The product advertising glossary
The product advertising glossary
Plain definitions, worked examples, and useful measurement distinctions.
47 resources
What is UGC?
User-generated content is material created by people using or discussing a product. In advertising, “UGC-style” also describes a casual creative format, including commissioned work.
ExploreWhat is AI UGC?
AI UGC usually means AI-generated advertising that resembles informal creator content. The phrase describes a style; it does not establish that a real customer used the product.
ExploreWhat is Hook?
A hook is the opening idea that gives someone a reason to keep watching. It can be visual, spoken, written, or a combination of those elements.
ExploreWhat is Talking-head video?
A talking-head video centers on a person speaking to the camera. The speaker may be filmed, animated, or generated.
ExploreWhat is B-roll?
B-roll is supporting footage placed around the main speaking or narrative material to show context, detail, or action.
ExploreWhat is Lip sync?
Lip sync is the alignment between visible mouth movement and audible speech.
ExploreWhat is Three-second view rate?
Three-second view rate measures qualifying three-second video views against a stated denominator, often impressions. A report must identify its denominator and platform definition.
ExploreWhat is Thumb-stop rate?
Thumb-stop rate is an informal name for an early-attention metric. Advertisers often calculate it from short video views divided by impressions.
ExploreWhat is CTR?
Click-through rate is clicks divided by impressions, multiplied by 100. Specify whether the clicks are all clicks, link clicks, or outbound clicks.
ExploreWhat is CPM?
Cost per thousand impressions is advertising spend divided by impressions, multiplied by 1,000.
ExploreWhat is CPC?
Cost per click is spend divided by the counted clicks. The click definition should match the decision you are making.
ExploreWhat is CPA?
Cost per acquisition is spend divided by attributed acquisitions. State the event, such as a completed purchase or a qualified lead.
ExploreWhat is ROAS?
Return on ad spend is attributed revenue divided by ad spend. It is commonly expressed as a multiple.
ExploreWhat is ATC?
ATC means add to cart: an event indicating that a shopper placed an item in a cart.
ExploreWhat is Creative testing?
Creative testing is a planned comparison of advertising ideas using a defined audience, measurement window, and success criterion.
ExploreWhat is Hook fatigue?
Hook fatigue describes a decline in the effectiveness of an opening that an audience has seen repeatedly.
ExploreWhat is Paid social?
Paid social is advertising distributed through social platforms using purchased placements.
ExploreWhat is Veo 3?
Veo 3 refers to a generation of Google’s video models associated with native audio and video generation. Later versions and hosting modes have their own capabilities.
ExploreWhat is DTC?
Direct to consumer describes a business selling to end customers through its own sales channel rather than relying only on wholesale distribution.
ExploreWhat is TikTok Shop?
TikTok Shop is TikTok’s commerce environment for shopping connected to content and product listings, where available.
ExploreWhat is Spark Ads?
Spark Ads are a TikTok advertising format that uses an authorized organic post as the creative source.
ExploreWhat is Advantage+?
Advantage+ is Meta’s naming family for automated advertising features. The exact feature determines whether automation affects audiences, placements, campaigns, or creative.
ExploreWhat is Hook rate?
Hook rate is a team-defined measure of how successfully a video opening retains attention. It often uses an early-view event divided by impressions or starts.
ExploreWhat is AOV?
Average order value is revenue divided by the number of orders over a stated period.
ExploreWhat is LTV?
Lifetime value estimates the value a customer produces over a defined relationship or observation period. It may refer to revenue or contribution, so the basis matters.
ExploreWhat is CAC?
Customer acquisition cost is acquisition spending divided by newly acquired customers. It can include more than media spend.
ExploreWhat is UGC creator?
A UGC creator makes content in a personal or informal style, often for a brand to use on its own channels or in ads.
ExploreWhat is Creator whitelisting?
Creator whitelisting is an industry term for permission to run advertising using a creator’s identity or authorized content through platform-supported tools.
ExploreWhat is Lookalike audience?
A lookalike audience uses a source audience as a signal to find other people with similar characteristics within a platform’s system.
ExploreWhat is Retargeting?
Retargeting is advertising to people who previously interacted with a business, subject to the platform’s tools and applicable data rules.
ExploreWhat is Conversion rate?
Conversion rate is completed target actions divided by the relevant opportunities, multiplied by 100.
ExploreWhat is Video completion rate?
Video completion rate measures complete views against a specified base, commonly video starts or impressions.
ExploreWhat is AI avatar?
An AI avatar is a digitally generated or animated representation of a person or character.
ExploreWhat is Text to video?
Text-to-video generation turns written direction into moving imagery. Some systems also generate sound or accept additional references.
ExploreWhat is Voice cloning?
Voice cloning uses audio examples to create synthetic speech resembling a particular voice.
ExploreWhat is MER?
Marketing efficiency ratio commonly means total business revenue divided by total marketing spend over the same period. Some teams use a narrower spend definition.
ExploreWhat is Blended ROAS?
Blended ROAS combines revenue and ad spend across channels, often using store revenue divided by total media spend.
ExploreWhat is Incrementality?
Incrementality asks what outcomes advertising caused beyond what would have happened without it.
ExploreWhat is First-party data?
First-party data is information a business collects directly through its own relationships and interactions with people.
ExploreWhat is Spark code?
A Spark code is an authorization mechanism associated with using a TikTok post in Spark Ads.
ExploreWhat is GMV?
Gross merchandise value is the value of merchandise transactions counted under a marketplace or business’s reporting definition.
ExploreWhat is Dark posting?
Dark posting refers to advertising creative distributed as an ad without necessarily appearing as a normal public post on a brand’s profile.
ExploreWhat is UGC rate card?
A UGC rate card lists a creator’s prices and the scope attached to those prices.
ExploreWhat is Scroll stopper?
A scroll stopper is an opening visual or idea designed to interrupt passive browsing and earn attention.
ExploreWhat is App Tracking Transparency?
App Tracking Transparency is Apple’s framework for requesting permission for tracking as Apple defines it across other companies’ apps and websites.
ExploreWhat is CPV?
Cost per view is advertising spend divided by qualifying video views under the platform’s billing or reporting definition.
ExploreWhat is View-through rate?
View-through rate measures qualifying views as a share of eligible impressions or starts, depending on the report. It is different from view-through attribution.
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