Learning Center · Glossary

The vocabulary of advertising operations, explained plainly.

Over forty terms you meet when running, measuring and controlling ad accounts. Two sentences each, no jargon to explain jargon, and a link when a guide goes further.

Campaigns

Running campaigns

Ad set: In Meta Ads, the level between campaign and ad, where audience, placements, budget and attribution setting are defined. Read more →
Asset group: In Performance Max, the set of images, logos, headlines, descriptions and videos from which ads are assembled.
Bidding strategy: The method used to set how much you offer for each auction, by hand or automatically towards a goal such as a cost per conversion.
Daily budget: The average amount you agree to spend per day on a campaign. Actual spend can vary from one day to the next.
Keyword: A word or phrase you choose so that your ad can appear for related searches.
Match type: The rule that decides how closely a search must resemble your keyword: broad, phrase or exact.
Negative keyword: A word or phrase for which you do not want your ads to appear. Used to stop paying for irrelevant searches.
Performance Max: A Google Ads campaign type where you supply assets, goals and a budget, and Google's systems decide where and how ads appear across its channels. Read more →
Responsive search ad: A text ad for which you provide several headlines and descriptions; Google assembles and tests the combinations.
Search campaign: A campaign whose text ads appear on search results when someone's search matches your keywords. Read more →
Search term: What a person actually typed before seeing your ad. It can differ from your keyword, depending on the match type.
Shared budget: One budget used by several campaigns. Changing it affects all of them at once.

Measurement

Measuring results

Attribution window: The time after a click or a view during which a conversion is credited to the ad. Read more →
Click-through rate: Clicks divided by impressions. Shows how often people who see the ad click it. Also called CTR.
Container: In Google Tag Manager, the set of tags, triggers and variables published on a site as one version. Read more →
Conversion: An action you count as valuable after an ad: a purchase, a form, a call. Each platform counts it by its own rules.
Conversion action: In Google Ads, the definition of one kind of conversion: what is counted, with which value and over which window.
Cost per conversion: Spend divided by the number of conversions over the same period. Also called CPA.
Deduplication: Counting a customer once when several platforms each claim the same conversion. No ad platform does it across its competitors.
Impression: One display of an ad. It says the ad was shown, not that it was seen or read.
Key event: In Google Analytics 4, an event you mark as important to the business, such as a purchase. Read more →
Late conversion: A conversion reported days after the click it is attached to. It is why figures for recent days keep changing.
Limited by budget: A status showing that a campaign could have appeared more often if its budget had been higher.
Tag: A piece of code on a site that sends an event, such as a purchase, to a measurement or ad platform. Read more →

Governance

Controlling changes

Access level: What a user may do in an ad account. Google Ads has five: email-only, billing, read-only, standard and admin. Read more →
Approval workflow: A step where a designated person agrees to a change before it is applied. Read more →
Audit record: A record of who prepared, checked and approved each change, which cannot be edited afterwards. Read more →
Auto-applied recommendation: A Google Ads recommendation that the account has agreed to let Google apply on its own, on a recurring basis. Read more →
Before and after: The exact description of a change: the current value and the proposed one. What an approver should be shown.
Campaign draft: In Google Ads, a copy of a Search or Display campaign where changes can be prepared without affecting the original.
Change history: The platform's list of changes made to an account. In Google Ads it covers two years and shows what changed, not why. Read more →
Manager account: A Google Ads account used to access and manage several advertiser accounts from one login.
Multi-party approval: In Google Ads, the requirement that a second administrator confirm sensitive user changes, such as adding a user.
Override: Approving a change despite a warning, with a written reason that is kept.

AI and access

AI, agents and connections

AI agent: An AI model allowed to chain several actions towards a goal, using tools it is given. Read more →
API: The interface through which a program, rather than a person, reads or changes an account.
API access level: For Google Ads, the level granted to an application's Cloud project (Test, Explorer, Basic, Standard), which sets its daily limit. It concerns the tool's publisher, not its users. Read more →
Human in the loop: A design where a person can see and refuse an action before the AI carries it out. Read more →
MCP (Model Context Protocol): An open standard through which an AI model discovers and calls tools exposed by a server, such as reading an ad account. Read more →
OAuth consent: The screen where you allow an application to access your account, without giving it your password. You can withdraw it later.
Prompt injection: Text hidden in data an AI reads, written to make it follow instructions that are not yours. Read more →
Read-only access: An authorisation that lets an application see data without being able to change anything.

Go further

Early access

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Paid plans open once the Google Ads, Meta, GA4 and GTM integrations are operationally validated.

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