payment of activity.

Product group ID

The ID of the product or product group (same as the offer group).

Product Type

The advertiser’s own categorization of the product. This is the same value as the product type in the advertiser’s product feed.

R

Term

Definition

Reseller ID

Specific ID utilized for our reseller business to locate specific advertisers.

Rule ID

The ID associated with the conversion rule.

Rule Name

The name associated with the conversion rule, defined by the user.

S

Term

Definition

Search Channel

Indicator attribute that flags the campaign as search.

Search Term

The keyword the user search for. Also called canon, token or query.

Source

The source represents where traffic is coming from.

Spend

The monetary amount of activity the account has accrued. Denoted by advertiser’s currency and includes traffic quality adjustments, but not financial adjustments until Month-end accounting cycle.

Start Date

The start date of the ad group.

State

The State of the user.

State WOEID

The State ID given for a specific location.

T

Term

Definition

Total Conversions

Total conversions garnered (post click +post impression conversions).

Tumblr Engagement Rate

For Tumblr Campaigns, tracks the percentage of time that an Impression lead to an Engagement, such as a Follow

Tumblr Engagements

Count of total Engagements attributing to a Tumblr Campaign. Engagements are Follows, Reblogs, or Likes.

Tumblr Follow Rate

For Tumblr Campaigns, tracks the percentage of time that an Impression leads to a Follow.

Tumblr Follows

The number of Follows the Tumblr post received.

Tumblr Likes

The number of Likes the Tumblr post received.

Tumblr Paid Engagement Rate

For Tumblr Campaigns, tracks the percentage of time that an Impression lead to a Paid Engagement.

Tumblr Paid Engagements

For Tumblr Campaigns, tracks the number of Engagements that Advertisers were charged for.

Tumblr Reblog Rate

For Tumblr Campaigns, tracks the percentage of time that an Impression lead to a Reblog.

Tumblr Reblogs

The number of reblogs or shares the Tumblr post received.

V

Term

Definition

Video 100% Complete

Number of times the video played to 100% of its length.

Video 25% Complete

Number of times the video played to 25% of its length.

Video 50% Complete

Number of times the video played to 50% of its length.

Video 75% Complete

Number of times the video played to 75% of its length.

Video after 30 seconds view

The number of times the video played longer than 30 seconds.

Video Closed

The number of times the video was closed by the viewer.

Video Completes With Audio

The video completes 100% with audio ON.

Video Expands

The number of times the video was expanded.

Video Replays

The number of times the video was replayed once it completed.

Video Skipped

The number of times the video was skipped.

Video Starts

The total number of video starts.

Video Unmutes

The number of times the video is unmuted manually by the viewer.

Video Views

The total number of video views.

W

Term

Definition

Week

A reporting filter used when running a report: Hour, Day, Week Month.

WOE ID

The ID given to a specific location. This stands for Where On Earth.

WOE Name

The location name.

WOE Type

The type of WOE IDs available.

Z

Term

Definition

Zip

The zip code of the user.

Zip WOEID

The zip ID given for a specific location.