Digital marketing glossary

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Glossaries

Term Definition
landing page
The page to which a user is directed after clicking on an ad. For example if a user clicks on a Cheese of the Month ad they may be directed to cheeseofthemonth.com or to cheeseofthemonth.com/signupnow or some other landing page chosen by the advertiser. The landing page may be slightly different from the click URL.
last click
A type of attribution model that pays out on the last impression that was clicked on by the user. This may be used as an alternative to the first touch model which gives credit for the first impression a user saw.
last view
A type of attribution model that pays out on the last impression that was viewed by the user. This may be used as an alternative to the first touch model which gives credit for the first impression a user saw.
lift
The percent increase in performance (measured in ROI CPC CPA etc.) that can be attributed to advertising (or some other marketing endeavor).
linear TV

Live television that is watched as scheduled; stands in contrast to pre-recorded or video on demand (VOD).

LinkedIn

Business and employment-oriented social networking service that operates via websites. It is mainly used for professional networking. LinkedIn allows users (workers and employers) to create profiles and 'connections' to each other in an online social network which may represent real-world professional relationships.

Long form video

Professionally produced video content typically five minutes or longer in duration generally referring to full length content such as TV shows or feature-length movies.

longtail
Ad inventory with relatively low exposure or limited users such as a personal blog with a very low number of followers or numerous less desirable users such as people who are very young have minimal disposable income or other factors that would make them unlikely consumers of a product or service. The longtail can be difficult to monetize.
lookback window
An amount of time taken into account when collecting data to be used for attributing conversions a bid optimization model or anything else. Common lookback windows are a day 14 days 30 days etc.
Lower funnel

We use the funnel to identify user engagement and intent. Those in the lower funnel are active engaged users who have visited the advertiser's site within the last 30 days.