What are mid-roll ads? Mid-roll ads are video placements that run during content rather than only at the start or end. Platforms such as YouTube, TikTok, Facebook, and Twitch use them in long videos or live streams. They differ from bumper ads and tie into livestream advertising when events run
What is livestream advertising? Livestream advertising delivers sponsored messages during real-time video broadcasts on platforms where viewers watch and often chat at the same time. Formats include pre-roll, on-screen overlays, host-read segments, and mid-roll breaks on longer streams. It pairs well with influencer marketing and interactive video ads when you
What are interactive video ads? Interactive video ads are video units that invite viewers to click, answer, or explore content inside the player instead of only watching passively. They use hotspots, polls, product tags, quizzes, and branching storylines to keep attention high and shorten the path to action. Brands often
What is interactive advertising? Interactive advertising is a form of digital advertising designed to encourage active user engagement with a brand's message. Unlike traditional one-way ads, interactive formats foster two-way communication so users participate with the content. Through digital and online media, brands create more memorable experiences that often lift
What is conversion tracking? Conversion tracking records when visitors complete goals you care about, such as purchases, signups, or calls, and attributes those actions to campaigns and channels. It connects ad spend to outcomes through tags, pixels, and event tracking. Use it with conversion rate analysis and marketing attribution in
What is heatmap analysis? Heatmap analysis visualizes where users click, scroll, and hover on a page using color-coded overlays. It complements event tracking and behavioral analytics on an analytics dashboard to guide conversion rate optimization work. Common heatmap types | Type | What it shows | Typical use | |
What is gross rating point (GRP)? Gross Rating Points (GRPs) are a standard measure used in media planning to assess the impact of an advertising campaign. GRPs combine two critical metrics: reach (the percentage of a target audience exposed to an ad) and frequency (the number of times the audience
What is Cost Per Acquisition (CPA)? Cost Per Acquisition (CPA) measures how much you spend to earn one conversion, such as a sale or qualified lead. You divide total campaign spend by conversions in the same period. CPA works alongside conversion rate and lifetime value (LTV) when judging whether paid
What is branded content? Branded content is marketing built around story, education, or entertainment that ties back to a brand without feeling like a traditional product ad. The goal is to earn attention and trust by delivering value first, then connecting that experience to the brand's identity and offer. Branded
What is a bumper ad? A bumper ad is a six-second, non-skippable video ad format on YouTube and many video partners. It is built for quick brand impressions: one idea, one visual hook, and immediate recognition. Bumpers work well in awareness campaigns and as companions to longer video ads. Video
What is a carousel ad? A carousel ad is a single paid social or display unit that contains multiple scrollable cards. Each card can have its own image or video, headline, description, and destination URL. Carousels help brands tell a short story, highlight a product line, or test several creatives
What is behavioral analytics? Behavioral analytics is a business intelligence approach that captures how users interact with websites, apps, emails, and connected devices. Teams analyze clicks, paths, and conversion events to improve products, personalize experiences, and make data-driven decisions. It pairs with event tracking, heatmap analysis, and bounce rate optimization
What is backlink analysis? Backlink analysis is a review of the links from other websites to your site. A useful analysis identifies the referring site and page, linked page, anchor text, link placement, topical relevance, and link status. The final output should tell you what to protect, investigate, reclaim, or
What is an attribution window? An attribution window is the set timeframe during which conversions (such as installs, sign-ups, or purchases) are attributed to an ad click or impression. Also known as a conversion window, it defines the period during which an ad interaction is credited for a conversion. Marketers
What are ad extensions? Ad extensions are optional assets that expand a search ad with sitelinks, calls, locations, ratings, and other details. They make ads taller and more useful on the results page. Extensions support Google Ads Quality Score work and pair with CTR improvement tactics. Common search ad extension
What is influencer attribution? Influencer attribution is the process of linking creator content, affiliate links, and promo codes to conversions or revenue so brands can judge which partnerships work. Without it, strong engagement can look successful while actual sales stay unclear. Attribution closes that gap across the customer journey from