| Concept | Definition |
|---|---|
| ACoS | Advertising Cost of Sale: the percentage calculated by dividing the budget spent by the turnover generated by the campaign or ad group profitability |
| Ad group | Sub-campaign where the media buyer can set a specific strategy |
| Ad spent | The total amount spent in advertising campaigns: media cost, data cost, and potential additional fees |
| Bid | The maximum price that the buyer is willing to pay for a click or 1000 impressions (called the Cost Per Mille, CPM) |
| Budget | The maximum amount of a campaign or Ad group |
| Burn rate | The percentage of Ad spent on total budget |
| Conversion | The number of completed order lines resulting from the purchase of sponsored products. One conversion = one order line item. If a sponsored product is a smartphone and a customer orders two quantities of this smartphone, this counts as two conversions |
| CPC | Cost Per Click: the auction price the buyer is willing to pay a click |
| CTR | Click Through Rate: number of times a sponsored product is clicked, divided by the number of times this sponsored product is shown (impression) on the website |
| CPM | Cost Per Mille (cost per 1000 impressions): the auction price the buyer is willing to pay for 1000 impressions |
| Daily budget | The maximum budget the buyer is willing to pay per day |
| Halo order | The number of completed orders that include a product whose purchase was influenced by a sponsored product. A halo order exists if |
