The words agencies hide behind, defined.
You should not need a translator to read your own reports. If we use a term with you and it is not on this list, ask — that is on us, not on you.
ROAS return on ad spend
Revenue divided by ad spend. A 3x ROAS means €3 back for every €1 in.
Break-even ROAS the ROAS you need to not lose money
The ROAS at which ad spend exactly equals gross profit, set by your margin.
CPA cost per acquisition
What one order costs you in ad spend.
AOV average order value
Average revenue per order across a period.
CTR click-through rate
Clicks divided by impressions.
CPC cost per click
What a single click costs.
Impression share how much of the auction you are in
The share of available auctions where your ad actually appeared.
Smart Bidding automated bidding
Google setting bids automatically toward a goal you define.
tROAS / tCPA target ROAS or target CPA
The goal you hand Smart Bidding.
Performance Max PMax
One automated campaign spanning Search, Shopping, YouTube, Display and Gmail.
Demand Gen Google's paid-social-style campaign
Image and video ads across YouTube, Discover and Gmail, aimed by audience rather than keyword.
Merchant Center GMC
Where your product feed lives and gets approved.
Merchant Center suspension account-level suspension
When Google stops serving your products entirely, usually citing a policy rather than a cause.
Misrepresentation policy the vague one
Google's catch-all policy covering untrustworthy or misleading representation of your business.
Product feed the feed
The file describing every product to Google: title, description, image, price, stock, GTIN, category.
Product title optimisation title rewriting
Rewriting feed titles to match how buyers actually search.
GTIN global trade item number
The product's barcode number.
item_group_id variant grouping
The field that tells Google several products are variants of one item.
Custom label feed segmentation
Fields you define yourself to segment products in campaigns.
CSS comparison shopping service
The partner through which Shopping ads are submitted in Europe.
Negative keyword exclusion
A search you refuse to pay for.
Match type keyword matching
How loosely Google may interpret a keyword: exact, phrase or broad.
Search terms report what you actually paid for
The list of real queries that triggered your ads.
Attribution window lookback
How long after a click a sale still gets credited to it.
Conversion tracking the tags
How purchases get reported back to Google.
Enhanced conversions hashed first-party data
Sending hashed customer data to improve match rates.
Server-side tracking server tagging
Conversions sent from a server rather than the browser.
Learning phase relearning
The period after a major change when Google re-learns and performance is unreliable.
Limited by budget budget-capped
A status meaning your campaign could spend more than you are allowing.
POAS profit on ad spend
Like ROAS, but on gross profit instead of revenue.
Want these explained against your own account? Send it over.
The teardown names the numbers that matter for your store, not all thirty of them.