Glossary
New to performance marketing, or trying to broaden your industry knowledge? You’ve come to the right place: Swaarm’s glossary covers what you need to know about launching successful campaigns and beyond.
We define all those pesky industry acronyms, from DSPs to ATT, and everything else in between. Dive in below!
A
A/B Testing
A/B testing refers to sending different variations of emails or social media posts to two segments of (more…)
Ad Creative
Ad creative is the contents of an advertisement that can be served to users in a digital environment. (more…)
Ad Network
AdTag
An ad tag is HTML code that has been inserted within a web page’s source code. This makes it possible to display an ad.
Advertiser
Advertiser is a company that would like to advertise their product or service.
Advertiser Postback
An Advertiser postback is a signal from the advertiser’s servers that is sent to announce a conversion.
Affiliate Commission
Affiliate Link
Affiliate Marketing
Affiliate Marketing is an advertising model whereby companies pay affiliate partners to advertise their products to generate sales.
Affiliate marketing niche
Affiliate Marketplace
Affiliate Network
Affiliate networks connects publishers – such as influencers and bloggers – with advertisers who want to work with (more…)
Affiliate Products
Affiliate Program
Referral Marketing is a form of advertising used to drive sales and conversions. (more…)
Affiliate Website
Alpha testing
Analytics
Anchor Text
App review
App Store Optimization (ASO)
Apple App Store
Application Programming Interface (API)
Application Programming Interface (API) is a type of software interface that offers a service to other pieces of software.
Attribution
Attribution is the identification of where a conversion came from. For example, a tracking link can be used to identify (more…)
Average Revenue per User (ARPU)
Average Revenue per User (ARPU) is the average revenue that is generated per user.
B
Banner ads
Banner Ads is an ad format that displays an ad as a banner at the top or bottom of a user’s screen.
Beta Testing
Blogposts
C
Call to action
Campaign Management System (CMS)
Campaigns
A campaign is a the promotion of a product using strategically chosen advertising channels.
Casual mobile game
Click-Injection
Click-Spamming
Click-Spamming or Click spam is a type of ad fraud. It occurs when a fraudster executes fake clicks that are attributed to real users
Click-Through Rate (CTR)
Your CTR is the percentage of users who clicked on your ad when delivered an impression.
Click-to-open rate (CTOR)
Competitor Analysis
Content Marketing
Conversion
A conversion occurs when a user completes a desired action. For example, a conversion can be any time a user installs (more…)
Conversion Rate
A conversion rate is the percentage of users who have converted. (more…)
Conversion Tracking
Conversion tracking is the practice of using tracking links to learn the percentage of users who (more…)
Cost Models
This is how advertisers purchase campaign inventory, which is agreed by advertisers and publishers (more…)
Cost Per Acquisition (CPA)
This is the marketing metric that measures the cost to acquire a user. (more…)
Cost-per-Click (CPC)
Cost per Click is a cost model that gives payment to the publisher for every click generated as a result of their exposure.
Cost-per-conversion
This is a cost model that gives payment to a publisher or affiliate partner for every conversion that occurs as a result (more…)
Cost-per-Install (CPI)
This is a cost model that gives payment to a publisher or affiliate partner for every install that is generated as a result (more…)
Customer Acquisition
Customer Journey
Customer Lifecycle
D
Data Visualization
Demand-Side Platform (DSP)
This is a system that enables advertisers to manage their ad exchange and exchange accounts using a single interface.
Demographics
Digital Marketing
Display Advertising
E
Earned Advertising
Earnings Per Click (EPC)
eBook
Editorial Calendar
Email Automation
Email Content
Email Deliverability Rate
Email Domain
Email List
Email Marketing
Email Sequence
Email Service Provider (ESP)
Email Spam
Email Subscribers
F
G
Game icon
Game Localization
Geolocation
Google Ads Universal App Campaigns
Google Play Store
H
Hyper-Personalization Marketing
Hypothesis
I
Impression
An impression occurs every time a user is delivered an advertisement (ad) on a publisher’s inventory.
In-app Journey
Inbox Rate
Influencer
An influencer is anybody who has an influence over an online audience. (more…)
Influencer Marketing
Influencer marketing is the process of utilizing external content creators to engage or advocate your brand’s message (more…)
Install
An install occurs when a user downloads an app and opens it for the first time.
Interstitial ads
K
Key Performance Indicators (KPIs)
Keyword
Keyword Research
L
Landing Page
Lead Generation
Lead Magnets
M
Marketing Automation
Microsoft Advertising
Microtransactions
Mobile Game Monetization
Mobile Marketing Automation
N
Native Advertising
O
Off-page SEO
On-page SEO
One-time Commission
Opt-in Rate
Organic Installs
Organic User Acquisition
Owned Advertising
P
Paid Search (Pay-per-click or PPC)
Paid User Acquisition
Pay-Per-Lead
Pay-Per-Sale
Performance Marketing
Player Archetype
Podcasts
Programmatic Advertising
Psychographics
Publisher Postback
R
Real-time bidding
Real-time Reporting
Recurring commission
Remarketing
Retargeting
Retention
Return on ad spend (ROAS)
Return on Investment (ROI)
S
Sales Funnel
Search Engine Optimization (SEO)
SKAdNetwork
Social Media Advertising
Social Media Marketing
Soft Launch
Software as a Service (SaaS)
Spam Email
Supply-Side Platform (SSP)
T
Target audience
Top-selling products
Tracking Link
Trial Period
U
Unsubscribe page
User Acquisition (UA)
User Engagement
User Personas
User Segments
UX/UI design
V
Video ads
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