The full glossary has thirty. These twelve are the ones that change decisions:
- Break-even ROAS — the number everything else is judged against.
- ROAS and CPA — return and cost per order.
- AOV — raising it is often easier than lowering CPA.
- Conversion tracking — whether any of the above is real.
- Smart Bidding and learning phase.
- Search terms report — what you actually paid for.
- Negative keywords — the cheapest fix there is.
- Product feed — your targeting, in Shopping.
- Merchant Center and GTIN.
If your agency uses a term that is not on the list and does not explain it, ask. That is on them.