Glossary

App campaigns for installs (ACi): A type of advertising campaign which tries to drive new installs to your mobile app. 

Automated bidding: A solution that helps advertisers automatically set bids based on performance goals.

Audience signals: A solution that allows you to add audience suggestions that help Google's AI optimize for your selected goals. Although adding audience signals is optional, using audience signals can help you guide machine learning models on the ideal way to optimize your campaign.

Conversion: An action that’s counted when someone interacts with your ad or free product listing and then takes an action that you’ve defined as valuable to your business. 

Conversion value: The values you assign to certain actions that matter to your business, for example $5 for calls and $20 for sign-ups.

CPA: Cost-per-action, calculated as total cost divided by total conversions.

Data-driven attribution (DDA): An attribution model which gives credit for conversions based on how people engage with your various ads and decide to become your customers. It uses data from your account to determine which keywords, ads, and campaigns have the greatest impact on your business goals.

Machine learning: A system that trains a predictive model from input data.

Marginal CPA: The cost of additional conversions, calculated as cost divided by increase in conversions. 

Marginal ROAS: The additional return you get for additional spend, calculated as increase in conversion value divided by increase in spend.

New customer acquisition goal: A goal that allows you to value and then bid for new customers compared to existing customers or focus on new customers only, while maximizing conversions.

Performance Max campaign: A cross-channel, AI-powered campaign that features the greatest channel coverage of any Google Ads campaign type.

Portfolio bid strategy: An automated, goal-driven bid strategy that groups together multiple campaigns, ad groups, and keywords.

Privacy centric measurement: A set of product initiatives that aim to rethink Ads measurement in a cookieless world. 

ROAS: Return-on-ad-spend, represented as a percentage, calculated as total conversion value divided by total spend.

ROI: Return on investment, calculated as total profit divided by total spend.

Smart Bidding: Automated bid strategies that use machine learning to optimize for conversions or conversion value.