Where every click is a journey and every impression counts.
Google's system for handling analytics and advertising when users don't consent to tracking. It measures conversions without personally identifying people.
Google's proposed replacement for third-party cookies using privacy-preserving technologies like Federated Learning of Cohorts. It's a sandbox for you, not for your data.
The total revenue opportunity for a product within a specific segment, subdivided into TAM (total), SAM (serviceable), and SOM (serviceable obtainable). The pie chart that looks progressively more depressing as you divide it.
The concept that human attention is a scarce resource that competing ads fight over—making advertising increasingly expensive just to be noticed.
A clear instruction telling people what to do next ('Sign Up Now,' 'Buy Today,' 'Learn More'). The moment you stop hinting and start commanding.
A simple metric asking customers how likely they are to recommend your company (0-10 scale). Scores above 50 are excellent, scores below 0 mean you've failed.
That slick 3-5 second branded animation your network airs obsessively before content, usually featuring some minimalist logo design that cost more than your annual salary. It's the visual equivalent of a corporate throat-clear.
The total revenue a customer generates over their entire relationship with a company, minus acquisition costs. The metric that separates sustainable businesses from the ones burning VC money hoping something sticks.
Marketing touchpoints occurring outside traditional tracking channels (dark social, word-of-mouth, offline conversations) that influence conversions but remain invisible to analytics. The conversion credit you'll never get.
A lead that matches your ideal customer profile and has engaged with your marketing. It's not a customer yet, but they're not random either.
Showing ads to people who have already visited your website but didn't convert—digital stalking with a polite veneer and a display network budget.
Using data science to predict which users are most likely to take a desired action—basically treating humans like a statistical model and hoping they cooperate.
Automated buying of premium inventory directly from publishers, skipping auction-based exchanges—like programmatic advertising but somehow both more efficient and more complicated.
Visitors who find your website through unpaid search results or social media—the validation your marketing team desperately needs without having to spend more money.
A geographic region defined by TV market reach—now used for targeted advertising to reach people in specific cities or regions even if they can't see your ads on TV.
An exclusive auction where publishers offer premium inventory to select advertisers at negotiated prices—the velvet rope version of ad exchanges.
The amount of money an advertiser pays for each click on their ad—the bill arrives one disappointment at a time.
A word or phrase that triggers an ad to appear in search results—basically your best guess at what someone is typing when they're ready to buy.
A rectangular advertisement displayed on a webpage, usually ignored by 99.95% of viewers but somehow still a multi-billion dollar industry.
When different departments (sales, marketing, product) don't share information or work together—essentially organizational dysfunction with a trendy name.
Connecting online and offline user data using logged-in identifiers rather than probabilistic guessing—basically asking people who they are instead of playing statistical poker.